Gone are the days when B2B companies could rely solely on inbound tactics to magically generate leads and nurture them into deals.

The reality is that for most B2B companies, 95% of potential customers have no immediate intent to buy your solution. They likely already have a solution in place for the problem you address.

Buying intent cannot be forced and does not appear overnight. It develops gradually, influenced by various factors such as management pressure, informative webinars, industry news, competitor campaigns, new legislation, and insights from industry thought leaders. Many of these factors are beyond your control. However, this doesn’t mean you should passively wait for customers to come to you.

There are crucial actions you must take:

1. Influence buying intent: While you can’t control all the factors influencing buying intent, you can amplify the ones you can. Become an active voice in your industry.

2. Build your brand: Establish a strong brand presence so you are top of mind when buying intent emerges.

3. Streamline the buying process: Collaborate with your sales team to create a seamless experience for what can be a lengthy buying process.

   
   

The Role of effective content

All these steps are achieved through effective content. Develop a messaging structure that influences buying intent, positions you as a reliable thought leader, and converts interest into revenue. 

Share your story through various formats like videos, blog posts, podcasts, and presentations. Distribute these via ads, website content, email campaigns, organic social media, and more.

When executed correctly, marketing becomes essential for the growth of any B2B company.