If you're a B2B marketer, your sales funnel will be longer and probably involves multiple visits to your website for research and product comparison. With Get Smart Content, you can apply your sales funnel to your website marketing. We call it an Engagement Path, and the bottom line is that you automate your content serving depending on where a potential customer is in your funnel. Prospects at the top of your funnel (awareness/research) are served one message while prospects in the middle (opinion/short list) are served another, and prospects at the narrow, bottom (consideration/purchase) are served a different targeted message. It's all about where they are on your Engagement Path and serving the content that is most appropriate for that specific site visitor.
If you were calling a potential customer, wouldn't you make sure your pitch was relevant to the prospect? Sure you would! That's what Get Smart Content does on your website 24/7. In addition to being B2B proven, Get Smart Content simple to add to an existing site, easy to manage and bottom line effective.
Your B2B sales cycle can become more defined by determining key points of action for each of your customer segments. Using Get Smart Content, your team can reach your customer segments at these points and present timely calls to action.
A colocation client uses Get Smart Content to offer the right product as soon as a potential customer lands on their home page. The client has product lines in Colocation, Disaster Recovery, Networking, Managed Services and the Cloud.
Like any business they want to get potential customers to the right product as fast as possible with the most relevant sales message. This client uses Get Smart Content to segment visitors by their referring keyword and location. If a potential customer finds their website through a Google search and they used a search terms around 'networks,' they are served Networking service information on the landing page. The same is true for other product lines.
Additionally, if the potential customer is in close geographic proximity to a facility, they are given a sales message about proximity, but if the potential customer is near the Gulf Coast, they are served content about Disaster Recovery services.
A Healthcare IT client markets a middleware solution to hospitals and radiology centers across the country. They have two distinct customer types, and the research phase for their product can be lengthy.
This B2B client uses Get Smart Content to segment their customers at the top of their funnel – hospital and radiology centers are served content on different product lines. Continuing down the funnel, they serve the right call to action based on where the visitor is in their Engagement Path. They engage their visitors through each step of research and consideration process from initial discovery to requests for information with content and calls to action that are relevant to the visitor.
An optics manufacturing client sells their products exclusively through their dealership network. Their website was primarily a product marketing tool with a directory to find a dealer near you.
As soon as they installed Get Smart Content, this client super powered their product site to take on these two marketing goals at once on their landing page. They use the inbound keyword of a visitor to show them the product that is most likely a fit for them AND they suggest the dealers that are close to the visitor's geographic location. The site visitor gets content that is relevant to their interests, and the dealers see that the optics manufacturer is driving business to their location.
By examining your analytics to determine common visitor trends, you have the opportunity to provide the right content at the right time. Your competitors are likely already doing it. What would you like to say to yours? Contact us and we'll help you generate your audience segment report and define your customer engagement path.