B2B buyers secure their decisions by adding different types of professionals from their teams to buying groups , regardless of their roles, teams, and locations. Each stakeholder brings to the table different concerns, priorities, and individual opinions, making the buying process extremely eventful as they struggle to reach consensus on the solution that works for everyone. They have to negotiate. And that’s never easy.
The buyer's journey is anything but a straight line from start to finish . The customer's buying journey was once illustrated as a linear process where prospects progressed step by step to become customers. This business school model is now outdated.
Gartner research has shown that almost all B2B purchasing tasks tend to cluster into six distinct jobs that buyers must perform in order to successfully complete an actual purchase. These six jobs do not unfold in a linear, predictable fashion. Customers engage in what we might call a loop in a typical B2B purchase, going through each of those six purchasing jobs at least once each.
For this reason, it is extremely important to croatian email list accompany customers in an automated way throughout their process with tools capable of detecting what they are doing at any given moment, whether they are looking for more information or whether they are lost . If this 'chasing the customer until they close' is left only in the hands of a professional and their talent and old-school methods, it is likely that many sales will never be closed.
Customers look for useful information everywhere
Customers are equally open to receiving useful information through face-to-face or digital channels. Why do they prefer to search for it themselves on the Internet ? Convenience and a clear rejection of the jargon and tactics of old-school salespeople . Customers are channel-agnostic, seeking out the information they need to feel confident in their decisions.
It's about creating an ecosystem of high-quality information and tools that ensure buyers move easily through the purchasing process.
In addition to being aware of these changes that have already occurred in B2B marketing , at Bannister Global we believe that you have to offer relevant and coherent information at every opportunity you have to have contact with a potential buyer. And when is that? Well, at all times.
