Organization’s often use inbound marketing methodologies to fill their sales pipeline with quality leads. Inbound marketing’s foundation is built on the idea of sharing the right content at the right stage within your buyer’s journey. Usually the buyer’s journey consists of three stages of buyers within your sales pipeline:
- Awareness
- Consideration
- Decision
So how can this be done for your organization?
- First step is to understand your buyer’s journey and the needs for each stage. One simple solution is to interview an existing or past client that fits your “ideal customer” persona. Ask them what information they required at each stage and how they found this information. Was it from you ?
- Look into the analytics and if that doesn’t work, figure out how to get more intel/data. Data Visualization plays a critical role to quickly see holes in the data. What is the most popular content you have currently? Are customers referring to any of your materials? Are they sharing your content? Consider adding additional questions during the qualifying stage to determine not only questions previously asked in this article, but other questions to gain better insight to the people knocking at the door.
- Validate your findings and solutions. Many times, we can be so entrenched in our product that we forget to see if from the buyer’s perspective. Data visualization helps us see the buyer’s actual journey story which will either validate the assumption or bring us back to reality and see what they see.
- Rinse and repeat. Sometimes it is hard to know what your buyer will do in six months, but data visualization will pull data into your story to help you understand where it may go. The power of having historical insight can lay the foundation of prediction for future growth.