Your marketing and sales activities should help your customers accomplish their outcomes, but often marketers think it’s easier to sell their products and services than it is to truly understand what customers need and want. That’s why we developed Follow Your Buyer. Simply stated, it’s a methodology to help your customer, not sell your customer. Learning to follow your buyer requires a change in mindset where you’ll get to know your buyers from the inside out and embrace a collaborative role in solving their challenges.

While operating within a paradigm, we can achieve desired outcomes, but at the same time become better informed about our actions in a way that enables continuous improvement. Marketing and sales is overserved with tactics and failproof processes to deliver better results. What we need is a modern paradigm, a different way to think about marketing, sales, and our buyers. The paradigm is called follow, understand, and help.

Content marketing lifted water and wastewater companies out of the dark ages and into marketing enlightenment. Long gone are the days when B2B marketers created only complex spec sheets and product brochures.