Your most serious competitors aren’t selling — they’re orbiting.
They stay close to their customers and prospects long before the buying process even begins. Far from being a fatality, this reality is an opportunity: the opportunity to position yourself smartly.
As Google remains the top platform for researching solutions, it’s more important than ever to have a strong presence, inspire trust by proactively publishing relevant content, and invest in brand awareness campaigns.
The real role of B2B marketing isn’t to sell — it’s to influence, and to earn your place on the short lists.
This means:
- Maintaining a continuous presence in the right channels (industry media, professional networks, webinars, articles, newsletters, etc.)
- Offering useful, strategic thought leadership focused on your clients’ challenges — not just your offer.
- Building a strong brand that inspires trust and credibility from the very first (even passive) contact.
