Understand and address your buyers' core questions. We'll break down the buyer's journey into three pivotal stages and explore how to tailor your approach to answer their most pressing questions. And then we will map content to journey stages and review how you can align sales and marketing to deliver better outcomes.
Understand the buyer's foundational question: "What is my challenge?" Here, we'll workshop methods to help you articulate and frame the buyer's problem through your content.
As buyers explore solutions, their main query is, "Which solutions best address my challenge?" We will focus on aligning your offerings with this inquiry and positioning you as the ideal answer.
When on the brink of commitment, buyers ask, "Why select this solution?" This segment will equip you with tools to provide conclusive answers, sealing their decision.
What are your options for crafting content, such as blogs, social posts, guides and white papers (for example), that will resonate with buyers' initial problem identification?
Hands-on exercises on creating comparative content, like case studies/stories (mindful that you may not be able to name a customer) that will highlight your solution's advantages.
In this session, we will define content providing assurance and reasons to believe, including testimonials and detailed specifications.
This practical exercise categorises leads based on their questions and journey stage.
Ideate a content cadence addressing stage-specific questions, leading buyers to the next phase.
Ensure seamless handover, with sales primed to connect and advise the buyer at the optimal moment.
An essential component of a successful content strategy is creating a content framework. A content framework helps you organise your content around the buyer's journey and helps you focus on the most important keywords to your business. It also helps you plan and schedule your content creation efforts so that you publish new content regularly.
How do visitors use your site? Is it clear how you can solve their problems? What are their jobs to be done? And what do competitor websites do well?
Armed with all this information, we will create a user journey map and develop a wish list of items to include on your site that will help you achieve your goals.
Understand your industry's size and growth potential. Knowing who the companies and people in your addressable market are and gathering data on intent signals, news, and website visits can significantly improve account-based marketing programmes.
These insights can drive and inspire investment in your business, and they can give you direction to refocus your branding and marketing efforts to speak to market segments who need your services.
Identify high-value accounts to target, resulting in more efficient sales and marketing strategies, increased revenue, and stronger customer relationships