Why content marketing is key for B2B sales

Christina Steder
Clear Verve Marketing LLC
Elm Grove
Industry: Marketing

Christina Steder is the president of Clear Verve Marketing LLC, a communications firm focused on helping service providers, nonprofits and community organizations promote their causes, ideas and services. She says it is important to share what you know in order to engage the B2B customer.

“Engaging buyers by nurturing them with meaningful information will ultimately drive revenue for your company. According to a recent study, 90 percent of B2B businesses believe it is important to engage buyers early in their journey. However, only 25 percent of B2B buyers reveal themselves to B2B sellers as soon as they know they have a need. More than half of B2B buyers wait until they have a short list of solutions before reaching out to vendors.

“Buyers develop this short list in a variety of ways. In addition to referrals and trusted vendors, they conduct online research, essentially hiding behind their computers until they are much farther down the sales path than their potential vendors would like.

“The good news is that 44 percent of buyers respond moderately or very well to online content. To ensure your business remains competitive in the early stages of the sales process, you must provide the information your prospects need to move themselves further down your sales pipeline. Using content marketing, you must share meaningful, educational information and tools online. Content marketing goes beyond simple product or service descriptions. News articles, blogs, infographics, videos, and interactive tools answer your prospects’ initial questions and educate them so they can ask more sophisticated questions when they are ready to reveal themselves. It may feel like oversharing, but by providing more information, you prove how indispensable you are and why your solution is the best choice. This will engage prospects and drive revenue for your company.”

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