Is Your Content Helping Buyers – or Losing Them?
Today’s B2B buyers don’t follow a linear purchasing process. They research independently, avoid sales conversations, and expect clear, credible content that answers their questions before they even talk to you.
Yet, many B2B marketing teams struggle to create content that keeps up with modern buyer behaviors. Too often internal misalignment – fragmented teams, dispersed responsibilities, shifting priorities, and metric overload – creates confusion, overwhelms buyers, and drowns out your message. Which results in lost sales.
That’s where Liaison’s Buyer Impact Analysis comes in. We evaluate, score, and optimize your content to ensure it aligns with how today’s buyers actually research, evaluate, and select solutions – so your marketing moves deals forward instead of holding them back.
How Liaison’s Buyer Impact Analysis Helps You Win More Deals
Why Liaison’s Buyer Impact Analysis?
Do you know how well your content performs against buyer needs? Find out with our structured, research-based analysis that evaluates your existing content for:
- Relevance: Does your content answer real buyer questions at each stage of their journey?
- Coverage: Are key topics missing – like ROI justification, security details, or competitive differentiation?
- Buyer Alignment: Is your messaging relevant to all key stakeholders, not just your primary buyer persona?
- Clarity + Credibility: Does your content establish trust and authority – or leave buyers uncertain?
The Cost of Content That Misses the Mark
If your content isn’t crystal-clear, buyer-focused, and confidence-building, you’re losing opportunities before sales ever gets involved.
- 77% of salespeople are missing quotas, with 61% citing buyer uncertainty as the main reason (Ebsta & Pavilion).
- Longer sales cycles and stalled deals happen when buyers can’t find the answers they need.
- Competitors with better-structured content gain a massive advantage – even if their solution isn’t superior.
How Buyer Impact Analysis Works
We utilize our 60-point Buyer Impact Model, based on the Modern Buyer’s Journey and the latest research on how buyers buy, to evaluate your existing content to identify strengths and opportunities, so you know how and where to improve your content for better outcomes. This isn’t just a generic content audit. It’s an actionable, data-driven roadmap for stronger content that moves buyers forward.
Gather Existing Content
Identify and gather your existing content from your existing website for a selected solution.
Analyze with the Buyer Impact Model
Analyze that content against our 60-point framework, incorporating different buyer personas and perspectives.
Identify Strengths and Opportunities
Identify your content’s strengths, any information gaps, and any inconsistent, conflicting, outdated, or redundant pieces.
Provide Actionable Intelligence
Take immediate action with clear, specific, and prioritized recommendations – the what, why, and how – to supplement or improve your content.
Competitive Buyer Impact Analysis
A useful optional addition to your Buyer Impact Analysis is to benchmark your current content vs. that of your competitors. Supplement your actionable roadmap with a deeper understanding of where you excel or fall behind your competitors with existing content.