Company News • 06.01.2016

Breaking down the B2B buyer’s journey

Selling in the information-driven age.

Photo: Breaking down the B2B buyer’s journey
Source: APG Cash Drawer

In the information- driven age, where consumers have access to product information, reviews and social networks at the tips of their fingers, brand marketers are realigning themselves within the sales process.

Marketing and sales teams are searching for new ways to connect with consumers as they try to identify what now influences a buyers’ journey. The buyer is in the driver’s seat and brands are struggling to determine the when, why, and through what channels a buyer will now engage with them.

Connected Mobile Consumers

Consumers are equipped with devices that allow purchases at any time. Mobile has created a new breed of consumers, in fact, attention spans have gone from 12 seconds to 8 seconds (a gold fish’s attention span is 9 seconds). Quick accessibility to data via mobile has set new expectations within the workplace as well. Buyers expect to connect with brands 24/7, and in order to meet these expectations, brands need to be set to respond to inquiries on multiple platforms, in different languages, in and outside of standard work hours.  There are 600,000 logins on Facebook and 4.2 million searches on Google per minute. There was a 200% increase in video uploads from 2013 to 2014. Mobile empowers brands to capture consumer mind share on more channels than ever before.

A brand’s online marketing and sales strategy can influence the buyer’s journey in the very early stages of engagement. More than 50% of people are performing a search on a mobile device prior to a purchase decision. Brands who provide influence or help educate the marketplace, are expected to be on a mobile friendly platform. Research how things have changed within your business environment and look at how interaction has transformed because of the online search process. Mobile requires brands to reevaluate how they measure success.

A New Trust Model

Hyper-connectivity, social networks, and the pervasive availability of data are building new models of relationships and trust. Buyers/decision makers now rely on their personal/professional networks (LinkedIn, Facebook, Twitter) for advice to make a purchase decision. As people begin to trust peer recommendations over a knowledgeable sales associates, trust-based connections become more important. People now expect their professional network to provide introductions to new products/vendors/sales professionals that they know might be of interest.

Non-Linear Sales Cycle

It’s reported that 65% of decision makers only engage with a sales professional after they’ve made a purchase decision– buyers are making up their mind prior to even contacting a sales rep. B2B sales reps need to identify potential interactions and prospects earlier in the sales cycle.  Look at how you can create more touch points earlier in the research process.  Identifying the potential outcomes for these triggers can proactively move a buyer forward. Buyers are listening and engaging on a plethora of platforms: Facebook, Twitter, LinkedIn, Pinterest, Google and more. Brands who leverage marketing automation and drip campaigns can nurture buyers earlier in the sales cycle and build rapport.

The new process comprises nurturing, engagement and capturing data on prospects. Consumers now expect a personalized sales approach based on their areas of interest or activities. More often than not, typical sales emails/calls are not relevant and contextual to a buyer when their trying to make a purchase decision. A vendor needs to understand the pain points and the needs of the consumer.  There is no longer a linear map to the sales cycle—because of this, most sales reps do not understand the their prospects needs. By nurturing the pipeline, leveraging messaging, and understanding the needs of the buyer, a sales rep can improve close rates.

B2B Marketing Mind Shift

There are now more channels to interact than ever before (social media, radio, TV etc.) and customers are constantly engaging with brands. How do marketers stay on top of it all? If a brand’s marketing is relevant and contextual, 80% of people appreciated being approached by a vendor. A user may have done their initial research, but now they want to know how you’re going to solve their particular problem. Look into content types that consumers determine to be influential and provide a depth of information that buyers require.

Since most buyers don’t engage with the vendor sales professional until after they’ve made a purchase decision, provide tools and collateral that help buyers do the right research and make an educated choice (white papers, case studies, testimonials, videos, infographics and more). The number one obstacle buyers feel is getting the information they need to make a purchase decision. Leading buyers to a knowledgeable purchase decision and helping them understand what their options are will help businesses sell more. Content marketers can no longer use the spray and pray method –it just doesn’t work.  Generate specific resources and target them appropriately within the sales cycle to help your buyers buy better.

Supplier
Logo: APG Cash Drawer

APG Cash Drawer

4 The Drove
BN9 0LA Newhaven
UK
APG Cash Drawer

related articles:

popular articles:

Thumbnail-Photo: Self-service for faster checkout
01.01.2020   #epos systems #brick and mortar retail

Self-service for faster checkout

“Moments that Inspire”: Toshiba shows at EuroShop stationary as well as mobile solutions

In the future, there will be the Frictionless Store – no scanning, no hassle for the consumers. But consumers do not want to wait until this can become reality everywhere. The payment process should already be fast and convenient today.At ...

