3 Ways to Build Marketing Momentum in 2013

Posted by Sheryl Roehl

Sales cycles are getting longer and more complex. B2B prospects are doing more research themselves.

Most decision-makers consume at least half a dozen pieces of content before they are even ready to talk to sales. By this time, they’re probably halfway to a buying decision.

So what can you do to make sure your company stays on your prospects’ radar until they choose a solution?

Here are 3 ways to build your marketing mojo in 2013:

1. Assess your content. A content marketing audit can help identify content needs at each step in the buying cycle.

• Identify gaps. For example, your organization may not have sufficient case studies and video testimonials for building credibility and overcoming prospects’ objections during the sales cycle.

• Pinpoint emerging needs. You may need to support the rollout of a new solution with web content and sales collateral. Be sure to put a plan in place to address upcoming content asset needs like these.

2. Ramp up visibility. Is it easy for prospects to find your company when they are searching for a solution? Do they immediately think of your company or do they turn to your competitor? Consider implementing an ongoing thought leadership program to:

• Build brand awareness and reinforce your position by securing speaking engagements and editorial placements in media outlets.

• Keep your business top of mind by developing and publishing rich content such as white papers, eBooks, articles and online videos.

If you lack the internal resources to support such an initiative, look for an experienced agency partner who can help you develop quality content and secure high-profile visibility opportunities.

3. Tune up lead and customer nurturing programs. Here are a couple of suggestions:

• Keep prospects engaged until they’re ready to buy by delivering a steady stream of relevant content.

• Your communications with your customers shouldn’t end with the purchase decision. Don’t forget to keep looking for ways to improve retention and add value to their business by cross-selling and up-selling new solutions.

By implementing these 3 marketing tactics,  you’ll increase the chances of engaging prospects, driving thought leadership and ultimately getting the results you want in the coming year.

What are you planning to do to stay on buyers’ radar in 2013?

Want to accelerate growth in 2013? Schedule a free marketing and public relations consultation in January. Contact Sheryl today at 404.434.5330 or sherylaroehl@gmail.com.