B2B buyers want an What B2B content should I use across the buyer journey? increased level of when it comes to researching and purchasing new solutions. Depending on their position, job function, and industry, the content they seek needs to resonate with them throughout each stage.
Whilst it can be efficient to send out a client
case study to all mid-funnel MQLs on your ABM list, it may not albania whatsapp number data translate into an increase in conversion. More is required as well as the formats the content is delivered in.
We look at some of the types of content and formats that can help drive better conversion across your marketing outreach.
When developing content:
Define your target audience and personas.
Be specific with the types of accounts and juan carlos alc??zar industries you are targeting.
What are the job functions and titles of the buying committee? E.X. Finance and IT will require different types of content to help in deciding on a solution.
What content is available (or needs to be developed) to speak to these audiences?
Content types for the buyer journey
Awareness Stage/Top of Funnel
Buyer has a problem or need that requires research and information
Content theme: Educational & helpful (no CTA or sales language):
Guides, steps, tactics
Infographics/slideshow/animation
Blog articles – with Subject Matter Experts “SMEs”
Research, insights, findings
Video: podcast, Q&A, fireside chat
Consideration stage/Mid Funnel
Buying committee review possible solutions that aero leads address current problems or needs
Content theme: Highlight solutions that address needs:
Product/solution overview
Live/OnDemand Webinars
Video: Product solution video, recorded demo, animation.
Client case studies
Decision Stage/Bottom of Funnel
Decision-makers compare solutions against each other. Usually requires more information to help make the final purchasing decision.
Content theme: In-depth analysis:
Demo/trial
Meeting request
Product/tech spec sheets
Analyst reports
Key things to remember:
The above content areas are a guide and should be further depending on the industry, persona, and job function.
Think about the types of roles these decision-makers are in. What are they responsible for and what do they look for to ensure they are marking the right decision for your solution?
Interests & objectives of B2B Buyers:
IT buyer:
Operational continuity, system improvements, and upgrades, security, access management, technical details, company requirements
Finance buyer:
Operational costs and ROI, compliance, the economics of TCO, the impact of solution across rest of business
C-Suite:
Similar to finance- compliance & impact across the rest of the business. How can this solution bring about a long-term benefit operationally and financially.
Marketing Buyer:
Ease of adoption and integration, ROI, measurement, insights, automation
Sales:
Enhancing pipeline and conversion, automation, account insights, options, flows & sequencing, increasing outreach and win rates.
Operations:
Improving efficiencies, and response times, reducing costs, and increasing outputs.
Legal:
Protecting the business & interests, ensuring compliance, and future-proofing the business (new & incoming regulations, audits.
