The Challenge: The traditional buyer’s journey has been disrupted by the “zero moment of truth”- this is where your prospects are researching buying decisions and having conversations about your products, whether you are aware of them or not.
According to an Accenture study, 94% of B2B buyers conduct online research at some point in the buying process. And according to Forrester, 59% of buyers prefer to do research online of interacting with a sales rep because the rep pushes a sales agenda rather than helps solve a problem.
The Solution: Reach your prospects online and provide the information they need at each stage in the buying process. When utilizing technology like marketing automation, you will be able to capture lead data and better understand your prospects’ needs and interests, and know the right time to reach out to them.
Buyer personas are fictional, generalized representations of your ideal customers. They help you understand your customers (and prospects) better and make it easier for you to tailor content to the specific needs, behaviors, and concerns of different types of buyers. As we saw from the Accenture and Forrester studies above if over 50% of your prospects are moving through their buyer’s journey online, how can you ensure they choose you over your competition?
Researching your prospects, through interviews and external sources, gives us all the details you need to know: exactly what information prospects want and how they want to receive it. Once we’ve done the research, we use personas to bring it to life and better illustrate your target audience.
Throughout the buyer’s journey, prospects need information to make informed buying decisions. The sales process today has changed, with more buyers gathering most of the information they need online, before ever talking with a sales professional.
Marketing automation can help your sales enablement strategy, by delivering the right messages at the right time. Kadence Digital strengthens marketing automation customers’ return on investment by generating more quality leads and executing programs to nurture them through the purchasing process.
