We all know that the buyer’s journey has changed—people are avoiding initial conversations with sales people and performing their own research online. As most B2B sales people can attest to, the problem is that prospects will most likely misdiagnose their own problems and prescribe themselves the wrong solutions.
Mike Vannoy, co-founder and COO of Sales Engine talks about how this has happened in the marketing automation industry. “For over ten years now, there’s been a gold rush in marketing automation technology with some fantastic features that make it a must-have for any B2B company engaged in content marketing. The problem has been that many have invested in the technology first while grossly underestimating the amount of content needed to get value from their investments. So for many underfunded and over-mandated marketing departments, these technologies sit on the shelf.”
This same story can be told in many industries, and unfortunately we’re all missing opportunities.
What can you do about it?
One viable solution to this dilemma is content, but it’s important to have a strategy in place first, before purchasing any technology, adding staff, or deciding what to outsource.
B2B lead generation is all about conversions. All of your web traffic increases are great, but if we can’t lead the qualified prospects to some sort of conversion asset to help lead them through their own buyer’s journey, it’s just branding and awareness—and that’s not enough for feeding today’s outside sales person with qualified leads.
How do you build explosive growth with content marketing?
It’s no small task when you consider all of the technology and process changes in both sales and marketing that need to occur. You’ve got to develop content that leads to conversations, employ marketing automation, and track lead intelligence in a CRM.
In our upcoming webinar, we’re going to try something a little different.
Usually we do webinars to educate the market about the usefulness of content marketing and best practices for generating leads for B2B sales.
But in this webinar, Explosive B2B Sales Growth with Content Marketing, on May 25th, 2016, we’re going to demonstrate exactly how we do this at Sales Engine Media.
“Knowing that people are hesitant or even annoyed to talk to sales people when they’re just shopping for solutions,” said Vannoy, “We’ve put together this webinar so that people can learn all of the nuances involved in building a sales engine that produces ongoing leads for sales people, and we’re going to show how we do exactly that with our clients.”
Make no mistake—the webinar is a sales pitch. It will allow you to evaluate our services without talking to a sales rep. You may decide you can do it in-house, or you may decide that it’s worth having a follow up conversation with us.
Either way is fine—but this is your chance to learn from us about what’s involved in closing the loop on your demand generation system so you can adequately diagnose your own symptoms and find the right treatment path.