This month, we’re focusing largely on research from a company’s point of view, but data has also impacted the B2B sales cycle from the customer’s point of view. Demand Gen Report recently released a study, “The 2014 B2B Buyer Landscape,” that confirms the increasingly complex nature of the B2B buying cycle. In fact, they report that 58 percent of B2B buyers spent more time researching purchases this year than last.
That statistic serves as a call for companies–and their marketing teams–to stay one step ahead of their prospects. They must find ways to engage customers who consult online peers and don’t want to waste time with sales representatives discussing questions they believe they can answer themselves. Today’s prospects think they know what they want, and they don’t always want input from a member of your sales team. The challenge is finding a way to give it to them anyway.
Out-of-date websites–especially if they aren’t optimized for mobile–are the easiest way to lose prospects. Your website should be developed with content that drives leads down the funnel, and it should be as modern and engaging as possible. If you’re wondering what content will resonate, take a look at your customer data to find out. While case studies and client testimonials have a place on your site, be sure to leave the customer wanting more. When a few questions remain, the chances of getting leads on a phone call or in a face-to-face meeting grow stronger.
Many B2B companies who are thriving in the digital age have embraced a social business model. Employees and sales representatives are empowered to be brand advocates on social media, and the result is increased sales and a stronger community. When a team takes this approach, a lead doesn’t have to look far at all to find someone to answer their questions. In fact, the sheer strength in social brand numbers often convinces prospects of your product’s worth, providing an impressive level of intangible support to your marketing initiatives.
If you’ve built a strong social community for your brand, it’s important to capitalize on it. Use social channels to urge your prospects down the funnel and closer to sale. Wondering how to do it? Engage in two-way conversations, ask questions and be human. Ask your sales representatives to do the same. Create a community that potential customers are excited to join, and make it obvious that they should be your next member by engaging in everyday, helpful conversations.
Photo Credit: Janeandd via Flickr Creative Commons
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