A good website is more than the sum of its parts. Certainly, you need logical navigation, clean graphic design, strong calls to action, and a robust internal linking strategy, among other considerations. And don’t forget about your written content! The written copy on your website is crucially important for educating and persuading customers, for gaining SEO traction, and for conveying the vision and values of your company.

Web content isn’t meant to last forever. On the contrary, it’s a good idea to revise your copywriting every two or three years. This gives you a chance to offer fresh content to the Google algorithms, and also to refine or update your company’s messaging.

Beyond that, there are a few telltale signs that your Web copy could stand an update… whether you rewrite it yourself, or enlist the expertise of Grammar Chic, Inc.

Signs You Need Fresh Web Copywriting

1) Your Google traction is slipping

One of the most important aspects of copywriting is that it signals to Google what your company is all about, and how your website should be categorized. If you’re not getting the kind of Google traffic you’d like, it’s possible that bad copy is to blame… and that a content refresh could put you back on Google’s radar.

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“The internet hasn’t been kind to the sales rep,” says sales and marketing author Brian Gray.

If you are thinking your sales reps will be the gateway of your go-to-market strategy, experts say you have another think coming.

Increasingly, sales reps must provide an experience, not just info.

“Before the internet, when the rep was in control of distributing all the information a prospect could get, they knew early on that they were being considered,” says Gray, leader of Revenue Path Group. “It allowed for multitouch sales methodologies to form. Each call, at each stage, took on different importance and training.”

Before the internet, business-to-business (B2B) prospects needed a sales rep to obtain information. That meant that as soon as a prospect entered the marketplace, they were in touch with viable options.

“Today that's not the case,” says Gray. “Prospects delegate a lot of research to a lower-level employee, who brings options to the table. By the time they make contact, they have decided their own solution, pigeonholed you in with some competitors and want you to compete on price.”

The importance of the internet and social media is not news. But like many other aspects of marketing, Covid-19 has dramatically accelerated this shift. This has a huge impact on go-to-market strategy.

But what about sales enablement? Is it just one more buzzword used by businesses to try and sell another piece of software that doesn’t actually help salespeople? The short answer is a resounding no. Sales enablement is much more than a buzzword – and it’s here to stay.

The only complication is that it can mean different things to different people, and its definition has changed significantly over the years. Before technology reigned supreme, sales enablement could be defined as anything that helps teams sell better. For example, a comfortable pair of shoes that allows sales teams to move faster and for longer than their competitors. Today, things are rather different.

In the modern world, sales enablement is all about using content and resources in the most effective and efficient way possible, with the goal of helping sales teams complete more sales faster by shortening the buyer journey.

Content that connects

Sales enablement helps to solve many of the key problems that B2B sellers suffer from – namely the fact that there is too much content, and at the same time, rarely the right content when it’s actually needed.

Let’s face it, as a B2B tech company, marketing isn’t easy.

With typically longer sales cycles, multiple key stakeholders involved in every decision, fierce competition within the industry, and many B2B businesses selling complex solutions rather than single products, B2B tech marketing is… well, it’s complicated. But it’s not impossible.

To help you succeed, we’ve broken down 5 of the most common marketing challenges faced by B2B tech businesses today, and how you can solve them.

B2B tech: it’s a fast-paced industry
With the tech industry evolving so fast, marketers need to be agile; pivoting quickly and adapting effectively when faced with changes or growing competition within the market.

To stay on the leading edge of the industry, be sure to keep your ear to the ground at all times. This means keeping an eye on your target market and your competition, and monitoring reputable sources for any announcements, opportunities or potential threats to your brand.

Changes within the market can present a real problem for businesses who aren’t paying attention. But they can be a boon to brands who are prepared to change and adapt.

Sometimes being just a little quicker than the competition may be all you need. For example: being the first to start talking about a rising trend or new cutting edge technology may help your brand define itself as a thought leader in your industry.

In this economic downturn, we have seen firsthand the impact of curbed purchasing decisions in the global business-to-business (B2B) marketplace. Where traditional acquisition marketing has struggled, brand storytelling is flourishing and has a direct impact on the marketing pipeline.

