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Did you realise that over 70% of the buying process is usually complete by the time a prospect is prepared to have interaction with your sales team? We all perform analysis and research before we tend to purchase, whether or not it’s for the most cost effective car insurance, a brand new software package or to switch aging IT equipment. And rightly so, as educated consumers we would like to make certain we’re shopping for the correct product. So with the power firmly within the hands of the client, how will your business capture their interest throughout the buying process and become somebody they prefer to interact with after they are ready to begin a conversation? Show your potential consumers you perceive their challenges You know the common queries your consumers request the first stages of an engagement. Great top of funnel content can responds to those common queries. This might be presented within an infographic or discussed in a blog post. Here are a few great examples: Adra Match, a data reconciliation software system supplier used an infographic to focus on the value of accounting errors to a business. This can clearly demonstrate the price of no action which may spur them on to act: reconciling of adaptive financial data. Lakeview, an ERP supplier used their blogs to answer common queries e.g.: 3 common manufacturing industry challenges solved. The client will clearly see that they understand their sector well, and perceive what their needs are supported by their expertise. Infographics and blogs tend to rank extremely highly in search engines as they’re honing in on a particular question consumers are, square measure frequently updated (which Google rewards) and may be easily shared. An excellent result which will send extremely qualified traffic to your website. So, you’ve got the consumers attention, now what? Help your customer make a choice Once you’ve highlighted a problem to a possible client subsequent step is to assist them come to a choice that’s right for them. Here’s the point where most businesses tend to only mention their merchandise, and or services, instead, attempt creating your content from another angle. Think through your customers’ lens - what issues are they making an attempt to solve? What information do they have at every stage of their purchasing process? A great example of this is: ‘How to select the best IT supports solution’ eBook from OISG group, who specialize in Managed IT Support. Clearly they require the client to press ahead with their service however during this guide they explore all the options; IT support in house, a mixture of specialists depending on the technology, or a completely outsourced choice. This creates a self-selecting hot list. If a possible customer gets to the top of this guide and decides that the in-house choice is best for them, then no sales hours are lost chasing a half qualified lead. If, but they decide the most effective choice is OISG group then the pre-qualification stage has been completed, and sales are then saved from chasing poorly qualified opportunities. It is a win-win situation. Mitigate any risks or objections Now the client has selected the route they want to take, but might have a couple of corporations shortlisted or some last considerations. You’ll understand what these are possible to be as you’ve done this all before! BIS data centres includes a great piece of content as an example of content for this stage. They recognised that some consumers felt moving data centres appeared to be risky, therefore in response they created a checklist, which could assure consumers of how to mitigate risk once moving their data centre (and show their great expertise at the same time.) Validate your expertise You’re currently at the last hurdle and you are able to virtually see that ink drying on the contract. Peer endorsement is essential and video case studies are often an excellent choice. They’re fast and supply the client with the validation they’re searching for to proceed. Here’s an excellent example from OISG group, they’ve additionally aligned a vendor to this video case study on VDI vs. computers cost-savings that not only deepens their credibleness with the client however also with the seller too. Is it really that easy? If only it was. Making content is no simple task. And you also need a slick process to deliver and track it. It requires a transparent content strategy and co-ordination to get it right. However if you don’t have these skills in house, and you are ready to speed up your buyers’ decision making process immediately then contact a b2b marketing company to help you on your way. Tracepoint are a B2B technology marketing agency that specialise in helping you discover, implement and maintain improvements in every stage of your customers’ buying cycle to help join up your marketing to your sales.
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