B2B buyers are empowered with information available to them online. Winning over modern B2B buyers requires organizations to adopt a truly customer-centric approach, with an emphasis on targeting online visitors with engaging content and facilitating real-time interactions.

The first step in the FUEL methodology is to find and attract leads. In this step, we must gain a clear understanding of buyer personas, as well as our organization's value to them. Once we build this foundation, we can develop engaging content and strategies that will support lead generation efforts to attract personas as qualified leads.

In this webinar replay, MarketingSherpa and Adobe presenters Jen Doyle, Kaci Bower and Ryo Asao provide guidance in developing high-quality content that appeals to unique buyer personas, and discuss how to engage your online visitors in real-time, to qualify leads within your digital channels.

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Useful links related to this webinar

Members Library -- B2B Marketing: The FUEL methodology outlined

2011 B2B Marketing Advanced Practices Handbook

2011 B2B Marketing Benchmark Report

Members Library -- Special Report: 8 Criteria for Choosing a Lead Scoring/Marketing Automation Vendor