As your prospects move through the sales funnel, their needs will change. In the early stage of the buyer journey, your prospects are aware that they have a problem and are possibly in need of a new service or product to solve for it, but they have yet to consider options.
When your prospect reaches the consideration phase, there is a good chance that they have been comparison shopping and are engaging with content from multiple solutions. Interactive content can be leveraged at this point to showcase the value of your product over your competitor and also to educate them on the benefits of partnering with you.
What Content Would Be Most Impactful to the Prospect & Sales at the Consideration Stage?
During the consideration stage, prospects are looking to see what unique value proposition each product or service has over the other. Is there something your product can do that others cannot? Is your customer service or knowledge center more intuitive and flexible than your competitors? Are you more affordable? Any content that you create for the consideration stage should answer these questions.
Interactive content can be leveraged to share this information to the user with Product Tours or eBooks can provide users with valuable information about your product. Engagement points, quiz question results, and the user’s content journey can all be surfaced to sales as talking points during sales calls.
What Does the Sales Team Want to Know at this Stage?
When we don’t have an open dialogue between marketing and sales, important information can be skipped over during content creation. During the content creation process, conversations around what the sales team would like to understand about their prospects would be beneficial. During the consideration stage, we hope to understand what the customers most important questions are and how we can answer them. What does the customer need to know in order to move them to the next stage, eliminating the tools or products that won’t fit the bill? If you are a B2B company, this is probably when security questions need to be answered as well as question surrounding system requirements. Creating content that answers these questions would be impactful.
What Does the Marketing Need to Know at this Stage?
Sales and marketing were once two separate entities that had a lot of issues with each other. Common statements between the two teams focused a lot on marketing not being clear in their messaging or sales not sharing feedback effectively or marketing not surfacing qualified leads. These concerns can be eliminated if the two departments discuss requirements and concerns in an open forum.
During this stage, marketing understands what content is being engaged with but they don’t necessarily know how qualified the leads are. If sales is noticing that a specific asset is driving a lot of unqualified and uninterested leads rather than quality leads, there may need to be a change in the approach the content takes. Surfacing these concerns to marketing can help them adjust the content accordingly. Interactive content can make this easy since (in most cases) a designer does not need to be looped in and the content exists in one easy to update place. If a business is spending time creating static content pieces, there could be concerns about where that content lives and is available to download. If a brand sends a static PDF to its prospects via email, they have no opportunities to change that PDF in the future. For interactive content, you can easily make adjustments to the content without the prospect knowing that changes were made on the backend. Additionally, the message can be tweaked for prospects who had already reviewed the content and returning for another look.