With the Marketing Symposium/Xpo next week, let’s look at what Gartner is saying about the evolution of B2B, where it stands today and how it is impacting sales and marketers. It isn’t just about your basic ABM anymore. Now with buying teams and buying jobs, it is vital to understand the buying journey and where you need to adjust your efforts in order to stay competitive.
Everyone knows that ABM works and most companies have either implemented an ABM strategy or are looking to implement one. But with so much information out there, readily available, buyers are doing their own research, both on and offline before ever making contact with a potential vendor. In fact, according to Gartner, “when B2B buyers are considering a purchase‚ they spend only 17% of that time meeting with potential suppliers. When buyers are comparing multiple suppliers‚ the amount of time spent with any one sales rep may be only 5% or 6%.” And that buyer will already have an impression of you once they reach out and have more than likely already narrowed down their potential vendor list if not already picked a frontrunner.
Enter the Buying Teams
The B2B buying journey has gotten hard. Gone are the days of one individual making a purchase decision. In Gartner’s article, The New B2B Buying Journey, they reveal that “the typical buying group for a complex B2B solution involves six to 10 decision makers‚ each armed with four or five pieces of information they’ve gathered independently and must deconflict with the group.” And this buying team is trying to complete 6 main buying jobs, all of them being worked in tandem, in order to finalize a purchase.
A Layer Above ABM
It’s your job to know the buyers, their journey, and what is important to them. Don’t just reach each buyer with fluff and ‘we do this’ type of content. Give them functionality, give them tools, give them real examples and answers to their questions. Knowing the buying jobs will help tailor your sales and marketing approach so you can enable your buyer to make a purchase. To highlight this, Gartner research found that “customers who perceived the information they received from suppliers to be helpful in advancing across their buying jobs were 2.8 times more likely to experience a high degree of purchase ease, and three times more likely to buy a bigger deal with less regret.”
Personalize – But Don’t Over Personalize
Personalization goes a long way. Buyers want to see content, tools, and information that speaks to them. But don’t box the other buying jobs out by focusing on one persona. Your content and campaigns should tie the buying team together by supporting each of the buying jobs. And while your product won’t always check every box for every buyer – you can connect them to why your product is the better choice for the whole team and company.
So is your targeting effective? Are you reaching the right buyer at the right time, with the right message? Does your content speak to each persona and buying job? Are your sales and marketing teams aligned and working in parallel to reach and nurture your target accounts? 6sense can help your team level up your ABM strategy by giving you the insights and tools you need to know everything so you can do anything. And we aren’t just hocking our product. Check out our Uncover Demand tool – We’ll deliver a custom report showing you how many accounts are in-market for your solution, provide a firmographic and technographic profile of these accounts and give you a sample list of real accounts in-market.
We want you to head into next week understanding today’s B2B buying journey so you can maximize your time with vendors that will get your Sales and Marketing strategy where it needs to be to accelerate pipeline, prove ROI, and win in today’s B2B buying environment.