There are a lot of great thoughts and opinions on how to use content to further a potential technology buyer down the sales pipeline. Tech marketers have done a great job of developing content that is relevant for the various buying stages and it looks like the tech buyers appreciate the information. In the early phase of their buying stages these tech buyers are consuming content at an accelerated pace. This is good news.
But what about the later stages of the buying process. Many technology marketers struggle with how content can address the buyer’s issues when they are in the final decision-making process. More often than not, there seems to be a hand off to sales at this point with marketing stepping back a bit and allowing the sales person to “close the deal.” However, tech buyers want more detailed information at this stage and may not feel comfortable bringing in the sales person during the end stage of their decision-making process.
So tech marketers, if you want to influence this end stage buyer, you should have some content built around relevant details for the buyer to contemplate. Take a risk….try providing a vendor comparison document.
Many of you in the tech marketing field are not comfortable comparing your solutions to your competitors due to the perceived risks involved, but buyers have expressed the desire for this information (as noted by many tech buyer reports). Let’s face it, these tech buyers are going to compare your solution anyways, so why not make sure that they have the right detail and benefits to compare with. By offering up this content, you can hep the buyers out so they are not searching for the information themselves, and perhaps your company will be seen as a more trusted and transparent partner.
