One of the most important trends in business-to-business sales and marketing is the desire of business buyers to self-educate before they enter the active sales process. According to a DemandGen Report study, 77 percent of B2B buyers don’t talk to a salesperson until they’ve conducted independent research.
The Sales Executive Council found that business buyers are 57 percent of the way to a buying decision before they’re willing to talk to a sales rep and consumers aren’t far behind business buyers in that regard.
The way to get there? Online content.
Good content marketing programs are the fuel that moves prospects down the sales funnel. At every level of the sales process, interactive online presentations are a valuable tactic for creating the kind of engaging content that advances understanding and engagement with B2B products and services:
- For demand generation: Short overview presentations and thought-leadership pieces attract prospects early in the process, while on-demand webinars produced as online presentations can offer a distinctive, informative experience for new buyers.
- For lead nurturing: Longer-form content can explain your products, features, and applications more completely to buyers as they consider your product. The richer experience will set your company apart. You can embed your online presentations on pages that are trackable by your marketing automation system, and use analytics to help prioritize leads who are spending more time with your content.
- For sales enablement: Detailed presentations on your technology and product features can help a salesperson with the final stages of the sales process. These presentations can be stored just a few clicks away in a library in your CRM, such as SalesForce.com.
Is there any wonder that online presentations are now a top 10 tactic for B2B marketers, according to the 2014 B2B Marketing Benchmarks study by Content Marketing Institute and MarketingProfs?
Here’s a tip: Get your company’s best subject-matter experts to give a 10- to 15-minute version of the presentation they’re called to give frequently: they’ll thank you when they can go back to doing their day job!