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As buyers become more and more blind to marketing
communications, how can you make the information they do
see influential...
Matching relevant content with
the buying cycle
76% of B2B buyers search for content that is relevant to help
them make an...
It’s fair to admit that most marketing activity and budget is
invested in generating leads and brand awareness. But what
a...
Although us marketers are creating relevant content and
delivering personalised communications, many B2B buying
experience...
98% OF B2B WEB VISITORS
DON'T ENQUIRE...
...WE TELL YOU
WHO THEY ARE!
Uncover your anonymous
website visitors
About Lead F...
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Lead Forensics Guide: 3 steps to connecting with the B2B buyer

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Connecting with B2B buyers has never been more difficult. They’re becoming blind to our B2B marketing communications and more clued up than ever before. Here’s how to face this problem head on, making an impact on your buyers and generating plenty of new business opportunities.

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Lead Forensics Guide: 3 steps to connecting with the B2B buyer

  1. 1. As buyers become more and more blind to marketing communications, how can you make the information they do see influential to their decision making process? Changes in buyer behaviours continue to evolve as new social technologies are introduced. Plus, buyers are thoroughly researching your business to validate your offering – but as the freedom of online opinion grows, are you losing control? Take our 3 step guide to connecting with the B2B buyer to create a formula that works not just for you, but for your prospects too. Match relevant content with your buying cycle1 Impact the buying cycle with effective lead nurturing Get personal and close the sale Connecting With The B2B Buyer Follow our 3 step guide to 2 3 Follow us for more B2B marketing and lead generation tips www.leadforensics.com
  2. 2. Matching relevant content with the buying cycle 76% of B2B buyers search for content that is relevant to help them make an informed decision about a product or service, so it’s crucial that your brand is positioned as a thought leader in your space to avoid any competitive threats. But before you flood your blog and twitter page with content that you think will influence their decision making process, do you really know what makes your buyers tick? Mapping out the buyer journey from brand awareness to conversion and their information needs at each stage will allow you to really understand what content will have impact. Overlaying a content plan according to these needs is guaranteed to inform, educate and in turn influence the decision making process. And when 61% of buyers agree that the winning vendor delivered a better mix of content appropriate for each stage of the purchasing process, it’s essential that you come up top against your competitors. “Using Lead Forensics tells us who is interested in certain types of content, that has helped us get smarter about what we spend time creating. “ Kristen Brewe, Start-Up Specialist Awareness: Identifying the need 3rd party communications and external blogs: Relevant and educational industry reports and statistics that support your product offering. Exploration: Considering a solution Video and product fact sheets: Informative and digestible product overviews that clearly communicate the product benefits Decision making: Comparing providers Client proof: Case studies, quotes and proven results from clients and industry leaders that give them a reason to believe. Purchase: Delivering ROI How to guides: Valuable guides and tip sheets that offer advice on delivering results from your product or service Advocacy: Maintaining interest Insider updates: Engage with your clients by feeding bespoke content according to their needs, in turn encouraging advocacy and renewal £ 3 Steps To Connecting With The B2B BuyerStep #1 www.leadforensics.com
  3. 3. It’s fair to admit that most marketing activity and budget is invested in generating leads and brand awareness. But what about those prospects are not ready to buy right now? It’s critical to effectively nurture these prospects and convert them sooner. And when research shows that companies that excel at lead nurturing generate 50% more sales-ready leads with a 33% reduction in costs, turning a “not right now” into a sale will dramatically improve the bottom line. By carefully matching your marketing activity with each stage of the buying process, you’ll be able to influence decision makers more effectively. The key is to build relationships with buyers through timely and relevant touch points, using various channels such as email marketing, social media and telemarketing. Up to 50% of sales go to the vendor that responds first, so you can even further accelerate your lead nurturing activity by reacting to buyer’s online behaviour in real-time. Lead Forensics alerts clients when a business has visited their website, plus tells them what they were searching for and what they looked at. Use this intelligence to provide these prospects with informative and persuasive information that enhances their research process and makes it easier for them to choose you over a competitor. Step #2 Impact the buying cycle with effective lead nurturing 3 Steps To Connecting With The B2B Buyer www.leadforensics.com +50% more sales ready leads
  4. 4. Although us marketers are creating relevant content and delivering personalised communications, many B2B buying experiences can still feel automated. And when Forbes reports that 70% of B2B buyers rated how vendors engaged with them as more impactful than what they were actually selling, there’s no better time to get personal. Author Maya Angelou said: “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Touching upon buyers goals, both personally and professionally, can be the start of a human experience that increases the perception of your brand - naturally. If you can successfully create a positive emotion using innovative content and communications based on comprehensive buyer personas, you’ll have the power to influence across every stage of the buying journey. When it comes to closing the sale, buyers are hungry for reassurance that they are making the right decision, and when 70% trust the opinions of unknown users, it’s critical they are served shining and honest reviews. Give your top rated clients a reason to share their success stories on your social media pages, and post case studies and video testimonials that do the talking for you. Step #3 Get personal with the buyer and close the sale 3 Steps To Connecting With The B2B Buyer www.leadforensics.com 70% rate vendor engagement as impactful People will never forget how you made them feel “ “ “Lead Forensics allows us to go beyond standard analytics and understand who our customers are, their preferences and their buying behaviour. “ Andrew Nicholson (B2B Marketer of the year ’11), Sodexo Prestige,
  5. 5. 98% OF B2B WEB VISITORS DON'T ENQUIRE... ...WE TELL YOU WHO THEY ARE! Uncover your anonymous website visitors About Lead Forensics Identify the businesses that visit your website but don't enquire. Access full information about those businesses including their business name and contact details. Action leads before your competitors Gain the competitive advantage with real time alerts when businesses of interest visit your site, and automatically assign leads to your sales team to action immediately. Understand your prospects online journey Track the end to end journey of the businesses visiting your website, so you can gain insight into what they are interested in. Arrange a free demo and start your free trial today. Call 0207 206 7293 Turn your anonymous website visitors into sales leads, convert new business opportunities before your competitiors and increase your online ROI.

Connecting with B2B buyers has never been more difficult. They’re becoming blind to our B2B marketing communications and more clued up than ever before. Here’s how to face this problem head on, making an impact on your buyers and generating plenty of new business opportunities.

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