Mapping your purchase journey to content and keywords for B2B businesses

In this session, John-Henry will give out an end-to-end process for mapping the B2B buyer journey to keywords and content. You'll learn a process to determine how buyer's search for your brand, competitor solutions and comparisons, build considerations sets, express pain and need for a solution, or articulate their jobs to be done that your product can solve for. John-Henry will walk you through his framework for planning content-led growth initiatives and provide the heuristics he uses to determine how to execute on each content opportunity, and how strategy and execution can differ for up-and-coming startups and large enterprises.