Engage More B2B Buyers

3 Ways to Change Your B2B Marketing Approach

and Increase Profit

The Landscape Has Changed

The latest report from DemandGen shows that the B2B buyer’s journey is only getting more involved.• 53% of buyers report that their time to purchase has increased –

and 80% of those said they are taking more time to research• 43% stated there are more people on the buying committee –

48% of those said there are 1-3 people involved and 35% said there are 4-6

• 52% of B2B buyers surveyed said they viewed 2-4 pieces of content before making a decision, and 28% said they viewed 5-7 pieces

The Internet has changed the B2B business landscape.

If you haven’t adapted your approach to attracting leads, nurturing prospects and making the sale, you’re behind the curve.

Don’t Demand Facetime Up-Front

Let buyers do their own research first

B2B buyers are less likely to pick up the phone and talk to a sales person today. They’d rather do some research up-front before speaking to anyone.

Give them great content so they can learn more about your company and your solutions.

Stop talking about yourself

Your buyer doesn’t care about you. They care about solving their problem

Focus your marketing copy and content on the most important person in the buying equation: the buyer.

Are your blog posts helpful, educational or inspirational – or do they just talk about your offerings? Do you have white papers, case studies or guides that prospects can download to review and share with their colleagues?

Consider the committee

The buying process involves more people than it has in the past.

Make your content relevant to the multiple people that will be making the buying decision.

Consider the various roles (finance, management, technical, etc.). This might involve creating multiple versions of content.

Factor time into your strategy

Buyers now take more time to make a purchasing decision.

Nurturing customer relationships over time is a smart sales move.

Consider content mapping in your marketing strategy. Beginning with where the lead entered the buying path, map out where they will go next, and next after that, and next after that. Then create compelling content for every step of the way.

These are just a few ideas about how you can change your marketing approach to meet buyers where they are today.

But as technology continues to evolve and buying habits continue to change along with it, it’s critical for companies to keep adjusting their strategies. Status quo won’t lead to revenue growth.

Horizon Peak Consultingwww.horizonpeakconsulting.com

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