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The Tech Marketer Content Survival Guide

The Tech Marketer Content Survival Guide.

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The Tech Marketer Content Survival Guide

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  1. ContentThatSells–AndKeeps Selling A SURVIVAL GUIDEBOOK FORTECHMARKETERS Part Two The Third Rule to Live By In part 1 of this infographic, we explored how, in order to connect with your tech customers in a meaningful way, the relationship you build and the content you share are going to help you reach your peak as a marketer. And the first two rules are certainly key to that strategy. But what’s one of the most important rules when it comes to soaring at tech marketing? We’ll give you a clue – it (unsurprisingly) has to do with that key relationship with your buyer… the one that comes after the purchase is complete! Explore on to find out more. RULE #3 Don’t think that the journey ends with conversion. Are you regularly meeting tech customers on the path when they need you? This is called the Bow Tie Effect1 – and turns the standard funnel on its side: EXPERT & ADVOCATE INTERMEDIATE NURTURE REACH BEGINNER ACQUIRE 80%of tech buyers think it’s very important to receive ongoing context after they’ve reached the peak (made a purchase).2 Ongoing customer marketing – from subscription to renewal – will ensure that your user remains on the journey as a satisfied The most effective content is: customer who stays with you. Step 1 Gear Up! Make sure your new tech buyer has all the tools to continue on their journey. Use welcome kits, links to support materials, FAQs and key contacts Navigation! Your tech customer is getting used to the product terrain. Use online forums, including live chats, as well as access to power users and tips libraries Step 2 Step 3 Perseverance! Never forget that a customer can wander from the sales path. Use email newsletters and reiterating resources, and make sure your users’ open issues are being identified Teamwork! Make sure your customer is reeling in the most from their purchase. Utilize tips of the week, power-user profiles and best practices Step 4 Step 5 Stake Your Claim! Turn your new customer into an evergreen one. Use a complete check-in to ensure that all aspects of support are provided Renewal! Close the deal (again). Use email reminders and personal check-ins Step 6 Remember:Leave no customers behind! Engaged tech purchasers become happy campers. If you’re continuing to give them the content support they need, they can become your greatest followers and advocates. Learn more about getting the right messages in front of the right prospects at the right time – and recharging your IT decision makers into customers and advocates. http://lnkd.in/SurvivalGuide 1 https://www.linkedin.com/pulse/your-sales-funnel-bow-tie-brent-hicks?trk=prof-post | 2 http://eccolomedia.com/eccolo-media-2015-b2b-technology-content-survey-report-vol1.pdf

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