And how does all this tie into the buying process?
When deciding which tactics fit into your marketing plan and how much money and resources to allocate to each, it helps to understand what part of the buying process the tactic impacts.
This is really interesting stuff.
You cannot force people to change their behavior and quickly jump from awareness to purchase. But you can facilitate behavior change by building awareness, informing and educating, and establishing trust and credibility. This leads to meaningful conversations and, eventually, sales.
Most marketing fails because of bottlenecks that occur along the purchasing process. We call this the “clogged artery” effect. And most bottlenecks occur because of inadequate funding of marketing tactics that support the flow of buyers along the buying process.
We touch on a lot of other related subjects in the e-book. The chapters are:
The Marketing Process
The Buying Process
The B2B Buyer vs. B2C Buyer
Common B2B Marketing Tactics and Their Roles in the Buying Process