Purchase Overview: Marketing to Your Customers
Typical customer needs, the right content to produce and how to connect your customers with your content in the Purchase Phase.
Prospective customers at this phase have whittled down a list of vendors and understand the pros and cons of each.
What they need now…
- To make up their mind. Decide which solution to buy.
- Get buy-in. Obtain internal approval to purchase.
- Seal the deal. Complete the transaction.
What they’re thinking…
While part of them is relieved the decision has been made, they’re also nervous and questioning themselves.
- Freaking out a bit. Did I miss something or make the wrong choice?
- Second-guessing themselves. Did I really get the best deal?
In the Purchase phase, prospects need to make up their mind and negotiate terms. They may be jittery about the pending decision.
Your content should help…
Product-based brochures or product guides that provide clear, detailed information on how to use your product as well as general terms (and pricing, if appropriate).
Customer testimonials and third-party validation put prospects’ minds to rest that they made the right choice.
Justify their decision.
Sales enablement tools, such as ROI and vendor comparisons, let prospects to do their own math, bolstering confidence in their decision.
Help meet your prospects needs by anticipating and delivering the content they need. By this phase, you probably have email addresses and have cookied prospects, so now you can customize content based on their unique characteristics and interests.
Key activities that connect your prospective customers with your content in Purchase.
Talking to you
Seamless communication: The ball has been passed to Sales to finalize the deal, but Marketing is still in the game to support Sales and the prospect.
- Pull together data from web analytics, CRM, line of business and marketing automation systems to make sure:
- Your Sales team has a complete picture of your prospects activity
- Your marketing automation system or manual emails have the right content going to each prospect at the right time
Be quick about it
Instant communication: Prospects have no time to waste and expect you to be responsive and quickly and effectively engage with them through all touchpoints—phone, web, email and mobile. Marketing can set up systems that alert Sales to prospects that are spiking in activity and are likely ready to be contacted.
Be mobile about it
Mobile communication is critical during the Purchase phase because…
- Time is of the essence so it’s crucial to reach them wherever they are via whatever device is accessible.
- Small but mighty mobile devices work fine for delivery of last-minute info for quick clarifications.
- Senior execs on the go. These folks are now involved—and often on the road—so make sure your content and tools are mobile-device-friendly.