Even without realizing it, in your purchasing journey you have already gone through the “learning and discovery” phase, in which you have gained knowledge about the generic approaches and concepts associated with these products or services, their advantages and importance (for example, by reading about what marketing automation is and the number of manual tasks it allows you to eliminate and optimize). Through the “problem recognition” phase, in which you became aware that they were in fact exactly what you needed to address your daily challenges (for example, by watching a webinar on how to gain more qualified leads and boost upsell with marketing automation). And now you are in the “solution consideration” phase, in which you check which of the options available on the market best fit your specific case (for example, by reading about different marketing automation platforms and success stories). This is followed by the final “purchase decision” phase, in which you will request demos, schedule conversations, ask for quotes, negotiate with whoever you determine to be the most suitable and make your choice.
If you think about it, in the digital and global world we live in, around 70% of this journey is done autonomously. Information is everywhere, just a click away. Unlike in taiwan phone numbers the past, contact with the sales department is only necessary much further down the line, at the end of the “solution consideration” for possible clarifications and the “purchase decision”. This, of course, is if it is not an e-commerce or a SaaS without personalized services – in this case 100% of the journey can be done autonomously.
This happens to you and your customers. And this is where Inbound Marketing comes in, or attraction marketing or permissive marketing, where content is king and master. To be considered, your company must appear in this process of self-knowledge and self-research, with the website as the gateway. This is where you need to attract your potential customers in a natural and spontaneous way. Through valuable content for all stages and not just for those who are already in the buying stage, so as not to miss opportunities. Content that boosts conversion also in the initial stages for future nurturing, that is, not only “open” content such as blog articles, but content that, due to its richness and depth, potential customers are willing to give their contact details in exchange for access (for example, to download e-books, white papers, reports, studies, or to subscribe to a newsletter).
By “educating”, training and empowering your potential clients with insights relevant to their work and organization, you are selling without them even realizing it. They will become aware of the criticality of investing in this area.