Content Marketing and the B2B Buy-Cycle
Tips on a content marketing plan that addresses B2B buyers’ needs at each phase of their journey.
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THE B2B CUSTOMER JOURNEY
- Marketing programs aligned with the top of the funnel drive brand awareness, interest and low-consideration engagement.
- Middle of the funnel programs focus on higher-consideration engagement, in-depth education, comparison and qualification.
- Marketing efforts that enable purchase decisions considered bottom of funnel.
REACH PROSPECTS ACROSS THEIR ENTIRE DIGITAL JOURNEY
FULL-FUNNEL MARKETING
With “full-funnel marketing”, marketing strategy is driven by the customer journey, aligned with each phase of the buy cycle, fully integrated with your martech platforms, and managed in a collaborative fashion with sales.
For example, paid media, email and remarketing programs are managed based on each prospect’s buy cycle phase. Ad messaging and content address typical needs and provide helpful ways to move prospects forward in the buy process.
RELEVANT CASE STUDIES & ARTICLES
Learn More About How Avid Demand Can Improve Your Marketing Results
B2B Lifecycle Marketing
We help B2B marketers find and engage prospects across the entire buy cycle.
SEO Case Study: Optimized Full-Funnel Content Boosts Organic Conversions by 147%
Avid Demand’s 10-step content development strategy dramatically improves organic rankings, traffic, and conversions.
MARKETING SOLUTIONS ACROSS THE BUY CYCLE
Nearly every aspect of B2B digital marketing can be implemented to support a full-funnel approach. Specific lead nurture tactics often used to move prospects from one buy phase to the next include:
- Retargeting
- Lead nurture emails
- Content marketing
- Social media
- And more…