Camille Rasmussen
How well do you know your buyers? In the
ever-changing B2B marketing landscape, your buyers' needs are evolving, and so
must your tactics for reaching them. We sat down with Cheri Keith, Senior
Research Analyst at SiriusDecisions, to get her take on the latest buyer
challenges, preferences, and trends for 2019—and what you can do to get to know
your buyers better in 2019.
1. What are some of the biggest challenges you
see marketers up against in keeping buyers engaged?
There are several challenges that marketers
have when it comes to keeping buyers engaged that are created through poor or
lack of planning and listening to buyers. But at the highest level it is
that demand programs that marketers are building are not optimized or designed
with the buyer in mind. SiriusDecisions research shows that there are some
significant deltas between what buyers report as the most important tactics
they consumed throughout their purchasing process and where marketers are
investing in those tactics. Marketers tend to evenly distribute tactics across
the buyer's journey without listening to where buyers are looking for different
types of interactions and content types. The best way for marketers to address
this challenge is to actually build out personas (or keep them up to date if
they were created years ago) and measure each program that is running to see
what is working and not working. For example if you notice that your buyers are
attending webinars with education stage content but not selection stage
content, consider scaling back spending on selection stage webinars, rather
than ignore the messages that buyers are sending to you.
2. What are some of the top ways marketers can
build trust with prospects?
The best ways that I’ve seen B2B marketers
build trust with prospects is by listening. Without first listening to their
buyers, they will never be successful. And I mean really listening—listening to
understand what is going on inside their worlds, the dynamics of their role,
pressures and fears they have. But there is obviously more than one person that
needs this information so the importance of then having a good knowledge
sharing approach with other team members in marketing and outside of marketing
to sales, product management is also critical.
One example of this is a company that has
created a central location for all information about buyers—where personas are
stored. This is a central hub for all team members to see the various buyer
personas and keep everyone on the same page. The content is continually
refreshed as part of their ongoing campaign of listening to their buyers and
customers.
Get familiar with your buyers' journey
Watch our on-demand webinar with
SiriusDecisions' Cheri Keith to understand your buyers' needs, discover what
tactics to invest in, and get frameworks and models to hone your marketing
approach.
3. Buyers preferences can change over time—are
there any content types or channels B2B marketers should avoid these days? Are
there any non-traditional B2B content types or channels that marketers should
consider exploring for 2019?
Buying preferences definitely change over time
but a lot of that comes down to the maturity of the solutions or the changes in
demand types for the products. And this is why keeping up to date buyer
personas to create demand programs against is so important. Ongoing conversations
with buyers and surveys to understand the preferences and needs of these
audiences are paramount.
That being said, we’ve definitely seen a
resurgence in the popularity of direct mail within B2B marketing mixes. This is
because of the rise of targeted account and account-based marketing strategies.
But we’re not talking about basic postcards, like you get reminding you about
your dentist appointment. The direct mail that we’re seeing is beautifully
designed pieces of content that can include personalized videos or other calls
to action to drive you to a digital experience for additional information.
4. Are there any specific tactics that you
expect will be trending in 2019?
While I wish that I had a crystal ball to
predict that there would be a silver bullet in 2019, I think that the key for
marketers will be testing over tactics. If we think about a tactic being
composed of an interaction (or delivery mechanism) and a content asset, there
is testing that can be done between how we’re delivering the content to the
buyer, finding the optimal mix between content and interaction. But then if we
think about how to test the appropriate mix of tactics that we’re using, it is
the experimentation and calibration that marketers need to become more adept at
using. The innovation for B2B marketers will happen as teams are able to
explore and exploit the opportunities by testing and learning in a more
systematic way.
5. For marketers looking to get to know their
buyers better in 2019, what would you say is the first step they should take?
The first step to understanding their buyers
better should most certainly be doing the research that goes into developing
buyer personas. Speaking with customers that most recently purchased your
offering is a great touch point for understanding their buyer's journey, that
can be applied against the aggregate information that we have from B2B buying
trends. One-on-one discussions can certainly be time consuming but are an
important place to start. From there, automation of the gathering of that
information can also be useful, especially if a high volume of information is
being captured.
For more tips and tricks, watch our on-demand webinar with
Cheri and discover how to reach and engage your buyers with a marketing mix
that resonates and builds trust.
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