quarantining and lockdowns, although seem to be a temporary move, has disrupted business working during the pandemic, and is now expected to stay here. Over the time the buyer’s journey becomes increasingly more complex, and it emphasizes the importance of expanding the horizons beyond traditional marketing to pick up on the digital insights that buyers are putting out there. During this new era, traditional practices including buyer personas or wide-cast prospecting lack the context needed to fully grasp a buying team’s needs. B2B marketers are better equipped to address the true needs of customers in 2021 if they are tap into the real buyer activity.
Buyer Activity that Matters:
Buyer activity is significantly important to reap the growth in the B2B marketing. Around 70% of the buyer’s journey is complete before they even reach out to sales. Those sellers working cold leads and marketers who are blindly writing content will struggle to find success in their efforts because all the key details are missing there. Customer experience experts believe that customers leave their footprint everywhere and never let that data go waste.
Also Read: How CMOs can build productive sales enablement teams
buyers will not only be expecting personalization that behavioral data can provide, they will require it as the lines between B2B and B2C continue to blur. The sales intelligence and the right data both are necessary for a good deal to convert.
Buyers trust is earned:
When it comes to staying connected to buyers, embracing the shift to digital is only half the battle. Sellers still need to establish trust with the humans they are trying to sell to or it’ll be hard to break through and be heard. Sellers that take a consultative approach and demonstrate knowledge of a prospect’s buying team, industry and pain points, are better suited to establish productive-long-term relationships. Sellers continuously expect buyer insights to be in a position to provide the highly personalized and meaningful connections buyers are after. This kind of information can be beneficial for the marketers too. They can align content and messaging with their buying journey following the more contexts they have available.
Also Read: Powering Up ROI with Process Intent
Buyer Intent Insights Piece Together Everything
During the past year’s digital transformation, companies across the globe have received the significant push that they needed to advance on innovation and get more in tune with buyers and prospective buyers. Marketers have been seen focusing on deriving insights from the ‘real’ buyers. In the absence of in-person events, utilizing behavioral data has enabled sellers to not only understand what buyers are up to, but also what they need beyond that.
Companies will be better equipped to put pieces of the puzzle together in a way that surpasses the capabilities of traditional sales and marketing efforts if they zero-in on buyer activity for intent insights and trends.
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