Modern B2B Marketing, coined Inbound Marketing, is just like good sales, it's a system in which an audience interacts with your marketing at different levels of your content, indicating their level of engagement and interest or readiness for a sales engagement.
You're building essentially an extension to a traditional sales funnel, which allows you and your audience to determine if this is something worth pursuing instead of traditional approaches which rely on pushing or sending messages to a wide audience until some of it connects.
This opportunity and the playing field of digital marketing in which it has arisen has given birth to a lot of new technology that allows marketing to be more effective and aligned with prospective buyers and a sellers business.
However not all systems are made equal and for most SME's who don't have large teams or complex integration skills they need systems that deliver the most capability and audience connectivity for the least effort, so that they can concentrate on creating relationships and valuable content instead of running and making marketing their systems work.
A lot of the B2B marketing technology that has been developed over recent years only tends to fill a portion of the marketing platform that businesses need, leaving their users to fill the remaining gaps.
However there are recent technology developments that have understood this problem and the problems and risks it leaves users with so new platforms are now addressing these challenges.
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