Content Marketing

Some 51% of today’s decision makers are Millennials who typically prefer to complete as much as 80% of their vendor selection process before they even talk to the vendor. For these digital buyers, well-researched, decision-enabling content is where it all starts and the key to winning their business.

However, developing a library of high quality content is labor intensive and time consuming, which is one reason that many B2B sellers struggle with this. It takes time to research, design, write, and distribute high quality content.

Why It is Critical

Ever since the financial meltdown of 2007, B2B buyers have taken to performing rigorous analysis of new products before purchasing, often requiring Return on Investment (ROI) proof and other financial payback related information from sellers before purchasing.

What has changed since then at which step in the sales cycle buyers are now looking to find this information. Ten years ago, buyers wanted ROI related information around the time they received a proposal—in other words, after they started engaging with a sales rep.

Increasingly since then, however, this step has moved closer to the beginning of the sales phase.  And today, partly because of the Global Pandemic, but greatly because over half of today’s decision makers are Millennials, the old “sales process” is no longer relevant.

It is now the “buying process” that matters, and the buying process today looks like this:

  • Step 1: Research first to identify potential products and vendors
  • Step 2: Research more deeply and prune the list down to 2-3 potential vendors to fully engage
  • Step 3: Reach out to the selected vendors and invite them to partner towards figuring out the solution
  • Step 4: Decide on one vendor to sign a contract and work on implementing the chosen solution.

The first two steps—about 70% of the buying process—are completely opaque to Sellers.  What this means is that, for Sellers to have any participation in the crucial Steps 1and 2, Sellers must have a powerful digital content presence where prospective buyers can find them.

Why SOMAmetrics is Different?

SOMAmetrics’ core business is generating high-quality B2B leads and converting these into Conversation Ready Leads that are well informed, have decision making power, and are ready to talk to your sales rep.

We start all content development by researching deeply—not just to understand your customers better, but to also learn about their customers, and thereby answer the following questions:

  1. Who are the key decision makers within your target market?
  2. What are the key challenges, risks, constraints, and threats they face?
  3. What are the opportunities for growth and making money? How do they make money?
  4. Who do they compete with, and what is the basis for competition?
  5. How do your key personas make a decision? Where do they get information and how are they influenced?

We start with this foundation, and then build the narrative around the challenges and opportunities we uncovered by presenting a compelling new idea, and supporting that with the research evidence we gathered, thereby creating a deep library of a variety of digital content designed for your prospective buyers.

The end result is content that is engaging and compelling, leading to a strong pipeline of Conversation Ready Leads that want to meet with your sales reps.

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