Meeting the Needs of Buyers in B2B Tech
A lot is going on in the world of B2B tech, and new obstacles must be overcome to sustain growth. Still, customers need to be the focal point among all the automation, AI, and emerging technologies. Let’s get into how product marketers can help their organizations grow by better meeting buyer needs.
💻 More informed buyers
Buyers are well-informed before they complete a contact form, engage with a sales representative, or sign up for a trial. They conduct research to self-educate and develop their shortlist of vendors. Serving up relevant content helps ensure that your organization is in the running.
Product marketers provide messaging that resonates across buyer personas and verticals. Customers can be convinced that your product offers a solution when they see themselves in your storytelling materials. An essential ingredient in any story is how your product stands out as the best option in a sea of inferior alternatives.
📲 Complex customer experiences
Overly complicated B2B customer journeys must be addressed as buyers grow to expect seamless, low-friction experiences common in B2C transactions. Product marketers help simplify customer journeys by ensuring precise and consistent messaging that directly addresses customer pain points across channels. Buyers should also have easy, ungated access to relevant resources required to make informed decisions. To stay competitive, customer experiences must be continuously fine-tuned. Areas to periodically evaluate include insights from data and analytics, customer feedback, user-friendliness of platforms, and customer communication practices.
📅 Long buying cycles
Buyers are taking longer to make decisions, especially for big-ticket products. Product marketers can speed up purchasing decisions by providing content to overcome decision-maker hesitancy. This can come from case studies, product demos, ROI tools, and competitor comparisons.
Organizations can reach a consensus quicker if solid relationships are built with multiple stakeholders in the buying group. By deeply understanding individual concerns and requirements, you can further personalize how your product offers the best solution.
Educating customers, streamlining complex experiences, and addressing prolonged buying cycles are crucial for growth. My next post will explain how product marketers can enable internal teams to execute a strategy that improves buyer experiences.
