The concept of content marketing is nothing new, but the forms of delivery have changed. While marketers tout the use of digital distribution because it is cost-effective, marketers can also benefit from personalized, in-person delivery.
Let’s step back and forget about content marketing for just a moment. Instead, let’s look at the number one challenge that confronts most B2B marketers, sales managers and professionals: Getting an appointment with the decision maker in an organization where they otherwise have no connection. In fact, you may not even know who the real decision maker is.
So how do you get your foot in the door? My answer: Use a wedge.