If you also have insight into your target customer’s buying process, broader context of their problem and depth of concern, you can create effective, relevant messaging in the right channels and move the needle in your direction. Without this, marketing is a shot in the dark at best, and your message will be undifferentiated. With a firm understanding of not only needs and challenges, but the related pain, fear and uncertainty, you can develop an effective strategic and targeted approach to support their research and buying process, and demonstrate that you are the one that “gets” them. Have you spent time getting to know your customer segment – I mean, really understanding what makes them tick? What’s the core problem driving the search for solution, and how do they look for solutions and develop requirements? If your discovery only asks about their need for your product, that won’t work because the gold is much further below the surface. Discover your target customer and his/her buying process:.Otherwise, those valuable buyer eyeballs will shift to another firm that is more adept at creating a connection.Īt the outset, I promised you a goldmine – though your results may vary, here are four keys I’ve employed successfully with my B2B clients to help them define their online marketing strategies, and to make them count: With virtually all buyers starting their research online, you would be wise to start there, too however, how you start, and what you do, matters. The attached graphic illustrates just how circuitous the route is for today’s customer, from idea to purchase, and the paths they are likely to travel: These buyers likely know as much or more about your company and the competition as you do! According to FocusVision, B2B buyers consume 13 pieces of content on average primarily from the vendor’s website, internet searches and social media. As a result, these buyers are nearly 60 percent through their decision before they ever speak with a company’s sales representative. ![]() But in their search for a product or service that’s going to fill a very specific need, they won’t be spending a lot of time on the phone or pounding the pavement.Īccording to a recent Forrester study, 92 percent of B2B buyers start with online research in the buying process and spend the largest single chunk of their time (27 percent according to a recent Gartner study) in this activity. First, let’s recognize the obvious – your B2B customer is also looking to uncover some gold.
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