Why Traditional B2B Marketing Strategies Fail to Deliver Sales Leads
Marketing activities designed to find new B2B customers must change and develop over time. Strategies that worked well just a few years ago will not deliver results today. This article discusses the merits of employing the latest B2B content marketing tactics.
In many manufacturing businesses significant time and resources are wasted in setting visits to reluctant prospects with no current demand or with no real intention of buying the product just to achieve call and visit numbers. Hour upon hour is wasted by sales people trying to set meetings and driving to unproductive meetings just to deliver information.
Often prospects that turn down the initial opportunity to meet are routinely discarded in the chase for immediate sales. Little (if any) effort is put into staying in touch with qualified prospects in the expectation they may have a demand at some point in the future. Statistics show that over 90% of prospects a business may reach out to will not buy immediately but over 70% of that number are not entirely happy with their current supplier.
Too often a shotgun approach is applied to touch as many prospects as possible to gain enough visits to the 10% who may have some immediate interest in the product. The same 10% that competitors will be targeting. No attempt is made to qualify the prospects likely to buy on a regular basis and to cultivate relationships with those prospects over the medium to long term.
A sales process (micromanaged by a sales director) based on 'x' numbers of cold calls per day resulting in 'y' customers per week and ultimately in 'z' sales per month may have worked well five to ten years ago but is unlikely to work today. Market conditions are difficult, buying departments are running at minimum staffing levels and are therefore very busy and, perhaps most important, buyers are well aware that most of the information they may need to make a purchasing decision is freely available via the internet.
Today, the best methods to find new customers are based on time spent identifying prospects who may become the key customers of the future. Developing a way to keep touching prospects (in a non aggressive non intrusive way) with relevant, current information (content) to stay front of mind until the time to purchase arrives. Listening to key customer conversations so they may be engaged when appropriate.
Successful sales organizations recognize the value of their existing customers, plan out their up sell / cross sell strategy and communicate on a regular base in a way which supports that strategy and maximizes sales opportunities. People and resources may be re-focused on more productive activities than wasted sales visits.
To find new B2B customers in today's market requires strategies designed to identify more real prospects and to keep touching those potential prospects on a regular basis until they are ready to buy. Implementing a range of the latest B2B content marketing tactics can deliver real results.
More on modern marketing methods designed to find new B2B customers and the advantages of B2B content marketing can be found at
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