According to Gartner's report on the future of B2B buying, customers don't play by the rules. They want content at the right time, served right back to them where it makes sense. In this episode, we talk to Heike Neumann, the VP of Marketing at Oracle's Global Advertising & CX pillar, to discover how you can keep up. She shares insights into content creation optimized to meet the needs of your customers, no matter what stage of the buying journey they're at.---------Quote"If you push the consensus creation out to when you have the contract literally on the table, that might go sideways really quickly. It's better to have consensus creation baked into the entire buying process so that you're not running up against the wall."---------Key TakeawaysFor Heike, content creation comes down to knowing what the product is solving, and understanding who the players are and the challenges they face day-to-day. If you are able to optimize content for long-tail searches, you've already started personalization by meeting your potential buyer where they're at.You don't always need to tell brand new stories, but instead, evaluate what you already have and align it with audience research.Time Stamps:* (:56) Meet Heike Neumann, VP of Marketing at Oracle's Global Advertising & CX pillar* (2:15) SEO strategies for globalization* (5:16) How do you create content for every stage of the buying process?* (13:04) Optimizing for long-tail search and keywords* (23:23) Best practices for organizing your marketing team* (29:50) Marketing tools Heike can't live without --------SponsorThis podcast is brought to you by DemandJump. Tired of wasting time creating content that doesn't rank? With DemandJump you know the exact content to create to increase 1st-page rankings and drive outcomes. Get started for free today at DemandJump.com.--------LinksGartner's Future of B2B Buying Journey ReportConnect with Heike on LinkedInConnect with Christopher on LinkedInConnect with Ryan on LinkedInLearn more about OracleLearn more about DemandJump