1 Getting More Customers: A Quick Guide To Optimizing Your Pipeline How To Use Knowledge Marketing To Connect With And Convert More Customers

2 “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 2

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? 3

4 Insight #1: Pipelines Work As A Series of Decision Stages What Are The Decision Stages In Your Pipeline? Stage 1 Defining The Problem Or Opportunity Stage 2 Investigate & Evaluate Options Stage 3 Make The Final Decision

5 Insight #2: Customers Want Different Information At Each Stage Thought Leadership Market Trends Benchmarks Industry Research Needs Assessment Case Studies ROI/TCO Credentials Product & Solutions Implementation Testimonials Business case Success Stories What Do Your Customers Want To Know At Each Decision Stage? Stage 1 Defining The Problem Or Opportunity Stage 2 Investigate & Evaluate Options Stage 3 Support The Final Decision

6 Insight #3: You Can Optimize How Your Pipeline Works Thought Leadership Market Trends Benchmarks Industry Research Needs Assessment Testimonials Business case Success Stories What Works? Where Are Your Gaps? Case Studies ROI/TCO Credentials Product & Solutions Implementation Stage 1 Defining The Problem Or Opportunity Stage 2 Investigate & Evaluate Options Stage 3 Make The Final Decision

How To Optimize Your Pipeline 7 Content Programs Tools Use The Combination Of Marketing Tools, Content, and Programs

Your Pipeline Marketing Checklist Best Practice System Content  Customer decision stage model  Content planning framework  Optimize & repurpose existing assets  Curate 3 rd 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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