B2B Marketing: How Quality Content Can Drive Sales And Build Credibility
Business-to-business (B2B) companies face unique challenges when it comes to sales and marketing, and it can be even more difficult for industries that have long lead times. For example, take the architecture, engineering and construction industry: The sales cycle can be anywhere from six months to a year (or more) and deals are worth millions of dollars. A lot is at stake and time is of the essence.
What role does a marketing department have in closing these high-value deals? How do you target those niche prospects? How can you set yourself apart in an industry where purchasing decisions are so often based upon the bottom line?
At my company, the key has been producing helpful, educational content tailored to our prospective clients’ needs, questions and pain points. But what exactly can quality content do to grow your business?