CMOs can update their digital strategies to empower customers with seamless buying experiences including self-serve systems
Historically, B2B buying experiences have always been complex. With increasingly advanced technological solutions hitting the markets, budget and efficient decisions are critical. According to a Harvard Business Review survey, executives used the words awful, painful, and frustrating to describe solution purchases. Experts reckon the process can get a little easier if CMOs initially invest in developing a good buying strategy.
A Gartner report indicates that B2B buyer interaction with the sales team is only 17 percent. This crucial process is handled by the marketers. While social media and other digital channels have become an important element in enhancing buyer experiences, the same medium can help marketers showcase on-demand demonstrations and free trials. It will allow customers to explore the product or service in their own time.
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Although many industry leaders believe that virtual events lack the incentives that an in-location tradeshow can offer, the event technology has exceeded expectations. Emerging as a powerful tool, CMOs can create more accessible content for buyers and not rely on simple marketing through virtual conferences. According to IPSOS research, 74 percent of marketers claim that virtual events can guarantee equal ROI as offline events.
Several companies have begun to leverage B2C marketing campaigns since the increased popularity of social media and e-commerce. Experts recommend marketing leaders look at B2C buying techniques as well. Enterprise purchases need more transparent buying methods. One-click purchases are not the only method to achieve targets. In fact, they might be less effective. A McKinsey report states the buying process in supplier websites is frustrating as it is time-consuming, may hold technical glitches, and gets difficult to browse through the array of products.
To appear on high-intent search engine results, marketing on websites require additional attention and work. Apart from SEO optimization, a process that many brands overlook is the quality of content. It needs to educate, inform and build trust through words, statistics, customer reviews, and service demonstrations.
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Sales calls and sales cycles are not agreeable with most customers. They find good marketing strategies just as effective to make purchase decisions. A self-serve experience is a recent trend among B2B brands and customers. A seamless self-serve process puts the buyer in control and customer satisfaction becomes a natural progression. A 2020 McKinsey study revealed that over 75 percent of buyers and sellers prefer digital self-serve and remote engagement over direct conversations. Seventy percent of B2B executive leaders are beginning to create fully self-serve processes with an excess of $50,000.
It is important that CMOs upgrade their digital strategies to empower buyers. Today, content marketing with digital technology plays a bigger role than sales calls. Efficiency and transparency are two factors that need to run through every digital strategy. Embracing these in the buying processes in every customer journey is the key to effective digital buyer strategies.
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