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Business-to-business marketing (b2b marketing) online takes place in a different environment than business-to-consumer. It’s a slower, more deliberate process. And with B2B, so much hinges on credibility and relationships – which take time to build but are necessary to move forward in the sales funnel and are crucial for qualified lead generation. To build these kinds of relationships you must identify and speak directly to the people who decide whether or not to purchase your product or service. These are called marketing personas and they are much more involved than general marketing demographics.
In the past, you may have called on “outbound” tactics like brochures, cold calls and Yellow Pages to try and lure B2B prospects into contacting you. Today, those media are in noticeable decline as businesses join consumers in rejecting traditional ad tactics in favor of searching for information online. They are searching for content that speaks to their specific needs no matter how unique.
So your challenge is not just to get found online, but to identify the people within the businesses who are most likely to engage with you, then to inform, enlighten and even delight them long before you ask for the sale. Your website is a destination … but getting to the point where it delivers leads takes a commitment to inbound marketing.
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