How do your customers buy in today’s market?
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
It's vital to understand a B2B buyer’s journey for your marketing 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.
Whilst there are many different definitions and models that explain and detail the decision making process, they all typically fall into 3 phases:
1) Awareness, 2) Discovery, and finally 3) Decision.
To be an effective B2B marketer you need to understand how to create content specifically relating to each of these buying phases. When you understand the way your customers buy in today’s market, you can harness this knowledge to create marketing campaigns and content centred around their buying cycle.
Awareness of the pain & exploring solutions
Unless your prospective customer realises they have a need to solve a particular problem, or take advantage of a particular opportunity, they won’t buy what you sell.
During the initial stage of the purchase cycle, as prospects begin to become more aware of their pain points, they go online to explore possible solutions and options.
Successful B2B marketers target their marketing content to buyers by creating information that enters into the conversation in the buyer's head, wherever they are along the buying cycle.
Discovering relevant suppliers & assessing supplier criteria
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.
The 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 the buyer has narrowed vendors down to a shortlist, they’ll then call for an official demonstration or proposal.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.
|Did you know that informed Australian industry professionals use our marketplaces to discover products and solutions just like yours? With a Storefront you get to publish content, showcase products, generate inbound leads, influence buyers with your articles and boost your SEO with content marketing.
Find out more: B2B Marketplaces.