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Facilitating the Buying Process 
The buying committees for 
large purchases are growing. 
52% of tech decisions 
at banks ...
Buyers identify business goals and determine what obstacles must be 
overcome to achieve them. 
Help them understand the b...
Successful marketing programs “use every part of the buffalo” 
live event 
blog posts 
podcasts 
press 
releases 
video 
s...
Content marketing should guide customers through their process 
and help them make good decisions. 
A successful marketing...
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Facilitating the (Financial Services) Buying Process

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Insights to inform your strategy to help large financial buying committees reach consensus with content marketing.

Published in: Marketing
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Facilitating the (Financial Services) Buying Process

  1. 1. Facilitating the Buying Process The buying committees for large purchases are growing. 52% of tech decisions at banks involved 10 or more people. Buying committees larger than 6 people fail to reach consensus for of the deals they consider. 69% What makes a deal fall apart? • Competing goals • Fear of uncertainty • Organizational inertia The best marketers help buyers reach consensus. Here’s how:
  2. 2. Buyers identify business goals and determine what obstacles must be overcome to achieve them. Help them understand the business issues and impact, how other firms are solving the problems, and the potential ROI. Focus on the persona’s needs and offer perspective into the broader impacts. Buyers unravel the issues and create a list of approaches. Competing interests emerge as they analyze root causes and pare down the options. Build advocacy by helping each stakeholder understand needs and evaluate options based not only from their point-of-view, but also from the viewpoints of other key stakeholders. Buyers evaluate the technical, business and financial feasibility of the short-listed options. Competing interests and fear increase as decisions loom. Help internal advocates find common ground and build consensus by educating them and arming them with persuasive tools to help convince other stakeholders. Buyers work to manage risk, define business and workflow changes, prepare for organizational change, and create implementation plans. Fear and uncertainty are key reasons that deals are lost at this stage. Up to 60% of deals fail to close due to “no decision.” Help prospects navigate the commitment process by directly addressing their fears and helping them plan for change.
  3. 3. Successful marketing programs “use every part of the buffalo” live event blog posts podcasts press releases video slide show case study white paper webinar e-books articles Effective content marketing requires an integrated marketing strategy focused on educating key members of the buying committee in each stage of the buying process. But this demands a LOT of content. Achieve marketing success by using every part of the buffalo to create ongoing lead generation and lead nurturing programs that get results.
  4. 4. Content marketing should guide customers through their process and help them make good decisions. A successful marketing strategy should equip champions at target firms to build consensus. Your content should address key buying committee concerns and objections. Help members as they grapple with a decision on a solution that is likely to have impact across the entire enterprise. Don’t leave anything to chance, or your biggest competitor will be “NO DECISION.” Contact PropelGrowth for help developing a content marketing strategy that facilitates the buying process. This approach helps reduce fear, enhances brand perception, builds trust, and delivers more closed sales. 201.751.9494 • sales@propelgrowth.com • www.propelgrowth.com/4stages References CCGroupPR: “Audience Insight Research Report: How to Influence FinTech Buyers “ CEB Marketing Leadership Council: “Consensus Marketing: How to Motivate Buyers to Win Group Purchases” ©2014 PropelGrowth, LLC. • All Rights Reserved.

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