We recently ran a thought leadership webinar on how to build a highly productive content strategy and portfolio. One of the key recommendations: make sure you have enough relevant content to target your key audiences as well as your vertical industries.
More specifically, we reviewed how essential it is to have content to run online that relates to a prospect’s purchase process and timeline. As we know, potential buyers are perusing the web and are at one of three stages in the buying process:
- Information gathering
- Researching solutions and vendors
- Ready to buy
We wanted to highlight an ISV that’s done a fantastic job of consistently reaching prospects in all three stages of the purchase cycle. This ISV, Data Masons, specializes in EDI Made Simple® for Microsoft Dynamics customers by offering advanced, turnkey EDI & XML solutions.
Data Masons recently ran a content-based marketing campaign to our registered community members to generate highly-targeted sales leads and position themselves as the leading EDI-focused Dynamics ISV. They ran 3 white papers over a three-month period, each one focused on reaching buyers in specific stages of the purchase cycle.
Data Masons started with “Making EDI Simple for Microsoft Dynamics AX Customer Organizations“, perfect for AX customers who are just getting acquainted with EDI, and want to do some initial subject research.
Next, they ran a white paper squarely positioned for those prospects further down the sales pipeline, meant to get attention for their brand versus a competitor’s, entitled “Choosing an EDI Solution–Build or Buy?“.
And last, for the prospect who’s ready to buy, but needing a closer, “Critical Info for Companies Upgrading from AX to Dynamics 365 for Operations“.
All three white papers pulled much higher than average click-thru rates, because they were targeted at very specific groups of their prospects within the Microsoft Dynamics community.
Data Masons also wanted to get some inside info on the purchase cycle stage of their leads, prior to us delivering them. So, we had each prospect answer a question before downloading any Data Masons white paper. We asked them, “What is your time frame for purchasing an EDI solution?”, and 1/3 of the respondents indicated it was under 3 months. Another third said more than 12 months, with the remaining third somewhere in between.
Data Masons did an excellent job of reaching prospects in all three stages of the purchase cycle, which resulted in a full sales pipeline.