Robert McKee wrote that "Leaders use story to author the future." Why is this more important than ever? In these challenging times, your audience wants to be led through this downturn into the future that awaits them.

To better understand the key themes that inspire effective storytelling, let's look backward to look forward. Prior downturns have taught me there are six themes that are most relevant in brand storytelling during times of crisis: humor, nostalgia, optimism, patriotism, price and value, empowerment. But knowing these themes is not enough to create a story brand. To do that, we need to take a few more steps in our praxis.

So, how do you get B2B brand storytelling right? Here are a few guidelines that truly make a difference.

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Growing usage of intent data is proof that marketers are excited about its promise: to illuminate who is actively in the market for a solution, and the topics in which they are likely interested. But the downside is that, if not used correctly, intent data will fail to deliver results.

To help you avoid pitfalls and make the most of intent data, here are three common mistakes that you can avoid with upfront planning.

1) Marketers see intent data as a silver bullet

Intent data is not magical. Its potential is exciting, but it won’t fill in all of your marketing gaps. Many marketers see the possibilities that intent data brings, and assume that the technology will do their work for them. But as with any other marketing tech innovation, we know that they don’t work unless we do.

Intent data won’t miraculously fix all issues in your marketing and sales process. But it is valuable. What it can do is improve business outcomes by creating greater efficiency in your funnel.

For example, as you get more sophisticated in working with – and responding to – intent data, you can likely improve your cost per lead by truly delivering the right message, at the right time to the right people.

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What is B2B sales?

B2B sales, also known as business to business sales, refers to companies who primarily sell products and services to businesses, rather than direct to consumers (B2C). B2B sales typically have higher order values, longer sales cycles and are often more complex than B2C sales.

B2B sales has changed dramatically in recent years and the B2B sales strategies that used to work are no longer effective.

B2B sales used to be a lot easier.

If a person needed a product or solution, they’d reach out to a potential vendor and deal with a sales person, who’d pitch them with the best options to choose. And if they were happy with what they heard, they would make a purchase.

It was a relatively straight forward process, in which marketing was responsible for filling up the sales funnel with leads, and then for sales teams, they were responsible for getting those leads into a sales pipeline and moving them down the funnel and into a sale.

“The traditional purchase funnel diagram, one which any marketer could sketch from memory, is officially dead. The singular, orderly sequence of purchase stages has been scrambled, and marketers need to conform. In today’s world, where consumers have access to constant information through computers, smart phones and tablets, each person’s path to purchase is complex and unique.“

Imagine for a moment that you are not a B2B marketer. Instead, think of yourself as an investor, and ask yourself this: how do you identify great investments? Well, here’s a winning approach learned from watching the movie ‘The Big Short’ over and over again.

First, find a contrarian idea. The Big Short is about five investors who predicted the housing market crash that was the catalyst for the financial crisis of 2008/09, in defiance of conventional wisdom.

Second, make sure you are right by examining the evidence. In the movie, the character played by Steve Carell flew down to Florida to confirm the housing market was, in fact, comprised of sub-prime loans.

Third, be prepared to wait a while. The housing market did not collapse overnight. It took several years for the contrarians to cash in on their investment.

The big long

Let’s return to the world of B2B marketing. If Warren Buffett was a B2B marketer, where would he invest his capital? We’ll tell you where: at the very top of the funnel. In fact, that’s precisely what Warren Buffett does, buying stakes in famous brands like Coca-Cola, Geico and Apple. In B2C and in B2B, brand building might just be the single best investment a business can make.

I’ve been running ABM teams for some time and find it incredibly satisfying. To me, it is almost like a play. There is a good amount of preparation and planning with many individuals and teams that manage to pull off a unified campaign, and – when done right – the results are incredible.

2020 was full of disruption and fast pivoting across the marketing spectrum. But for B2B marketers—whose plans are often anchored around in-person events—this period changed the playbook on how to reach crucial business decision-makers. To learn more about how the business decision-making process has changed—and how marketers are adapting accordingly—Twitter partnered with Bain on a new research study.