This is the second half of a blog series on B2B content ideas to move your deal forward. For Part 1, click here.
2. Case studies/Testimonials
More and more, we are finding that engagement with content like case studies, reviews and testimonials is a prerequisite to purchase. In the B2C world, it is now almost second nature to check reviews before making a purchase (Yelp!, Rotten Tomatoes, Angie’s List, etc.). Search Engine Journal recently found that “nearly 63% of consumers indicate they are more likely to purchase from a site if it has product ratings and reviews.”
The behavioral impulse to check for social proof prior to purchase exists in the B2B world as well, and your buyers will appreciate you for providing them this type of content. Sometimes, hearing confirmation of your success from your customers is the final motivation needed for purchase, and your happy customers are generally more than willing to provide you with this type of content. While written testimonials and case studies work well, you may want to try a video or webcast format for increased engagement.
3. Demo videos
While not appropriate for every B2B solution, brief demo videos can be an extremely valuable sales asset. For more complex sales like enterprise software solutions, providing short videos that give overviews of the most important features or capabilities helps prospects both understand your solution better and visualize using the product themselves.
By keeping the demo videos short and relatively high level, you can create an incentive to ‘schedule a live/custom demo’ that goes more into depth. One thing to remember with demo videos is to keep the content focused on how you solve problems rather than a straight feature/benefit description. Especially for more complex technology sales, the technical jargon of feature/benefit selling can go over the head of some prospects without some grounding in day-to-day value.
While the right combination of content will vary from company to company, we have found these types of content to be effective in a variety of B2B contexts. For more on creating marketing content that achieves sales results, read our series titled, “7 Types of B2B Content for Ongoing Content Production.”
Feel free to contact us with any questions.