Buyer Targeting for Marketing (within Markets)

Challenge – The customer buying process has shifted towards social media. Individuals and companies are looking towards social networks, blogs, peer reviews, etc. to better identify the answer to their problems. Many times this research phase of the buying process precedes the outreach to the company or even the website. How do you influence a potential purchase if buyers are doing research before your organization becomes aware they are already in the market?

Solution – Market evangelism, lead qualification, and lead generation via public social networks, communities, blogs, and forums. We start with either a broad-based social market or cold, targeted list of prospective companies or decision makers. The broad-based market program is focused on identification of buyers within the social market and takes a longer period of time to ramp lead generation, but reaches buyers not identified by other channels. The targeted list approach is less broad market evangelism and more targeted outreach which results in faster demand generation, but less broad market coverage.

Benefits

• Identify buyer motivations, triggers for purchase, and research/selection/ buying process, and behavioral market segmentation to enable better buyer identification and target marketing
• Provide better qualified sales leads with measurably lower cost of customer acquisition by targeting and reaching executive decision makers and influencers in support of complex, technical sales

Features

• Insight analysis on buyer motivation and buying process differences within target markets
• Identification of platforms, influencers, and conversations relevant to company’s ability to implement a social marketing program
• Coordination of content development and information distribution for each platform to produce steady stream of targeted thought leadership sufficient to create interest within market.
• Increase search-ability and visibility of company’s offering across social platforms and organic search engine optimization.
• Build relationships with key influencers through thought leadership activity within relevant social media platforms.
• Engage decision-makers and influencers in conversations within online social networks to initiate interest and trigger lead generation process.
• Assist organization is building social marketing metrics tracking and reporting capabilities; integrate into corporate lead generation/ customer acquisition measurement programs.

Additional Optional Buyer Targeting Services

Contact to Lead Maturation

• 360° lead influencer and decision maker identification
• Connections via social networks
• Assistance in qualification of Interest and role in purchasing decision process

Customer Evangelism & Referral Networking

• Outreach and connection to current customers over social networks
• Identification and networking 2^nd and 3^rd degree contacts
• Solicitation of referrals, references, and select evangelism program participation to support

Ghost Writing Services

• Coordinate and support company subject matter experts in development of microsite, blog, and social response content to support social target marketing and thought leadership.