B2B companies that blog effectively can increase awareness, preference and credibility, as well as generate and nurture leads all the way down the sales funnel.
The U.S. Army's blogging program, in support of its recruiting efforts, was discussed in an interview conducted by Michael Stelzner from Social Media Examiner. Commenting on the Army's blogging was Greg Swan, VP of Digital Strategy at Weber Shandwick, one of the Army's marketing agencies.
B2B marketers who excel at lead nurturing are growing their businesses rather sweetly by generating more sales-ready leads at a lower cost per lead.
Leads are the lifeblood of any B2B business, and many companies are good at generating them.
However, the problem with leads (and there is one), is that according to Brian Carroll, author of Lead Generation for the Complex Sale, up to 95% of qualified prospects on your Website are there to research and are not yet ready to talk with a sales rep, but as many as 70% will eventually buy from you or one of your competitors.
When properly implemented, social media can help B2B companies develop early-stage prospect relationships, nurture leads, speed up the sales cycle and deepen customer relationships.
Social media is here to stay. And not just for business to consumer sales -- social media is playing a larger role in the B2B decision-making process for high-cost, long sales cycle purchases that involve many stakeholders.
B2B marketers who are smart about email marketing can build awareness and preference, and generate cost-effective leads and inquiries.
Email marketing is one of the most effective marketing tactics available. In an Ad Effectiveness Survey commissioned by Forbes Media, email and e-newsletter marketing is the second most effective tool for acquiring customers (after search engine optimization).