I love a good research report. For marketers, it’s the closest we come to having a crystal ball that gives us relatively concrete answers about nebulous subjects like buyer behavior. One of the areas where I see many of my clients have long conversations with their colleagues is their websites. Should we put our address in the footer? Should social media sharing buttons be located near every case study link? Will long contact forms turn our buyers off?
What do you do with your leads that aren’t yet ready to buy? If the answer is let them languish in your database, learn how to turn them into sales-ready leads with an email lead nurturing campaign.
Wouldn’t it be great to pull out a crystal ball and know exactly what your prospective technology buyers DON’T want in your marketing content?
UBM TechWeb recently published an interesting report on what technology buyers want from their vendors’ content. As you might image, it didn’t involve requests for more product datasheets.
Rather they want fact-based, best practices-oriented content that helps them make purchasing decisions. Although this research is focused on the technology industry, the results can be applied to most any complex, B2B purchasing cycle.
(To see the what buyers don't want in your content, visit my post: "Technology Buyers' Biggest Marketing Turn-offs.")
According to Market2Lead, the sales cycle is nearly 25% shorter for nurtured leads.
Lead nurturing is a great method for staying in front of prospects that aren’t yet ready to buy from you. Most of us are aware that some percentage of the names in our database might have a cursory interest in our services, but due to timing, just aren’t in the market yet for a solution. However, if you implement a lead nurturing campaign, you can stay top-of-mind with these prospects so when they ARE ready to buy, they’ll think of you first.
When it comes to content – planning it, creating it, using it – Product Marketing’s role is often unclear. In many organizations, the role of content creator and planner is the Marketing Communications team. They handle outbound marketing execution, and hence, take the lead in content creation and distribution.
But given that Product Marketing is often a key business owner for a particular product or service, and probably cares a good deal about how their product is being marketed to buyers, it makes sense to include Product Marketing in content marketing efforts.
Plus product marketers have the buyer knowledge to create really good content. No one else in Marketing likely knows as much about their buyers as the product marketers.
It’s true: buyers want your marketing information. What they don’t want is your sales pitch.
They don’t want cold calls, or your Sales team bothering them just because they downloaded a white paper. It’s a sure turnoff in the sales process and could easily lead them to drop your company from their research.
It will Transform Your Team into Your Company’s Most Valuable Asset
Adele Revella is the queen of buyer personas. I was fortunate, early in my career, to attend Adele’s “Effective Product Marketing” class. It’s where I first heard of buyer personas and their positive effect on your organization, your revenue, and your professional reputation.
I often preach about the importance of deeply understanding your buyers in order to create engaging, useful content. One extremely valuable channel for intimate buyer understanding is your sales team. They’re on the front lines all day long talking to buyers, and they have great insights on what resonates and what doesn’t.
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