Asking your sales team to tell you what customers are like, what they care about and what matters to them is a great start, but it only tells you half the story. What your customers do when they're not interacting with your sales team, when they’re behind a computer screen, often surprises even the most seasoned professionals. This guide walks you through how to identify the content your customers consume. You’ll gain insight into how they move through the purchase cycle. And you'll more easily engage with them throughout.