Winning in the dark funnel: Navigating the hidden 70% of the B2B buyer journey

Do you ever feel like you're always a step behind your buyers, trying to catch up in a race where the finish line keeps moving?

You're not alone.

In today's B2B landscape, B2B buyers are more independent than ever, making decisions long before we even know they're interested. The reality is B2B buyers are completing a significant portion of their purchasing decisions long before they reach out to us. But rather than being left in the dark, let's explore how we can illuminate this hidden journey and meet our B2B buyers where they are.

The invisible journey: A new reality

Imagine hosting a dinner party where your guests have already eaten before arriving. Awkward, right?

That's what's happening in B2B sales today. B2B buyers are feasting on information—researching, comparing, and shortlisting vendors—all before knocking on your door.

According to 6sense's 2023 Buyer Experience Report , buyers are 70% of the way through their buying cycle before they first contact a vendor. That's nearly eight months into an average 11-month buying process!

But why does this matter?

Buyers are self-educating: With a wealth of information at their fingertips, B2B buyers conduct extensive research, compare options, and form opinions without direct interaction from vendors. However, B2B buyers’ appetite for digital commerce often exceeds their ability to make successful purchases online (Gartner, 2023). This presents a unique challenge: while B2B buyers are eager to engage digitally, they may struggle to navigate the complexity of their purchasing needs without proper guidance.

Digital channels dominate: Gartner predicts that by 2025, 80% of B2B sales interactions will occur in digital channels (Gartner, 2020). B2B buyers leverage online resources, peer reviews, and social media to guide their decisions. However, most B2B buyers interact with digital commerce and sales reps in ways that erode commercial value (Gartner, 2023). This means that simply having a digital presence isn't enough; the quality and structure of these interactions are crucial for maintaining buyer confidence and achieving successful outcomes.

Buyers control the engagement

• 83% of buyers initiate the first contact with vendors (6sense, 2023 ).
• 44% of millennials prefer no sales rep interaction in a B2B purchase setting (Gartner, 2020 ).

This shift means traditional outreach methods may not resonate as they once did. B2B buyers reach out when they're ready, often after narrowing down their options. Instead of pushing for early engagement, we should focus on building a presence that attracts B2B buyers organically. By creating valuable content and engaging in thought leadership, we become helpful resources they can count on when ready. We call this buyer enablement !

When B2B buyers experience a self-reflective learning path—they are 147% more likely to spend more than originally planned. Progressive learning makes buyers more confident in their decision-making and ultimately leads to different, more ambitious choices (Gartner, 2023).

Pre-established requirements and preferences

By the time B2B buyers reach out:

• 78% have their requirements completely set or only slightly change them after initial vendor contact (6sense, 2023 ).
• 84% reach out first to the vendor they ultimately select (6sense, 2023 ).

Moreover, with an average of nine or more stakeholders involved in a B2B purchase—sometimes up to 20 (Gartner, 2024)—the decision-making process is complex and well underway before we enter the picture. Our role is to understand that B2B buyers have done their homework, allowing us to focus on reinforcing their decisions, providing the exact information they need, and addressing any lingering concerns.

Addressing Conflicting Insights

While 6sense emphasizes the importance of early engagement through intent data, Gartner points out that most digital and human-led interactions currently erode commercial value. This discrepancy suggests that not all digital engagements are created equal. It’s not just about being present digitally, but about how you engage—ensuring that interactions are meaningful and enhance the buyer’s understanding rather than just facilitating a transaction.

So, how do we become part of their initial journey without being intrusive, but still providing a meaningful interaction?

Practical steps to engage B2B buyers early

Enhance your digital presence

Your online footprint is often the first point of contact. Here's how to optimize it:

• SEO: Ensure your website and content rank well for keywords relevant to your industry. Tools like Ahrefs or SEMrush can help identify these keywords.
• Informative website content: Provide detailed information about your products or services, including use cases, FAQs, and technical specifications.
• Educational resources: Create a library of whitepapers, eBooks, and case studies that address common pain points in your industry.

