Step 1: Perceive your purchaser’s intent and consciousness degree
Earlier than deciding which content material codecs to create, think about:
- The stakeholder’s function within the shopping for course of
- Analysis standards
- Familiarity along with your product and options
BoFu selections often contain a number of stakeholders with totally different ranges of consciousness and analysis standards. Select content material codecs that talk on to their wants.
Step 2: Establish blockers
Your BOFU content material ought to assist conversion targets. Begin by asking:
- Which purchaser objections are slowing us down?
- What BOFU content material may take away these blockers and drive outcomes?
Answering these questions shouldn’t occur in isolation. Your gross sales group is a key supply of perception as a result of they discuss to patrons, hear objections, and infrequently 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 discovered learn how to win. Which means asking what’s already working that we are able to 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 exploit a psychological mannequin referred to as the BIG Matrix to make selections primarily based on:
- Purchaser intent
- Inner blockers
- Go-to-market targets
