Link your sales collateral to your sales process!
Technology purchase decision-making is tedious at best. Ten years ago a decision on a $10k technology spend would make it through the procurement gauntlet with one or two signatures. Today, this is done by committee after long, meticulous research gobbling up endless megabytes of your and your competitors’ content. The software sales process of today is a journey and those of you fortunate enough to have an abundance of content will undoubtedly fare well in both search engine marketing (SEM) and outbound lead nurturing. Vendors with enough content will keep the search engines (and prospects) armed with fresh content for indexing and consuming.
But just because you have well written and plentiful content, does not mean that you should give it all away the moment a prospect shows a modicum of interest. This is a sure-fire way to be forgotten: “Thanks for the ton of content you just sent me. It’s so great and massive you don’t need to contact me anymore. I’ll get back to you when I need something else.” As with anything of value, your content can be to some extent, used as a bartering tool with a prospect. If you give it out at particular points in the sales cycle, the positive results you experience could be eye-opening.
A study recently published by a leading analyst firm concluded that there is a communication breakdown between what content the marketplace wants and what the software vendor community is giving them. Basically, they are asking for apples and software vendors are giving them oranges. Understanding what content you need in your sales process is not a science, but there is a methodology to the madness.
Perri Marketing has spent the majority of the past 20 years working with sales teams and research analysts (see Gartner, Forrester Research, IDG, Frost & Sullivan, et. al.) to better understand how the technology sales process has evolved over the years, and one thing is for sure: It’s volatile, dynamic and ever-changing. Part of this is due to the economic downturn over the past five or six years, but the driving force has really been the amount of information available on the internet.
Much like a formal dinner party, where the timing and presentation of a multi-course meal dictates its success, so too does the timing and presentation of your content to prospects. In the wrong order and wrong amount, you might find yourself no longer welcome at the “dinner table.”
Find out more about the technology purchasing sales cycle
The content you distribute during the technology purchasing sales cycle can make or break the deal. Perri Marketing can help you inventory your sales collateral and develop a lead management process for you to maximize your sales & marketing “touches” along the way. We can also enhance your content portfolio with new, fresh content. Contact us today for a consultation.