Know your buyers information needs


Personas and buying process maps (BPMs) are now commonplace. Not that long ago they gave you a competitive edge.


Not anymore. But there may still be untapped potential in your BPMs that you can leverage to gain a competitive advantage.


The best BPMs cover three important elements: the buying phase, key buyer actions, and micro-questions. Most BPMs stop short of the third element. But micro-questions are the key to unlocking exactly what the buyer is concerned with at each step in the process. Creating a BPM without tapping into the power of microquestions is a waste of time in today’s marketplace.


Micro-questions capture the aspects of a purchase decision that the buyer needs to resolve before they move to the next phase of the buying process. Without this understanding, sales and marketing teams commonly risk accelerating the buying process prematurely. They advance the process before they’ve resolved the buyer’s concerns.


How do you determine the micro-questions for each step in the buying process? Ask. Conduct a series of interviews with buyers. Discover and document the questions, concerns, fears, uncertainties, and doubts they have.


Investing in micro-questions gives you an advantage throughout the buying process. Marketing teams use them to develop more focused content. Sales reps use them to better prepare for each sales call. And the buyer is more satisfied with the sales process knowing their concerns are being addressed along the way.


It’s as if you’re reading their mind.


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Eric Bauer

Drives business growth through brand strategy, sales and marketing alignment and marketing effectiveness.

As a global marketing leader, Eric helps clients identify and implement strategies that result in sustained growth. He works closely with marketing and sales teams to help clients align go-to-market strategies and navigate the complex, multifaceted issues that affect branding, demand generation, and lead qualification. He oversees projects that help clients optimize their marketing resources and deliver measurable return on investment. He counsels clients on emerging trends in marketing automation, content marketing, demand generation, marketing operations, sales and marketing alignment, and lead management.


Eric is the author of many marketing and sales related articles. His recent experience includes developing a scalable campaign development process for a software company. Eric identified gaps in their existing process and created a standardized, repeatable process that addresses all aspects of demand generation, lead nurturing, and result reporting. He also helped a global petro-chemical company optimize their marketing and branding efforts to identify and recruit top site operators and retail locations for their products and services.

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