Quick overview

B2B sales cycles are usually a lengthy affair, which means that marketing content needs to be constructed and delivered in alignment with the evolving needs and objections that occur at each phase of the buying process, and in consideration of the diverse group of stakeholders who are part of the buying decision. We told you – we’re digital marketers who really get B2B sales.

Things to consider

To have a conversation about B2B lead generation, we have to talk about content marketing – the lifeblood of marketing. You can’t do paid media or a mid-funnel email campaign without content.

But instead of expensive guesswork, Apiary creates marketing content for our B2B client-partners based on data-verified user personas, an audience matrix analysis of all stakeholders involved in the buying decision, and a phased content strategy for TOFU, MOFU, and BOFU (top, middle, and bottom of the funnel).

Highlights

• Investing in B2B paid media or search without a data-backed content marketing strategy is a common mistake – one that we never make.
• Relying on a single lead generation tactic is the opposite of future-proofing. Apiary helps B2B client-partners diversify their lead generation activities for bigger returns and a lower risk profile.
• The B2B buying cycle can be very long, which is why lead generation and lead nurture requires content that supports the entire customer journey.