Latest research shows that 65% of the B2B buying decision has already been made before you even get the call. Why?
Buyers follow a particular buying journey
These days it's essential it's to understand the B2B buyer’s journey for your marketing and selling strategy to be effective and get traction. What is the buyer's journey? How do your buyers go from recognising they have a need or problem, all the way through to making a smart business decision. This is known as the buyers journey or customer buying process.
Google "Buyers Journey" and you'll see tons of different definitions and models that explain and detail the decision making process. Essentially the buyers decision making process typically falls into 3 phases:
2) Discovery, and
To be effective selling into a B2B market today you need to understand how to create consumable content specifically relating to each of these buying phases.Why? Because your customer, depending on which phase of their purchasing cycle they are in, are seeking out information to help them make a decision.
When you understand the way your customers buy and make decisions in today’s market, you can harness this knowledge to create marketing and sales campaigns and content centred around their how they buy. Then you need to position your great content where your prospects go to research and get information.
Unless your prospective customer comes to the conclusion that they a) have a particular problem which needs solving, or b) they have done their homework and are ready to to move forward with their purchase, they won’t be a suitable prospect for you.
The more prospects become more aware of their pain points the more research they'll do to explore possible answers and options.
Successful B2B salespeople target their marketing content to buyers by creating information that enters into the conversation in the buyer's head, wherever they are along their buying journey.
Discovering who else is out there.
Buyers will go online, ask others and investigate available options to solving their needs. Having narrowed down their options, they’ll conduct vendor and product comparisons.
Your buyer will review case studies, engage in trials, download product literature, read comparison white papers and watch videos. They will do all of this research with the view to discover suppliers who will come closest to meeting their purchase criteria. Only once your customer has narrowed possible vendors down to a shortlist, only then are they likely to call for an official demonstration or proposal.
The objective is to develop specifically targeted content that aligns with where the customer is at in terms of their buying process can, in many cases, actually convince buyers that the pain of inaction is greater than the pain of taking action.
Everything you need to craft the perfect marketing content that aligns with your prospects buying process, is already inside your head. You've spent years developing your knowledge and perfecting your product range. There a multiple, inexpensive ways you can extract this information and get it out to the customer who is looking.
Start by going to WWW. UPWORK.COM to find inexpensive copy writers and subject matter experts.