Leverage thought leadership and content marketing

Position yourself as an authority in your field:

• Short form video: Share insights on industry trends, challenges, and solutions.
• Guest posts and articles: Contribute to reputable industry publications or websites.
• Podcasts and Webinars: Host discussions on topics that matter to your audience and upload them to YouTube music for greater access to users and better analytics .

Tip: Read more about content marketing and thought leadership in our e-book: Next-Level B2B Content Marketing

Topics to consider:

• For manufacturing firms: "Implementing Industry 4.0: Steps to Modernize Your Production Line"
• For financial services: "Navigating Regulatory Changes in 2024: What CFOs Need to Know"
• For an IT solutions provider: "Cybersecurity Best Practices in Hybrid Work Environments."

Tip: Don’t consider yourself a thought leader? No problem! Document your learning journey, bring people along with you as you find your way.

Participate in industry communities and forums

Engage where your B2B buyers are:

• LinkedIn groups: Join and contribute to groups relevant to your industry.
• Industry-specific forums: Participate in discussions, answer questions, and provide valuable input.
• Online events and conferences: Attend virtual conferences or webinars to network and share knowledge.
• Social listening: Use platforms like Reddit and Answerthepublic to better understand your target audience.

Action step: Identify at least three online communities where your target B2B buyers are active and commit to regular participation.

Utilize intent data and analytics

Understanding B2B buyer behavior can inform your outreach strategy:

• Implement analytics tools: Use platforms like Google Analytics or Hotjar to track website visitor behavior.
• Monitor engagement metrics: Identify which content pieces are most popular and adjust your strategy accordingly.
• Adopt intent data platforms: Tools like Demandbase and CommonRoom can help identify when potential buyers are researching solutions like yours.

Action step: Set up regular reports to monitor key metrics and adjust your content strategy based on what's resonating with your audience.

Personalize your outreach

When buyers do engage, make sure your response is timely and tailored:

• Use CRM systems effectively: Tools like Salesforce can help track interactions and preferences.
• Segment your audience: Group contacts based on industry, behavior, or interests to deliver more relevant content.
• Automate where appropriate: Use go-to-market automation tools like Apollo to send personalized follow-ups or nurture campaigns.

Action step: Review your current outreach processes and identify opportunities for personalization.

Tools to explore:

• Common Room : To capture and act on buying signals across digital touchpoints.
• Funnel.io : For consolidating marketing and sales data into actionable dashboards.
• Demandbase : For account-based marketing and identifying high-value prospects.
• Hotjar : To understand user behavior on your website through heatmaps and session recordings.

Moving forward together

Understanding that B2B buyers are making decisions independently empowers us to adapt our strategies. By understanding your stakeholders, the buyer personas as well as their buyer journeys , we can enhance our digital presence. By enhancing our digital presence, participating in industry conversations, leveraging data, and creating multithreaded engagements, we can become a valuable resource for B2B buyers—even before they reach out.

Questions to consider:

• How can you tailor your content strategy to align with your B2B buyers' research habits?
• What online communities are your potential customers engaging in, and how can you contribute meaningfully?

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Let’s connect and share

I'd love to hear your experiences or any strategies that have worked for you. Let's continue this conversation—feel free to share your thoughts or reach out directly . If you're in the Amsterdam area and you're leading a marketing, sales or revenue team and would like to gain even more insights, join B2B Marketing Forum Europe on November 20th 2024 for an in person event with speakers from Spotonvision , Salesforce and Nationale Vacaturebank

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In conclusion

Navigating the hidden 70% of the B2B buyer journey doesn't have to be daunting. By proactively enhancing our digital presence leveraging thought leadership, engaging in online communities, utilizing intent data, and personalizing outreach, we can effectively meet B2B buyers where they are.

Stay tuned for our next discussion, where we'll explore the where we'll explore the equally important channel of in-person events!

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References

1. 6sense. (2023). Buyer Experience Report.
2. Gartner. (2020). The Future of Sales: Digital-First Sales Transformation Strategies.
3. Gartner. (2023). Create Customer Learning Paths to Unlock Digital Sales
4. Gartner. (2024). Reinvent Your Commercial Strategy to Drive Revenue