Written by: Vickie Sullivan | March 22, 2018
The Best Marketing Strategy for Generating Leads, Winning Sales
Whoa. I didn’t see this coming. A recent study by the Kellogg School of Management of content marketing in B2B companies just blew up conventional wisdom about B2B selling. The finding: Digital content such as webinars, white papers, and blogs outperformed in-person meetings and conferences. Introverts, do your happy dance.
Two notes before you blow off this report: 1) it’s done by Northwestern University, not some consulting firm, and 2) the methodology is pretty solid. The upshot:
Account employees’ engagement with digital content marketing resulted in more sales leads and more completed sales, known as won opportunities. The bigger surprise: In-person content marketing events did not appear to influence leads or won opportunities at all. Wow.
Listen: Vickie’s winning formula to make your content “snackable”
Another interesting finding: Content aimed at mid- to lower-level employees boosted leads. How? It appears top executives will act on advice from them.
This information is not for just thought leaders who have enterprise-wide services but also folks who want to speak at events. Provide value in “lunch-time” nuggets, and watch your sales efforts change for the better.
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