Our colleagues at Demand Gen Report just wrapped up their 2015 Lead LifeCycle Series (#LLCSeries), which was a four day, 12-part webinar series that offered real-world insight into how progressive B2B companies are engaging prospects at each stage of the buyer’s journey.
I was happy to be a speaker for one of the webinars in the series entitled “Developing Content for Every Stage of the Buyer Lifecycle,” in which my co-worker, C4D’s Senior Content Strategist, Tonya Vinas, and I discussed the importance of delivering value at each stage of the buyer’s journey.
One of the most important ways for smart marketers to do this is to re-imagine the funnel. What do I mean by this? Well, many of us are accustomed to thinking of the sales funnel as this linear model that is wider on top (where we load in the content) and gradually thinner as it moves down to the bottom (where we, theoretically, ease up on the content as we move closer to sale).
But, I’m pretty sure we could all agree that it’s a little more complex than that, right? Leads don’t always move down a direct path and, unfortunately, none of us has the time or the funds to fuel a model that resembles more of a funnel cake than an ice-cream cone.
Which is why we urge our clients to design a plan upfront that takes into account how and when each piece of content will be used throughout the lead lifecycle. In addition to focusing on content that helps accelerate conversions with prospects, marketers can develop content aimed at existing buyers to support goals for retention, cross-sell and up-sell effort.
Not only does this forethought allow our clients to create more content with less upfront investment, but the content they create will be more meaningful for the right buyer at the right stage of their journey.
If you’re interested in learning more about how leading companies are developing impactful messaging to align with each stage of the buyer’s journey, you can view this webinar on-demand at any time!