How much do you think downloads matter when it comes to B2B Marketing?
The Elephant in the room: Downloads don’t Turn into Sales Immediately in B2B Marketing
Downloads are simply “early phase buyers” or “researchers” who might later turn into prospects/clients. However they haven’t downloaded wanting a sales call, they just want relevant information. A download is another touch on the way to a sale, one more towards your goal of 6 or more.
So the real question is: What is the role of marketing?
Marketing starts a simple relationship with your ideal prospects. It focuses on the core issues they’re facing in relation to your field. You show you’re the expert in solving those issues with White Papers, blog posts and newsletters.
The end result? It fills the gap between when a prospect is researching until when they’re ready to buy—in B2B this is anywhere between 2 months and 2 years.
How has this changed the traditional sales environment and role?
Traditionally in organizations that have relied on cold calling, BANT was a gauge for whether prospects were worth pursuing:
However in B2B transactions which are usually larger and more complex, buyers engage with potential vendors early in the project cycle. Long before they fulfill your BANT, they are researching and developing vendor preferences and some relationships. You need to be engaged long before it gets to the BANT stage.
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Cheers, Toby [B13]
Toby is the founder of the B2B marketing company: Lead Creation