5 Reasons why building an online presence is everything for B2B Marketing

b2b-word-cloud-imageResearch has shown that over 90% of B2B buyers begin their search for new products and services online.  Furthermore over three quarters say that when they’re ready to buy, they’ll come and find you.

Often B2B buyers have to figure out that there is a problem worth solving, find a potential solution, convince other managers and users that the status quo won’t do anymore and sell the potential solution to management so that they can win a mandate to investigate further before gaining budget approval for the purchase.  A part of that process might including educating everyone involved on various solutions and assisting them to make up their minds both individually and collectively on what is the most appropriate way forward.  This can take days, weeks or even months.

What does this mean for B2B marketers?

  1. It means that we have to provide online ways for our companies to participate in this process so that we can be included in the set of credible solutions to be considered.
  2. We have to put information in the buyer’s hands that can be fed to everyone else who might influence the decision.
  3. Interactions and requests for information must be monitored so that we can tell how they are advancing through the purchase process so that we can decide when to pass a lead onto sales staff.
  4. B2B sales staff have to be knowledgeable and well trained in product knowledge and its uses because they will more often than not, be dealing with buyers who have spent quite some time learning about the product category before contact them.
  5. If the sales team find out that the lead is not quite ready, they need to be fed back to marketing so that it can be nurtured until it is.

 

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