Buyer’s are in control and finding solutions to their problems before they even talk to you. That’s why marketing needs to fundamentally change and engage your buyers.
In fact, the average B2B buyer is 57% through the purchase decision before engaging a supplier sales rep according to research completed by CEB’s Marketing Leadership Council, now part of Gartner. If this stat does not make marketing and sales professionals wake up, then I don’t know what will.
It’s clear you can’t rely on traditional approaches of just arming your sales team with product content. Nor can you blindly try the newest marketing tactic and hope it works without a deep understanding of your audience.
You need to clearly identify your audience and develop a message that shows how you address their problems. Then you need to build awareness and engage your prospects throughout their journey.
While some of this will have been covered by other marketing books, they tend to be full of theories rather than a practical approach while others will go deep into only a certain marketing tactic assuming its the best one. This book is a no BS guide on how to use marketing to deliver the right message to the right audience at the right time.
It outlines a proven process and templates for an integrated marketing campaign that delivers results by:
- helping you understand and define who you are selling to and their journey;
- developing a message that will resonate and persuade your target audience and persona;
- following your buyer along their journey as you build awareness, find prospects and drive conversions.
Marketing is about results and must be focused on generating more demand and helping to convert this into sales. Developing an integrated campaign that delivers the right message to the right audience at the right time is fundamental to this success. This playbook will show you the way.