Buyer-Directed Marketing Funnel Puts Tools and Resources in Prospects’ Hands: 6 Steps to Appeal to a Marketing-Averse Audience

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

6/25/10, Marketing Sherpa

A marketer’s job is more difficult when trying to reach an audience that particularly distrusts marketing messages — and dislikes talking to sales people. One solution: Give buyers the resources they need to self-educate, and let them choose when to interact with your team.

See how the team at a network management software company appealed to the distrustful IT crowd with a “geek-friendly” website, content targeted at different stages of the buying cycle and relevant, targeted email nurturing.

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