“People don’t shop for our products online.”
I can’t tell you how many times I’ve been told this by sales and marketing leaders at B2B companies that make obscure, highly complex technology and products. They tend to resist inbound marketing and lead generation because they don’t make “click to buy” products. Most have expensive custom products with long sales cycles and apply to a very narrow customer base. They figure few people are searching online for their products, so they don’t try too hard to attract them. I call them “superniche” companies…
8 Reasons Super Specialized Companies Should Embrace Inbound
