Buying Process Playbook
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Use this Buying Process Playbook as a roadmap for defining a process that aligns content to buyer needs and stages in their buying process, automates lead nurturing & scoring, and optimizes sales & marketing alignment.
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Buying Process Playbook
- 1. Buying Process Playbook UNDERSTAND IDENTIFY DESIGN BUILD DEPLOY VALIDATE ESTABLISH GOALS, CHARTER & BUSINESS CASE BUYER PERSONA & KEY PLAYER MAPPING VALUE PROPOSITION & PROOF VOC & BUYING PROCESS RESEARCH BUYING PROCESS CONTENT PLAN INBOUND & OUTBOUND ACQUISITION PLAN CONTENT FLOW (LEAD NURTURE PLAN) LEAD SCORING & PROGRESSIVE PROFILING BUILD BUYING PROCESS CONTENT INBOUND (PPC, SEO WEBSITE, BLOG, LANDING PAGES) OUTBOUND (ADS, EMAIL, DIRECT MAIL, LANDING PAGES) BUILD LEAD NURTURING PROGRAMS BUILD/TEST AUTOMATED SYSTEMS ALIGN/TEST WITH CRM & SALES AUTOMATION SLOW DEPLOY INBOUND & OUTBOUND SYSTEMS SALES & MARKETING ALIGNMENT DEFINE & MEASURE METRICS ANALYZE PERFORMANCE IMPROVE & OPTIMIZE CONTROL OPTIMIZATION CONTENT & BUYER’S JOURNEY BENCHMARKS CONTENT MARKETING BENCHMARKS MARKETING REPORT CARD BENCHMARKS MARKETING AUTOMATION LANDSCAPE