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20 ways to get your content in front of early-stage B2B buyers

From searchengineland.com –  A recent article in BtoB Magazine highlights how marketing to the electronics engineering vertical is changing due to technological innovation and the demands of a more specialized (and time-constrained) workforce.

The focus of the article centers around content marketing designed to attract buyers at every stage of the buying cycle, particularly early-stage awareness.

B2B marketers in this vertical are beginning to understand that the investment in early-stage engagement initiatives is just as critical, if not more so, than late-stage, more traditional marketing collateral such as technical spec sheets and sales presentations.

This shift in marketing strategy is also reflected in responses found with GlobalSpec’s own 2013 Industrial Marketing Trends report. Industrial marketers are realizing their audience is doing most of their buying research online, seeking information-rich sources, but with an expectation of limited to no sales pressure. They industry is shifting budgets as a result.

As indicated by Chris Chariton, senior director-digital media solutions for IHS GlobalSpec, “Engineers don’t like to be marketed to… Make it more about new technology; take it beyond your company and offer insight and information.”

 

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