B2B Marketing & Sales - understanding what your customer wants to know

What Your Customer Wants To Know
Connecting With And Converting B2B Customers
March 2, 2011

“Across industries, the marketing and sellingcontext has changed.
Buyers are behaving differently, they areconnected to more information, earlier in the sales process.
Therefore the work required to make a sale isbecoming more complex.”
>>>Harvard Business Review

Google Has Taught the WorldThat Information Is a Click Away

B2B Buyers Want More InformationAt Each Decision Stage

Kevin Bacon, Facebook & LinkedIn…

…Have Taught Us That We Are Connected

3/4 of IT Buyers Are Using Social Media In The Purchase Process

Tracking Content Engagement Is Teaching Usas they buy complex solutions and services
what B2B customers want to know

It’s Not About You

Buyers Want Different Information At Each Stage of Their Decision Process
Define The Problem
Evaluate Alternatives
Negotiate & Commit

What Buyers Want At Each Decision Stage

Buyers Want Relevant Information

Buyers Want Relevant & Practical Information

Buyers Want You To Listen First!
Understand what they want
Ask questions… …not answers
Help them be heard
Validate their thinking
Don’t be “so damn smart!”
IMAGE SOURCE: http://snapitsalesblog.com/

Buyers Want You To Make Their Decision Easier
First clearly demonstrate that you were listening
Tap the power of 3rd party information
Focus on relevant & practical information
Demonstrate your expertise
Answer their questions

Buyers Want Your Expertise To BeFindable, Useful, Relevant & Easy To Socialize

What Do You Want To Know?
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B2B Marketing & Sales - understanding what your customer wants to know

by BrainRider Knowledge Marketing Group on Mar 04, 2011

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