Match content to buyer stage 2

Some more thoughts on content marketing:

At the recent TechTarget Online ROI Summit, the following were the top items IT buyers look for

#1)whitepapers,

#2)product literature,

#3)trial downloads,

#4)vendor comparisons

Marketing needs to create content portfolios that cover all stages of the buying cycle from awareness, to consideration to decision. CSO Insights has over 17 years of studies on how sales needs to become more disciplined by aligning their process to how prospects actually buy. Their findings include asking your existing customers (rocket science!!!):

  1. What was your internal process for buying?
  2. How did the process start?
  3. Where did you go for information?
  4. What problem were you trying to solve?
  5. Can you create a flow chart of your process?
  6. How was funding allocated and approved?
  7. Who was involved in the buying decision?

None of this should be too revolutionary. It just takes time and effort. But the payoff is in spending resources on developing content that will work to move you prospects down the marketing to sales funnel.

Advertisements

1 comment so far

  1. Boymnameses on

    Kick-ass blogpost, amazing looking weblog, added it to my favs!


Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: