Sales in the age of anonymity
The Internet has dramatically changed B2B marketing. Approaches like cold calling and mass mailings do not work anymore. No matter how carefully crafted and compelling you believe your message to be, B2B marketing messages cannot be effective if they are never seen by prospects. In a world that is over-saturated with communication, people go to great lengths to block out advertising and sales pitches. They prefer to research purchases and gather information through online channels, where they can remain unidentified and unbothered.
96%96% of B2B buyers want content with more input from industry thought leaders. (Demand Gen Report, 2016)
The evolution of B2B marketing
Is it even possible to reach today’s elusive B2B buyers? Yes, it is. That’s because even though your prospects block unwanted messaging, they still need information. When you find a way to provide that desired information, you have found a way to bring customers to you, which is the formula for B2B marketing success. Inbound marketing strategies seize upon this concept with a more sophisticated marketing approach that tailors the messaging to the B2B buyer. During the initial stages of the buying process, your prospects are only interested in what they need, not what you have to offer, so the message must be about them.