Dear B2B CEO: Your Opinion Doesn’t Matter Anymore

Dear B2B CEO: Your Opinion Doesn’t Matter Anymore

Dear B2B CEO: Your Opinion Doesn’t Matter Anymore

Dear B2B CEO,

I hate to be the one to tell you this, but your opinion doesn’t matter anymore—at least not to the media. Members of the media are not looking for content based on your opinion, no matter how well thought out your opinion or advice might be. Instead, editors and producers want research-based content. Hard facts. Numbers. Graphs. In fact, they love research-based content. They can’t get enough of it!

Don’t believe me? Next time you watch the news or read headlines online, count how many of the stories begin with the phrase “a new study finds…” In the age of infographics, sound bites and four-second attention spans, numbers matter. The good news is—it does not take as much effort as you might think to pull together some interesting numbers and stats.

Here are a few ways you can compile interesting numbers of your own:

Look for Data Within
What kind of data does your company collect about your customers, your industry, the buying process, etc.? With a little creativity, you might be able to use this data to craft content to send to the media for publication. Check out the infographic below that I created for client AskForensics using data from the company’s internal database.

What B2B Customers Want from AskForensics

What B2B Customers Want from AskForensics

Partner with Another Organization
What industry associations, non-profit organizations or educational institutions can you partner with to conduct a joint research project? Many of these organizations already have the resources in place to conduct research. Partnering with these types of organizations gives your research instant credibility.

Conduct an Online Survey
You don’t have to spend thousands of dollars hiring a research company to conduct a survey for your company. Do what my client, Vantage Point Performance, did and conduct a simple survey during a webinar. I was able to use the data from the survey to create an article that was published by the Harvard Business Review: Companies with a Formal Sales Process Generate More Revenue.

What’s your number?

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