Much has been shared about the ever-changing way in which B2B marketers need to reach and engage prospective buyers. Marketing to the B2B buyer is more complex than ever, and the former strategy of cultivating prospects in a relatively linear strategy has largely been replaced by a somewhat circular "journey."
LinkedIn, the leading social network for business and professional use, conducted research on the B2B buyer's journey and shares some insights in a new report. The research indicates that, more than anything else, prospective buyers want a company to provide "authentic and helpful knowledge" in a variety of ways. According to LinkedIn, "On one hand, they need basic product information and demos to understand the product, but they also require thought leadership and other helpful content to help buyers determine where the industry is headed. The implication for marketers is that they must have their message present throughout the full funnel, from awareness and thought leadership content in the upper funnel to data sheets and demos in the lower funnel."
Another key insight: Companies must penetrate an entire organization, not just the key decision maker. LinkedIn says "We found that from 3.1 to 4.6 additional departments – such as information technology or finance or human resources – influenced the buying decision, depending on the industry. This finding shows that the B2B buying process is a team game, and your brand must be familiar to the entire team, which suggests that branding and awareness advertising is essential for getting your sales team in the door."
Read more and request the full report here.
And consider ordering a copy of B2B Marketing 123. This eGuide presents a 3 step approach for marketing to businesses that is grounded in timeless principles but recognizes and takes advantage of the brand new marketing world we live in. Purchase B2B Marketing 123 today for just $2.99 at the Amazon Kindle store or in any eBook format, including PDF, at Smashwords.com. This title is also be available wherever eBooks are sold.
Comments