Guest post by Adam Kraus.
You’re hungry. It’s in between meals, so there’s no need for four-course nourishment, but definitely a longing for some slight satisfaction.
You head to the pantry, excited to explore your options. Your eyes dart, first left to right, then top to bottom, in search of the answer to this sudden yearning. To your surprise (and delight), you discover a bag of your favorite potato chips, half eaten yet full enough to adequately sate your hunger.
You retrieve the bag, unhinge the bag clip and drive your hand in. The salt-kissed interior offers little resistance as you push on, grasping that first chip, ridges rising like Himalayan peaks to meet your fingertips. You bring the chip to your mouth, place it on your tongue, bite down and…
Blechhhh…..Your chip is stale.
Instead of the hearty crunch you anxiously anticipated, your taste buds are met by a gelatinous mass of disappointment, slowly deteriorating into abject nothingness.
Flavorless, pointless, unsatisfying. Stale.
You know that stale chip disappointment. Even just reading this, I bet you can feel that feeling.
Now, what if I told you that is exactly how most B2B buyers feel? Disappointed, unsatisfied and left hungry. In fact, a recent study shows that 79% of B2B leads fail to convert. And it’s easy to see why.
Not unlike you on your chip journey, B2B customers are on the prowl with a specific need to fill. They have surveyed their options, made their choice, and then are often met with a disappointing experience. A B2B site or blog filled with outdated and ineffective stale chip strategies that have been sitting on the shelf too long. Why would they ever convert?
Luckily for us the intelligent folks over at Imaginasium have pulled together a comprehensive infographic and article taking aim at B2B marketing myths and providing data-based methods you can use to refresh your stale strategy straight away. While you’re at it, here’s another infographic showing why referral marketing is awesome.
Obviously, if you are looking to refresh your stale chip strategies, this infographic offers a lot to chew on. Some highlights that stand out:
B2B Decision Makers Crave Content
Of all the options for reaching buyers, exceptional content is proving dominant in the modern world. 80% of B2B decision makers now prefer content over ads with longform content being read, shared and linked to 153% more often than shorter content.
You Have Lots of Options for Marketing Tools
The landscape of content marketing tools now includes hundreds of options for ideating, researching, creating, distributing, promoting, and measuring the impact of your marketing content. There are dozens of options for marketing automation, SEO (such as SEMrush and Serpstsat), and influencer marketing apps like Klear.
Is a 50% Conversion Rate on the Table?
As mentioned earlier, almost 4 out of 5 B2B users fail to convert. What happens when you refresh that strategy and learn how to engage your leads? A recent study found that by properly nurturing your leads increases your chance of converting by 47%. So all is not lost!
The B2B Marketing Field is Ripe for Harvest
If you are struggling with your B2B marketing, you are not alone. Only 24% of B2B marketers achieve their goals. If less than one quarter are succeeding, there is plenty of opportunity for a solid approach to take hold. Having a fresh, effective B2B marketing strategy will definitely give you a leg up on your weaker competition.
If you want to discover more on how to successfully navigate B2B marketing, read up on Imaginasium’s article 15 B2B Marketing Strategies You Won’t Want to Ignore.
Adam Kraus, a digital marketer, forges the collision of data and creativity into effective B2B marketing solutions.