How Buyers Buy

We talked to 20+ B2B marketers and gathered their thoughts on the Buyer’s Journey to uncover trends and thoughts around the complicated buyer's journey - something that all B2B companies are figuring out.

Carol Meyers sums it up nicely:?

The big questions we asked:

• What can brands do?
• How do brands pivot?
• What do they, themselves, want to see when looking to buy a product or service?

Here are what some of those Marketing leaders had to say about what buyers want

Justine Woo, Senior Customer Marketing Manager, on why peer reviews get people to buy:?

Because of peer-to-peer evaluation and industry benchmarking surveys, case studies are super high on our list. Customers love that because they want to know what their peers are doing. People want to know what others are doing differently.?

Nav Sangha, Director of Demand Generation, explains how people want to be marketed to today:?

These days, people are really sick of calling someone out like “Hey, your competitor is doing this and you’re not, so you’re behind.” I think being more empathetic is a better way to go with outreach. Offering a lot of value without needing something in return.?

Alice Ko, ACC, CPA, CA , Head of Marketing, weighed in on what she’d like to see when searching for a solution:?

Create helpful content that resurfaces a pain point so that it creates a higher sense of urgency. But to be top of mind, marketers need to be fast - so think product click-throughs, short videos, or short-form content.?

95% of buyers?choose the company that provides them with ample content to help navigate through each stage of the process.

BUT as we know, buyers can come in at any stage. Now, marketing has become an important part to educate and nurture buyers along their Lead to Loyalty journey. Buyers want control to feel empowered to make the best decision whether it's with your company or not.

Sean Sandhurst’s bottom line is: Brands need to be there at the right?time?with the right?message?to the right?people?on the right?channel.

Our series Marketing Experts on the Buyer’s Journey hopes to answer all questions and provide more insights on meeting buyers where they are. Stay tuned or subscribe for more!