In today's digitally connected world buyers are in control of the purchasing process and successful sales people are those who help buyers make informed decisions in their journey-creating the right buyer journey experience.
ColourKite works with leading technology companies-both products and services-to create and execute a compelling Buyer Journey Experience.
The core of our approach is the Buyer Journey Map that addresses the following concerns:
For the marketing leader struggling to produce leads, mapping the buyer's journey is first priority. A Buyer Journey Map focuses your marketing efforts for maximum demand generation. Our Buyer Journey Map template walks you through the mechanics of creating a buyer's journey:
We help you move from telling all Buyers this is what we do to telling specific Buyers here is content that is relevant to you at this specific point in your Buyer Journey. How do we do this? First, we identify the Buyer Personas that will consume your content, identify what content is relevant to each Buyer Persona at each specific point in that Buyer's journey, and then plan a Buyer Journey-aligned content plan. This includes planning content for:
Our team of experts will help craft compelling content for multiple assets including:
Before buyers can consider your brand or solution in their buying experience they must be aware it. How do we accomplish awareness for customers? We don't believe standalone awareness campaigns are the right answer. Instead, within our Buyer Journey Map we identify key trends in your markets that precipitate buyers need for your solutions and we present branded and relevant content supporting those trends to buyers. When a buyer interacts with this branded content in certain ways a nurturing campaign with additional branded content is initiated and when a compelling event occurs that pushes the buyer into the market they are aware of your brand and its relevance as a solution to their problem.
Purchase Intent - explicit information directly from a specific buyer regarding their intention to purchase a specific solution in a specific timeframe - is of critical importance to marketing leaders responsible for delivering Marketing Qualified Leads (MQLs) and building early-stage sales pipeline. How do we identify Purchase Intent for customers? Having identified the key trends in your markets that precipitate buyers need for your solutions in the awareness-building phase of our Buyer Journey Mapping process we can selectively ask buyers who have positively interacted with our trend-related branded content Purchase Intent-related questions through brief online questionnaires and surveys. Alternatively, we can conduct non-branded market research surveys that will also reveal Purchase Intent.