B2B Buying Behaviors Have Changed, What Are You Going To Do About It?
We’d like to share with you our knowledge of how customers make software buying decisions. If you’d like to learn about changes in B2B buying behaviors and find out how to leverage the web to drive more and improved lead flow, then it’s worth 45 minutes of your time to watch this free, on-demand webinar from PartnerWorks.
If you’re not convinced that it’s in your best interest to watch this webinar, keep reading…
B2B buying behaviors have changed in the last 10 years; if your approach to sales hasn’t been adapted to keep up with the shift in buying mentality, then your business may be suffering as a result. It may sound simple, but the truth is, one of the best things you can do to succeed is enhance your relationships with your buyers.
Ask yourself these questions:
- Do you truly understand how your buyers think and act?
- Are you capturing your buyers early in the buying phase and educating them about your products?
- Are you able to maintain a relationship with buyers if they are not ready to purchase yet?
- Is your messaging consistent between Marketing and Sales so that your buyers don’t get confused?
If you answered ‘no’ to any one of these, or even if you’re not 100% sure that it’s a ‘yes’, then there is room for improvement. Don’t leave it to chance, hope is not a strategy!
There was once a time when buyers engaged in a conversation with suppliers at the beginning of their buying phase, when they were looking for information about how your product could meet their needs. Now you don’t always get to speak for yourself right from the start. Buyers come to you knowing exactly what they want and they’ve already determined how your product matches their requirements.
When a buyer’s research phase begins they turn primarily to the internet to get their questions answered. They want to know about what you can do for them, but they’re not planning on picking up the phone anytime soon. You need to give them what they’re searching for, but first, they need to find you.
Have you optimized your online processes?
The first thing to help you get noticed by buyers is to identify and select the right keywords for what you are selling.
- Find “Pain based” and “Pain Solution based” keywords
- Use PPC to get instant traffic
- Use SEO and Link Building to improve organic rankings
- Use Remarketing campaigns to re-capture visitors
To keep buyers interested in your offering you need to select the right offers to display on your site.
- Develop vertical specific, informative content
- Use forms that require registration
When you have their attention, qualify the lead! Implement lead scoring to identify sales-ready leads so that you don’t miss an opportunity. If a buyer is not ready to make a purchase, don’t let them get away. Chances are they are early in the buying phase and gathering the information that will help them make a decision at a later date. Provide them with the information that they are searching for by nurturing your leads. Develop automatically triggered marketing campaigns to send your leads resources.
If you’re convinced that your business can do better but don’t know where to begin, your next step is to consider a Mini-Review of your website.
The review should identify:
- If your website is targeting “Early Buyers”
- If you are set up to capture “Early Buyers”
- The effectiveness of your nurture process
- Recommendations to streamline your processes and improve your lead flow
Another noteworthy step is to explore your internal procedures. If communications break down between departments, your bottom line can suffer. Determine if your marketing to sales hand-off is efficient and if the messaging is aligned. Buyers receive more information than ever before; your organization does not want to create frustrations where they need not be.
Watch the ‘Know Your Buyers, Grow Your Leads’ webinar to get more information about how buying behaviors have changed and how you can make this shift work in your favor.
Contact Enzo DiMichele at any time through email firstname.lastname@example.org or call 604.617.6767 to find out how PartnerWorks can help your business grow its leads.