Where and when to provide content
This blog article will show you the various touch points in the buying cycle to enable your sales reps and take advantage of today’s buyers’ behavior (digital and face-to-face). Use the table below to identify and include interactions that:
- Support or enable your sales and marketing process
- Should and can be tracked in your systems, and
- Become an integral part of your content strategy and demand generation process (lead nurturing)
| Buying Cycle Touch Points | CRM | Web | Frequency |
| Awareness | |||
| Sales calls | ● | Daily | |
| Telemarketing | ● | Daily | |
| E-mails | ● | Monthly | |
| Blogs | ● | Monthly | |
| Direct mail | ● | Quarterly | |
| Newsletters | ● | ● | Quarterly |
| Ads (responses) | ● | ||
| Knowledge | |||
| Seminars | ● | ● | Quarterly |
| Trade shows (follow-up) | ● | Bi-annually | |
| Webinars | ● | ● | Monthly |
| Preference | |||
| Presentations | ● | ● | On demand |
| Proposals | ● | ● | On demand |
| Client testimonials | ● | ● | On demand |
| White papers | ● | ● | On demand |
| Online demos | ● | ● | On demand |
| Commitment to Buy | |||
| Implementation aids and tools | ● | ● | On demand |
| Incentives/Coupons/Financing | ● | ● | On demand |
| Relationship Building | |||
| Social Media | ● | ● | Daily |
| Review meetings | ● | Quarterly | |
| Planning sessions | ● | Annually | |
| Call centers | ● | ● | On demand |
Should you want to learn more about how to create, organize and distribute content to enable your sales reps in the buying cycle, contact us or find out how in our Marketing Planning and Marketing Communication Workshops.
