The B2B Buying Journey: Key Stages and How to Optimize Them
source link: https://www.gartner.com/en/sales/insights/b2b-buying-journey
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Create a B2B buying journey that drives more profitable purchase decisions
Our research reveals that 75% of B2B buyers prefer a rep-free sales experience. But self-service digital purchases are far more likely to result in purchase regret. Sales and marketing must be able to identify the right mix of digital and human interaction to drive profitable purchase decisions. This eBook shares:
Why a hybrid approach is critical to client success
Where to leverage the best of both digital and human selling
How to adapt your strategy to close high-quality deals
Navigate successfully through the evolving B2B buying journey
Complex buying processes, organizational disruption and uncertainty can hinder buyers’ ability to realize value. Top sales and marketing teams navigate successfully by taking these critical actions.
- Underscore Buyer Value
- Tailor Sales Engagement
- Enable Confident Buying
Frame and affirm solution value across the digital buying journey
In an increasingly complex customer journey, marketing teams play a key role in helping to move buyers toward confidence and clarity. Successful organizations make the most of digital supplier interactions to create digital value through websites, owned social media, email and other channels.
Marketing organizations can frame value for buyers by integrating digital content aligned to buyer objectives. Digital interactions that frame value often include these types of elements:
Copy that is grounded in buyer needs, not product capabilities
Peer benchmarking and other data that piques buyers’ interest in third-party perspectives
Opportunities to dig deeper into educational content
- Simple, intuitive digital experiences native to the channel
Marketing organizations can help affirm value for buyers by offering online, interactive tools (e.g., cost calculators, product selection tools, product visualizers, ratings and reviews) that enable buyers to engage with the brand and validate the many decisions they must make across the broader buying journey. Value-affirming interactions should accomplish one or more of the following:
Signal that your brand fully understands buyer needs (e.g., by including menus, categories and criteria specific to their business).
Help buyers quantify the benefits of a product/service for their organization (e.g., including solution performance data and other details).
Help buyers feel confident and in control of the purchase decision (e.g., by providing a choice of tailored recommendations based on their input and criteria).
Help buyers advance to the next step in their purchase process with clear calls to action.
Drive stronger performance on your mission-critical priorities.
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