Demand Generation
The Buyer's Journey is VirtualTop-of-Funnel ContenT should focus on solutions
Educational content
Create educational content for each stage of the buyer’s journey. It’s essential to predict the kinds of information they will be looking for and demonstrate your brand has the best solution to solve their issue.
Channel preferences
According to SiriusDecisions, 79% of B2B buyers find content provided by sales to be very to extremely valuable. Knowing what buyers prefer to learn from your company—and how they prefer to consume that information—is critical.
Share your differentiation
You should know what your company and product(s) do better than anyone else, and your differentiation story should permeate all of your content and messaging. Know your potential buyers, their roles in the buying process, and their needs.
Case Study: 20 Mule Team Borax Agriculture
Rio Tinto Borates’ 20 Mule Team Borax Agriculture division provides refined boron to crop growers around the globe, from the cornfields of Iowa to the coffee crops of Brazil. The primary differentiating feature of agricultural Borax products are their level of purity, courtesy of a meticulous refinement process carefully developed over the company’s 150-year history.
Challenge
- Educate consumers about the value and cost-effectiveness of refined boron supplementation
- Increase brand awareness of Borax agricultural products
- Communicate the benefits of premium Borax products over competitive materials
- Protect established market share while staking a claim in growing regions
Solution
Build a Borax Agriculture microsite to provide measurable, immediate, brand-agnostic value for growers and agronomists.
Benefits
• 255.0% increase in pageviews
• 9.3% increase in average time on site
• 23.5% decrease in bounce rate
• 117.0% increase in sales volume (global) • 123.0% increase in revenue (global)
• 215.0% increase in sales volume (Brazil) • 243.0% increase in revenue (Brazil)
John C. Brown
Marketing Communications Consultant
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