The 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.
Buying has never been harder- researching complex technology products, buyers seek out guidance from a huge universe of online content and are less reliant on live conversations with vendors. Sales 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 create strategies to deliver messages that resonate and get buyers to gain consensus and take action.
The Margin For Error is Slim
Vendors That Make Buying Easier Win Big
What customers truly want in this complex buying environment is information that helps them simplify the purchase process. There’s a huge opportunity for vendors to simplify the purchase process by providing customers the information they need to anticipate obstacles and overcome them. 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.
FOMO - Marketing's Dirty Secret
Making the buyer's life easier means you need to understand their organizational objectives, who the stakeholders are, their buying triggers, how they view alternative solutions, potential objections to your offer and how you can uniquely solve their problems. This takes not only a lot of work but a lot of discipline- you need to decide which customer profiles to focus on and take a deep dive into their world. Yet many organizations suffer from Fear of Missing Out (FOMO) and they think that if they focus on only one type of customer, they’ll miss out on all the rest. But the reality is when you don’t focus, and instead, try to be everything to everyone, you end up making a connection with no one. When that happens, you miss the target completely. And don’t reach your ideal customer.
And FOMO results in costly “defects ” such as the wrong target audience, wrong positioning, wrong message, wrong value proposition, wrong points of differentiation. These defects become exponentially more costly, the longer they go undetected,money and opportunities are lost , When "defects " get embedded into websites, and collateral, they miss the mark, Defects result in demand generation programs that don't produce enough quality leads and waste sales time on unqualified prospects. And when sales is trained to go after the wrong targets or is delivering the wrong message, or can’t differentiate the offering, the results can be fatal.
We Help You Focus and Align With Your Buyers
And the problem isn't just FOMO. 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'll work with you to get in sync with your buyers, and start by profiling your best-fit customers, their pain points, and buying challenges. Then we craft strategies to reach buying teams with relevant, credible, and impactful messaging, and useful content that makes purchasing easier.
This approach results in a simpler more relevant buying experience that differentiates you from the competition, and aligns sales and marketing from awareness to revenues, align sales and marketing
DIFFERENTIATED 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.
INCREASED SALES VELOCITY
When marketing and sales align, their combined effectiveness is exponential. We work cross-functionally to ensure your customer’s journey is consistent from awareness to revenue - quality control from demand gen to sales enablement.
LOWER CUSTOMER ACQUISITION COSTS
End-to-End planning, execution, and measurement is critical for success. From the first digital touch point to the buyer's purchase, our team of experts helps you close the loop across your customer's entire journey.