The Marketing Strategist:
Research Highlight: Buyers Look for Different Types of Content at Various Stages of the Purchase Process
Marketing’s mandate to engage prospects and customers is expansive, starting from the epiphany phase of the buying process all the way through to post-purchase. And while the advent of big data and analytics, as well as marketing automation, has enabled marketers to capture and analyze mounds of customer data, the question is often how to use it. One answer is that marketers should use this data to inform their decisions on what kinds of content are most relevant and influential during the buying process.
This year’s How Buyers Consume Information survey zeroes in on the kinds of information buyers find most useful at each stage of the purchase process. At the epiphany and awareness stages, buyers find that solution features/functionality, as well as thought leadership, are relatively more important. In fact, more than half of respondents said that thought leadership was either critical or important in determining which providers they wanted to learn more about and which providers made it onto their shortlist. At the interest stage, buyers look to a wide variety of information types to gain a holistic view of potential providers and solutions. It is at the confidence stage that financial analyses, pricing, and vendor comparisons become relatively more important.