B2B sales and marketing is a tough game. There’s a plenty of opportunity in the marketplace, but there are also a lot of distractions keeping you from focusing on what’s most important.
Three major pain-points faced by B2B organizations today are:
- How to make a lasting impression
- Knowing what content to create
- Taking swift action
Immediate Response Creates a Lasting Impression
There’s a lot of information out there, and a lot of people and companies vying for your attention, which means there’s a lot of noise vying for your customers’ attention too. Clearing through this noise and creating a lasting impression with your audience is no easy task.
In fact, it’s not a task at all…it’s a journey.
Which is why getting in contact with prospects before anyone else does is crucial in B2B sales. Not only does it make that lasting impression that we crave, but also, it initiates the conversion. Considering that practically 50% of B2B buyers purchase from the vendor that responds first, it’s imperative to have the right tools and information to equip you to be able to act, because if you can contact people you know are looking to buy, then it gives you a massive head start on the competition.
TAKEAWAY: Nothing is more impressive than an immediate response, whether by phone or email, and in B2B sales, swiftly responding to website visitors creates that memorable impression and starts the conversation.
Creating the Right Content That Matters
Whether you create content on a regular basis or infrequently, there’s always questions surrounding what content is best, e.g. what subject matter, which format, etc. More importantly is knowing what content will motivate people to move through your marketing funnel with speed and interest.
To gain this insight, you need data. Social Media is useful because you can see with your own eyes what content and information people are engaging with. Acquiring this type of insight from your blog and website is even more useful, which again points back to having the right tools and information to be able to create the most proper content.
Examples of useful information are:
- Which industries are most engaged with your blog and website, so that you can create content specific to their interests.
- Which companies are repeatedly visiting your blog and website, so you can know there are people there engaged with your content, and which content is attracting them.
Google Analytics is a powerful tool, but it does not provide this level of detail, again pointing back to needing the right tools and information to be able to acquire this insight.
TAKEAWAY: If you can create the content you know your audience wants, then you can keep them coming back for more. Knowing what to create requires intelligence.
Swift and Appropriate Action
Analysis is important for B2B success, but it takes time to gather results and take action, and most marketers accumulate more data than they can realistically process. Therefore, you want to put as little time into analyzing as possible, and more time into taking action.
Analyzing reports is one way to eat up a lot of your time. You want actionable insights, such as the things we mentioned above – which companies and which industries are engaged with the content on your blog and website.
Additionally, you want to know what is leading these people and businesses to you. Are they coming from social media sites, and if so then which ones? Are they coming from emails, and again which ones? What about from search engines, and which keywords.
Google Analytics provides this information, however you can’t match it to specific companies and industries.
This leads back to the same point we keep bringing up – that you need the right tools and information to acquire this insight…and take swift action.
TAKEAWAY: Knowing this information in real-time allows you to see trends and patterns quickly, whereas crawling through numbers and reports takes time, and it can be done my machines.
As we round the corner into the second half of 2018, these pain-points begin to show, and they put pressure on your results. We know and understand what holds B2B organizations back from achieving their goals, and we are ready to give a helping hand in producing the results you need to ensure success in 2018!
Follow the highlighted links in this post to learn more about how to overcome these pain points and generate more B2B opportunities for your business.