Enabling Teams to Meet the Needs of Buyers in B2B Tech

In my previous post, I discussed how product marketers help meet the needs of today’s B2B tech buyers. Offering relevant content and streamlining complex journeys can shorten buying cycles and support growth. In this post, I’ll explain what preparation and team enablement is required to make it happen.

🔎 Deeper competitor analysis
Deep competitor knowledge is required to produce useful content that provides buyers with the information they need to determine which product is better. Furthermore, when product marketers educate internal teams on the specifics each needs to understand about the competition, team effectiveness is improved. Providing competitor-differentiation content prepares teams to inform customers as needed, broadly across marketing channels or one-on-one.

🌍 Global cross-functional alignment
Cross-functional team alignment must occur to reach the ideal streamlined customer journey where customers are delighted at every digital and human touchpoint. The role at the center of it all is product marketing. A few years ago, in preparation for a marquee product launch, I worked to elevate the level of each department to ensure a great customer experience. A strategy is only as strong as its execution, and product marketing set the foundation for the kind of experience we wanted to offer. Proper execution requires stakeholder commitment, continuous measurement, and global consistency.

🤝 Focus on customer relationships
One way to improve the experiences of new customers is to turn current customers into your biggest fans. Referrals have become one of the most effective ways businesses generate awareness and new leads. ThinkImpact reports that referrals create 65% of new B2B business opportunities, and 78% of B2B referrals make viable customer leads for the business.

B2B buyers are beginning the buying process based on referrals, which speaks to the importance of trust. Referred customers enter the buying process with less skepticism and a level of comfort that supports a smoother and faster sales process.

Product marketers develop content that helps engage customers and build stronger relationships. Content related to changing market dynamics, regulations, products, and other relevant topics that can help customers do their jobs easier should be distributed. Promoting happy customers is also extremely important, and procedures should be in place to generate case studies that cover your broad range of customers.

Meeting the needs of B2B tech buyers requires strategic preparation and team enablement. Deep competitor analysis, global cross-functional alignment, and a focus on customer relationships are vital. Product marketers play a central role in creating content tailored for marketing, sales, and customer success teams, fostering an informed customer journey.