• iamoldskool

    I would be very surprised if this mindset existed in many B2B organisations. I work as an in house resource and site traffic, lead generation and lead nurturing are of paramount importance to us, as is appearing in search for keywords associated with what we sell.

    Our sites are all about creating leads and nurturing visitors during their purchase journey and conversion is vitally important in identifying new leads. Where as it’s true that very few people would do a search in Google for a related keyword, come to our site, fill in our form and buy our 1.5m software system, it’s often the case that a keyword search has brought a visitor to the site who has then gone on to convert after being entered into the sales process and nurtured by offline means….During this time, we often see them come back, download other things, all of which helps us make the sale.

    Any company that isn’t optimising their site, creating good content, and improving their conversion process. A lot of companies are mistaken if they can continue to make sales based purely on who they are and the fact they are known in the market

  • Harrison Jones

    It’s definitely not a large number of B2B organizations that this concept applies to. This applies more to companies where the sales cycle is usually 1-2 years long with deals around the $1B range. Or it can also apply to highly niche B2B companies with only a handful of competitors – especially if they already have the strongest brand name in the industry where every industry professional already knows of them. For either of these types of companies, there also may be only 100 potential clients worldwide that would buy into their services.

  • http://www.aqueous-seo.co.uk/ Aqueous Digital

    Hi Harrison,

    I just wanted to let you know that I have returned to this post a week after I first read it (and only by trawling through my browsing history!) as it nails a conversation I am currently having with a B2B client.

    I spoke with them two weeks ago and explained as they sell multi million pound systems that the best resource we could help them with was engaging with people on the ‘discovery’ and ‘consideration’ part of the search and by setting them up as ‘thought leaders’ in their field. By providing resources for users they would reaffirm the strong sales message they have. The visual at the top of the post is now in my file to go and see the client with tomorrow so thanks for the timely post!

    Jonathan

  • http://www.aqueous-seo.co.uk/ Aqueous Digital

    Hi Harrison,

    I just wanted to let you know that I have returned to this post a week after I first read it (and only by trawling through my browsing history!) as it nails a conversation I am currently having with a B2B client.

    I spoke with them two weeks ago and explained as they sell multi million pound systems that the best resource we could help them with was engaging with people on the ‘discovery’ and ‘consideration’ part of the search and by setting them up as ‘thought leaders’ in their field. By providing resources for users they would reaffirm the strong sales message they have. The visual at the top of the post is now in my file to go and see the client with tomorrow so thanks for the timely post!

    Jonathan

  • Ranjanraji

    Thanks Jones. But this is not the usual cases in many of the B2B companies as How iamoldskool says? Could you include a scenario where B2B are best profited with paid search also…