Thumbnail-Photo: Toshiba demonstrates the future of shopping at EuroShop 2020...
13.02.2020   #self-checkout systems #Trade fair special EuroShop 2020

Toshiba demonstrates the future of shopping at EuroShop 2020

Toshiba spotlights innovations enabling retailers to create “moments that inspire”

Toshiba Global Commerce Solutions offers EuroShop 2020 attendees a look into the future via its ‘Frictionless Store’, Feb. 16-20, hall 6 booth C41 in Düsseldorf, Germany. Toshiba’s innovative solutions enable retailers to ...

Thumbnail-Photo: Think Different! Thought leadership at ISE 2020...
13.12.2019   #security #digital marketing

Think Different! Thought leadership at ISE 2020

Over 200 specialists to offer expert opinion and insight

Integrated Systems Europe 2020’s professional development programme will feature over 200 leading experts from a wide variety of disciplines and subject areas across five days of keynotes, conferences, masterclasses, workshops and ...

Thumbnail-Photo: Digital tool helps MENY in the fight against food waste...
13.02.2020   #sustainability #app

Digital tool helps MENY in the fight against food waste

Printing discount labels directly from the app

After a convincing test, Dagrofa rolls out the food waste app ‘Whywaste’ in all the Danish MENY stores. At MENY in Solrød, the store has already managed to achieve a significant reduction in food waste. In addition to the app, the ...

Thumbnail-Photo: Effective and Independent
12.02.2020   #epos systems #cashpoints

Effective and Independent

Present and future of self-checkout

Better use of personnel, lowering overhead costs while still providing customers with a smooth and seamless shopping experience – that’s what every retailer strives to accomplish. For Thomas Dibbern, CEO of ALMEX GmbH, there is an ...

Thumbnail-Photo: Smart digital labels and pricing automation
07.02.2020   #displays #electronic shelf labels (ESL)

Smart digital labels and pricing automation

SES-imagotag at EuroShop 2020

For 25 years, SES-imagotag has been the trusted partner of retailers for in-store digital technology. SES-imagotag, the worldwide leader in smart digital labels and pricing automation, has developed a comprehensive IoT and digital platform that ...

Thumbnail-Photo: Light up the future with Posiflex at EuroShop 2020...
11.02.2020   #kiosk terminals #Trade fair special EuroShop 2020

Light up the future with Posiflex at EuroShop 2020

Serviced IoT solutions: personalized, flexible and connected

The Posiflex Group, a synergy of world-leading POS, kiosk, and industrial computing technologies — will bring its Serviced IoT solutions to EuroShop 2020, the leading Europe trade fair for the retail industry, from February 16th – 20th ...

Thumbnail-Photo: Cloud access control for retail companies
27.01.2020   #security #security management

Cloud access control for retail companies

SALTO KS Keys as a Service: Manage access wire-free and in real-time

With SALTO KS Keys as a Service, all types of wholesalers and retailers, chain restaurants and banks can manage access to all shops, locations, offices and warehouses/storage rooms wire-free and in real-time. This enhances loss prevention, helps to ...

Thumbnail-Photo: The cash register capable of everything
18.02.2020   #epos systems #customer satisfaction

The cash register capable of everything

Flexible use from manned checkout to self-checkout point

Customers walking through the store with their own cash register on hand? This versatility of shop technology and shop fittings corresponds to the change in brick and mortar retail. MAGO wants to help retailers to meet this challenge with ...

Thumbnail-Photo: Self-Service for the ultimate customer experience...
19.02.2020   #brick and mortar retail #self-checkout systems

Self-Service for the ultimate customer experience

EuroShop 2020: iXtenso spoke with Diebold Nixdorf

Diebold Nixdorf as a leader in connected commerce offers innovative technologies for the optimized mix of self-service and checkout systems. With the program Storerevolution™ their solutions are a benefit for customers and retailers at the ...

Supplier

CCV Deutschland GmbH
CCV Deutschland GmbH
Gewerbering 1
84072 Au i.d.Hallertau
Allgeier Enterprise Services
Allgeier Enterprise Services
Westerbachstr. 32
61476 Kronberg im Taunus
Checkpoint Systems GmbH
Checkpoint Systems GmbH
Ersheimer Str. 69
69434 Hirschhorn a. Neckar
Frost-Trol s.a.
Frost-Trol s.a.
Ctra. Valencia-Barcelona, km. 68,9
12080 Castellon
APG Cash Drawer (Germany)
APG Cash Drawer (Germany)
Leichtmetallstr. 22a
42781 Haan-Gruiten
SES-imagotag Deutschland GmbH
SES-imagotag Deutschland GmbH
Bundesstraße 16
77955 Ettenheim
Diebold Nixdorf
Diebold Nixdorf
Heinz-Nixdorf-Ring 1
33106 Paderborn
SALTO Systems GmbH
SALTO Systems GmbH
Schwelmer Str. 245
42389 Wuppertal
APG Cash Drawer
APG Cash Drawer
4 The Drove
BN9 0LA Newhaven