Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Making Your Content Deliver - A Quick Guide to the High Tech Buyer's Journey

526 views

Published on

Making Your Content Deliver - A Quick Guide to the High Tech Buyer's Journey

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Making Your Content Deliver - A Quick Guide to the High Tech Buyer's Journey

  1. 1. Read more on our blog High quality material that helps them solve their problems but only when they’re ready to consume it. they’re not interested in your products
  2. 2. Read more on our blog UNAWARE OF PROBLEM UNDER- STANDS PROBLEM SEEK S SOLUTION CONSIDERS OPTIONS CHOOSES VENDOR REFERS VENDOR
  3. 3. Read more on our blog • Stages & content are more specific So you need to: • Think about the journey from buyers’ perspectives • Make content relevant to them & stage
  4. 4. Read more on our blog
  5. 5. Read more on our blog
  6. 6. Read more on our blog They don’t know they have problems yet, so: • Let them find you (website, blog & social media posts) • Show them how the problem relates to them • Show them they’re not alone (industry problem) Don't bombard them with solutions to problems they’re unaware of yet - or you’ll lose them
  7. 7. Read more on our blog They’re not sure the problem relates to them, so give them want solid facts, not spin: • Authoritative White Papers or eBooks • Problem-Solving Guides matched to them • Build your credibility as a useful source Keep the branding low key - don’t sell yet
  8. 8. Read more on our blog They’re now looking so give them solution-oriented content: • Product Brochures that highlight your benefits • FAQs that show that you have the answers • Case Studies that show how you’ve solved this many times • Let them 'meet' your satisfied customers. Make them feel comfortable about who you are, what you do and how you've done it for others. Use branding.
  9. 9. Read more on our blog Now, they know you can help, so show them how you’re better: • Feature Comparisons that highlight competitive advantages • Best Practice Guides that show superior results • ROI Calculators that prove your value is higher This content is clearly branded
  10. 10. Read more on our blog • Write a short plain English proposal that shows exactly how you’ll solve their problems • Make the next step Pilot or POC with clear success criteria • Make the step after that a PO or Contract They want to make a choice, so make it easy for them: Make it clear it’s not a fishing trip
  11. 11. Read more on our blog Help them feel good about their decisions, so give them: • Implementation Guides for fast deployment • Training Guides for staff • Assistance with project planning
  12. 12. Read more on our blog They’ve chosen you, so make them feel special & valued: • Invite them to special Customer Only events • Show them how to get the most from your solution Don’t forget them once they’ve signed. Make referrals the natural next step
  13. 13. Read more on our blog 1. If you give target buyers what they want & when they need it, they'll qualify themselves in 2. Ditto and the tyre-kickers and pipeline squatters will qualify themselves out So you’ll have much more time to focus on genuine leads
  14. 14. Read more on our blog Get the detail in our post Content and the High Tech Buyer's Journey Find out How we do marketing in the High Tech Sector Get to know us www.technoledge.com.au Follow us

×