CONTENTMARKETINGTo youR MEDTECH SALES PRoCESS

How To ALiGn

DiD you know? 60% of a typical buying decision has been made before someone makes contact with a salesperson in the B2B worldSource: Corporate Executive Board

People are relying more and more on content to help them through the

buying process,

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which is why your business needs to be creating content that helps them

through each of the following stages:

CONSIDERATION DECISION

ConTEnT MARkETinG:

AWARENESSThe goal of this content is to establish your company as an authority and thought leader.

The best way to make potential customers aware of your company?

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Blogging, both on your own website and on popular industry publications.

In particular, you want to create blog content that resonates with the things your potential customers are interested in...

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... things that could lead them into ultimately purchasing your products.

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For example, if your company sells ultrasound equipment, then you will want to create content about the latest news

in what ultrasounds can diagnose, laws related to ultrasounds, and emerging technology.

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You will also want to create content for your email campaign.

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You could start with an ebook on the latest health discoveries using ultrasound

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NEW DISCOVERIES

and then have emails that begin to show how your ultrasound technology can help medical professionals make these discoveries.

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!!!

During this stage, potential customers are gearing up to purchase products from you or your competitors.

ConTEnT MARkETinG:

CONSIDERATION

At this stage, you want to introduce potential customers to more in-depth content that focus on your product and

how it can bring them the results they are after.

CONSIDERATION

OURCOMPANY

This includes -testimonials -case studies -whitepapers -frequently asked questions-product specs-demo videos -webinars, and so forth.

CONSIDERATION

?

CONSIDERATION

If you are confi dent in your product, another great piece of content to introduce is a comparison of

your product with your competitor’s.

uS THEM

CONSIDERATION

uS THEM

How does your product stack up

against the competitor’s in terms of pricing and

features,

Ultimately, this is exactly what your

potential customer wants to know:

CONSIDERATION

uS THEM

and how does your company stack up

against the competitor’s in terms of customer service and support.

CONSIDERATION

Instead of letting your potential customer fi nd an offsite review of you versus

your competitor, let them fi nd your review instead.

uS THEM

CHECk uS ouT!

CONSIDERATION

That way, once they see that your product wins, they will be on your website, ready

to contact you for more information.

Your potential customer will be ready for content that is focused on selling your product.

ConTEnT MARkETinG:

DECISION

Content for this stage includes pricing sheets with detailed technical specs and information,

Content for this stage includes pricing sheets with detailed technical specs and information,

live online or in-person demos,

Content for this stage includes pricing sheets with detailed technical specs and information,

live online or in-person demos,

and guides, tutorials, or email campaigns that help the customer get the best results during their free trial.

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