It's clear that the B2B buying cycle has changed dramatically in recent years with buyers typically finding out the information they need without any interaction with a sales rep. 

As they are already weighing you up and evaluating the decision,  it's more important than ever to be putting out the right content with the most salient information at that point in the buying cycle, via the best channels to reach your potential customers and in formats that are accessible and present your information effectively. 

In order to do that, it's best to have a plan. There are some great reasons why you need a strategy in this article - and I recommend following the links to find out how to implement your own.