“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.
![How to Write a Cover Letter That Gets You the Job [Template + Examples]](http://cdn2.hubspot.net/hubfs/53/00-Blog_Thinkstock_Images/writing-cover-letter.jpg)
No one seems to agree on cover letters. How much time do you need to spend perfecting them? Do hiring managers even read them? Is it better to just send in your resume and call it a day?
Now, I’m not in HR, but I’ve been approached by applicants who wondered whether their cover letter would actually be read. My answer is one not many of them wanted to hear: “Sometimes.”
No one seems to agree on cover letters. How much time do you need to spend perfecting them? Do hiring managers even read them? Is it better to just send in your resume and call it a day?
Now, I’m not in HR, but I’ve been approached by applicants who wondered whether their cover letter would actually be read. My answer is one not many of them wanted to hear: “Sometimes.”
No one seems to agree on cover letters. How much time do you need to spend perfecting them? Do hiring managers even read them? Is it better to just send in your resume and call it a day?
No one seems to agree on cover letters. How much time do you need to spend perfecting them? Do hiring managers even read them? Is it better to just send in your resume and call it a day?
Now, I’m not in HR, but I’ve been approached by applicants who wondered whether their cover letter would actually be read. My answer is one not many of them wanted to hear: “Sometimes.”
No one seems to agree on cover letters. How much time do you need to spend perfecting them? Do hiring managers even read them? Is it better to just send in your resume and call it a day?
Now, I’m not in HR, but I’ve been approached by applicants who wondered whether their cover letter would actually be read. My answer is one not many of them wanted to hear: “Sometimes.”
By now, you probably know that today’s buyers hold all of the power when making a purchasing decision. You’re also probably aware that they’re doing some of their research online. But have you really adapted your marketing plan to match the way today’s customers shop and buy?
That vocal bunch known as ad block users are quickly becoming one of the most sought after audiences on the internet. This untapped audience, if you can reach them without trivializing their concerns, is a massive opportunity for marketers.
That vocal bunch known as ad block users are quickly becoming one of the most sought after audiences on the internet. This untapped audience, if you can reach them without trivializing their concerns, is a massive opportunity for marketers.
By now, you probably know that today’s buyers hold all of the power when making a purchasing decision. You’re also probably aware that they’re doing some of their research online. But have you really adapted your marketing plan to match the way today’s customers shop and buy?
