If you know where the customer is – it is possible to create relevant marketing.
In my current assignment the goal is to create smart marketing material for four business areas. But how do you do that? How do you evaluate your existing sales material to determine where to start making improvements? Creating relevant marketing material for the target market? Through an understanding of the buyer’s phases and figuring out where the customer is in the buying process - it is possible to determine what type of communication and messages to use in the marketing communication. If one fails there is an obvious risk that your content marketing efforts become much less effective.
In the B2B market my client intends to address fierce competition. It is a mature market and the offer the client is creating has limited differentiation. What, how and in what format should they communicate? If you communicate product values that are not relevant for the customer, they will not listen. Or if the values are communicated inconsistently or in the wrong format the risk for the customers not understanding or remembering your offer is higher.
But you can make your marketing communication more attractive to prospective customers by creating or adjusting your content activities to fit the various stages of their buying cycle. Make it possible for customers to comprehend and appreciate existing values in the product. The Product Material Analysis, PMA™, is a model created by Tolpagorni to analyze what marketing material is of most use in each of the buying phases. It is used by Product Management to prioritize the continuous improvement of sales and marketing material. This gives the Product Manager an indication where to start and where it's most effective.
The model was developed in consultation with 10 Swedish companies and research is still in progress to develop this methodology even further. The analysis of the marketing material is typically done for one specific product within a given time frame in the selling and buying stages decided by the Product Manager.
The PMA™ consists of 3 steps:
- Identification of buying phases
The buying phases are identified by five insecurities:
- Definition of phases
The buying phases are defined by:
- Actors and Personas - What is the target audience for each phase?
- "Triggers" - What is the trigger to enter the next phase?
- "Showstoppers" - What is the showstopper for entering the next phase?
Analysis of message & material:
- What message is needed?
- What material is needed?
By identifying and defining the Buying phases you will be able to design smart marketing material and engagement models that are relevant for the target market selected in the project. The four business areas all have different target markets with specific buying phases now defined.
The output from the Product Material Analysis makes it possible to:
- Increase the quality of the Value Argumentation
- Produce relevant Engagement models
- Create effective and relevant marketing communication material
All this to ensure increased sales. If the customer recognizes your communication and understands the values in your offering – values relevant for the customer in the situation they are in – it is more likely to secure the business!
Please check it out yourselves – and try it on your Product!