Content marketing is critical in the entire B2B customer journey. This type of B2B customer journey will involve Blog posts, eBooks, and other helpful guides with infographics materials helping the buyers do research at their own pace and consume things relevant to their pain points.

Content is extremely important because you can offer it in the form of exchange information through forms that are present on your website. This will open up a new lead generation channel for your sales team in the B2B customer journey.

In the Consideration stage, leads are often seen considering different solutions to their pain points. They're just not necessarily considering vendors, but their options could include hiring in-house, partnering, buying software, or becoming even more efficient and effective.

You'll be standing out if you speak clearly to these pain points and questions while referring to the B2B customer journey. Hence it's important to establish a value proposition that's specifically targeted to your buyers.

'Nurturing' can be termed as an important aspect in this consideration stage: It is this time when in your B2B customer journey, your marketing team will establish drip campaigns to actually 'tee up' with some other essential new resources and information.

This will keep you involved as a lead, continuing the considered solutions in the B2B customer journey.

You can also run certain essential remarketing campaigns that will track your leads across their digital B2B customer journey. Since many leads will search for the competitors (which involves a lot of time checking out platforms like LinkedIn and Google search), you will be doing well by advertising there to stay on top of their minds.

The more research that happens from your side, the more you can relate to the pain points and objectives/goals. Invest in the best messaging research and try to understand your target buyers even before they reach your desk in the B2B customer journey.

To be successful with your research, interview target, and existing leads, you can plot a messaging map which will be used for your entire growth department, and run lean with the A/B tests along with your ads and website. This research will help you and give you a solid base from beginning to end of the B2B customer journey.

In the past, if a lead weren't qualified enough, the sales representative would be extremely polite to end the call and move on to other well-qualified leads. This meant time was wasted to a certain extent. But by capturing lead information in the Awareness stage itself, you can avoid spending your valuable time on unqualified leads and explaining them stuff.

Before, a B2B Marketing Agency would even qualify leads on the phone by asking them a series of questions in the B2B customer journey. While this curiosity is still considered important for building rapport, your growth team will be given a chance to learn more about the required prospect earlier by asking progressive profiling questions digitally.

2020.11