3 Things Your Prospects Want You To Know (Plus a BONUS)
The prospects have spoken.?Are we listening??Here are 3 Things Your Prospects Want You to Know Now:
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1. It’s about my problem, not your solution:
Too often vendors focus too much on features, functionality, and just how great and how much better their solution is.?But does any of that really matter??If you look at content today it is so focused on these “benefits.”?But its pain points, the problems that prospects are facing that are driving the buys. Make sure you are addressing these pain points in your content and follow-up.
2. I won’t talk to you until I am ready:
A recent Activate State of Demand Gen survey shows that 80% of B2B Tech buyers don’t talk to sales until they have created a shortlist.?If that is the case, your focus needs to be getting in front of these people at the beginning and during the research process.?Are you doing that??How much share of voice are you getting??You need to be in front with a constant stream of great content or you will be forgotten at shortlist time.
3. I am sold, the rest of the team is not:
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Sales understands that tech buys, especially large enterprise ones are made by committees, not an individual.?Yet we still see marketing teams limit the number of contacts they receive from accounts with their campaigns.?It is almost as if they are trying to stay off a shortlist.?If the average buying team is 7-15 and they are reading an average of up to 20 pieces of content each, why would you limit the number of contacts at all, never mind at 2-3??That limiting of contacts could be the difference between a company taking a call from sales and them not bothering because too many from the buying team don’t know how you can help them solve their pain points.
*BONUS:???I Don’t Follow Your Sales Cadence:
We must remember that buyers have delays and stops to projects just like everyone else.?Often sales forgets or stops following up on leads because they complete their sales cadences or they don’t think they are interested because they haven’t heard back.?But as we all know, budgets get delayed, changes occur, teams change, so its always a good idea to encourage sales to go back to these leads.
By the way, speaking of pain points and buying committees...?Activate has just launched a new Pipeline Builder program that is unlike anything we have ever done that targets buyer pain points and uncovers buying committees.?Happy to show you how it works and why people are thrilled.?Just IM me here and I can fill you in. Thanks!?John
B2B Marketing Enthusiast | Amateur Chef | Husband | Father
1 年Absolutely John Taranto! With B2B buyers behaving more like B2C consumers when making an investment, think about the last time you purchased a car. The exact logic applies. 1. What problems were you looking to solve? Gas mileage, safety, room for the family, etc? Sure that 15" LED in-dash display or rear heated seats are nice to have (features), but did they really play a role in your decision? 2. Whether Ford Motor Company, Nissan Motor Corporation, or Maserati you had an idea of the makes and models before even leaving your house. You consumed a ton of content and performed countless Google searches. 3. The buying committee is substantially smaller here, but I'm sure your partner would not be thrilled if you came home with a 500 HP convertible or a mini-van. *Bonus* - there's usually a little bit of wiggle room on the budget ;)