Valuable Insights on B2B from the Experts

What do experts say about customers and content marketing?

What can we learn from them that we can apply on our own B2B company?

Compiled below are some of the useful insights from the experts on the field:

On Customers:

“Today’s buyers control their journey through the buying cycle much more than today’s vendors control the selling cycle,” writes Lori Wizdo from Forrester Research.

Buyers know what they want and how to get it so if you’re advertisement falls on the wrong prospect, how do you get them to be your customers? The secret is to convince prospects the value of your business. Selling is also communicating the value of doing business with you.

“A loyal customer has enormous value in both recurring revenue and advocacy (and even today it still costs six to seven times as much to acquire a new customer as to maintain an existing one). It’s wise to keep them engaged and informed with specialized programs — made easy with multi-channel, integrated marketing automation,” writes Atri Chatterjee from Act-On Software.

When customers feel taken care of they will most likely make business with you again. A surefire way to repeat business is following up in a way that has a positive effect on your customers.

“The ultimate goal is for the reader to first feel an emotion, and then be motivated to act,”   writes Jon Miller, VP Marketing & Co-founder Marketo.

What motivates the customers to buy? Some motivating factors to consider could be convenience, best value for the price, personal attention, ease of buying and many more. With these considerations in mind, your customers would no doubt want to make business with you.

On Content Marketing:

“Create compelling content. Solid content should be the cornerstone of any good B2B online marketing plan,” stated Shama Kabani, CEO, The Marketing Zen Group.

When you create interesting, enlightening and entertaining content, people are driven back to your site where they are more likely to share it with their social networks. This increased traffic can be converted to increased sales.

“In a sense, content marketing is the purest form of marketing, because it allows companies and their customers to tell stories that are true and to educate prospects so they can make a choice,” writes Frank Dale, President and CEO, Compendium. “This approach works well for B2B marketing because it focuses on knowing the customer, understanding the pain points, and developing good information that answers questions,” he said.

Content marketing is so effective because it creates a relationship between your customers and your business. Content spreads important information that is relevant to your industry or to the products that you sell.

“One size does not fit all when it comes to marketing. Exclusive buyers require exclusive promotions. Companies need to constantly update their buyers and potential customers with their product offers and promotions,” writes Amit Bhaiya via The Huffington Post.

The opportunity cost of not creating a multicultural marketing strategy can equate to massive losses for businesses. Knowing what marketing strategy suits you best is vital to choosing the right marketing approaches.

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