Posted On: Jan 08, 2016
Posted By: John Duff
Prolonged B2B Sales Cycle – New Dare Test for Marketers

In the search of new marketing trends and tools, it’s been seen that many B2B companies are slipping from their ethics and goals. Getting traffic to the website, promoting through various tools is great but sometimes it’s needed to think of your basics, because at the end of the day you should not be distracted from your objective.

Same applicable to me too, as whole last year I was been delivering you all the tips and tricks to reach heights of success. So I thought why not to start this year with basic!

Getting your ball to the goal post

The goal of B2B marketing is to convert prospects into customers; the process is longer and more involved. A B2B company needs to focus on relationship building and communication using marketing activities that generate leads that can be nurtured during the sales cycle.

Leaving the definition on the top, here are some of the bullets that would give you the clear picture.

  • Relationship driven
  • Maximize the value of the relationship
  • Small, focused target market
  • Multi-step buying process, longer sales cycle
  • Brand identity created on personal relationship
  • Educational and awareness building activities
  • Rational buying decision based on business value

B2B companies are the ones who educate various players in the target audience because the decision to purchase is usually a multi-step process involving more than one person. The best example of this would be email campaign. Ina n email campaign the main objective is to drive your prospects to the web to learn more about the service and products.

The e-mail to a business must contain:

  • Contact information for offline communications
  • Landing page should contain information on features, benefits, and possibly pricing

This marketing technique is first and the most basic principle to get your customer closer. Remember, first the priority is to educate the customers, and make them know about your services and products. Along with, the next step may include direct mail, telemarketing, webcasts, and newsletters and follow up by sales representatives who can discuss and make customer understood in more detail.

The trend changes every year, but the basic never changes and when you speak about basics, the, we should always remember Content is king for B2B marketing.

Whatever tools you might be using to promote your website a business, but when the content is not up to the mark then all your marketing and promoting effort goes in vain. A well written content, blogs, White papers, newsletters, helps your customer to understand properly and that is the only way to get connected with your premium customers. Because in a B2B world, it’s said that Getting customer is not a big deal, but retaining those does matter a lot.