The document discusses how knowledge marketing can be used to create business-to-business (B2B) customers. It argues that buyers now expect more value and information than traditional marketing provides. Knowledge marketing involves sharing expertise and insights to engage prospects and answer questions before they are asked. The document provides tips for knowledge marketing, including mapping what prospects want to know, extracting relevant knowledge from the company, focusing and aligning knowledge to prospect needs, and sharing knowledge assets through websites, content marketing and other channels. The goal is to turn websites into "knowledge nodes" that attract and engage prospects through useful information.
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