Technology Marketing by Tatum MarketingJust another WordPress weblog

Some traditions — like baking Christmas cookies — should remain unchanged forever. In the ever-evolving world of technology marketing, however, tradition should be tweaked. Traditionally.

The common mindset among marketers is to build sales cycles that drive leads and compel prospects to purchase. But here’s the catch — marketers don’t drive the process. Our prospects are the ones behind the wheel. We can’t drive them to do anything. Our goal is getting them to include us during the ride.

Rather than push them through the sales funnel, think in terms of assisting them along the way in their buying process. And be buyer-specific. Each customer segment has a different set of problems to solve. As they research a solution, it’s essential to be there for them to help educate and guide them toward a decision.

Taking segmentation even further, it’s important to consider the multiple decision-makers involved in the complex, b-to-b buying process. Personalized techniques make the experience unique. By targeting each influencer, you also come across in a more people-friendly manner, rather than treating them as part of a generic buying segment.

Remember, the buying process is a marathon, not a sprint. Pace your efforts. Throughout the campaign, provide your prospects with a good mix of content and assets that will cover the entire spectrum. Each time your prospects are given new information, they gain greater knowledge and draw that much closer to a decision.

Once they believe you have the best solution to their problem, they’ll likely become your customer. Susan presented an outline to the buying process in a previous post entitled “Buying is a Process, and, Therefore so is Marketing” (Dec. 10). She’ll break down each stage in further detail in future postings.

Now, off to the store. I’ve studied and researched the new DLP technology for weeks, and my buying process is at the reward stage. Time for our family to celebrate the holidays with a new HDTV.

Merry Christmas to all.