UNDERSTANDING THE
BUYER JOURNEY

You know the headlines: selling complex services today demands an understanding of the journey your buyers are on. And that’s buyers’ plural of course, including all stakeholders and influencers as well as the final signatory. 

Gaining such insights can be priceless, which is why we’re always keen to talk personas: detailed insights into the character of your audience, their challenges and opportunities. Then we supercharge this intel by analysing our data to map touch point plans by role, and by an individual’s position in the
decision-making process.

Armed with our marketing automation tools we can then automatically identify the precise stage reached by individuals on their journey. We can even guide killer content down either an emotional or rational path to best grab their attention – and stimulate engagement.

As for what we mean by a touch point plan – below you’ll find a typical example.
 

IDENTIFY NEED

WHAT MATTERS

REQUIRED SALES CONTENT

REQUIRED INFORMATION

HOW THEY BEHAVE

HOW TO COMMUNICATE

KEY MESSAGES

COMMUNICATION TACTICS

ie:

Product/solution demo

ie:

Business benefit vs. product benefit

ie:

Manage and optimise IT environment by identifying the right technology

ie:

Thought leadership 

Innovation

ie:

Trade shows

Executive briefings/forums hosted by vendors

Peers and direct reports

SOLUTION AWARENESS

WHAT MATTERS

REQUIRED SALES CONTENT

REQUIRED INFORMATION

HOW THEY BEHAVE

HOW TO COMMUNICATE

KEY MESSAGES

COMMUNICATION TACTICS

ie:

Detailed integration information

ie:

Solution performance

ie:

Rely on peers and existing vendors for recommendations or reviews online/print materials

ie:

Innovation & differentiation 

ie:

Tech analysts & Online reviews

RESEARCH

WHAT MATTERS

REQUIRED SALES CONTENT

REQUIRED INFORMATION

HOW THEY BEHAVE

HOW TO COMMUNICATE

KEY MESSAGES

COMMUNICATION TACTICS

ie:

Detailed technical specs

ie:

Technical benefits and comparisons

ie:

Refer to external sources for opinions on specific solutions and brands (e.g. Tech analysts, other CIOs)

ie:

Best-in-class
Stability (financial)

ie:

Industry conferences/CIO roundtables 

Start a conversation

Interested in finding out a little more about how Quantum Marketing could help inspire your B2B demand generation activity

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  • UK B2B demand generation
  • UK B2B demand generation
  • UK B2B demand generation
  • UK B2B demand generation

Quantum Marketing Group

Group Headquarters,
Abbey Wharf,
57 Kings Road,
Reading
Berkshire
RG1 3AB

T: +44 (0) 118 902 2500

E:  enquiries@qm-g.com

© Quantum Marketing 2020