Is Your Marketing Content Aligned with the Modern Buyer’s Journey?
The product marketing world is constantly changing. Fast. Rapid tech advancements affect how people research and buy new products and services. Brand loyalty and customer engagement are elusive. All at a time when the competitive landscape is more complicated than ever before. As enterprise marketers scramble to adapt to this new world, they are finding their tactics increasingly ineffective. Here’s why you’ll want a Buyer Impact Analysis:
- Generative AI, while speeding the process of content creation and personalization, has also led to inconsistent and inauthentic content and contributed to content overload. Google Search’s use of generative AI to summarize information gleaned from multiple sources is elevating websites in its search results that most closely reflect its AI-generated summary – rendering traditional SEO strategies largely ineffective.
- Many buyers (and especially Millennials and Gen Z) don’t want to engage with salespeople, instead preferring a self-service approach to research and buying. This means buyers have typically been researching possible solutions for months before they contact a salesperson (if they ever even do).
- Large corporate buying committees have become the norm, with members reflecting competing priorities and disparate viewpoints. These members want to see marketing content that directly addresses their unique questions and concerns.
- Those buying committees want more information than ever before and are particularly concerned about solution integration, security, ROI, and pricing transparency – especially for complicated technology products and services.In a short, buyers want to know that your product will work the way they need it to, without having to speak to a salesperson. Liaison can help.
Here’s How
- We identify, gather, and analyze all of your product marketing content and collateral – scoring it against our proprietary, 48-point, industry-validated Impact Assessment Model that we’ve carefully constructed based on the latest research and decades of expertise.
- We look at your content from multiple buyer perspectives, identifying the strengths, the gaps, the outdated or redundancy, and the opportunities for improving the effectiveness of your content.
- We measure each piece of collateral against our Modern Buyer’s Journey which reflects how today’s buyers actually identify, explore, select, and buy critical products and services. If you’re lacking content that effectively addresses an important buyer’s perspective, we’ll identify find that gap and explain why it’s important to fill it.
- At the end of the process, we give you a written Buyer Impact Analysis report containing our Actionable Intelligence – a detailed list of recommendations for how best to align your content to the modern buyer’s journey. These aren’t vague philosophical suggestions about how or why to change your overall marketing strategy. They’re very specific suggestions for updates or additions to your content offerings.
Marketing content that doesn’t address their questions and concerns clearly and directly – or worse, content that confuses the buyer – results in decision uncertainty. A recent study published by Ebsta and Pavilion shows that 77% of sales people are not meeting their quotas. And of those, 61% cite decision uncertainty as the main culprit.
In this constantly evolving landscape, buyers want quick access to accurate and effective marketing content that addresses all of their questions right up front. If your content provides that, they’ll see you as a truly authentic authority in the crowded marketplace – and you’ll win the sale. But if not, they’ll quickly shift their focus to your competitors.
Contact us to learn more about how Liaison can help you eliminate decision uncertainty and leverage your authentic authority to win the sale!
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FORTUNE 100
MARCOM MANAGER
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FORTUNE 100
MARCOM MANAGER
Michael Grant
DIRECTOR OF STRATEGIC SERVICES
@work
As Director of Strategic Services at Liaison, Michael develops strategies and content to help B2B buyers make confident, regret-free decisions. Over his 30-year career in product marketing and management he’s worked for and collaborated with NetApp, Dell, NVIDIA, AWS, Google Cloud, Azure, Intel, VMware and Microsoft. He joined Liaison with a singular mission to help clients avoid rambling and focus on persuading so their buyers "get it" sooner, faster, and better.
@life
When at home in Austin TX, with his wife and their six daughters he lives in an alternate reality of supportive husband and caregiver to a tribe of girls which necessitates regular journeys into the strange land of braided hair, spiffy outfits, and fear of bugs in the kitchen. For their part, his family has learned to cheerfully tolerate his disruptive carpentry and gardening projects.
email: michael@liaisoncreative.com
Why Liaison
Since 1991, Liaison has connected the heart of creative with the mind of business. We’re the connection – the liaison – between these two worlds and we love it. We bring our passion for exceptional creative and our commitment to service to bear on every project, for every client. Let us show you how you can do more with your Marcom budget, faster and with the highest quality.
Our Values
We don’t exist in a vacuum. Liaison lives within the larger creative community, advancing the creative culture and celebrating the people who make it special – like E4 Youth, an Austin-area nonprofit that connects creative youth with careers in the graphic arts industries.
Our People
The Liaison team is made up of hundreds of creative marketing professionals from all walks of life. Our management team values diversity and inclusiveness – and they work diligently to support every Liaison team member.