B2B Marketing: Content strategy

In the right place and with the right strategy your content pushes a fresh feed of leads to your sales team.

The Sales team knows that generating leads, qualifying them, managing the relationship, and managing the end-to-end engagement experience is productive but time-consuming.

But many sales teams seem to spend most of their time finding prospective clients!  Each sales member is researching, posting, and managing their own profile on LinkedIn, Facebook, Twitter, and others. As you can guess good content pushes qualified leads their way.

Each sales team member creates a community and sometimes they’re using social platforms. Most of the time it’s a community that lives only in their contact list though. They may even request links to the right content to help attract prospects to the top of the sales funnel.

But there is a more efficient way for these communities to grow faster and with more return on investment. It requires a single strategy to help combine both the marketing and sales efforts.

Social Fresh Feed builds communities that have a preference for a product, brand, or cause. Each community can be a difference audience segment.  It’s like the efforts that your sales team uses it can be transformed to social platforms but branded and automated for more effectiveness. 

This is the way to help your sales have a fresh list of prospects to close all the time or when they need it. Each sales team member can rely on this to provide the right experience for their target audience.

Here is more on why.

If marketing focuses on building content camps to provide excellent prospects to sales teams, sales has more time for presentations and closing instead generating and qualifying leads.

From MarketingSherpa’s by Kayla Cobb, Reporter:

SUMMARY: “Without good content, you don’t get anybody in the hopper,” Matthew Lacroix, Director of Brand Marketing, Newell Rubbermaid (LENOX), said. 

The LENOX team faced a challenge many B2Bs have — too much of Sales’ time was being spent finding and chasing leads. To remedy the situation, the marketing team launched a content-fueled strategy that allowed Marketing to track the effectiveness of its content. Learn how this effort increased Marketing’s contribution to the Sales’ pipeline and resulted in 50% of qualified leads being traced to inbound.

Lennox’s Mathew Lacroix, “You can do as much email blasting as you want or blogging as you want or advertising, but if you don’t have the content to support it, you’re not going to get people consuming it.”

Get the rest of the story here:

Source: B2B Marketing: Content strategy results in 50% of qualified leads being inbound | MarketingSherpa

The process that take your B2B marketing team from running campaigns for events to transform into content marketing? Creating relevant targeted content all the time!

And although it’s not an easy transition the effort pays off with leads that are ready to close. If you do it right a well implemented content inbound lead acquisition strategy is profit maker!

Call or fill out the form for a free hour assessment to see what it will take to get your company is ready to provide leads to your sales team!

 

 

Author: @denal1221

Acquisition and conversion strategist

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