Should we produce a company profile or brochure?
A well-designed capability document still matters in B2B, particularly where procurement processes expect one. It should be genuinely informative rather than a folder of adjectives.
Other questions on this topic.
How is B2B marketing different from consumer marketing?
Longer cycles, several people involved in the decision, higher values, and far more research before anyone contacts you. Most of the selling happens before you know…
Is LinkedIn worth the cost?
For B2B, usually yes, though it is expensive per click. It is the only platform where you can reliably reach by job title and company size.…
Should executives post personally or should the company page?
Both, weighted towards individuals. Personal accounts get substantially more reach than company pages, and B2B buyers trust people over brands. The company page provides the credible…
What content works for B2B?
Material that helps a buyer build the internal case for choosing you: case studies with real numbers, comparison guides, implementation detail, and honest discussion of trade-offs.…
How do we generate leads when our buyers do not fill forms?
Give them reasons that are worth the exchange, such as a genuinely useful assessment or benchmark, and make lower-commitment routes available. Also accept that some of…
How long is a realistic B2B sales cycle?
Frequently three to twelve months for considered purchases. Marketing has to be judged on pipeline created rather than on revenue closed in the same month, otherwise…