Generating sales leads online for B2B products and services can seem counter intuitive at first. After all, those business deals tend to rely on personal relationships developed over years of networking and sales prospecting. In fact, I know a few B2B salespeople who tend to avoid doing any of their networking online. They claim, “not enough time,” “not efficient,” “not how I work.” That is, until I explain the top 5 factors influencing B2B sales lead generation.
Once sales leaders understand the connection between these critical B2B marketing factors and revenue, ears perk up. Funny how that works. (more…)
I’m going to make a confession I never would have before: I’m starting to really, really love reports. I was never a numbers girl; I’ve always emulated the best B2B content marketers happy to highlight the benefits and beauty of words over numbers (forgive me, math people! numbers are beautiful too!). But now, I can’t get enough of numbers, percentages and graphs!
So it was with… unusual joy that I perused a new report, the B2B Content Marketing 2015 Benchmarks, Budgets, and Trends–North America by Content Marketing Institute and MarketingProfs. Following the recent publication of Hubspot’s State of Inbound, I thought this report provided a great counterpoint and some interesting supplementary data.
One of the challenges of B2B is finding the right type of content that will interest your audience and get them to consider you as a potential provider of products or services. It’s easy to see content from a B2C perspective: consumers like to get helpful information and get to trust a brand before making a purchase. But why should it be any different for B2B? After all, they are still buyers with needs, challenges and objections; they’re just buying for a company rather than for themselves.
With this in mind, it’s not difficult to start thinking up some content types that would work well with B2B buyers. They are a bit different from B2C, but they can still be effectively reached through inbound marketing. (more…)