Step 1: Perceive your purchaser’s intent and consciousness degree
Earlier than deciding which content material codecs to create, think about:
- The stakeholder’s position within the shopping for course of
- Analysis standards
- Familiarity along with your product and options
BoFu choices often contain a number of stakeholders with completely different ranges of consciousness and analysis standards. Select content material codecs that talk on to their wants.
Step 2: Determine blockers
Your BOFU content material ought to assist conversion targets. Begin by asking:
- Which purchaser objections are slowing us down?
- What BOFU content material might take away these blockers and drive outcomes?
Answering these questions shouldn’t occur in isolation. Your gross sales workforce is a key supply of perception as a result of they speak to patrons, hear objections, and sometimes know what works.
As Aarushi Singh, Senior Content material Marketer at Uscreen, put it:
“Enablement is about creating shared momentum with out stepping on the individuals who’ve already found out the right way to win. Which means asking what’s already working that we will double down on, letting reps share their tackle fixing a selected drawback, and scaling the instincts and tales they already use, not overwriting them.”
Step 3: Map BOFU content material codecs to purchaser intent and enterprise targets
When selecting BoFu codecs, I take advantage of a psychological mannequin referred to as the BIG Matrix to make choices based mostly on:
- Purchaser intent
- Inner blockers
- Go-to-market targets
