Transcript What Are The Decision Stages In Your Pipeline?

Getting More Customers:
A Quick Guide To Optimizing Your Pipeline
How To Use Knowledge Marketing
To Connect With And Convert More Customers
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“Across industries, the marketing and selling
context has changed.
Buyers are behaving differently, they are
connected to more information, earlier in the
sales process.
Therefore the work required to make a sale is
becoming more complex.”
>>>Harvard Business Review
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Is Your Business Pipeline Working?
1. What do your prospects find when
they want information?
2. How many qualified leads visited your
website and who were they?
3. How many hand-raisers are you
funnelling into your pipeline?
4. How much visibility do you have into
your pipeline?
5. Which of you marketing programs are
helping to connect with and convert
more customers?
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Insight #1:
Pipelines Work As A Series of Decision Stages
Stage 1
Defining The
Problem Or
Opportunity
Stage 2
Investigate &
Evaluate
Options
Stage 3
Make
The Final
Decision
What Are The Decision Stages In Your Pipeline?
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Insight #2:
Customers Want Different Information At Each Stage
•Thought Leadership
•Market Trends
•Case Studies
•ROI/TCO
•Testimonials
•Benchmarks
•Credentials
•Business case
•Success Stories
•Product & Solutions
•Implementation
•Industry Research
•Needs Assessment
Stage 1
Defining The
Problem Or
Opportunity
Stage 2
Investigate &
Evaluate
Options
Stage 3
Support
The Final
Decision
What Do Your Customers Want To Know At Each Decision Stage?
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Insight #3:
You Can Optimize How Your Pipeline Works
•Thought Leadership
•Market Trends
•Case Studies
•ROI/TCO
•Testimonials
•Credentials
•Benchmarks
•Business case
•Success Stories
•Product & Solutions
•Implementation
•Industry Research
•Needs Assessment
Stage 1
Defining The
Problem Or
Opportunity
Stage 2
Investigate &
Evaluate
Options
Stage 3
Make
The Final
Decision
What Works? Where Are Your Gaps?
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How To Optimize Your Pipeline
Programs
Content
Tools
Use The Combination Of Marketing Tools, Content, and Programs
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Your Pipeline Marketing Checklist
Best Practice System
Content
Customer decision stage model
Content planning framework
Optimize & repurpose existing assets
Curate 3rd party content
Smart collateral for each decision stage
Programs
Inbound marketing
Permission marketing
Network marketing
Paid marketing
Performance optimization
Tools
Website: Content Management System
Customer Resource Center
Customer Focused Blog
Marketing Automation
Visitor Level Analytics
Google Analytics
SEO
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