Your website is modern and up-to-date; your brochure looks slick and has copy that pops. Having quality collateral, whether electronic or print, is typically a priority for most B2B companies. Marketing collateral is often used during the early stages of the sales cycle. It is used to get prospects interested and move them along the funnel. So once a buyer has been qualified, you’re in the Red Zone and in a great position to score a big ol’ touchdown, many – too many – B2B companies lose focus and drop the ball. Instead of celebrating with a spike, they are left with another notch in the loss column asking Why? Why? Why?
The Answer: B2B companies get lazy with proposals and most of the time, quite frankly, they stink.