The B2B Buyer’s Journey is Complex and in Flux
– for buyers, marketers, and salespeople
Tech innovation is taking place at breakneck speed with exponential advances in everything from AI to robotics, to nano tech to computing. Buyers are challenged to keep up - and vendors struggle to differentiate their offerings.
Making sure that business and technical stakeholders in the buying process can get the information they need-when they need it has become increasingly difficult. Organizations struggle to build messages that resonate and leverage the growing array of tools and technologies to enable sales and marketing.
When researching complex technology products, buyers seek out guidance from a huge universe of online content and are less reliant on live conversations with vendors. Vendors become involved later in the process making it more difficult for them to directly impact purchase decisions.
Making sure that business and technical stakeholders in the buying process can get the information they need-when they need it has become increasingly difficult. Organizations struggle to build messages that resonate and leverage the growing array of tools and technologies to enable sales and marketing.
When researching complex technology products, buyers seek out guidance from a huge universe of online content and are less reliant on live conversations with vendors. Vendors become involved later in the process making it more difficult for them to directly impact purchase decisions.
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57%
of the buying journey is done BEFORE a sales rep is involved 
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93%
of the B2B buying process begins with an Internet search 
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5.4
people are involved in the B2B buying decision 
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14%
of value propositions get the customer to take action 
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51%
of organizations use 21+ digital marketing solutions 
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The Margin For Error is Slim
The New Rules of Engagement: Buyers Want Knowledge
Understanding precisely what buyers want from their vendors and why they engage with them is what will continue to separate great companies from also-rans, growing companies from slowing companies. Technology vendors must re-think how they support the buyer's journey. Vendors need to understand how the buyer’s journey has changed, how it has impacted the relationships between buyers, marketers, and salespeople.
Ultimately sales and marketing teams must rethink their relationships with buyers and with each other. Or face the consequences.
Find Your Blind Spots
Limited time, resources, and expertise can conspire to reduce innovation and effectiveness in ways that may be hidden from view. Misaligned product, marketing, and sales efforts can result in inconsistent buyer experience, lost opportunities, increased costs and lower revenue. A lack of metrics and reporting can leave you blind to opportunities or problems in your funnel.
Product marketing sits at the nexus of product management, sales, and marketing communications to ensure that products connect with target markets. Strong product marketing not only ensures that products and services align with customer wants and needs but also improves sales effectiveness, accelerates market penetration, and lowers cost of customer acquisition. It's the glue that holds together activity strategically and tactically.
Product marketing sits at the nexus of product management, sales, and marketing communications to ensure that products connect with target markets. Strong product marketing not only ensures that products and services align with customer wants and needs but also improves sales effectiveness, accelerates market penetration, and lowers cost of customer acquisition. It's the glue that holds together activity strategically and tactically.
Go From Reactive to Proactive
Competing demands on product management, marketing and sales make it difficult just to maintain the status quo and avoid being in "fire, ready, aim" mode. Many organizations have little time to spend on new initiatives and find it difficult to get up to speed on the latest approaches and technologies. Add bandwidth and expertise to improve buyer insights, eliminate guesswork and reduce risks by targeting your most profitable prospects to drive new customers and expand your existing base.
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Buyer-Focused Growth Marketing
Too many technology marketers focus on their product's features, functionality, "speeds and feeds," instead of the customer's problems and how they can solve them - this approach short circuits the buyer's decision process. And too many sales processes are built by and for the sales force because they think something formal will be better than anything informal. Unfortunately, not aligning with the buyer’s process actually makes things worse. We work with you to get in sync with your buyers and deliver:
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RELEVANT CUSTOMER EXPERIENCES
With our customer-centric process, we design your marketing and selling interactions to meet your buyer's needs and follow the entire customer journey, align with customer expectations and increase revenue. |
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Common Sales and Marketing Challenges We Help You Address
A Proven Process for Delivering Results
"We’ve been working with Mark and his team for almost 2 years and I’ve come to regard him as a trusted advisor. He has been instrumental in developing our go-to-market strategy, updating our messaging and website, implementing Inbound marketing and working closely with our sales teams to adopt this approach. During this time we have seen a significant increase in the number and quality of leads our sales team is getting. He and his team have played a significant role in improving PRQA’s sales and marketing effectiveness. I highly recommend the work of Agile Product Marketing Group.
"We contracted with APMG to establish a blueprint for our marketing efforts that included messaging, content development, sales and partner enablement, as well as campaign strategy and execution. Mark’s industry knowledge and marketing expertise allowed us to plan and execute these projects quickly and effectively. Mark worked well across the sales, product, and marketing organizations - we would work with Mark again.
"We worked with Mark to develop the messaging and content we need to tell "the NuCypher story.” We now have a solid sales and marketing foundation to leverage that includes our website, white papers, product sheets, and presentations to prospects and investors. He was able to quickly grasp our technology and helped us highlight our “secret sauce” capabilities that differentiate us from other big data security offerings. Mark delivers high-quality work and can be trusted to provide objective advice.
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