There has been a shift in the B2B buying process. 84% of deals are now won, or lost, before a B2B provider is even aware they exist, according to a recently released report from 6sense.
The report goes on to say that by the time a buyer contacts a potential vendor, 78% have already finalized their requirements and at this point, sellers have almost no chance to influence those criteria.
Today’s buyers control the process more than ever, but sellers can still influence the process IF they can connect with the buyer during the research phase. This requires you to create educational, insightful, and even disruptive content that consistently reaches your target audience.
It is also just as important that the buyer finds the content in a source that they deem as trusted and unbiased.
The Modern Buyer’s Journey: More Research, Less Contact
Unlike in the good old days, the buying journey is now largely conducted without the help of your sales team. It is done through independent research. Prospects are reading articles, comparing products, and seeing what others have successfully tried: all on their own.
This is especially true in industries that are complex or highly technical, where the stakes are high, and decisions are not made lightly.
So, it should come as no surprise that reaching potential customers who are actively looking for your services is one of the biggest pain points for B2Bs today. Especially when you consider that during this phase buyers are uninterested in hearing a sales pitch.
They want to gain a more in-depth understanding of the industry landscape – what is new, what is trending, what works, and what doesn’t. B2B buyers want answers and credible information.
Therefore, the question you must answer is: ‘How do we reach our target audience during the research phase so that they are aware of our approach, understand our value, and trust in our solution?
Reaching Your Audience During the Research Phase
Even if you can create valuable content that can address some or even all of these questions, it is not just the message but the messenger that matters. Buyers who are looking for credible sources of information inevitably turn to industry trade publications.
In fact, according to a report released by the CMO Council, 87% of B2B buyers reported this type of online content as having a major or moderate impact on vendor selection.
The reasons are very straightforward; these publications offer in-depth analysis, industry trends, and expert opinions that buyers trust. Industry publications are where your target audience turns to learn more about the products and services they are considering and that credible 3rd-party validation.
This is where the power of trade publications, and the third-party endorsements they provide, becomes invaluable. When a company is featured in a respected industry publication, it gains instant credibility, increases visibility, and is positioned as a leader and trusted source within the industry.
The Power of Trade Publications in the B2B Buying Process
Trade publications offer a unique solution to the challenges of reaching your target audience during the research phase of the B2B buying process. These industry-specific magazines, journals, and online platforms provide the exact types of coverage and insight that a buyer would benefit from reading. For B2B companies, getting featured in these publications can be a game-changer because the offer:
– Direct Access to Decision-Makers
Trade publications are read by professionals who are deeply invested in their industry. These readers include decision-makers, investors, and even leading talent—exactly the people that B2B companies need to reach. By appearing in a trade publication, your company’s message is delivered directly to those who matter most. It also comes with the credibility that owned media channels often lack.
– Credibility
When your company is featured in a trade publication, it’s not just about promotion—it’s an endorsement. The editorial content in these publications is curated by experts who understand the industry and its players. Being featured tells the reader that your company is a credible authority in the field, which is crucial for building trust.
– Tailored Messaging
One of the greatest strengths of trade publications is their ability to focus on highly specific topics. This allows you the opportunity to tailor your messaging to address the precise pain points and interests of the target audience. Whether it’s a case study, an expert opinion piece, or a feature on new technology, the content can be crafted to speak directly to the concerns of your buyer.
– Enhanced Visibility Within the Industry
Unlike general business publications, trade publications have a concentrated readership. This means that when your company is featured, its awareness grows among a significantly larger portion of your target market. This kind of concentrated exposure is difficult to achieve through other channels and can significantly enhance your company’s visibility within the industry.
– Long-Term Value
The content in trade publications often has a longer shelf life than that in more general media outlets. Articles and features are typically archived and can be referenced over time. This means that your company’s message can continue to reach new audiences long after the initial publication. This provides lasting value and reinforces your company’s presence in the industry. Not to mention the SEO benefits.
Case Study: Micro Harmonics Corporation – From Invisible to Industry Leader
Let’s look at Micro Harmonics Corporation (MHC), a company that found itself facing this exact challenge. MHC, headquartered in Virginia, is an innovator in the B2B technology sector. Through a partnership with NASA, they developed the world’s first millimeter wave components. They were capable of operating optimally at ultra-high frequencies. Their technology will enable future advancements like 6G, autonomous driving cars, smart cities, and IoT.
Despite their groundbreaking innovations, MHC struggled to gain traction. Sales never increased and brand awareness, visibility, and earned media were nonexistent. As Diane Kees, Chief Operating Officer at MHC, put it, “We were invisible. I don’t know another way to say it. We were simply not known.”
For years, MHC focused on their technology, believing that if they built it, customers would come. But the sales didn’t follow. They had a product that could change the world. Yet nobody was lining up to buy it because no one knew about it. “I remember that panicky feeling of how in the world do I let people know that we are here and that we can do this?” Kees recalls.
The solution was strategic PR and earned media, and that’s where Rankin PR came in. Specializing in the B2B technology sector, Rankin PR developed a series of feature articles that were published in top-tier trade journals. These weren’t just any articles. They were crafted to resonate with MHC’s target audience. They explained complex technical details in a way that was both relatable and engaging.
The Power of Earned Media in the B2B Buying Process
The results speak for themselves. We have secured over 150 published articles, more than a dozen cover stories, and a 200% increase in sales.
MHC went from being virtually unknown to being cited as a leader in their industry at a major conference in Asia. “In the minds of our target audience, we are now considered the leaders,” says Kees. “I am convinced that this all comes from the marketing and public relations that Rankin PR is doing.”
The MHC case study is just one powerful example of how earned media can transform a business. It’s not just about getting your name out there. It’s about building authority, shortening sales cycles, and creating credibility in the minds of your target audience.
Earned media allows you to tell your story through the voices of others—trusted publications, happy customers, and industry experts. This third-party validation is invaluable, especially in industries where trust and credibility are key to closing deals.
When potential customers see your story in a respected trade publication, it carries weight. It’s not just you saying how great your product is; it’s an industry-recognized source backing up your claims. This is the kind of content that sways decisions, especially when buyers are still in the research phase.
Building a Credible Presence in the Buyer’s Journey
The B2B buying process has shifted, and with it, the way businesses need to approach PR and earned media. The ability to innovate and deliver high-quality offerings remains a critical component. However, just as important is your business’s ability to reach your target audience earlier in the sales cycle. This is when they are busy researching the best solutions for their companies.
Trade publications offer a unique and powerful solution to these challenges. By providing direct access to decision-makers, enhancing credibility, and offering tailored messaging. They also serve as a key tool for driving growth and establishing authority within the industry.
C-suite leaders and business owners who invest in building a strong presence in trade publications are not just enhancing their company’s visibility— they are positioning their business for long-term success in this new paradigm.
Building trust and credibility is key to turning prospects into customers. Earned media is one of the most effective ways to do this. By consistently reaching your target audience with credible, third-party validation, you can ensure that when they’re ready to make a decision, your company is at the top of their list.
Are you ready to grow? Reach out to our B2B PR agency today!