The path from research to purchasing in the B2B space is long
and winding. On top of this, there is the added complication that a B2B buyer rarely travels this path alone.
In today’s hyper-competitive environment, buyers are carrying
out research up to 18 months before talking to sales. If you don’t know where your prospect is on the buying journey, the chances are your messaging isn’t resonating with them.
So how do you identify what stage your prospects are on?
Buyers leave digital signals in all corners of the ether with
every action they take, which inform us about their intent. Are they
researching solutions for their problem? Do they know what solution they need
and are looking for providers? Are they ready to buy?
We touch on this in our blog, ‘Power up your campaigns with intent data’, where we dissect what intent data is and how it can be used to supercharge marketing campaigns. If you’ve not read it, you should do, but here’s a quick overview to give an understanding of how you can create your target audience, before you begin to think about your messaging.
In essence, intent data allows you to look at those prospects
out there in the digital ether who haven’t yet visited your website, the ones
you don’t yet know about. It allows you to spot those interested in what you
have to offer, your products or services, and put them into targeted marketing
campaigns based on their intent.
Nuancing your messaging
Once you have identified which stage of the buying funnel
buyers are, it is significantly easier to focus on creating relevant messaging
that is designed and targeted for specific buyers.
Now it’s clear who you’re targeting and where they are in
their buyer journey, you need to focus on how your product or service solves their particular problem. Don’t list the features of your product, focus on the benefits to your prospect. How does your offering solve their problem? Get this right and you’ve got yourself a lead.
When you say it
Don’t push people straight to a demo of your product, or to
the product itself, if the buyer is just starting out their research. These
people aren’t ready to buy. Instead, focus messaging for these people on research you’ve carried out, or what industry experts and research houses have said on the subject.
Once these people have downloaded your whitepaper or read
your research, you can move them down the funnel and start targeting them with nurture messaging.
Each step they take along the path to purchasing, you adapt
your messaging until they reach the end of their journey and are ready to buy.
There is clear value in identifying intent (up to 400% in
campaign performance), so there is incentive to work through the process and to
get it right.
Contact us to find out more about how to identify intent and target your messaging for a more successful campaign.