Traditional B2B rides the sales train. It became so ingrained in procedure that everyone just went along with the interruptive sales calls. This system relied heavily on a lack of easily accessible information (e.g. pre-internet.)

Now if a company wants to find services, they go to Google and search. This leads them to B2B companies that act like media companies. Their blogs, video, whitepapers, case studies and podcasts show expertise and specialty before the potential customer even speaks to a sales person.

Why is this important?

1. Efficiency - Salespeople get inbound leads who already know about the company’s services and expertise.

2. SEO - Your content (when consistently updated) makes your site more relevant in search engines.

3. 3rd Party Interaction - Not everyone who comments on the company blog or retweets is a potential customer, but they help build confidence in your work every time the interact with you.

Need an example?

Check out Kinaxis (Case Study Here.) They’re pros at B2B Media (and also a supply chain management company)

Read more about B2B Media at Marketing Profs Daily Fix