The focus on “more leads” can be a trap that many B2B businesses fall into. The smaller budgets and business demands often create a culture of short-term priorities that over time degrade brand reputation. The primary focus on just acquiring more leads—which I find are often just thought of as email addresses—creates unattainable goals for marketing, feeds tension between marketing and sales, and sometimes incentivizes the wrong strategies.

At Think Better, we’re all huge fan of podcasts so we were excited when Amy Metherell, host of Inbound Back Office, invited Think Better founder, Andrea Steffes-Tuttle, to be a guest on her podcast. They got together to talk about a topic that we have a lot of experience in; account-based marketing.  

If you aren’t nurturing your prospective buyers and customers, you are missing a huge piece to the puzzle. We explain why.

Brands with effective social profiles are consistent, easily identifiable, regularly updated, and show the human side of a company. As a result these Brands typically have more followers and engagement than those that do not. 

Your website is often the first impression a person gets of your business, and it needs to be a positive one. In just a few short seconds, you’ll need to encourage engagement, explain your product and its value, and make the path to convert clear and friction free. The best websites capture the attention of a prospect, no matter where they are in the buyer's journey, the moment they hit the homepage.