Attract and engage decision makers along the buyers journey

The B2B buying process has changed. In a world where buyers can self educate and don't rely on sales relationships to conduct research, B2B marketers need to maintain consistent visibility. At any given time we will have qualified decision makers that could be in any stage of the buyers journey browsing our media properties. The marketing funnel provides a framework for strategies to attract customers as they enter the buyers journey and propel their progress. Our product portfolio makes it easy to create a multi-faceted plan that offers ways to interact at any given stage.

Source WATT Global Media agrifood audience survey June 2021:

77%

Have been or are a decision maker or influencer on a project to evaluate new technologies, products, or solutions.

61%

have included a supplier on their shortlist during the research to buy timeline because of their advertising, promotion, or sponsorships.

84%

plan to evaluate new technologies, products or equipment within the next 18 months.

Stage one: AWARENESS

The top of the marketing funnel corresponds to the awareness stage in the buyers journey. This is where prospects have a pain, issue, or challenge but may not realize there is a solution. You can wake them up to that pain so they start paying attention to potential solutions. Capturing mindshare early on gives you a significant advantage in steering their decision making process.

Agrifood industry decision makers primary sources of information when they start thinking about a purchase are:

Magazines (digital/print) 67%

Industry events &/ conferences 61%

Industry media websites 48%

What can you do? 

Always be Visible

The easiest way to make your brand visible is to show up where they are already spending their time. Aligning your brand with relevant trusted content will build trust for your brand and inspire action. Your messaging should build interest in your brand by demonstrating a solution to the problem and positioning you as an industry authority. Make your brand visible at all times using:

Super Billboards
Banner Advertising (WATTPoultry.com, FeedStrategy.com, FeedandGrain.com)
Magazine Advertising (WATT PoultryUSA, WATT Poultry International, Feed Strategy, Feed & Grain, Egg Industry, Egg Industry China, Poultry International China)
Display Audience Extension
Newsletters (Poultry and Egg, Feed)
Industry Events &/or Conferences (Chicken Marketing Summit, Feed Strategy Events, Poultry Tech Summit, Poultry Trends Seminars)

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Stage TWO: CONSIDERATION

As agrifood industry professionals take steps to grow their business they are seeking guidance from information sources along the way. Now aware that a solution exists, they are actively getting educated on their options. Our media properties and events are a trusted source for conducting research.

Agrifood industry decision makers primary sources of information when they begin researching options:

Product directory/supplier directory (print/online) 59%

Webcasts/webinars 54%

Online advertising 48%

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What can you do? 

Demonstrate your Value

As they further engage with your content they arrive at the middle of the funnel where your goal is to provide context for consideration. You need to promote educational content that shows you are an option to resolve their needs. Leverage value oriented content and creative messaging to build a preference for solving challenges with your product benefits using:

Stage Three: EVALUATION AND DECISION

During the evaluation stage the prospects have narrowed their research to a short list. Now at the Bottom of the Funnel, your salespeople get more involved. However, it will take a joint effort by sales and marketing to close the deal. During this time period you want to stay top of mind until they make a decision. Some buyers at this stage just need a little push, which could be in the form of a special email offer to leads generated in the consideration stage. Others will require more information, education, and trust before they become your client.

Agrifood industry decision makers primary sources of information when narrowing down the choices:

Vendor content (white papers, case studies) 54%

Online advertising 45%

Videos 39%

What can you do? 

Reinforce your message

Your bottom of the funnel tactics and channels are going to be very similar to what you use in the middle of the funnel. Be mindful of any objections your leads might have. Use content and creative messaging to overcome those objections. Deliver testimonials and success stories that mention the exact objections those buyers might have. Keep in mind that not all buyers will enter your funnel at the top. Some may discover your business near the end of their research to buy timeline. Make your brand the obvious choice using:

In summary, you want to get noticed during the awareness stage, communicate that your benefits meet their needs during the consideration stage, and be on the short list during the evaluation phase. By engaging your prospects along the way you have laid a foundation of trust that is crucial to a successful vendor/client relationship.

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