The Marketing Tripod: Key to efficient Content Marketing

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  • Are you having a tough time feeding your B2B funnel?
  • Is your email list non-responsive to your campaigns?
  • Does your sales team complain about not receiving enough Marketing Qualified Leads?

I heard you say, YES. Well, grab a cup of coffee (optional 😊) and give it a read. 

The essence of an efficient B2B Marketing approach lies in the Marketing Tripod model.

What is a Marketing Tripod?

Offering the right Content to the right Audience at the right Time. 

When enough serious leads do not seem to be coming out of the funnel (I am more of a Flywheel fan...but, let's keep that for another time), it is time to re-look at the marketing tripod:

Audience 
Have you put together Buyer Personas for your Business? Have you understood the Marketing Triggers which may push your potential buyer towards searching for your offering or acknowledge his/her current need? 
Defining Buyer Personas & Marketing Triggers, before a brand starts its Marketing journey, helps in answering questions like who am I selling to? what role does the buyer play in the buying center? what are my potential buyer's problems that I can solve? where does my Buyer spend most of his/her time, how can I reach my Buyer most efficiently and so on.

Time
Every buyer typically goes through a 'Buyer Journey' after recognizing the need & before making the purchase. Based upon past experiences, a buyer may join the journey at any of the 3 stages: Awareness, Consideration & Decision.
Awareness is when the customer is wanting to understand the subject or gain more knowledge about a particular topic. Once he has acquired enough knowledge, he is ready to evaluate or consider solutions and after evaluating possible solutions, it's time for him to take the final decision (and most likely, make the purchase).

Content
This is what you decide to share with your audience...could be a blog highlighting the top industry trends,  an e-mail describing your offerings, case studies of how your business solved problems of other Buyers (resonating with those of your potential Buyer) and so on.

So, how do you make your marketing campaigns more productive?

1. Segment your prospect list based upon 'Buyer Journey' stages

One of the ways to do this is by understanding where the list came from. For instance, people who were browsing through your web page and signed up to know more (or for a Newsletter) may be in the Awareness stage. The ones signing up for a demo or free trial may be in the Consideration stage.

2. Create relevant and contextual content for each segment 

Now that we understand each buyer is in a different stage (and therefore, in a distinct segment), we must share unique content with each segment of potential buyers.


3. Launch your segment specific campaign(s)

Choose the most appropriate channel(s) for your Buyer Personas and get going.

4. Measure & Optimize

Do analyze the results and optimize for desired performance. Use marketing automation to make life easier by launching campaigns on multiple channels and by automating redundant processes and work flows.

Businesses are doomed when we choose to rely on wishful thinking and not evidence based marketing and expecting a lead flow from non-targeted content marketing is nothing short of wishful thinking.

Got questions? Let's connect.


      

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