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minute read
April 8, 2019

Engage Your B2B Prospects With a Strong Digital Strategy

Written by
Noel Hooban

The world is digitally interconnected, and there is a high likelihood that your best opportunity to engage your B2B prospects is with a strong digital strategy. To succeed, you need to understand the path your buyers take online and approach them with an optimal plan.

The following are specific tips on applying digital strategies to sell to B2B buyers.

Identify Your Target Profile

Engagement efficiency is critical in the digital realm. The point is to deliver as much of a personalised buying journey as possible.

Therefore, starting with a clear profile of the target audience is necessary.

Identify the right prospects based on such factors as geography, demographics, industry, company and job role.

Research the primary interests and preferences of your target prospects to prepare to deliver the most on-point sales message possible.

With our database of 61 million business contacts, we can filter that information for you to provide you with a clean, up-to-date list of contacts.

Deliver Relevant Content

Content development and delivery have become critical lead generation components. B2B buyers routinely start their investigations through an online search. You need content that is not only searchable but is relevant to the reader.

Create content with a problem-solving perspective. Answer question the targeted prospect is likely looking to resolve. If you do so effectively, your content may serve as a catalyst to further the prospect along the buying path.

Lay Out Logical Buying Path

Consider the natural path your buyers take in their buying journey. The most effective digital marketers engage people where it makes sense. Don’t force your preferences or get aggressive too early.

Instead, direct an article or blog reader to go to your website for more in-depth information, demonstrations or solution overviews.

After a prospect is initially intrigued, you have the ability to articulate the value that your solutions can provide.

White papers, case studies and video demonstrations are among the content formats that allow for a deeper, more educational message presentation.

From these tools, use a call-to-action to invite the buyer into a subscription, registration, demonstration or sales call.

Engage at the Right Time

The timing of digital engagement is critical to lead generation and lead nurturing.

On social media, you need to build connections and establish credibility before pushing for a sales meeting. On LinkedIn, interact with prospects through mail and discussion forums.

Show yourself as a genuine person with expertise in a particular area.

After your prospect gets comfortable and expresses interest in resolving a problem, make your move to set an appointment.

Similarly, in your content path, wait until the time is right for a sales call. This point is normally after the prospect has searched, learned, uncovered solution details, and is prepared to hear a more in-depth articulation of value.

digital strategy

Even with a digital marketing strategy, your B2B selling process still eventually leads to a sales call.


Digital B2B buyers want to take their time and investigate solutions at the right pace.

Your lead generation and nurturing strategies should emphasise patience, relevant content and well-timed engagement.

Contact us today to discuss how Internal Results can lend our expertise in securing appointments with digital buyers.

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