Survive The Buyer Revolution With Buyer Predictability
As a result of the new introduction of technological advancements, today’s buying is becoming more complex. Buying processes are getting longer as buyers attempt to solve more complex problems and meet more aggressive objectives. Yet at the same time, buyers continue to search for more efficiency in making better decisions and reducing the amount of time it takes to research and analyze solutions.
The job of helping buyers find solutions by sellers comes with higher expectations and standards. Buyers expect marketers and sellers to come to the table with a unique understanding of their challenges, objectives, wants, needs, and how they operate. And that means B2B businesses can no longer afford to fall short of this standard with the belief they’ll have time to discover these key factors during their sales marketing and sales processes.
To succeed in today’s hyper-competitive markets, B2B businesses must invest time and effort into understanding their buyers and their businesses. They must also gain valuable buyer insight into how problems arise, the goals buyers attempt to accomplish, why they’re important and the processes they use to go about accomplishing those goals. That also involves identifying a buyer’s path-to-purchase and meeting them every step of the way.
There are two ways B2B entities can take the guesswork out of knowing their buyers and helping them to solve problems. The first is by investing time in buyer insight research. Insight-based strategies for marketing and sales give B2B organizations the edge in knowing how to meet the needs of their buyers. This involves a systematic approach to researching and understanding the buyer’s path-to-purchase and the participating buying teams.
The second is through buyer persona development. Buyer personas provide an archetypal representation of who buyers are, how they buy, and why they buy. They serve as the communications platform for B2B organizations to help their enterprises understand who buyers are and to inform critical go-to-market strategies, creating effectiveness and efficiency in marketing and sales.
The ultimate goal for surviving in what amounts to a buyer revolution in today’s digital age is to achieve a level of buyer predictability. This is the ability to anticipate the goals, needs, wants, and processes of buyers and then meeting them with powerful insights and solutions when they’re ready to buy. Buyer insight research and buyer persona development provide what B2B organization are in desperate need of today – the ability to predict how best to help buyers, which enables them to stay one step ahead of competition.
Tony Zambito is the creator of and today’s leading authority on buyer personas. In 2002, Tony established the first-ever buyer persona development methodology designed specifically for B2B Marketing and Sales. This innovation has helped leading companies gain a deeper understanding of their buyers resulting in improved business strategies, marketing strategies, sales strategies. Over the past dozen years, Tony has conducted hundreds of buyer interviews and has helped some of today’s leading Fortune 100 companies acquire deep buyer insights, providing him with a pulse on rapidly changing buying behaviors in the new digital age. He is a prolific blogger and has written several eBooks, including the 10 Rules of Buyer Persona Development, designed to help organizations connect with their buyers. Tap into Tony’s extensive knowledge and learn more about how to set yourself apart from today’s competition, join Tony at DemandCon Boston, Sept. 30-Oct. 1, for “Turning Buyer Insight Into Buyer Foresight – Why Buyer Predictability is the New Game Changer.”
- Posted in blog, Boston 2013, Marketing Tips, Sales enablement, Sales Resources, Top of Funnel
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