It should come as no surprise that your B2B marketing content and nurturing
programs are being tapped to provide value farther across the buying process.
In fact, many of you are now tasked with moving prospects to that nirvana
called sales readiness—before salespeople ever see them.
Because B2B buyers can now push sales activities to whenever they're ready,
your funnel may be longer than your pipeline. This reality layers additional
responsibility on the marketing team, but it also leaves salespeople somewhat
You see, when company's had a hold on critical information their buyers
needed to learn how to solve their problems, a salesperson gained entry to
the relationship a lot earlier. They got to know their prospects and helped
them navigate the tricky waters of considered purchase decisions. The
salesperson with the best relationship usually won the deal.... (more)
Many of the buyers who visit your company’s website probably originate from
a click generated by a search result. Most marketers have done a great job
managing from the home page inward. But, how many marketers spend time
optimizing from the back of a website to the front? Consider that an interior
page can often be the first introduction many of your buyers have to your
Are you certain of the impression you’re making? Could it be stronger?
Stop now and go to a search engine and type in your company name, product, or
a keyword and take a look at the search results. Notice... (more)
During the Q&A of the Content is Marketing Currency Webinar, sponsored by
GoToWebinar today (#CntCrncy), a question arose that I don't think I did
justice. Someone asked what they could do to attract even more leads and
improve their response if they already had a content strategy in place.
This is a great question!
First - a couple of things you should realize about a content strategy:
It must continuously evolve - perfection is not ever a done deal. This is
because your buyers and influencers are moving targets. Change is swift and
priorities shift at a rapid pace. Employees rel... (more)
One of the questions I get asked often is how to define and respond to
triggers within content marketing programs for B2B complex sales. I wish
there was a simple answer to this question because it feels like I'm copping
out if I say, "Well, it depends..."
Unfortunately, it does. What works as a trigger for other companies' buyers
may not work for your buyers. What works for one type of buyer may not work
for another. Plus, there are a variety of different types of triggers, so
which ones are you talking about?
Sales-ready indicators. Yes, I know. But back up for a minute. Trigge... (more)
When the economy trends down, it’s challenging enough to address people’s
uncertainty and concerns.
Buyers tend to hunker down and avoid anything that isn’t already a project
in progress, sometimes even standing by while those projects shut down in
mid-stage. You may start to notice a drop off in responses to your email
campaigns. This can lead to a bit of uncertainty of your own in regards to
your ability to maintain marketing effectiveness during the economic
Often, in our tendency to respond to this perceived dip in prospect interest,
we up our instances of email co... (more)