Katherine P Jordan, VP of Marketing, INXPO.
We know that buyers are spending more time than ever researching solutions to address their challenges. You’ve probably seen this popular stat, “67% of the buyer’s journey is complete before a buyer even reached out to sales” Sirius Decisions. This requires a lot of coverage to make sure your content is relevant and placed strategically in front of your prospects when they are looking for it. The key is to map out your content for all stages of the buyers journey to add brand value and develop relationships with your customers.
Let’s take a look at the buyer’s journey and see how Online Events and Webcasting can be used to impact each stage.
During this stage your buyers have acknowledged that they have a problem and may start looking for information to solve their challenges. Introducing your brand with non-promotional content addressing these challenges is your best bet. Using industry-related topics for your content marketing efforts will fuel demand generation for your products and services while promoting your brand. Common content offers at this stage include eBooks, guides, infographics, white papers and blogs. Bringing this content to life through online events and video experiences can really help cut through the noise and move the buyer to the next stage.
Tactics: Industry-Related Online Events or Webcasts including topical presentations with industry leaders that can inspire and motivate audiences.
During this stage your buyers are looking to find a solution that fits their needs. Creating educational content focused around specific solutions and use cases can help narrow down the buyers’ evaluation process. Always focus on the solution that will meet buyers’ business objectives before promoting product features to ensure success. Common content offers at this stage include customer review sites, data sheets, analyst reports, and checklists. Including events and webinars at this stage can help buyers begin to discover your brand.
Tactics: Analyst Panels, Subject Matter Expert Sessions can help position you as a leading provider in your space.
During this stage your buyer has identified the problem and is looking for the best solution to address it. Sharing the benefits of your solution and how you can help solve business challenges and deliver ROI is the most powerful form of proof for a prospect. Buyers today want to see customer case studies and see what its like working with you before they make a purchase decision. Common content offers at this stage include case studies, competitor comparisons, demos, and free trials. Video webcasts are a great way to share your customer stories and give your prospects the opportunity to interact with the speakers, shining light on your customer advocates.
Tactics: Customer Case Studies, Customer Panels and Live Demos
During this stage your buyer has made a commitment and is looking for you to validate their decision. Create content and customer engagement programs providing great customer service and showing them why they selected you in the first place. Demonstrating the value you bring to the customer and your commitment to their success is key in building a long-term partnership. Establishing a best practices webcast series will allow you to set your customers up for success with ongoing education from your product experts. Common content offers at this stage include newsletters, live training, user guides, kick-off events and success-kits.
Tactics: Best Practices Series, User Conferences, Customer Communications
During this stage your buyer may be looking to improve the use of their solution. Buyers want to continue moving their brand forward and driving new and better results with each program. Focus on the success of what you have done to date with your customer and show them how you can help them grow their business. Hosting customer online events and webcasts to introduce new products, features and services will help you retain your ongoing revenue channel and give you the opportunity to cross-sell and up-sell your customers growing your business. This stage is also key for your Account Based Marketing efforts allowing you to expand into the account on a more strategic level. Common content offers at this stage include targeted benchmark reports, personalized emails, phone calls from the account team and web personalization.
Tactics: Product Launches, Best Practices Series, Targeted Customer Loyalty Programs
In summary, when mapping out your content for each stage of the buyer’s journey consider online events and webcasts as vehicles to deliver content through. Not only are they great for delivery but they also allow you to create fresh content in real-time. Repurpose existing content and bring it to life by incorporating video and engagement elements to broaden its reach. For example, take a previously created whitepaper and have the author host a live video webcast with Q&A throughout making it an interactive experience for your audience. Further extend the life of this content by making it available on-demand or creating a webcast series out of it.
These content options go beyond just collecting buyer demographics and can provide insights into your buyer’s interests including engagement scores and other behavioral data collected in the program.
For more information on how INXPO’s solutions can guide your buyer’s journey visit our solutions page.
Katherine P Jordan, VP of Marketing, INXPO