Rivers of Information help those buyers that do more research on their own and helps your company to be closer to potential buyers
According to Forrester in their “B2B Marketers Must Prepare for Marketing Automation” report by Jeff Erns, there are three trends in changes in customer behaviors:
- “Buyers do more research on their own. Business buyers have increased the time they spend talking to peers and
colleagues about business problems and investigate solutions on their own before engaging with vendor sales reps. This requires marketers to use automation to monitor which offers or messages buyers respond to and what information buyers consume and then to use that data to deliver additional information that helps buyers move to the next stage of the problem-solving cycle”. - “There are fewer active buying cycles. While buying cycles are getting longer, a smaller percentage of people in the marketing database are in active buying cycles at any one time. Marketers need automation to listen for buying signals being sent by potential buyers as they interact with content, score them based on their propensity to be in buying mode, and send those who are worthy of sales attention to the appropriate salesperson.”
- “More stakeholders are involved in buying decisions. More people affect the purchase decision than in the past, including line-of-business managers, IT, finance, and procurement. Marketing needs to deliver information that explains the offerings and business outcomes as they relate to the particular interests and concerns of each stakeholder, which is a level of granularity that is difficult to manage without automation.”
Now imagine the great possibilities that you and your company have if you provide valuable content to potential buyers. Your content, if distributed correctly, can reach buyers that are researching online, can reach potential buyers in their different stages of their buying cycles to be on top of their mind at the right moment and can reach more people involved in certain buying cycles.
Providing valuable content through creating rivers of information can certainly help your company in their selling cycles.
Look for the report from Forrester, it has valuable information for marketers.
If you would like to design and implement a write and publish strategy and launch a “rivers of information” initiative, contact Prospect Factory
Carlos Guzman D | WSI Certified Internet Marketing Consultant.
