The Inbound Growth Blog

The Inbound Growth Blog covers all topics relating to an integrated marketing strategy. We write about inbound marketing, social media, integrated marketing strategies and the sales process.

Small Business Marketing Automation – Mirror the Buying Process

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Posted by John Beveridge on Apr 2, 2012 11:49:00 AM

Small business lead generationLead nurturing in small business marketing automation is the process of providing the right content at the right time as prospects move through the buying process.  There are typically three stages in a business to business buying process: 

  1. Top of the Funnel - the buyer understands that there is a problem that needs to be solved.  For example, the buyer realizes that they are over-running budgeted costs on a project and decides that they need to do something to rectify the situation.

  2. Middle of the Funnel - the buyer recognizes that there is a need for a solution like yours.  In this case, the buyer may recognize that they may need your project management software that optimizes expenses and time spent on the project.

  3. Bottom of the Funnel - the buyer seeks a solution to their problem; they are ready to buy.  They know they need project management software that will manage their cost overruns as soon as possible.

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Depending on the product or service, the time period for this buying process could range from a matter of days for a simple purchase to a matter of years for a complex business-to-business solution.  The first step in developing a good lead nurturing program is to understand how long your sales cycle is and how long prospects stay in each of the three stages.Assuming that you have taken the steps to attract prospects to your website by optimizing your website structure, created credibility by publishing insightful blog posts and promoting them through social media, the next step in the process is to mirror the prospect’s buying process by giving them the information they need when they need it.   Typical content offers are as follows: 

 

  1. Top of the Funnel – effective TOF offers include whitepapers, eBooks, videos, checklists and kits (combinations of content.)  The purpose of this content is to educate the prospect to the nature of the problem and what the potential solutions are.

  2.  Middle of the Funnel - MOF offers include webinars, case studies, free samples, FAQs and checklists.  The purpose of this content is to show the prospect how other buyers have successfully solved the same problems that they are facing.

  3.  Bottom of the Funnel – BOF offers include free consultations, demos, free trials, quotes and coupons.  The purpose of this content is to educate the prospect on how your product or service can economically solve their problem.

Sales marketing alignment eBook

Once you have defined the content that you want to provide for each stage of the buying process, the next step is to determine the timing of your marketing automation campaign.  For example, let’s assume that a prospect comes to your website and downloads your eBook, “The Essential Guide to Project Management” and that your typical sales cycle is 6 months.

When the prospect downloads your eBook, they receive an e-mail thanking them for the download and offering contact information in case they need further assistance.  In some instances, this is a good time to make a soft sales approach to see if they need further help.

The second step in your lead nurturing campaign takes place two weeks later, when you send them an e-mail offering a case study explaining how one of your customers solved their project management problems with your assistance.  Your B2B inbound marketing software will let you know if they took you up on the offer.

The third step takes place two months later, when you offer them a free consultation to evaluate their project management situation.    If they register for the consultation, it is an easy decision to refer the lead to your sales team.  If they don’t, your lead nurturing campaign may go back and offer them another content offer related to an earlier stage in the sales cycle.

There is more art than science in fine-tuning your lead nurturing campaign.  However, if you work with your sales team to match the right content offer with each stage of the buying process, you will certainly be more efficient in growing your bottom line.

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Topics: Inbound Marketing, Sales Process

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