For too many companies today, there is a complete disconnect between the marketing process they are using to win new business and how their buyers are making purchase decisions.
To be successful, start giving your buyer a reason to connect
Five Years Ago:
If someone wanted to buy a TV, they’d go to an electronics store and ask the sales staff what were the best options.
Today:
They go online and research what is the best TV for their needs. Once they’re satisfied, they go to the electronics store and tell the sales staff exactly which one they will buy.
The challenge for many companies is the purchase decision has been made with zero influence of either your sales or marketing team.
Aligning your marketing process with the buyer’s objectives
Companies who provide helpful information at the beginning, middle and end of the buyer cycle will have a larger impact on the purchase decision.
Learning from your buyer and building trust
Instead of pushing features and benefits, focus on the needs of your buyer and how you can help. Do this well and you’ll have a much better chance of winning the business.
Let’s look at the stages every buyer goes through and how using lead-nurturing marketing process can have an impact.
1 Identifying a need:
Your buyer’s need at this early stage is basic information about better ways to accomplish what they are trying to do.
They’re asking simple questions like:
- What is a…?
- Are there better ways to…?
- What are the trends in…?
Content that will engage and drive action:
- Definitions
- Trends discussions
2 Researching solutions:
Here your buyer’s needs become more focused on how-to education.
They are searching to solve their challenge:
- How do I…?
- What’s the best…?
- Should I…?
Content that will engage and drive action:
- How to guides
- Best practice examples
- Templates & idea posts
3 Seeking possible providers:
Your buyer’s needs at this stage are moving into evaluations of potential providers. They’re seeking options and looking to build a possibilities list.
Your marketing process should answer:
- Why you…?
- How can you help…?
- What can I expect…?
Content that will engage and drive action:
- Case Studies
- Testimonials
- Decision Tools like a ROI Calculator
4 Evaluating options:
Their needs are now down to reasons to act now as opposed to delaying a decision.
The question they are asking:
- Why now…?
Content that will engage and drive action:
- Special Offers
- Discussion of Regulatory Changes (if any)
Using a lead nurturing sales strategy is about developing your prospects, from leads into qualified leads and then opportunities. It’s about aligning your sales and marketing process with your buyer’s process and helping define a solution that fits their needs.
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Scalability Project - marketing strategy to help brands grow
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