Follow our 3 step guide to Connecting With T he B2B Buyer

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1 Follow our 3 step guide to Connecting With T he B2B Buyer Match relevant content with your buying cycle Impact the buying cycle with effective lead nurturing Get personal and close the sale As buyers become more and more blind to marketing communications, how can you make the information they do see influential to their decision making process? Changes in buyer behaviours continue to evolve as new social technologies are introduced. Plus, buyers are thoroughly researching your business to validate your offering but as the freedom of online opinion grows, are you losing control? Take our 3 step guide to connecting with the B2B buyer to create a formula that works not j ust for you, but for your prospects too.

2 Step #1 Matching relevant content with the buying cycle 76% of B2B buyers search for content that is relevant to help them make an informed decision about a product or service, so it s crucial that your brand is positioned as a thought leader in your space to avoid any competitive threats. But before you flood your blog and twitter page with content that you think will influence their decision making process, do you really know what makes your buyers tick? Mapping out the buyer journey from brand awareness to conversion and their information needs at each stage will allow you to really understand what content will have impact. Overlaying a content plan according to these needs is guaranteed to inform, educate and in turn influence the decision making process. And when 61% of buyers agree that the winning vendor delivered a better mix of content appropriate for each stage of the purchasing process, it s essential that you come up top against your competitors. Using Lead Forensics tells us who is interested in certain types of content, that has helped us get smarter about what we spend time creating. Kristen Brewe, Start-Up Specialist Awareness: Identifying the need 3rd party communications and external blogs: Relevant and educational industry reports and statistics that support your product offering. Exploration: Considering a solution Video and product fact sheets: Informative and digestible product overviews that clearly communicate the product benefits Decision making: Comparing providers Client proof: Case studies, quotes and proven results from clients and industry leaders that give them a reason to believe. Purchase: Delivering ROI How to guides: Valuable guides and tip sheets that offer advice on delivering results from your product or service Advocacy: Maintaining interest Insider updates: Engage with your clients by feeding bespoke content according to their needs, in turn encouraging advocacy and renewal

3 Step #2 Impact the buying cycle with effective lead nurturing It s fair to admit that most marketing activity and budget is invested in generating leads and brand awareness. But what about those prospects are not ready to buy right now? It s critical to effectively nurture these prospects and convert them sooner. And when research shows that companies that excel at lead nurturing generate 50% more sales-ready leads with a 33% reduction in costs, turning a not right now into a sale will dramatically improve the bottom line. By carefully matching your marketing activity with each stage of the buying process, you ll be able to influence decision makers more effectively. The key is to build relationships with buyers through timely and relevant touch points, using various channels such as marketing, social media and telemarketing. +50% more sales ready leads Up to 50% of sales go to the vendor that responds first, so you can even further accelerate your lead nurturing activity by reacting to buyer s online behaviour in real-time. Lead Forensics alerts clients when a business has visited their website, plus tells them what they were searching for and what they looked at. Use this intelligence to provide these prospects with informative and persuasive information that enhances their research process and makes it easier for them to choose you over a competitor.

4 Step #3 Get personal with the buyer and close the sale Although us marketers are creating relevant content and delivering personalised communications, many B2B buying experiences can still feel automated. And when Forbes reports that 70% of B2B buyers rated how vendors engaged with them as more impactful than what they were actually selling, there s no better time to get personal. 70% rate vendor engagement as impactful Author Maya Angelou said: People will forget what you said, people will forget what you did, but people will never forget how you made them feel. Touching upon buyers goals, both personally and professionally, can be the start of a human experience that increases the perception of your brand - naturally. If you can successfully create a positive emotion using innovative content and communications based on comprehensive buyer personas, you ll have the power to influence across every stage of the buying journey. When it comes to closing the sale, buyers are hungry for reassurance that they are making the right decision, and when 70% trust the opinions of unknown users, it s critical they are served shining and honest reviews. Give your top rated clients a reason to share their success stories on your social media pages, and post case studies and video testimonials that do the talking for you. People will never forget how you made them feel Lead Forensics allows us to go beyond standard analytics and understand who our customers are, their preferences and their buying behaviour. Andrew Nicholson (B2B Marketer of the year 11), Sodexo Prestige,

5 About Lead Forensics 98% of B2B web visitors don't enquire....we tell you who they are! Turn your anonymous website visitors into sales leads, convert new business opportunities before your competitors and increase your online ROI. Uncover your anonymous website visitors Identify the businesses that visit your website but don't enquire. Access full information about those businesses including their business name and contact details. Action leads before your competitors Track the end to end journey of the businesses visiting your website, so you can gain insight into what they are interested in. Understand your prospects online journey Gain the competitive advantage with real time alerts when businesses of interest visit your site, and automatically assign leads to your sales team to action immediately. Arrange a free demo and start your free trial today