In this self-service age, B2B relationships are established in the digital space, and the process of earning trust begins with a Google search, engaging with content on your website or a discussion in social media.
Just as B2C buyers seek solutions and services online and in social media, B2B buyers also strategically browse the Web to access data that will inform their buying decisions. In Demand Gen Report’s “2014 B2B Buyer Behavior Survey,” two-thirds of buyers said online content significantly influenced their decisions. Even more important, 64 percent of the survey’s respondents indicated that the winning vendor’s content had a significant influence on the buying decision. While many marketers take the “quantity over quality” approach to content marketing, the need for engaging, high-quality content that speaks to the customer’s unique needs at every touch point is essential to a successful B2B lead generation content marketing plan.
Thirty-four percent of the survey’s respondents indicated that the number of team members involved in the B2B buying process increased in the past year. With more people involved in the research process, the importance of telling a clear, compelling and consistent corporate message across all channels has also increased. Businesses can no longer rely on the traditional sales funnel approach to control how and when prospects consume your story. Buyers are now in control of the buying journey.
Companies that tell a consistent story with high-quality, engaging content across all channels are the companies that will rise above the competition, build trust and move the customer further along the buying journey.
