How to Resonate with Your Buyers

As the B2B buying journey continues to be shaped by uncertainty and complexity, standing out from the competition requires delivering a seamless brand-to-brand experience.

Defensive buying groups complete the majority of their decision making independently before reaching out to their preferred vendor (almost 70% of the way through their buying process).

The sheer amount of work on the buyers' side (often in the dark funnel) only heightens the risk of buyers dropping out of the funnel, or never progressing from the awareness stage.

So, how can organizations win this secret race?

The onus is on revenue teams to unify strategies to better serve buyers and maintain their interest to achieve lasting demand success.

This month's Beacon shares resources centered on engaing buyers and securing long-term value—over reactive strategies that ultimately result in lower quality and greater churn.

As buyers navigate through their buyer's journey and explore the multitude of options available to them, buyer drop-off (also known as ghosting) is inevitable—but avoidable.

Misalignment with buyer needs, complexity, risk, and irrelevant experiences are all significant contributors to buyer drop-off.

Investigating key drivers of buyer drop-off and identifying sticking points in your buying journey is essential for activating critical optimizations to tackle this issue. This can include adjustments to marketing, sales, and nurturing strategies to deliver a better buyer experience.

In our latest article, we address the reasons for ghosting, and present solutions for tackling this issue.

Read now for strategies on how to stop your buyers from ghosting you.

The first vendor B2B buyers make contact with is who they conduct their business with (84% of the time). This is done via a primary stakeholder—and often from the dark funnel.

This prospect enters the buying process with a wealth of information curated from their buying group, supported with their own research aligned with their specific needs.

Engaging influential buying group members early in the buying journey is, therefore, crucial for securing this contact and the prioritization of your solution over others.

Our article breaks down the DNA of buying groups by each persona, the funnel stages they are involved in, and their unique role in influencing final purchase decisions.

Read to gain targeted strategies for engaging each buying group member.

Given the critical need to effectively support and enable buyers, adopting client centricity is no longer a "nice to have," but rather a necessity.

Client centricity is more than a strategy, it is a culture and business practice that is centered on delivering a positive and personalized client experience across the entirety of the buyer's journey.

Successfully implementing client centricity can not only improve retention and client expansion opportunities, but also build lasting loyalty and adovocacy—both powerful tools for driving growth into new accounts.

To help you activate your own client-centric strategies, our article breaks down the core elements of client centricity, and how to leverage them to address your buyer's needs.

Read the article now to explore our 7-step framework for adopting client centricity.

The complexity of the B2B buying process can be overwhelming for marketing and sales professionals looking to meet quota and source valuable opportunities for growth.

However, this is precisely why lead lists must not be considered as the sole replacement for crafting detailed buyer experiences with demand generation—that buyers have come to expect.

While generating a high volume of leads is often tied into immediate goals for revenue teams, lead quality is essential for delivering strategic business value and supporting reliable revenue streams.

Our article analyses the capabilities of lead lists compared to demand generation, and how they often fail to deliver ROI.

Read to explore strategies on how to achieve growth goals with demand generation.

We are proud to announce that INFUSE has been honored with the 2025 TrustRadius Buyer's Choice Award!

This is a testament to the positive feedback and high ratings from our clients, reflecting their trust in our demand generation solutions.

A heartfelt thank you to our clients for their unwavering support and to the INFUSE team for their hard work!

Thank you for reading!

We hope that this month's Beacon helps you to develop and action strategies for attracting and retaining buyers.

You can find more content on how to navigate B2B buyer behavior and preferences on our Insights page.

See you next month,

The Content Team