Aug 18, 2021
Using Content to Lure Clients into the Sales Funnel
How HVR is spicing up B2B marketing and leveraging content
B2B marketing gets a bad reputation. Some will say it’s boring and you can’t be creative in space. But who wrote the rulebook that said B2B couldn’t be fun or inspiring? Meredith Stowe Christie, the VP of Marketing at HVR, says that regardless of who your client is, B2B doesn’t have to be boring.
“It’s B2B, but you’re still marketing to a human,” Stowe-Christie said. “Chances are, given the amount of people that are watching the Super Bowl, your target is watching the Super Bowl. If you have the budget and a message that resonates to a lot of organizations, why not do that? You want to be top of mind to these folks, when they need to make that decision on your product.”
Being relevant, and mindful so when a prospect is ready to pull the trigger your company is top-of-mind is what marketing is about. But Stowe-Christie also highlighted that part of that part of that strategy is making sure your content leads your prospects through their buying journey.
“Content serves as this guide for our prospects,” she said. “They can go to their sales and say, ‘Before I make my move, is this really what I need?’ That’s what we’re trying to answer. Content is a strong part of our strategy. And I don’t see that changing, but finding new channels, new ways to do it is the exciting part around content.”
On a recent episode of Marketing Trends, Stowe Christie explained how HVR is spicing up B2B marketing by putting the customer at the center of everything they do. She also touches on how she aligns their sales and marketing efforts to tell the best stories, and how your content should be leading prospects through the funnel.
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