Aligning Your Content With the Four Stages of the Buying Process

Content development can be an overwhelming task, but when you take the time to think through what your audience needs at each step of their engagement in the buying process, the task gets easier. It’s easy to invest too much time and effort at one step only to realize you are losing prospects’ as they get closer to making a decision because you aren’t delivering the information they need to choose you.  In this session, we’ll walk through what types of content line up with each step down the path toward closing a sale.

  • Content for each step of the buying process
  • Hold on, what are the steps of the buying process!?
  • Getting more bang for your buck from content
  • How to plan out an end-to-end content flow for your business

About Gennifer Biggs

For more than 25 years, Gennifer Biggs has crafted distinctive communications ranging from journalism to corporate messaging — and everything in between. For the last decade, she has used her experience to create and execute effective communications strategies for technology companies both large and small, working primarily with SMB and MSP audiences.

Gennifer is currently part of the dynamic IT By Design marketing team, specializing in content and message development, as well as public relations for the Master MSP. She is the former U.S. marketing communications lead for Ingram Micro, where she was responsible for the strategic development and execution of Ingram Micro’s strategic messaging and communications across the Americas.

As the former owner of Generate Marketing & Communications, Gennifer provided public relations, content development, social media, and print communications tailored for the MSP community and IT industry, working with vendors to create brand awareness and customer engagement. She also served as director of channel communications for WhiteFox Marketing, a boutique PR firm in Southern California. Biggs’ other experience includes extensive work in higher education, advertising and public relations, and nearly a decade spent as a newspaper reporter in Chicago.

Gennifer lives in Erie, PA, working remotely for IT By Design, which is based in New Jersey. She is an avid kayaker and scuba diver and is mom to two beloved dogs and a sweet senior cat.

Invite Gen to be a speaker by contacting her at IT By Design, genn.biggs@itbd.net  (814) 449-2676