Lead your buyer’s journey through the sales funnel, by creating high engagement touch points that accelerate the buying cycle.
First, establish thought leadership in the building product industry. The primary marketing goal is lead generation, therefore you will target a large audience by casting a wide net. The content should have broad appeal with a broad theme, but should remain vendor agnostic. Metrics gained will be basic registration data such as industry, job title and company size.
When your organization is positioned as a thought leader, then it’s time to move on to becoming a trusted advisor. With this effort, lead generation is still your primary goal, but you will also begin to identify prospects, so you will still target a large audience. Content will need to address specific pain points and will still need to remain neutral but you can be somewhat leading with it.
Now that your prospects have had two to three touch points with your content, you will begin to position solutions for them. Your audience will dwindle some but the buyer’s full buying center should be in attendance to qualify your solution. Your content will introduce products that provide solutions and positions a value proposition to attendees. Data to look at will be attendance time, the questions asked during presentations.
At this point, sales can be engaged to demonstrate value and the goal is to prove the product and build preference. Content should be detailed with product demos and case studies available. This audience will be comprised of small, but mostly highly qualified leads who should be the key decision makers.
In business marketing it takes nine marketing touch points to drive a lead from prospect stage to revenue. By bundling content such as slide presentations, videos, white papers into your webinars, you can deliver multiple touches at one time and take control of the buyer’s mindset as they’re moving through the buying cycle.
Be sure to follow your buyer’s digital footprint in order to create behavioral profiles. You’ll want to look at:
- Registration data
- Viewing time
- Social media engagement
- Questions submitted
- Interaction with polls, surveys and chats
- Downloaded content – this will determine where a buyer is in the buying cycle and you can decide which content to send them next
Remember the end goal is to drive toward sales with fewer engagements and more touches per engagement.