While b2b marketing can entail lots of things, a new clarity of responsibilities is emerging: Demand generation is its fundamental mission, and lead development is its primary metric.
To do this, you need to exercise your “CORE”: content, outreach, response and engagement.
You can't outsource the first challenge. The reality is, you need a person on your team who understands your product, calls on customers, writes clearly and has the time and interest to create content.
This is not a marketing communications person who knows about brand guidelines, copywriting and layout. It's probably a product engineer or customer support person who also is an amateur photographer, minored in literature and enjoys going to art exhibits. You need to find/hire this person and give them three to six months to get up to speed.
The second challenge—your audience has little time—is easier to address. Be brief, be brilliant, be gone. Try to make one point and make it well. Lay out the copy with bolded headings for easy scanning. Use lists and bullet points. It's about clear, concise communications.
Create videos but don't overproduce them. Handheld digital cameras are fine. Then post your videos on your own YouTube channel, paying careful attention to titles and search tags. Also, create webinars and podcasts; and invite people to on-demand viewings. Most important: Make sure you have documents that can be easily downloaded, emailed (small file sizes), printed, read, noted and filed for future use.
We must orient how we sell around how our customers buy, which involves (in order): awareness, research, evaluation, selection and purchase. The content and design of the site should be based on that buying process. The site will delight visitors by helping them recognize where they are in the buying process, presenting content that fits that stage and inviting them to go to the next stage.
The most important aspect to engagement is “the ask.” Every time prospects have valuable interactions with you, either online or in person, you have earned the right to ask them questions. You should learn about them, their purchase intent and, of course, you should ask for the business.
CORE marketing can help you organize your marketing team, focus your efforts, improve the results of your campaigns and close deals.