Putting CONTENT to WORK: HOW TO SUPPORT EVERY STEP OF THE SALES CYCLE

摘要

Create fresh content you can post or tweet for effective discovery of your brand. Canadian manufacturers, especially those selling high-end industrial equipment, face lengthy and often highly technical buying cycles. Traditionally, they've relied on personal relationships to acquire new business, but business-to-business buying behaviours are changing in the following ways: 46% of business buyers use online search as their first information source (DemandGen); only 17% deal directly with peers and colleagues as their first source (Demand-Gen); 72% use social media to research their purchases (DemandGen); today's buyers might be anywhere from 60% to 90% of the way through the buying cycle before reaching out to the vendor (Forrester).