B2B buyer
This illustration shows the old B2B buyer (left) and the modern B2B buyer (right).
Now that we know who the new buyer is, it’s time to look at the changing buying process. As I mentioned above, this is largely happening without you. But that doesn’t mean you can’t add value during the time your buyer is doing their own research. Patience is not only a virtue in this case, it’s absolutely necessary to not scare off your prospects with a sales call or stalkerish emails sent too early in the buying process.
The buying process not only happens largely without you, it also takes longer and is more complex. An average B2B purchase involves six to ten people, each of whom has collected 4 to 5 different pieces of information at different stages of the journey. The linear buying process, where the company determines the buyer's route step by step, is a thing of the past. The 'do-it-yourself' generation effortlessly jumps from the front to the back of the buyer's journey. It is important for companies to have content that appeals to the buyer at every moment. Intelligent content can help you with this.
Use intelligent content
By integrating your content platforms with your sweden telegram data CRM or MAP system (e.g. HubSpot or Pardot ), you can gain insights into who is reading or watching your content. You can see specific details about your buyer’s reading and viewing behavior. By knowing exactly what content your buyer is consuming and how engaged they are, you can figure out where they are in the buying process. Based on your buyer’s behavior, you can offer personalized follow-up content (similar to the Netflix example above), significantly increasing your chances of conversion .
An example of a customer journey
Let’s say you have a software platform that offers multiple solutions, for example for lead generation, email marketing and account-based marketing. As a potential customer, I am only interested in the topic of lead generation. So I read one of your e-books on lead generation and watch a video on your website. If you play it smart, you will know exactly what I looked at, when and for how long.
A few days later I look at one of the available online brochures. I have spent a lot of time reading the page about lead generation. I have also clicked on a CTA button that leads to the pricing page. With this I show a purchase intention. In your CRM or MAP system a task is automatically created that triggers the sales team to get in touch. Your sales colleague knows exactly what information I have already seen. He/she can therefore estimate what knowledge I have already acquired and immediately has a hook to start a conversation: "What did you think of our e-book about lead generation?".
