12 reasons to do inbound marketing. Accelerate complex B2B sales

[muskanhossain]

Those who work in B2B know that the process of learning leads about the solution offered (products, services, Saas...) is essential to qualify the ideal customer profile (ICP), shortening the time of the purchasing journey, between discovery and conversion, and finally maintaining the relationship.

Each business has its own conversion rate and with planning in content generation we can accelerate this journey, creating value at each point of contact with the target audience.

Complex and/or highly competitive sales require mapping the purchasing journey, as well as being aligned with the sales department's timing . It is common for a lead to be looking for supplier options to evaluate and compare.


In B2B, it is difficult not to have competitors in the market, as there are different levels of awareness among the target audience about the solutions available to current problems.

Note: Studying the purchasing journey is a dynamic approach when compared to the static use of buyer personas . Check out this article on the extended marketing funnel and find out how the need for validation of decision-makers and influencers in companies works. Such as: CEO, CFO, COO, CMO...
In this case, it is important to understand the decision norway whatsapp data scenario and direct the right arguments to each person involved in order to reduce noise and barriers in the sales pitch and internal considerations stages.

ATTENTION: THE MOMENT is often underestimated, as it involves internal movements within organizations, a lot of negotiation, market pressure, corporate policies, financial issues and a series of barriers, for which the generation of content contributes to increasing the perception of value and trust in the solution offered . This keeps the brand "alive" and relevant until the final decision.
Therefore, content alignment and recurring contact with the sales team, SDRs and customer success feeds the creation of materials, trending topics in the market, creates approaches to perceived pain and allows the use of words used by leads and customers themselves. during conversations.

By looking at these details it will be possible to refine communication and increase the chances of success.

It is more efficient to contextualize content on a current topic than to keep repeating the same speech , since external forces exert greater pressure for changes in organizations. It is a question of adaptation and speed in the market; no company wants to be left behind.

Be flexible, maintain the branding pillars in each activation , continue generating value and present different points of view about your product or service.

One of the great advantages of good content is the speed of creation, relevance and timeliness in the market.

This makes all the difference, as your brand will be experiencing and monitoring the factors that impact leads/customers, reading what they read and being open to different points of view. As market movements change, new needs and opportunities for positioning will arise. Take advantage of the themes of the main market channels . Think about it!

Companies that do not segment communication according to the stages of the sales and marketing funnels treat the public equally, waste resources by failing to measure the effectiveness of actions and preventing the correct segmentation of their customer base.

Take the opportunity to segment your lead base and have good CRM management. This will allow you to qualify leads by interest, provide upselling opportunities and discover problems related to services, customer service and competition.

It is necessary to understand the approaches at each stage of the funnel, adapting the information and themes aimed at breaking down barriers, creating value and CTAs that generate action. This will allow for an efficient nurturing process.

An interesting resource, considering the high qualification of the public profile, is the participation or creation of communities on topics of interest. Check out the advantages of content: Digital Communities as a Business .



12 reasons to do inbound marketing in B2B:
People change jobs and companies. There will always be someone who doesn't know your company;
Your level of awareness about the solution offered and its applications is above that of your leads. Don't assume that everyone recognizes your value. You need to show them;
Companies grow and seek new solutions in the market. It is a question of renewal. These are cycles that accompany the arrival of new employees and moments in the company;
Every day new professionals enter the job market, while others leave or change areas;
New technologies bring opportunities and reduce barriers to entry for competitors;
It is the company's duty to remain relevant and be a reference for the interests of its base;
Increasingly targeted media campaigns expose competitors to your current customers;
Have you been listening to your customers or do you just think you have the best solution?
Leads who don't buy today may regret it, not have the complete vision, knowledge or confidence necessary to make a decision. The important thing is to leave your mark as a future option;
If a lead doesn't buy today, the company has the opportunity to create specific content, even though they may have already bought from someone else. If the acquisition cost has already been incurred, then it's better not to waste it;
Conversation via inbound marketing and email allows for the measurement of interests in specific topics;
Opportunity to enhance the use of CRM with assertive communication and also identify cold leads.