At the end of the day, real business relationships are built offline – you will very rarely convert a lead from a simple White Paper download – there is just too much free information available.
The final stage and the fundamental purpose of B2B marketing: taking the valuable prospects you have gathered offline.
So how do you take prospects from a White Paper download to a valuable client relationship?
SEO, Ads and White Papers are just the beginning
In B2B marketing, ads and SEO and websites are just the entry points or drivers into your marketing funnel. They’re still essential. But only the beginning.
Not every prospect is ready to buy right now, but it doesn’t mean you should ignore them. Because chances are they’ll buy in the next 6 months to a year. From you, or a competitor.
Now you get on their shortlist by staying in touch so they know who you are, and what you’re good at when they’re ready to buy.
What’s the best way to stay in touch?
- Email Newsletters: No, they haven’t gone ‘out of fashion’!
- Events: Create a great event to seal the deal…