Mapping Marketing Activities and Content to Buying Stages

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kendallmason_smartly
kendallmason_smartly Posts: 27 ✭✭✭✭
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Hello! I am working on a coordinated plan that outlines the buying stages and how we treat them differently. This is to be a shared document with Sales and Marketing so we are clear on who is responsible for each part of the buyer's journey. I'd love any input you have or suggestions for the bottom three sections - what questions do they have at each stage? What content do they need? and what channels should we activate? Thank you so much!!

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  • charlotte.spangler
    charlotte.spangler Posts: 56 ✭✭✭✭✭

    I think this changes a lot based on your product and sales cycle!

    For us, I break it down with:

    Late stage is more case studies and product-specific or competitor-specific differentiators - SDR/Sales outreach, 6sense display, paid social, capturing key accounts at events.

    Early stages is pain-point based content, to show your company understands their challenges. Email, 6sense display, paid social

  • Melissa Chong
    Melissa Chong Posts: 9 6senser

    Hi Kendall,

    Some suggestions for Decision & Purchase:

    Decision Questions: How is X different from Y? Based on our decision-making criteria, what information are we still lacking?

    Purchase Questions: What are the trade-offs between X and Y? Why is one more important than the other?

    Content: That which addresses the above questions. Typically, customer success stories, win examples, strong differentiator, risk analysis materials

    Channels: Varied depending on how you sell but ultimately more emphasis on expensive channels that are in-person, direct to influence decision making.

    I hope this helps!

  • kendallmason_smartly
    kendallmason_smartly Posts: 27 ✭✭✭✭

    Great suggestions, thank you both! @charlotte.spangler @Melissa Chong

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