B2B Buyer’s Journey: Buyers and Marketers in the Blender
COVID-19 threw organizations into a blender, with significant repercussions for the B2B buyer’s journey.
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Are Your B2B Sales Tactics Derailing the Customer Buying Journey?
B2B sellers often think of their role in the customer buying journey as a numbers game. And organizations reinforce this notion. Promotions and pay bumps often hinge on how well the rep measures up to their KPIs. From the number of SQLs they convert to how much revenue they generate, these metrics are necessary for tracking and analyzing your sales team’s performance. However, these metrics don’t tell the full story but are chronically overemphasized.
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B2B Lead Nurturing: How to Woo Your MQLs
B2B leads don’t become customers overnight. B2B marketers need to master the art of lead nurturing to guide prospects in their buying journey. At this phase, your content has piqued their interest enough to fill out a contact form or download a whitepaper. Now your job is to keep their interest. You have to convince them that your solution is the best fit.
Knowing how and when to make contact with your marketing qualified lead (MQL) is the key to winning them over. But, there are a few things you need to consider before you make your move.
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B2B Buyer’s Journey: 7 Reasons Prospects “Swipe Left” Instead of Reaching Out
First impressions matter, especially in the B2B buyer’s journey. Buyers identify the problem or need their company is experiencing and begin exploring their vendor options. They swipe left or right on potential matches based on nothing more than what they see on vendors’ websites.
The amount of time a prospect spends on all of that content you’ve produced is minuscule compared to the time you spent developing it. For example, Google Analytics data suggests that a reasonable target for average session duration on a B2B website is two minutes.
So much like a social media or dating profile, your site needs to be engaging right from the start.
Finally, buyers spend nearly half of their B2B buyer’s journey flying solo. A 2019 study from Gartner shows that buyers spend nearly half (45 percent) of their time in the journey doing independent research. Many potential leads are lost in this phase—without sales or marketing even realizing it. Why? Because something makes that prospect swipe left before they ever fill out a contact form, send an email or pick up the phone.
Know Before You Go (To Market): Key Go-To-Market Research Questions
You’re going to market with a new product or service. You know you need a product roadmap, a sales plan, and strong marketing. You need to understand your market segment(s) and generate a pricing strategy.
But have customer insights sufficiently informed your go-to-market strategy? If you can’t pinpoint how the voice of the customer shaped your strategy, you’re setting yourself up to fail. Go-to-market research can help you better align your plans with real world success.
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Hero’s Quest: The B2B Buyer’s Journey
In the B2B buyer’s journey, buyers have to wade through a lot of nonsense to find relevant information.
Win-Loss Analysis: 6 Reasons Why You’re Losing Deals
Never waste an opportunity to learn from a lost deal.
SEO: The Balancing Act of Visibility and Utility
How should marketers balance the need to be visible with the need to be relevant and useful?
People-Centric Marketing: Wisdom From Tom Shoemaker
Large companies lose touch with their customers all the time.
The Spy Who Wasn’t – Clarifying Competitive Intelligence
What is competitive intelligence (CI)?
A nuanced understanding of the marketplace in which you and your competitors are situated? Yes.
Corporate espionage? No.
