Go to www.gereports.com.

When someone queries Google about a topic (e.g., wind turbines, 3D printing), they’ll see wiki information, then paid placement links, followed by recently-published articles from mega journals like Forbes, BusinessWeek, etc..  Next come the corporate players that are either SEO-optimized, laser-focused small firms hoping to sell you something, or mega players targeting you and influencers (like Wiki, Forbes and BusinessWeek) to teach you something.  By targeting both, marketers expand influence far beyond prospects.

What I like about GE Reports is how they do it — smart, video-included, relevant content that teaches rather than sells.  This is the future of marcom.  Self-published, powerful, issue-focused, original content.  Many B2C firms do this already and www.redbull.com is a great example of well-crafted, experiential content.  B2B firms are just starting to make the leap.

Why is GE Reports so strong?  Because it pays off the experience of business and how it works:

1. Digital due-diligence.  Invariably, a leader asks some underling to find out more about XYZ.  The first place they search is online, usually Google.  Smart, current, image-laded (preferably video) content always rises to page one.  Information beyond page one doesn’t really exist as most assume that content is dubious or not terribly important.  Only smart, optimized content gets read – and that’s on page one.  The more you’re seen as an expert – a page one expert – the more they’ll be comforted by your solutions and be recommended to the boss.

2. Closing a deal takes time — months if not years.  Between introduction and close, interested prospects do lots of research.  Not via lunch meetings and in-person presentations, but scouring online resources (trades, associations, business journals, Linked-In) and personal networks.  The more you appear to knows the category and the issues driving or impeding growth, the higher the likelihood you’ll be invited to pitch.  When a prospect’s personal network also sees you in that light, credibility is furthered and you’re now favored to win the business.

3. B2B purchases are expensive and customized.  Customers want depth of expertise, not breadth of pre-existing products.   Today’s adaptable technologies enable extraordinary customization, meaning it’s more important to be perceived as able to deliver, not just supply.  A massive product-portfolio website does not convey expertise.  Just inventory.

4. Many levels of approval.  Only one signature is needed on the contract.  However, far more are involved with the decision – each doing their own due-diligence.  All will be comforted when the recommended choice appears on page one of their online search – especially when presented in a smart, cogent manner.

Marcom focused on teaching sets up your solutions more effectively.  Once the target understands the issues and opportunities through your eyes, your solutions become self-evident.  Sales cycles speed up and profit margins rise.  Best yet, the cost of providing relevant information is far less expensive than traditional marcom campaigns (advertising and press releases), and far more efficient.

GE understands this.  IBM understands this.  Goldman Sachs understands this.  Many of the world’s largest B2B firms get this.  Mid-market firms do not – at least not yet.  Business fundamentals remain, but B2B marcom has fundamentally changed.  Those unable to wean themselves from traditional mindsets and approaches are losing valuable time and influence in the process.