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Getting More Customers: A Quick Guide To Optimizing Your Pipeline

Learn how to use knowledge marketing to connect with and convert more customers. Understand the decision stages in your pipeline and optimize your marketing tools, content, and programs. Download this presentation for free B2B marketing resources and contact us for assistance.

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Getting More Customers: A Quick Guide To Optimizing Your Pipeline

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  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

  3. Is Your Business Pipeline Working? • What do your prospects find when they want information? • How many qualified leads visited your website and who were they? • How many hand-raisers are you funnelling into your pipeline? • How much visibility do you have into your pipeline? • Which of you marketing programs are helping to connect with and convert more customers?

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

  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 Stage 1Defining The Problem Or Opportunity Stage 2Investigate & Evaluate Options Stage 3SupportThe FinalDecision What Do Your Customers Want To Know At Each Decision Stage?

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

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

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

  9. Want More – We Can Help • Click here to download this presentation • Check out the free B2B marketing resources at www.brainrider.info • Subscribe at blog.brainrider.com • Contact us directly at • info@brainrider.com • 416 900 3310 • @brainrider • Buy us a coffee

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