Gartner: 7 Buyer Enablement Tips For B2B Sales & Marketing Teams

This is the second part of a two-part series focusing on overcoming challenges in the B2B buyer journey. Check out Part One here.

The Gartner Sales and Marketing Conference 2018, focused on B2B “buyer enablement,” or, “the provision of information that supports the completion of critical buying jobs.”

On Oct. 9, Brent Adamson, distinguished VP, Gartner, outlined buyer enablement challenges. On the customer side, buyers are faced with increasingly complex customer journeys that often involve multiple stakeholders, and plenty of red tape. On the supplier side, vendors struggle with aligning Sales and Marketing teams, and shifting efforts from a linear handoff model to a more integrated process.

The rest of the conference focused practical strategies to help make the buying process easier for both customers and vendors. Here are seven key takeaways:
Identify pain points, and get in front of them

The foundation of buyer enablement is providing customers with the information they need to make decisions quickly and effectively. Vendors are in a unique position here, because they’re able to view buyer journeys from the outside. This gives vendors an opportunity to get in front of potential customer pain points early, and serve as a guide for buyers who may not be aware of potential roadblocks ahead.

“You’re selling this stuff all the time...look at other deals, and what to anticipate,” Adamson said. By providing guidance, you’re making the customer’s journey easier, while eliminating potential headaches that could slow down the sales cycle, too.

“Our intention is to get them to ask questions they wouldn’t necessarily ask on their own,” Adamson said.

Don’t overwhelm with information

Keeping customers informed is the goal, but it has to be done strategically. Flooding your customers with content can make the process more difficult. Focus on delivering content that directly addresses the information they’re looking for. Map out the buyer journey first, and then build a content strategy to support it.

Make resources easily accessible

Customers need a clear path to the information they’re searching for. If buyers can’t find the content they need to validate their decisions, Adamson says, the process can stall. Make sure information is easy to find through both sales and digital channels. Your company website can be a huge asset here.

“Help customers do what they’re on your website to do,” Adamson said. Traditionally, websites were built primarily for brand awareness. By building your website for customer centricity, you can provide a better, more productive experience.

Adamson suggests breaking up your website into sections based on customer type and pain point, with an interface that’s easy to navigate. You also want to “speak in your customer’s language,” which means ditching the jargon. Position yourself as an ally, make the conversation about addressing customer needs, and build education into the buying journey.
“Articulate challenges in...

Read The Full Article

0 Comments Write your comment

    1. Loading...