I came across this great post on HubSpot the other day that answered and negated the commonly cited shortcomings of inbound marketing their sales teams often hear from site owners and marketing managers.
This section in particular really stuck with me:
Claim: Decision-makers don’t spend their time online researching products and services…The idea is that the typical C-suite executive doesn’t spend his or her time online reading blogs, conducting searches in Google, or participating in social media.
Rebuttal: Decision-makers are influenced by online channels when it comes to purchasing decisions…Even if a C-suite executive doesn’t spend a lot of their time reading blogs, using social media, and conducting research online, that doesn’t mean there aren’t others within their company who are doing those things. And chances are, these people have some level of influence on the decisions of those C-suite executives.
The B2B content marketing challenge: multiple influencers throughout the buying cycle
A lot of B2B companies struggle with content creation in one way another, whether it be coming up with topics to write about or having a hard time publishing a steady stream of content. Either way, most B2B companies realize the importance of content marketing but some still struggle with the actual implementation.
One of the most common issues I see is that B2B content marketing doesn’t take into account all of the possible influencers, nor each stage of the buying cycle.
B2B content marketing campaigns might be too heavily weighted at the beginning of the buying cycle, which is great for driving information-seeking visitors to your site, but not as good at actually converting them. Or, they are too heavily weighted at the end of the buying cycle, so companies are missing the opportunity to connect with potential customers early on.
For instance, say your company sold various enterprise software products. Your end decision maker is probably the CIO or CTO, right? But is that CIO the one actually doing the grunt work and investigating all the possible vendors out there? Probably not.
Perhaps the Director of IT is the one that does a lot of the leg work and presents the CIO/CTO with the top few choices. But is the Director of IT the only one involved in the research and information gathering process? Again, probably not.
A B2B content strategy scenario…
Say one of the products your company offered was a contact center software product. The CIO isn’t the one actually using that product, your enterprise’s contact center agents are. But they don’t have the authority to make a buying decision, so they turn to their contact center manager with their needs/complaints about their current system.
The contact center manager in turn might look up the chain of command to the Customer Experience Executive or the Chief Customer Office, and explain why/how a new contact center software solution can help improve the customer experience. They, in turn, have to get the okay from the CTO or CIO to make sure this new software will work within their existing system that in turn might have to check-in with the CFO to get the budget approved.
Each person, from the contact center agent all the way up to the C-suite, can influence the final decision in one way or another, and each individual is looking for different pieces of information.
The call center agent wants to make sure that your software will actually make their jobs easier, not harder. The contact center manager wants to know that your software will easily integrate and “play nice” with other applications already being used so their agents don’t have to waste time learning a new program.
The CCO wants to see how a software program can actually impact the customer experience and everyone wants to know how spending money on new software will help them make or save money in the long run.
Content marketing that targets all of the influencers
Does your B2B content marketing campaign hit each of those influencers and their needs? If not, you’re missing out on valuable opportunities to connect with and influence each member of your target audience.
In a large enterprise, unlike a small business, no one person makes a decision that impacts the rest of the company on his or her own. Many B2B sales and buying cycles are extremely long and involved, and require a substantial monetary investment from your potential clients.
You don’t want them to have any lingering questions or doubts regarding your product or company, and your B2B content marketing campaigns are how you answer those questions.
About the Author ~ Nick Stamoulis
Nick Stamoulis is the President of Brick Marketing, a Boston-based search marketing firm that specializes in B2B SEO services. With over 13 years of industry experience Nick Stamoulis shares his SEO knowledge by writing in the Brick Marketing Blog and publishing the Brick Marketing SEO Newsletter, read by over 120,000 opt-in subscribers.