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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COVID-19 threw organizations into a blender, with significant repercussions for the B2B buyer’s journey.
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Imagine your company is about to launch a new product. As a B2B marketer, it’s your job to lead the charge on developing buyer personas. You need to gain insights into the people who will be buying your company’s new product.
To begin your research, you scroll through Google and see dozens of guides with instructions on creating your own buyer personas. There are templates you can fill out. They have checklists you can follow. There are sample interview questions for you to ask your current customers.
Initially, this may seem promising. However, given the importance of getting this research right—and the level of risks that are involved—DIY buyer persona research can be added to a growing list of things that are better left for the professionals.
Other projects like updating your kitchen, changing out your snow tires, or cutting your own hair may all seem like things you could potentially handle on your own. However, unexpected setbacks are bound to pop up along the way. These setbacks threaten to leave you with results that range from lackluster (at best) to catastrophic (at worst).
Similarly, marketers who attempt to take on a buyer persona research project on their own can expect to face setbacks that result in a reduced quality of output. These issues can lead to generic, run-of-the-mill, and sometimes even inaccurate information for companies.
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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 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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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.
In the B2B buyer’s journey, buyers have to wade through a lot of nonsense to find relevant information.
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