B2B Content Marketing

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B2B sales can be extremely complex as most solution providers have large portfolios with multiple marketing messages and value statements. This can lead to confusion because the prospect doesn’t see how the solution will fit or can’t connect the dots and recognize the unique differentiation of the provider.

In a buyers market, to get attention, it is imperative that you differentiate and articulate your unique business value. Sales and marketing must march lock step and provide valuable information addressing the individual targeted prospect or a key client business issues before presenting products or solutions.  Account-based marketing can solve this issue by creating personalized messages and communications that are targeted to individual and key accounts.  To be effective sales, marketing and solution experts team-up internally to develop separate marketing plans for key accounts. At the heart of each marketing plan is the development and coordination of content that addresses industry or role based, preferably both, business issues, this insures that your messages resonates with the prospect,

Because account-based marketing goes beyond generic marketing messages and product selling, those companies who focus on solving unique business issues and the relationship, are often positioned as a trusted advisor and thought leader.  For many, account-based marketing is a new way of thinking about client relationships. It moves away from broad-brushed marketing messages and delivers content that will resonate with your prospects and draws them to your solution. To learn more about account-based marketing click here.

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According to a recent survey from Spencer Stuart, the length of a CMO’s tenure has continued to decline to 23.2 months, giving the chief marketing officers less than two years to make an impact, significantly less than any other executive in the C-suite.

With so little time, the CMO needs to make an impact as quickly as possible. It is also critical that the CMO sets realistic expectations and makes sure that everyone understands what marketing can and can’t do.  With top line revenue growth important to most companies, it is our opinion that the number one goal of the chief marketing officer is accelerating sales and making sure that buyers understand your company’s unique value and differentiation. It is also important that marketing provides the tools that sales needs to close deals and understand what processes need to be in place that gives each and every customer a unique buying experience.

Recently Forrester Research published a report on the hidden cost to support sales. Some of the tell-tale signs that lack of alignment in the marketing department is driving up costs are:

•    No measurable ROI for programs like lead generation and public relations

•    Sales has a high dependence on functions outside marketing’s direct control such as IT, product management, sales or executive management

•    Marketing spends an inordinate amount of time justifying activities instead of planning and value creation

Marketing must unite with sales to understand the business issues that buyers are trying to solve and provide deliverables at each step in the buying process. Sales and marketing integration is critical to creating profitable customer relationships. Internal communications across the organization must be clear and consistent. To see how your company is aligned take this short assessment