Jonny Cowlin
Jonny Cowlin 1 June 2022

Marketing Effectively in Today's Multifaceted Buying Landscape: Woo, Don’t Pursue

Modern selling is here to say, with digital interactions driving positive customer experiences worldwide. Buyers want faster and more interactive sales journeys, but many sales teams are not yet supplying this. Sales and marketing teams should be offering a personalised experience, with focused interactions and high-quality content supplied at various touchpoints throughout the journey.

The buying landscape has changed. Two thirds of B2B buyers in the last year preferred remote human interactions and digital self-service over traditional buyer experiences - indicating that we’re seeing the end of old school selling.

Buyers have more power than ever before, demanding smarter, more flexible, and quicker routes to purchase. The sales cycle has therefore become much more complicated, and many sales teams are falling behind as a result.

We’re entering a new era of collaborative buying, and it’s almost impossible to achieve the same results with old tactics. Faced with information overload, buyers are strapped for time.

They don’t have the patience for endless marketing materials or scripted sales pitches, and instead need to know that marketers understand their problems, and can offer products that can solve them. Marketing and sales teams must cut the fluff and focus on wooing buyers, rather than endlessly pursuing them.

Curating a Standout Buying Experience Through Strong Content

The goal of any good marketing strategy is to attract an audience to a company’s product or service and engage them through high-quality messaging. Marketers must understand their audience well enough to design value-driven content that directly responds to the unique needs of the modern buyer - someone who craves human connection but doesn’t have endless time.

After all, engaged buyers do something others don’t: they buy.

Sales reps are said to only have around 5% of a customer’s time during today’s complex B2B buying journey; marketing needs to ‘warm up’ the sales pipeline, guaranteeing that the buyer is as ready as possible to engage in a deal before they make the first interaction with a sales rep.

80% of today’s prospects will open a piece of video content but ignore any other type of content that they receive - the modern content mix should be interactive and engaging, making buyer engagement as seamless as possible.

Think explainer videos, self-assessments, and ROI calculators, and other rich experiences that provide tangible value. These content offers should also be refined regularly in line with buyer engagement insights, to avoid falling into the trap of providing generic content that does not pique buyer interest. Relevant, curated content allows sellers to focus pitches on what matters to prospects, which crucially is what leads to sales.

Preparing Sellers to Provide Buyers with Focused Interactions

Nevertheless, silos between sales and marketing departments continue to crop up regularly in the world of modern selling, with 82% of professionals in these teams stating that they have access to the required technology, but not the right content. Marketers can produce a wealth of high-quality, engaging content, but if the structural delivery pillars are not there to support it, the content will go to waste.

Training sellers to provide an adaptable, knowledgeable, and focused buyer experience is key to driving leads. Smart B2B companies understand that their sales force is their biggest asset, and so invest in hiring, nurturing, educating, coaching, and inspiring these teams.

The ideal buying experience doesn’t happen by mistake, it happens when knowledgeable modern sellers engage buyers by providing relevant information and valuable consultancy at every stage of the journey.

Leveraging Digital Technologies to Build a Modern Sales and Marketing Force

When the marketing content is strong, and the sales team are as prepared as possible, the third element to help the buyer experience truly flourish is technology. Today’s advances in sales and marketing technology can help create an intuitive experience for both sellers and buyers by streamlining every interaction so that it is as efficient and effective as possible.

When it comes to the day-to-day work of closing deals, the best technology stack facilitates easy-to-navigate product portfolios that allow sellers to pull together product details to guide negotiations with buyers at the click of a button.

Streamlining the seller to buyer interaction one step further involves implementing experience-based platforms that the buyer can access at their convenience. Such platforms allow buyers to consume content asynchronously, responding to the needs of the time-strapped modern buyer.

Offering this curated space for content sharing has benefits for sellers too, as they can pull detailed analytics on exactly what content their prospects are consuming. Technology should be up-to-date and user friendly, facilitating rather than hindering the sales process.

Woo your Customers, Don’t Pursue Them

In today’s landscape there are a plethora of companies out there attempting to target buyers. It is easy for sales and marketing teams to blend in with the competition, relying on age-old strategies that they are comfortable with.

Yet these strategies do not speak to the modern buyer, who prefers a quick and easy process driven by interactivity. Sales and marketing teams should concentrate on customer delight, working in harmony to close deals and get results.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
The 3 Most Important Stages In Your Presentation

The 3 Most Important Stages In Your Presentation

If you want to deliver a presentation on a particular topic and you have to prepare yourself for it you should make sure that you go through several very important stages in order to craft a compelling, persuasive and...

Nicky Nikolaev
Nicky Nikolaev 16 February 2016
Read more
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 22 September 2020
Read more
The Carrot of a Bigger Market is More Powerful Than the Stick of Legal Action in Driving Web Accessibility Investment, New Research Finds

The Carrot of a Bigger Market is More Powerful Than the Stick of Legal Action in Driving Web Accessibility Investment, New Research Finds

Getting web accessibility right is a massive commercial opportunity. The World Health Organization estimates that 1.3bn people worldwide are living with some form of impairment. The benefits of making it easier for...

Michael Nutley
Michael Nutley 30 November 2023
Read more
It’s Time For Brands to Move From Personalised, to Personal

It’s Time For Brands to Move From Personalised, to Personal

At a time when almost every brand is tailoring content and offers to individual customers based on their demographic data, purchase history, and online behaviours, are these personalisation efforts still adding value?...

Shafqat Islam
Shafqat Islam 27 November 2023
Read more
Is Email Dead, Or Are We Just Bored With It?

Is Email Dead, Or Are We Just Bored With It?

In today's digital era dominated by social media, instant messaging, and collaboration tools, one question looms large: Does email still have a role to play? Some argue that it's on life support, while others...

Julia Herd
Julia Herd 22 November 2023
Read more