Excellent B2B Marketing Article in Harvard Business Review

The Aug 5 2015 Article in HBR, “What Salespeople Need to Know About the New B2B Landscape,” by Frank V. Cespedes and Tiffani Bova, is a resounding call for integrated content marketing. I have long been a believer that B2B firms must leverage all forms of communication to increase awareness and influence the buying process. This includes a strong website, with white papers, videos about your company and its products, product and sales presentations, customer testimonials, publications, product brochures and literature. Your content then needs to be marketed to a wider audience through press releases, social media, product reviews, advertising, newsletters, opt-in email campaigns, events, blogs, and other means. This rich content increases awareness and helps your prospective buyer to better understand your value proposition and reach a level of comfort with your proposed solution.