eMarketing Strategies for the Complex Sale
A comprehensive guide to help marketers drive decisions to buy in their favor.
Power your eMarketing results by mastering how to:
Build a foundation for eMarketing strategies based on buyer perspectives.
Use a buyer synopsis to develop personalized content.
Transform prospect engagement with natural nurturing.
Create a contagious content structure for competitive differentiation.
Generate increased pipeline with attraction marketing.
Facilitate faster prospect progression to sales readiness.
Perfect the transition of sales-ready leads to your sales force.
Measure the impact of eMarketing programs against business objectives.
Why the time is now...
In the highly lucrative B2B complex sale, marketers are increasingly being pressured to deliver results during the lengthy sales process. eMarketing Strategies for the Complex Sale is the first book designed to answer this challenge. Ardath Albee explains how to create and use online content and communication strategies to catch and hold the attention of busy prospects to the degree of engagement necessary for sales readiness.
Traditional marketing was based on the company controlling the buying process. Given the access to a wealth of information available online, this is no longer true. Your prospects have taken control over the ways in which they want to buy. To attract buyers today, it’s imperative for marketers to really understand who their buyers are, their critical priorities, and what they need to know to make a purchase decision. Buyers don’t want to be pitched, they want to be helped.
You’ve heard repeatedly that content must be relevant to engage prospects. This book shows you just what that means. Your prospects want valuable information and expertise that shows vendors understand the issues they’re facing and specialize in helping companies like them successfully resolve those issues. Establishing strong connections with prospects across their purchasing process is the prerequisite for increasing the number of buying decisions made in your company’s favor.
Filled with tools and examples...
This isn't just a book with high-level thinking. It's chock full of examples, tools and exercises to help business-to-business marketers translate the strategy into practice to achieve dramatic results. After all, an eMarketing strategy goes far beyond simply distributing your content on the Web.
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