B2B lead generation is done with content, and these days you are required to become a media company. B2B buyers do most of their research online, by themselves, before beginning conversations with potential vendors or suppliers. They are looking for a strategic partner, not merely a vendor - a relationship, not a transaction. Stop trying to use your website and videos to immediately sell your product or services, and instead sell them on having a conversation with you.
Whatever industry you are in, whatever product or service you sell, that’s not the full story of your business. You are in the business of solving problems, of crafting your reputation, of nurturing relationships, of acquiring clients.
And the way you do that is by becoming a media company.
B2B buyers do most of their research online, by themselves, before beginning conversations with potential vendors or suppliers. Sure in the olden days they might have let their fingers do the walking in the Yellow Pages, or searched for a vendor in the big green books. They had to come to you, and talk to you on the phone or in person, to see if you might be a fit to work together. But those days are over.
Now they go to websites, and they read as much as they can, and they make as many of the decisions as they can all by themselves. When they’ve narrowed it down, and the only thing left to do is actually talk to you, then they will reach out.
So what can you do about this?
Well, you can bury your head in the sand and pretend the world isn’t changing around you. You can tell yourself it’s business as usual, and you can continue doing the same things you’ve been doing since 1965. It was good enough for dad and grandpa when they started the company, and it’s good enough for you.
Or, you can realize that your prospects and customers are far more tech-savvy than they used to be. They are arming themselves with information. They are looking for a Strategic partner, not merely a vendor. What they want is a relationship, not a transaction.
And they’re leaving you out of the deliberations and negotiations until the very end.
They’re visiting your website. And looking at your LinkedIn profile and company pages. And looking to see what organizations you belong to, and how you participate in your community. They’re not only looking for guidance with today’s immediate solutions, but also for your thought leadership on trends and future issues.
They’re looking for articles and white papers, podcasts and especially videos. They’re searching for videos that will teach them how they can solve the problems they have, satisfy the issues they face, and prepare themselves for what’s coming down the road next.
Technical B2B businesses cannot ride on the reputations they have built through customer service and experience spanning back generations. The people who were your audience back then are aging.
They’re retiring, and passing the baton onto the younger generation. And I hate to break it to you, but these new people don’t care what you did for them yesterday. They care about what you are producing for them now. And they care that you are helping them prepare for future unknowns.
You can continue saying the same stuff others in your industry all say, noting years of experience, and un-matched customer service. But, they’ve seen all that before, and they’re not impressed.
Stop trying to use your website and videos to immediately sell your product or services, and instead sell them on having a conversation with you.
They want you to educate them, and inspire them. Not sell them something. You can allow them find this content elsewhere, because somebody is going to make it. Or you can create it yourself, and drive the conversation where you want it to go.
Fuelblue is the Creative Agency for Technical B2B.
We help technical B2B businesses use logo design, web design, and video design to shape buyer perception of your brand, create a powerful impression, and educate B2B buyers so they will choose you. We create content and user experiences that articulate the complexities of your offering, and keep you top of mind while prospects are in their research phase.
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For more information, please visit http://www.fuelblue.com.