Deskripsi

You know your business needs marketing. Without it, potential customers won’t know you exist. They won’t know you have a product or service that will benefit them. Every business needs a consistent flow of new leads. They’re the oxygen that keeps your business breathing. And it’s marketing that supplies this oxygen. Marketing cultivates brand awareness. It nurtures prospects. And, ideally, marketing fosters those prospects into loyal, longtime customers. But understanding the need for marketing is separate from understanding how to market. B2B marketing has grown in complexity as the digital business environment has evolved. Offline methods, such as trade shows, still have their place, for sure. But recognizing that half of all B2B buyers are now millennials, purchasing has transitioned from a sales-led process of uninformed buyers to a marketing-led process with highly informed buyers. Modern buyers have educated themselves through personal research, often online. Furthermore, B2B purchase decisions involve more stakeholders than ever. The typical purchase goes through the review or input of six to 10 people. Businesses have responded by moving ever more digital, but simply having an online presence is not enough. Successful marketing finds leads, nurtures them and converts them into customers. It’s not a simple, overnight progression, and the effective marketers are those who put the right message into the right channels. The intention of this guide is to explore – on a basic level – how that gets done. Consider this your B2B Digital Marketing 101 crash course.