Making Your Content Deliver - A Quick Guide to the High Tech Buyers Journey

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High quality material

that helps them solve their problems

but only when they’re ready to consume it.

they’re not interested in your products

http://technoledge.com.au/b2b-blog


UNAWAREOF

PROBLEM

UNDER-STANDS

PROBLEM

SEEK SSOLUTION

CONSIDERS OPTIONS

CHOOSES VENDOR

REFERSVENDOR



• Stages & content are more specific

So you need to:

• Think about the journey from buyers’ perspectives

• Make content relevant to them & stage







They don’t know they have problems yet, so:

• Let them find you (website, blog & social media posts)

• Show them how the problem relates to them

• Show them they’re not alone (industry problem)

Don't bombard them with solutions to problems they’re unaware of yet

- or you’ll lose them



They’re not sure the problem relates to them, so give them want solid facts, not spin:

• Authoritative White Papers or eBooks

• Problem-Solving Guides matched to them

• Build your credibility as a useful source

Keep the branding low key - don’t sell yet



They’re now looking so give them solution-oriented content:

• Product Brochures that highlight your benefits

• FAQs that show that you have the answers

• Case Studies that show how you’ve solved this many times

• Let them 'meet' your satisfied customers.

Make them feel comfortable about who you are, what you do and how you've done it for others. Use branding.



Now, they know you can help, so show them how you’re better:

• Feature Comparisons that highlight competitive advantages

• Best Practice Guides that show superior results

• ROI Calculators that prove your value is higher

This content is clearly branded



• Write a short plain English proposal that shows exactly how

you’ll solve their problems

• Make the next step Pilot or POC with clear success criteria

• Make the step after that a PO or Contract

They want to make a choice, so make it easy for them:

Make it clear it’s not a fishing trip



Help them feel good about their decisions, so give them:

• Implementation Guides for fast deployment

• Training Guides for staff

• Assistance with project planning



They’ve chosen you, so make them feel special & valued:

• Invite them to special Customer Only events

• Show them how to get the most from your solution

Don’t forget them once they’ve signed. Make referrals the

natural next step



1. If you give target buyers what they want & when they

need it, they'll qualify themselves in

2. Ditto and the tyre-kickers and pipeline squatters will

qualify themselves out

So you’ll have much more time to focus on genuine leads



Get the detail in our post Content and the High Tech Buyer's Journey

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Making Your Content Deliver - A Quick Guide to the High Tech Buyers Journey

Marketing