components of a successful modern demand gen engine #2 ... · buyer’s journey building content...

Customize Content for the Buying Team Step One: Align Your Content to the Buyer’s Journey Building content for each member of the buying team and mapping it to the buyer’s journey fuels engagement and speeds pipeline growth. Buying teams look to get their questions answered long before speaking with your sales teams. Make sure you have content to capture demand at every stage of the journey. Pro tip: Leverage real behavioral activity data to understand interests of each buying team member. Identify highest priority roles in decision-making and focus new content development there. Version existing content for secondary roles. Pro Tip: Audit your current content to make sure it aligns to each stage of the buying journey. Leverage data and insights and collaborate with sales to better understand customer needs and situations. Components of a Successful Modern Demand Gen Engine #2 70 % Step Two: Identify Buyers & Tailor Content to Match Role-Based Consumption Progress opportunities by engaging members of the buying team with targeted and role-based content. Buying Team Roles • Economic buyers—Sets budgets & timeline. Approves expenses. • Users/champions—Identifies problem & opportunity. Builds a business case. • Influencers—Contributes to one or more requirements. Source: 1 - https://info.millerheimangroup.com/the-growing-buyer-seller-gap-2018-buyer-preferences-study.html 2 - Harvard Business Review: The News Sales Imperative 3 - https://martechtoday.com/b2b-buyers-consume-an-average-of-13-content-pieces-before-deciding-on-a-vendor-238540 © 2020 TechTarget, Inc. Owner’s Manual for the Modern Demand Gen Engine Accelerate pipeline growth with this comprehensive set of how-to steps for building an effective demand generation approach that scales. Download E-book The average B2B buying committee has 6.8 people 2 Team members consume an average of 13 content pieces before deciding on a vendor 3 70% of B2B buyers fully define their needs before engaging with a sales representative 1 Lead Generation Sales Customer Support Organizational Competency Purchase Trigger Solution Discovery Evaluation of Options Negotiation & Purchase Delivery of Promise Advocacy The Buyer’s Journey: Pre-purchase to post-purchase

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Page 1: Components of a Successful Modern Demand Gen Engine #2 ... · Buyer’s Journey Building content for each member of the buying team and mapping it to the buyer’s journey fuels engagement

Customize Content for the Buying Team

Step One: Align Your Content to the Buyer’s Journey

Building content for each member of the buying team and mapping it to the buyer’s journey fuels engagement and speeds pipeline growth.

Buying teams look to get their questions answered long before speaking with your sales teams. Make sure you have content to capture demand at every stage of the journey.

Pro tip: Leverage real behavioral activity data to understand interests of each buying team member. Identify highest priority roles in decision-making and focus new content development there. Version existing content for secondary roles.

Pro Tip: Audit your current content to make sure it aligns to each stage of the buying journey. Leverage data and insights and collaborate with sales to better understand customer needs and situations.

Components of a Successful Modern Demand Gen Engine #2

70%

Step Two: Identify Buyers & Tailor Content to Match Role-Based Consumption

Progress opportunities by engaging members of the buying team with targeted and role-based content.

Buying Team Roles

• Economic buyers—Sets budgets & timeline. Approves expenses.

• Users/champions—Identifies problem & opportunity. Builds a business case.

• Influencers—Contributes to one or more requirements.

Source:1 - https://info.millerheimangroup.com/the-growing-buyer-seller-gap-2018-buyer-preferences-study.html2 - Harvard Business Review: The News Sales Imperative3 - https://martechtoday.com/b2b-buyers-consume-an-average-of-13-content-pieces-before-deciding-on-a-vendor-238540

Owner’s Manual for the Modern Demand Gen Engine

Accelerate pipeline growth with this comprehensive set of how-to steps for building an e�ective demand generation approach that scales.

Download E-book

The average B2B buying committee has 6.8 people2

Team members consume an average of 13 content pieces before deciding on a vendor3

70% of B2B buyers fully define their needs before engaging with a sales representative1

LeadGeneration Sales Customer

Support

Organizational Competency

Purchase Trigger

Solution Discovery

Evaluation of Options