Is any type of marketing collateral or activity appropriate to use when connecting with prospects? Of course not! Early in the buyer process, you might want to use more informative and educational materials, while later in the process you might want to become more specific about your solutions. The real question is how do you know when to use a specific type of collateral or engage in a specific activity?
I’ve been working with demand generation guru Jeff Ogden, president of Find New Customers, on exactly that question.One thing we’ve determined is that, similar to the way end users are in control of generating content on the web today, so too is your prospect in control of the buying process.
From our many discussions, Jeff and I have developed and co-authored a new eBook called “Prospect Driven Marketing.” Our premise is very simple:
Prospect Driven Marketing is a way of marketing to the right prospect at the right time with the right content!
In this eBook, we walk you through the Seven Stages of Buyer Behavior, discuss Active Buying Behavior and Passive Buying Behavior, and point out the best, most Effective Marketing Collateral and Marketing Activities for reaching buyers and influencing their behavior as they move through the buying process.
We’ve also developed a brief presentation which you can view here (that’s Jeff narrating). I encourage you to download a copy of our free eBook through the form below or by visiting the Communication Strategy Group web site.
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