When marketing a higher value and inherently complex product or solution, the buying cycle tends to be longer and less linear.
Highly-complex propositions require a unique and strategic marketing approach. The communication channels, skill sets and processes you leverage should differ substantially from those used in a more straightforward, transactional marketing scenario.
When a value proposition is complex, buyers need more time to research their options and build confidence. They tend to connect and re-connect through various channels: exploring thought leadership content, joining social media conversations, watching demo videos and webinars, and conversing with sales reps over the phone, among other platforms.
Download this article for details of the five success factors for marketing complex propositions well:
- A clear value proposition
- Cross-functional integration
- A customer-focused channel strategy
- A consolidated content approach
- The capacity to build trust
