This is Part 2 of a 4-part blog series discussing the need for expert solutions for B2B sales and marketing in 2013. For Part 1, please click here.
In the last blog, we explained that for B2B sales in 2013, buyers have control of the buying process and want to ‘particpate’ in every step of the sales cycle.
What all of this translates to for the B2B sales world is that your stellar salesmen are no longer enough to consistently close deals. When the buyer feels like he is in control; he is not about to let some smooth-talking stranger tell him what to do. He may end up making the same buying decision your salesman wants him to, but he wants to feel that he has been an active participant in reaching that decision.
So, how do you appease the buyer and let him revel in his newfound sense of buying power? You build a sales engine with digital content marketing and let the buyer interact with you digitally until he/she is ready to be sold to directly.
Because the new communication model is about participation rather than transmission, you need to build digital content that buyers can engage or “participate” in. Give prospects the value proposition they need to make an informed decision, but don’t be overtly sales-y about it. Give them educational blogs to read, quick videos to watch or invite them to attend live webinars.
By having participatory experiences with your brand, prospects will start to feel comfortable enough with you to actually want to be sold to. If you use a marketing automation platform along with a strategic content marketing campaign, the buyer’s digital behaviors will let you will know when to start selling.
For Part 3 of this blog series, please click here.
If you have any questions or would like to speak to a B2B sales and marketing outsourcing representative, please feel free to contact us.