How to use content marketing in the B2B sales process

Content Marketing

Did you know that most B2B buyers today don’t start their ‘buyer journey’ by phoning your sales team?

It’s true.

In fact, by the time a buyer gets in touch with you, they’re likely most of the way through their decision making process.

They’re calling you to start sussing out if your company and theirs are a good match.

Or they’re looking for specific information about your product.

Otherwise, most of the research is now done online.

Which is why content marketing is now crucial for the B2B sales process.


Answering questions at every stage

Content for B2B sales should aim to figure out and answer every question your prospects might have at every stage of the buyer journey.

From the moment someone realises they have a problem (or alerting them that they have a problem before they know it), to helping them understand how to solve the problem, to convincing them you’re the answer to the problem.

You need to be providing content that hits all these stages.

This includes tackling the issue of cost.

It’s amazing how reluctant businesses are to put prices on their websites, like a lead is never going to ask you before buying.

Tackling the issue of price on your website is actually a great way of filtering out people who either can’t afford your services, or aren’t willing to pay it. And it can help you figure out who is close but needs a bit of persuading.

Never talking about price means you can get strung along only to find out you were never really going to close the business you’ve put all that effort into.


Don’t get too technical

You might be a total expert on the ins and outs of your industry and your product.

But no-one cares. People aren’t coming to you because you sound clever. They’re coming to you because they have a problem and they want to know if you can solve it.

Using overly technical language in your B2B sales can confuse people who aren’t technical experts. You don’t have to dumb it down, but you should focus on sounding like you’re talking to an intelligent friend rather than trying to reach the final of mastermind.

It’s one of the reasons B2B tech companies are now investing so much money in ‘tone of voice’.


Getting social proof

Does this sound familiar?

You’re looking for a new phone, you do a load of research, you compare products, you look at price, specs, reviews.

You’re 99% certain that you’re going to pick one phone, and then a friend says, that one’s rubbish, I got this other one and it’s really good.

And despite all your research, you go with the phone your friend recommended.

That’s because we’re reassured when we get a recommendation from someone else. If they’ve had a good experience, chances are you will too, right?

So get testimonials and case studies on your website. Get as many as you can. And make sure you create case studies that work.

Don’t write them like these one.

Case studies are meant to highlight some key information:

  • What the initial problem was
  • What had been done to fix the problem before, and why it didn’t work
  • What you offered that no-one else did
  • Why what you did worked, and what results you got
  • How happy your customer is having chosen you


Creating different types of content

Just like you need content for different stages of the buyer journey, you also need different types of content to help with B2B sales.

Here’s a few suggestions and where they fit:


These are typically great for those high-level, top of the funnel issues.

Blogs are a versatile tool in the B2B sales toolkit. You just need to make sure you do your keyword research and focus on answering questions.


Another versatile tool. You can create videos for any stage of the buyer journey depending on the type of information you’re trying to get across.

Whether it’s how-to or demo videos, to product explainer videos to creating videos out of blogs posts, they’re a great way of generating leads and getting SEO value.

Guides and eBooks

For those times when you want to get more into the details, or show off a bit more of your expertise, a guide or eBook can give you the platform to give prospects the extra info they need.

Product guides

This is where you can start to get more technical with your content and focus on your products. Give prospects all the details they need about what your product is, how it works and what they can expect.


Content marketing isn’t an add on to B2B sales

Whatever way you look at it today, content marketing isn’t just about marketing and something that’s an add-on to the sales process.

Today, it sits centrally within your B2B sales process.

If your leads and prospects are doing more research online before getting in touch with your, B2B content marketing is essential.

Want help with your B2B content marketing and sales?

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