On one hand we have admissions directors working to help a number of applicants through the process. On the other we have enterprise technology sales folks trying to help a number of prospects through the process. While not usually put together in the same sentence, there are some striking common elements from a marketing point of view.
- Both decisions are complex and require a significant amount of work to reduce risk
- Both situations result in the need to provide substantive amounts of content
- Both types of organizations want to establish thought leadership and a quality reputation
- Both sets of buyers exist in a built-in social network where recommendations and influence abound
In the end, both segments require the distribution high-value content to high-value contacts.