|
|
|
|
|
|
by adambyrtek
3213 days ago
|
|
|
B2B startups don't rely on inbound phone calls, they want you to leave your email, phone number, and company size in order to "receive a case study", "book a product demo", or "subscribe to a newsletter", and that's when the real sales process starts. They put a lot of money and effort into sales and marketing, and you underestimate them by thinking that it's a sign of incompetence. |
|
|
We're talking about why a lot of B2B tech companies have a lot buzzwordy nonsense instead of descriptions of what they can do for their customers (this is not unique to tech companies, I would say this goes for most B2B) and the theory put forward was that it's to get people to pickup the phone so they can understand what the fuck the product does. This is what I debunked.
I literally worked as a salesrep at a fairly big B2B marketing startup and one of the largest enterprise software companies.
What you refer to is content marketing to generate inbound leads. Those leads would then be put on a mailing list and and an outbound process would start. Except the "book a demo" (inbound lead) which I never recall leading to a good deal.
If you are a small stage startup with a small sales team you can probably get by on inbound but you have to go outbound to saturate the market. Even then, having poor description is going to hurt your Google fu so I don't buy the strategy.
If your the market leader, like salesforce in crm, you're going to see a lot of inbound but that's because people know your product and you're gartner quadrant status. Even then you'd still do maybe 50/50 inbound outbound.
In either case, the "it's shit because it works" argument still doesn't really hold up.
They put a lot of money into sales, they put a lot of money into going to conferences. They do not, however, seem to put really any money into a decent copywriter.