What happens when your tech buyers complete their purchases? Have you left them out in the wilderness or on the river without a paddle? Here’s where critical Rule #3 comes in—post-purchase. In fact, research shows that 80% of tech buyers think it’s very important to receive ongoing content after they’ve reached the peak of the purchase mountain, making it essential that you continue to foster the relationship through ongoing interaction of value. What are your six steps to success to ensure no customer is left behind? Explore them in Part 2 of our content survival guidebook.

1. FOR TECH MARKETERS
In part 1 of this infographic, we explored how,
in order to connect with your tech customers in a meaningful
way, the relationship you build and the content you share
are going to help you reach your peak as a marketer.
And the first two rules are certainly key to that strategy.
But what’s one of the most important rules when it
comes to soaring at tech marketing? We’ll give you a clue –
it (unsurprisingly) has to do with that key relationship with
your buyer… the one that comes after the purchase is
complete! Explore on to find out more.
Don’t think that the
journey ends with conversion.
The most effective content is:
Are you regularly meeting tech customers
on the path when they need you?
This is called the Bow Tie Effect1
– and
turns the standard funnel on its side:
SURVIVALGUIDEBOOK
Part Two
Content That Sells – And Keeps Selling
A
The Third Rule
to Live By
RULE #3
80%
of tech buyers think it’s very
important to receive ongoing context after
they’ve reached the peak (made a purchase).2
Ongoing customer marketing – from
subscription to renewal – will ensure that your
user remains on the journey as a satisfied
customer who stays with you.
Gear Up!
Make sure your new
tech buyer has all the tools
to continue on their journey.
Use welcome kits, links to
support materials, FAQs
and key contacts
Navigation!
Your tech customer
is getting used to
the product terrain.
Use online forums,
including live chats, as
well as access to power
users and tips libraries
REACH
NURTURE
ACQUIRE
EXPERT&ADVOCATE
INTERMEDIATE
BEGINNER
Step 1
Step 2
Perseverance!
Never forget that a
customer can wander
from the sales path.
Use email newsletters and
reiterating resources, and
make sure your users’ open
issues are being identified
Step 3
Teamwork!
Make sure your customer
is reeling in the most
from their purchase.
Utilize tips of the week,
power-user profiles
and best practices
Step 5
Renewal!
Close the deal (again).
Use email reminders
and personal check-ins
Remember: Leave no customers
behind! Engaged tech purchasers
become happy campers. If you’re
continuing to give them the
content support they need, they
can become your greatest
followers and advocates.
1
https://www.linkedin.com/pulse/your-sales-funnel-bow-tie-brent-hicks?trk=prof-post | 2
http://eccolomedia.com/eccolo-media-2015-b2b-technology-content-survey-report-vol1.pdf
Learn more about getting the right
messages in front of the right prospects at
the right time – and recharging your IT
decision makers into customers and
advocates. http://lnkd.in/SurvivalGuide
Step 4
Step 6
Stake Your Claim!
Turn your new customer
into an evergreen one.
Use a complete check-in
to ensure that all aspects
of support are provided