We looked earlier at the evaluation of
existing content assets that can be done at each stage of the buying process, and for each buyer role involved.
A similar exercise needs to be done to assess where the need for content is greatest. For each stage in the buying process, and for each role, a list of the perception challenges we face in the market can be created. From here, we will know the ideal messages for buyers to absorb.
These “messages” can be facts that are
actively or passively sought by buyers. Actively sought examples are messages that are searched for, such as the specifications for integrating with a specific third party system. Messages that need to be delivered passively, however, are not actively searched for – such as corrections to misconceptions such as the idea that your solution is not appropriate for larger organizations.
Evaluating Messages
To begin, much like the evaluation of current content assets, a matrix can be created that has buyer roles along the y-axis, and buyer stages along the x-axis. In each box, the messages, information, and perceptions that need to flow out to the market can be listed, along with an assessment (red/yellow/green) of whether you are currently being successful in getting those messages out to the market. The value of this exercise is in its ability to shine a light on areas where you may have a significant messaging gap.
Successful marketers are able to inject these messages, perceptions, and criteria throughout the overall education process of a buyer, slowly altering perceptions, guiding the way in which solutions are evaluated, and ensuring that needed information is discovered.
The need to get this broad variety of messages out to buyers, now that buyers are in control of their own buying processes, is what has led to the growth in nurture marketing, as well as the business use of social media as a publishing platform. At each stage, a failure to successfully get these messages out to prospective buyers can quickly lead to buyers failing to progress in their buying process – the three types of leaks in the funnel covered in an earlier post.
Very practical! For other readers, here is a link to see a larger screenshot of Steve’s matrix.
I wonder whether Tony Zambito would say that such a matrix could help with his persona based method for B2B marketing as well. Let me ask him to weigh in.
Akin
Thanks Akin,
much appreciated, I didn’t realize that the original link to the much-more-readable larger version hadn’t come through. Thanks for the link.
Steve
Hey, something you gotta love on DigitalMarketingOne are the insights pourting in from various authors and parts of digital.
Just saw the post below by Merlin Francis who has a similar but different matrix. Instead of buyer types, her matrix is about roles and stages of the buying cycle.
Wow, imagine using a 3D matrix where you combine both your recommendations, i.e. buyer type (economic, etc.), role (early researcher, etc.) and content stuff. Not that it would be practical, I presume, to make it that granular. But it is some picture to behold.
http://www.digitalmarketingone.com/blog/decode_your_online_leads
Akin