November 10

Winning the Complex Sales Cycle with Thought leading Content

Content Marketing


David Meerman Scott shares some great ideas on how to leverage your thought leading content on your website.  I agree. For lead generation, the concept of thought leading content should go beyond the website.  This is where lead nurturing fits in. 

Lead nurturing is all about having consistent and meaningful communication with viable prospects regardless of their timing to buy.  In the complex sale, we need to continually remind ourselves that companies don’t buy – people do.  People buy on emotion and back fill with logic.  BTW – Bob Bly has a great discussion on, "Do People Buy Based on Emotion or Logic?"  So why is this important?

In every buyers mind, there is fear, uncertainty, and doubt.  Customers are weary of pitches, hype, pushy sales people and manipulative marketing.  Here are some of the questions your potential customers may be asking right now:

Is the company credible and solid?
Is there another company that is better?
Will your solution really work for them?
Budget: Can I afford it?
Vision: Will buying from you make a difference?
Is it going to be successful? Is this worth doing?
Can I trust you and your company?

Relevant content is key. Lead nurturing is about sharing content that helps people find the answers to these questions and reminds them of the benefits of working with you.  People want to work with trusted advisors.  People who truly "get them."

By combining content with lead nurturing, your potential customer’s inner dialog should eventually say the following: “You and I have been talking for quite a while. You understand me, my company and my industry. You have given me useful and relevant ideas around this issue. You have helped me sell this idea to my colleagues and they understand and accept this idea. I realize this is going to be a challenging project but I think you can do it. Okay, let’s get going.” 

Web Ink Now: Shorten the Complex Sales Cycle with Web Content.

Using Thought Leader Content as a Lead Generation Tool

About the author 

Brian Carroll

Brian Carroll is the CEO and founder of markempa, helping companies to convert more customers with empathy-based marketing. He is the author of the bestseller, Lead Generation for the Complex Sale and founded B2B Lead Roundtable LinkedIn Group with 20,301+ members.

  1. great post! The web has the ability to forward and spur conversations, but many people try to use it to avoid other people, which is a bad idea.

    I try to remind myself to consider the value of what I’m saying to the person who is (or might be) reading or hearing it, not just to me who is proudly proclaiming something. It’s difficult.

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