May
15
Written by:
James Gardner
Friday, May 15, 2009
Spent Thursday afternoon discussing conversion strategies with a client
who sells a complex long sales-cycle technical product. Their customer
decision maker is typically a male engineer over 40 years of age (I
can’t deny it – just like me). We hypothosised that these technical
decision makers want to set their own decision making process and are
reluctant to fill in a webform to request more information (lest an
eager sales person phones him straight back to book a demo…..) We
really want to engage these people in conversation whilst they are
surveying the market, raising the necessary budget, drafting their RFP
and making the buying decision.
We are sure that this market is not yet ready to engage via a social networking campaign (eg Facebook) but we were unsure whether they will engage with our expert industry blog that we are considering setting up. So this research from blogads shows that our target demographic are keen readers of political blogs (although they are unlikely to run a blog themselves). Seems spot on - very reassuring.
So we are going to invite a company director who is well respected in his industry to author a nominally-independent expert blog. Topics will be informal case studies, best practices and open questions that the industry is still seeking solutions to. We discussed supporting this with a permission-based email campaign and involve Linkedin to garner interest.
We’re also fans of the webinar as a conversion tool for this type of complex product, but we’ll talk about that another day.
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