The Millennial B2B Purchasing Machine

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The trope of Millennials being lazy, entitled, avocado-toast obsessed side hustlers is over.  The eldest of the group are now 38, purchasing homes, having children, and being generally responsible humans. It’s no surprise they are poised to become the largest audience for B2B markets. And when it comes to marketing, their default is digital. Cold calls and print are being replaced with video, retargeting, SEO, and social media when it comes to B2B purchasing decisions. Whether you haven’t started the transition, or are just in the beginning stages, it’s worth a look at the following stats as you ramp up your program.  (more…)

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How To Make Your Trade Show Exhibit Count

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For manufacturers looking to get their products and/or services in the hands of company decision makers and buyers, there’s no better forum than a trade show. Attendees show up in droves specifically looking for new ideas or investments to improve their business. Because of their large scale, trade shows can often be hard to prepare for, especially in the limited timeframe given and the number of moving parts involved. But don’t panic. We’re here to help prepare you to put your best foot forward. (more…)

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B2B Thought Leadership Content Study Shows Impressive Results

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B2B Thought Leadership

The 2019 Edelman-LinkedIn B2B Thought Leadership Impact Study has been released, and here’s the key takeaway: thought leadership can be a veritable marketing goldmine. To make sure we’re all on the same page, thought leadership is trustworthy, authoritative content that taps into the talent and experience of your business. (For an example, check out our client Safety Products Group).

The study questioned over 1,200 business decision-makers on how they viewed thought leadership content. Turns out, thought leadership has a lot more influence on sales than marketers realize — and it’s growing. Take a look at the stats:

Thought leadership drives sales.

  • 81% of decision-makers said thought leadership increased trust in vendor organizations.
  • 60% of respondents said strong thought leadership led them directly to awarding business.
  • 49% said thought leadership can command premium pricing.
  • 47% of C-suite executives gave their contact info for thought leadership.
  • 45% of respondents said thought leadership helps close deals.

But if poorly done, it drives risk.

Impressive, no doubt. But before you run to the nearest content mill, these stats offered a double-edged sword. Just as well-done content brought in impressive reactions, poorly executed pieces did just the opposite:

  • 60% said they’d stop following a writer or organization if the content was poorly written.
  • 46% said they decreased respect and admiration for such organizations.
  • 29% said they’d decided not to award a piece of business on account of poor thought leadership.

Our two cents: you’d be remiss to shrug off thought leadership in your strategy. But if you can’t do it well, don’t do it without help.

Whether you’re in B2B sales or marketing, your goals are the same: bring in revenue. Thought leadership can be a heavy hitter in this capacity, but it’s not a job for the novice. Your content creators not only need to know your business inside and out but your verticals and audience as well. They’ll also need a solid content strategy in place. (If you don’t have one yet, this is a good place to start). If you want your thought leadership to have legs, it’s got to offer relevance, value, and trust. When you hit home with the right subscriber, they’ll share it with the decision-makers that count.

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