Optimize B2B Buyer's Journey

Contributors

@paul-boag


Business Benefits

Improve and shorten sales cycles by adapting touchpoints to deliver a better user experience.


List the pain points your product or service addresses.

You can identify these pain points through:

  • Speaking to customer-facing staff such as customer support teams or sales.
  • Looking at the terms people search on.
  • Analyzing social media mentions of your product area.
  • Carrying our surveys with users.

Share how your product helps or addresses user pain points through your digital channels.

For example:

  • Blog posts
  • Social media.
  • YouTube videos.
  • Webinars.
  • Email campaigns.

Ensure these channels drive users to a landing page on your product or service.

On the landing page, ask users for personal data in return for a lead magnet related to your product, that helps address their pain point.

If users are not ready to buy on your landing page, we need to establish a relationship that nurtures them over time. To do that, we need their email address. To gain their personal information, offer them something in return that addresses their pain points. For example, if you are selling a fitness app, you might offer them a short video course on fitness techniques, in return for their personal information.

Collect their name, email, and a small amount of information to allow you to segment your audience based on interest. Do not ask for too much information. The more you ask, the fewer people will respond. Add that data to your CRM. The gathered data will help you personalize your marketing messages to help progress through the buyer’s journey.

Segment the audience inside your CRM using the information you collect with forms.

How you segment will depend on your product. For example, you may segment by job title, sector, or interest. Segment around different approaches to messaging. For example, if you would speak to one type of audience differently from another, then segment based on those types.

Schedule automated emails to be sent after a prospect interacts with your brand. Suggest further steps recipients can take.

For example, you should send a thank you email right after the website visitor agreed to share personal information with you. In this first email, you can also open a conversation by suggesting content on your website similar to what the prospect has already downloaded, or by inviting them to subscribe to a newsletter.

Create content for each stage of the buyer’s journey, and make sure every segment of your audience receives only the information that is relevant to their history with your brand.

For example, a person in the awareness stage appreciates a series of informative blog posts, while a prospect in the consideration stage will find a webinar more valuable. The same way someone in the decision stage is more likely to buy after having received a free trial or consultation. Market your decision-stage content to the prospects who have been moving through the funnel.