You’ve likely heard the information technology gurus. They have a mantra — people, processes and systems. For technology to be effective in decreasing costs or increasing revenues, people and processes have to be in place first.
It makes sense. You cannot automate a process that does not exist. Marketing automation often comes to a grinding halt because of the lack of people and processes to support it. It’s the good old cart before the horse problem. Take these three steps to solve the problem.
B2B marketing is challenging. That’s because products are complex, buying cycles long, there are multiple decision makers, you’re targeting a small customer base and you can’t afford to have sales people do all the work.
But today, your marketing issues are simpler to solve. That’s because the Internet has made it easier than ever to use content to market your offering. Content marketing involves creating and distributing content that is relevant and valuable to your target market. This process helps you to attract, educate, engage and convert them into customers. Learn how to use content marketing to overcome the B2B marketing hurdles.
CEOs and marketing leaders often stand on opposite sides of a deep chasm in terms of their belief in the power of B2B content marketing. While marketers recognize that content marketing can boost ROI, many corporate leaders still live in a worldview where traditional direct marketing campaigns rule.