How to demonstrate your B2B Expertise for new customers
Are you a B2B marketer? B2B is a great place to work as a marketer the rules are different from B2C Stimulating in-bound leads is tough Your website is a key component of your marketing strategy and tactics Are you using it well enough?
How to demonstrate your expertise White Papers Webinar Weekly Question and Answers Blog Posts Case Studies “Interview” Colleagues
Getting prospects to buy If you are selling services or selling to other businesses, B2B, then showing off your expertise is a great way of getting new prospects to consider buying from you. While running a website check for marketing effectiveness, we noticed a great offering by Hubspot. A weekly webinar.
So why host a webinar? Selling intangibles is difficult at the best of times and internet services such as SEO is an example of a service that is hard to 'touch and feel' and you cannot predict the outcomes for your own company except by comparison with others who have already bought the service. A webinar to demonstrate a product is a useful marketing tool.
The Hubspot offer
What's in it for them? By getting you to submit your site for their free service they: find out about your site get your contact details for marketing get a long list of inbound leads for sales have a weekly new case study to add to their marketing collateral continue to test and improve their test tools with new sites to verify their algorithms and SEO tools
So how do I use this? Take a new look at your own lead generation programme. Do you know who visits your website? Have you got new content being posted regularly? Is there a place where prospects can see your expertise demonstrated? [white papers, client recommendations, case studies, newsletter articles, advice]
Things you can do Test out a couple of the concepts suggested for your company website Set up a landing page - don't link to it from anywhere else on the site Draft two versions of an email advertising your online demo Include a specific request for advice and feedback - tell the recipients they are special and you need their views Send out one to a short list of email addresses - include past clients, current clients and prospects. Send the other to a similar list Which gets the best response? Send the more successful to a wider email list Review and adapt
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