I find it amazing that we still come up against the myth that social media is strictly a B2C (business-to-consumer) thing, but this week, new data from MarketingSherpa poked abig ol’ hole in that popular misconception.
According to a 2011 poll among B2B (business-to-business) marketers, blog posts came out on top as the most valuable type of content in directly supporting marketing objectives—ahead of webinars, white papers, and even research reports.
I think the reason is intertwined with the nature of B2B marketing. B2B sales not only involve complex products and larger outlays of cash, but also need to be “sold” to management at multiple levels of the organization, so solid information is vital. The typical B2B sales cycle involves multiple touch points, a task to which the blog is ideally suited.
The B2B blog also offers a versatile platform for publishing a variety of types of information (research data, customer reviews, industry news) and media (text, audio, video), making it perfectly adaptable to your audience’s learning style while still offering lots of flexibility.
So if you’re looking to boost your B2B lead generation, a simple blog might be the best place to start. Your customers will thank you … and so will your sales force.
What about you? Have you found success using blogging for B2B lead generation? Tell us about it in the comments—we’d love to hear from you!