This lecture introduces us to the concept of the B2B Buying Cycle - the process of thought and action which buyers go through when purchasing goods or services. It's important to understand this journey so that we can offer prospects the right content at the right time. This helps us to move them along this cycle to a stage where they are ready to engage with sales.

Rather than simply producing all of these different types of content and hoping the prospect will find it, it is important to always be offering the next stage of content when prospects consume content from an earlier stage. This course won't delve into the myriad systems and methods for setting up distribution channels, but instead is focused on helping you understand and create the right content.