When it comes to B2B marketing, an integral approach to sales operations and content management is buyer enablement.
In this digital era, buying a B2B service is no longer a linear activity from the merchant or customer perspective. A marketing process focused on swiftly moving prospects for the end-sales neglects the complexity of the non-linear reality for B2B buying.
Basically, the typical tasks required to be done often overwhelm the buyers with a lot of information. At times, this even sets up purchase regret too in their mind. As per experts, in the past few years, marketers have somewhat failed to realize the tactical details needed to lessen buyers’ pain points.
Gartner indicates that virtually every B2B buying process involves around six specific jobs for the consumers to satisfy, ultimately completing a complex purchase. The method includes problem finding, solution analysis, supplier selection, requirements building, validation, as well as consensus creation.
For buyers, purchasing ease has a strong impact since many buying jobs are visited throughout this journey. This non-linear looping from one function to another depicts that buyers value those suppliers who make the buying journey more comfortable to navigate.
In fact, the flexibility of purchase has an essential impact on the value that buyers perceive alongside regret. Thus, it is no secret that the high levels of regret can significantly lower customer loyalty, cutting down on the chances of customers advocating for a brand.
Researchers from Gartner noted that people who engage with the buyer enablement content are most likely to crack a high-quality purchase – three times more than the ones who don’t have such content support. Nearly 30% of the B2B buying journey learning is from the details the buyer is allowed to access.
Consumers who do not prefer digital channels and sellers, want the right information to finalize their deal. Thus, it is safe to assume that information makes the purchase process more flexible instead of individuals. As a result, it is essential to focus on the efforts of content marketers – via white papers, leadership articles, videos, etc.
Clearly, buyer enablement content is a powerful tool – specially designed to ease the buying complexities for commercial teams. In bigger organizations, CMOs rebalance the content efforts while deploying information that supports the buyers to buy, including practical supports and prescriptive advice.