by Melissa Madian | Tweet this It’s the beginning of 2013, and with it comes the traditional flurry of demand generation/business development/sales reps sending me emails on why I should buy their product/service. I’m always fascinated to learn why a rep thinks I would be interested in purchasing their product and gauging how far off the mark they are. Why would I do all your prospecting work for you? People buy from people, and they pay attention when a colleague’s name is mentioned. don’t care about your product. Or Twitter. MORE >>

Sometimes that is what you're doing, but often writing for the web—and SEO—involves less glamorous pages like product or service descriptions. Of course, such pages are critical: no one will buy anything from you if they don't understand what you offer. So how do you add life, and SEO value, to a product page? Here are four complementary techniques: 1) Use the words your prospects use. Incorporate the keywords you just identified into a compelling story that helps your prospective customers quickly understand how their life will be better once they buy your widgets. MORE >>

The buying process has shifted in recent years. According to Enquiro, 95% of corporate purchase agents use the web to research products and services before selecting a short list. Customers coming to them, in our Google-driven buying world, with their general questions answered, now needing information that the salesperson doesn’t have. Thanks to research on Google, your customer comes to your sales people, often knowing more about the product than they do! You need to think about and document the questions asked at each stage in their buying process. MORE >>

Treat inbound leads as the ultimate prospect lists. Just because they raised their hands doesn't mean they want to buy. Engage with that prospect, then get the sale. Buy into the methodology, not just the license fee. more detailed product review coming that will focus on some key features and benefits. About 18 months ago, Green Leads embarked on an aggressive plan to increase our inbound marketing activity. We focused first on content and blogging and then decided to dig deeper into SEO best practices. Eventually, we jumped in headfirst and signed up. leads. MORE >>

If we've said it once, we've said it tons of times here on the Savvy B2B Marketing blog – to connect with today's B2B buyers, you need to produce and make easily accessible a range of content that guides prospects through the buying cycle. Consider a few data points that back this up: According to IDC's Third Annual Buyer Experience Study: Guidance for Sales & Marketing, released in April 2010, respondents rated "consumption of vendor content" as the most important part of their pre-purchase activities for IT products or solutions. MORE >>