Claire Burtin, Head of Strategy & Planning at John Cockerill Hydrogen North America

How can businesses with long sales cycles effectively market their products and engage potential customers? This week on the podcast, we’re joined by Claire Burtin, Head of Strategy and Planning at John Cockerill Hydrogen North America. Claire shares her insights from the intersection of business strategy and content marketing, particularly in industries fueled by innovation and technical expertise.Discover insights on:  Why understanding your audience is the foundation for effective marketing.  The role of content marketing in long sales cycles and how it supports sales teams.  Practical ways to use storytelling, case studies, and webinars to add value during the buyer’s decision-making process.  How businesses can overcome challenges such as small target audiences and tough competition in niche markets.Claire and Richard deliver actionable strategies for using marketing as a tool to educate, engage, and convert prospects over extended sales cycles. Whether you’re navigating a niche industry or simply want to maximize the impact of your content, this episode is full of takeaways to refine your approach.