Industry analysts are in the business of guidance. That’s how they roll.
Consider Forrester Research’s buyer’s journey, SiriusDecisions’ demand waterfall and CEB’s challenger model. Rooted in research and expert analysis, these methodologies help marketers employ best practices to execute demand generation, key account management and communications programs.
We all know today’s business buyer is more elusive than ever. That’s why these approaches are so important. When the time comes to pitch a prospect, a company has to be disciplined and structured. For revenue capture to be scalable, it must be process driven.
Yet, methodologies aside, many struggle when it comes to addressing a foundational requirement of sales. Your reps need to get in front of buyers, preferably at a time when they are open to learning about your solutions.
This is why a fair share of the marketing budget is still allocated to industry events and conferences – even though their efficacy continues to wane. It’s why “social selling” is a core component of training for enterprise and inside reps. And it is why an increasing number of companies like yours have signed on to sponsor and participate in online buyer communities that cater to customers in high value vertical markets.
This week Strategic Communications Group (Strategic) introduces new buyer communities comprised of senior executives and technologists who work in financial services, insurance and retail. They are a wonderful complement to our existing sites in government, healthcare and business-to-business marketing.
Here is what we got:
Check ‘em out. Subscribe. Tell your customers, partners and co-workers. And let us know if you are interested in contributing content. We are always on the search for insightful and timely thought leadership.