Marketing organizations have largely been designed from the ground up to support and optimize campaigns, not maintain the continuous presence that the digital channel requires. Marketing management must adjust; if the customer is always learning, then Marketing must always be teaching.
Customer learning is happening all the time, and doesn’t coincide with your campaign calendar.
Just take a look at today’s business environment. Each and every one of us is busy trying to juggle a never ending deluge of emails and phone calls every day of the week, both inside and outside of the office. We all accept this, so why do organizations continue to send sales staff out unarmed and unsupported without the right marketing support? Why are these same sales teams only using the outdated and ridiculed sales technique of cold calling potential customers?
Do you know anybody who sits around waiting for someone they do not know to call and sell them things they don’t want or need? I suspect your answer will be no. Now deep in the digital transformation, our world has dramatically changed.
We know that in the B2B world, someone needs to champion your cause inside the organization. What they want and need is confidence and security in your new technology solution’s reputation and brand story. The key is creating this reputation early in the sales cycle when your prospect is feeling a need and driven to search for a solution. And this is called Content Marketing.
Content Marketing accelerates your sales cycle by getting heard and breaking through the clutter during the prospect search process. By doing that, when Sales starts calling, prospects already know who you are and what you stand for.
Customers want to build a relationship with brands they know, feel attached to, and trust. This what content marketing will do for you: driving credibility, trust and reputation before Sales knocks on the door.
It's not a secret that the B2B audience is online. We know that 89% of B2B researchers use the internet during the B2B research process. The modern customer journey is complex. So it’s important to focus on the key moments that can help inspire people to buy your product or service.
Persuasive, focused content
It’s not enough to teach; you have to teach well by building a consistent, cohesive message that is relevant to what your prospects need. It must be interesting and help buyers make better decisions.
Content is the foundation of your lead generation efforts. The Content Marketing Institute defines content marketing as “the marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience—with the objective of driving profitable customer action.”
Think of content as the fuel for all of your marketing campaigns—from email to social to event collateral. Marketers have come to rely on content to engage prospects and customers in today’s new buyer landscape. Beacon TechMarketing creates content that educates, inspires, and begs to be shared. Our approach helps prospects overcome challenges and achieve their aspirations. If you are able to do that, leads will flock to you, and you’ll gain their trust. Trust is ultimately what creates customers out of leads.