What triggers a software buying decision?
All software buyers fall into one of two categories:
- Early Adopters: Companies who proactively seek new and better solutions at all times.
- Stalwarts: Companies who are not interested in anything until what they have is so broken that it is affecting revenue.
These two mindsets exist outside of personas and greatly inform how your marketing funnels should be set up.
These buyer types roughly map to the five stages of technology adoption covered in books like Crossing the Chasm and elsewhere.
Action Item: Review your sales funnels from the perspective of these two buyer types. Do you have content that speaks to both? If your persona research does not include these buyer types, you are missing a major opportunity.
Full report coming soon!
CEO at Epic Presence
In January of 2014, I launched Epic Presence, a content marketing agency focused on SaaS and HR Technology.
Since then my team and I have published over 2,500 long-form articles for SaaS and HR Technology companies all over the world and engaged with over 20K influencers to promote this content.
I’d be happy to chat with you about anything and everything we have learned along that journey. Please don’t hesitate to reach out!
Since then my team and I have published over 2,500 long-form articles for SaaS and HR Technology companies all over the world and engaged with over 20K influencers to promote this content.
I’d be happy to chat with you about anything and everything we have learned along that journey. Please don’t hesitate to reach out!
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