Strategic content marketing can shorten B2B sales cycle

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 03, 2019, 1:07 PM UTC

A continuous marketing approach can help marketers retain the attention of B2B buyers.

B2B marketers can attract, engage and convert buyers by aligning their content with the purchase journey of consumers. Having an on-going marketing approach that runs during the extended sales cycle can help marketers retain buyer interest.

Posting credible information on digital platforms and answering the relevant questions can help marketers get the attention of B2B consumers. Brands can further post content like testimonials and detailed pricing information to keep the prospects engaged and increase the chances of conversions.

Brands should also leverage influencers to create content around purchase decisions and solution differentiation. The author contends that while content planning can help optimise long sales cycles, being flexible can help brands adapt to the complex decision making process of B2B buyers.

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