The credibility, endorsement, animation and reach that earned media can offer B2B brands means that PR remains a vital, powerful part of the marketing mix.
Telling stories that engage B2B decision makers can impact lead generation by amplifying brand presence and accelerating the buyer journey.
With time poor decision makers turning to the web to explore their problems, follow their interests and look for competitive advantage, the opportunity is for B2B brands to provide quality content that prospects engage with on their own terms. Allowing decision makers to buy from you rather than you selling at them is not only more cost effective, but allows you to focus your resources on opportunities that have expressed a need.
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If you've started to build out your first inbound marketing campaign, or are looking to kick one off, then this guide covers the fundemental tasks which will help drive the success of your campaign.