As the web has ushered in an evolution of the sales process, has your marketing process evolved?
Years ago, a company would get leads based on a few points of data, present its products or services, and pitch them hard. If they bought they bought, and if not, it was on to the next prospect.
Now, people do significantly more independent research. If you don’t have a content strategy that specifically provides resources to those hungry seekers, your sales people won’t be meeting quota.
If you’re a telecom, IT or cloud services business, your sales team probably generates the majority of leads. The rest are driven in by marketing efforts, which typically involve entry level information about your brand or offerings and don’t necessarily go deep enough to help your reps close.
Enter the Need for a B2B Sales Content Strategy
The people on the phone making deals for you can determine how close a lead is based on a number of factors. Unfortunately, many of them don’t know how to handle the today’s digitally-savvy self-educators, who conduct their own research on the Internet.
Further, the individuals who are putting together content are doing their best to attract new leads into your pipeline. However, they are not developing the content your sales team needs to move the soon-to-be buyers along until they are ready to pull the proverbial trigger. Excellent copy and a perfect image will get you a click, but that’s no longer the content that delivers high conversions.
The Single Solution: More Content
Don’t just write a blog or hold a webinar. Those are both great undertakings, but the key word is strategy. Here are a few steps:
- Figure out the questions and situations that the sales team is faced with on a consistent basis.
- Determine how your leads like to learn. It could be more than one method (white papers, video, audio, etc.)
- Develop those resources!
Think of every stage of the buying process. Get some ice breakers that will help sales make that first call, create a sizable FAQ, create in-depth guides for leads to geek out on, and make some compelling sales presentations.
Whatever you do, it’s important to take action. If you need help developing a B2B content strategy for your telecom, cloud, or IT business, contact Mojo today.