The way people research and make purchase decisions changed more in the past decade than it had in generations.
If your company has let its legacy sales process overstay its welcome and its marketplace relevance, you've likely considered what you can do to improve your sales process.
Modernizing Your Sales Process to Match How Modern Buyers Research and Make Purchase Decisions
But did you know that success can no longer be achieved solely through improvements to how your sell; instead, modernizing your sales process requires a stronger content strategy.
The COVID-19 lockdowns brought another decade of digital transformation in a matter of months.
My family had never ordered online groceries before March 2020.
Yet, during the next 12 months, we didn't set foot in a retail store.
And my wife and I have become masters of purchasing literally everything -- including a new car lease and home painting, 100% digitally.
And, of course, what people learn as consumers (B2C) reshapes how they evaluate B2B purchase decisions at work. We're all people.
Why You Also Need a Stronger Content Strategy to Remain Relevant
That said, for a small, resource-constrained company that has never invested in content marketing (or digital or inbound) before, it's still a useful first step to think through how you personalize for
- (a) each of your main buyer personas and
- (b) the context of where each is in the research process.
However, this is really just a starting point. The strategy will almost always need to be re-evaluated, shifted, and pivoted every three to six months as later-stage sales activity validates what's working and what's not.
What are you doing to improve your sales process with a stronger content strategy? Let me know in the comments below.
And if you need to make some rather dramatic sales process improvements and know that your content needs some big upgrades to remain competitive, enroll now in our free 7-day eCourse: Go-to-Market Strategy 101 for B2B SaaS Startups and Scaleups.