Catching anonymous buyers
Your easiest win in B2B sales and marketing
It doesn’t matter what industry you are in: Right now, many of your current and potential customers are looking for relevant information on your website. More specifically, they want content relevant to their business or profession.
The problem is that you have no idea who they are, much less what they are looking for. How could you – you don’t yet know everyone in these organizations that may influence buying decisions. And, even if you did, would you really be aware of their every move?
Recent research reveals that many more people are involved in a purchase decision, and that the average b2b buying cycle is twice as long as sellers think it is. Particularly so in large organizations dealing with complex products and services. Beyond the critical interests of each potential customer, all these people tend to have their own issues, questions and priorities.
“When the accounts you are actively trying to win become engaged, you should really know about it.”
Since they want to stay anonymous, you could easily miss them altogether. By the time they do appear on your radar, they may already have formed all sorts of misconceptions, or vendor preferences that may be very difficult to change. Such lack of early insight can easily result in lost business opportunities, or at least a huge waste of time and money for your Sales and Marketing organizations.
Identify engagement early
Anonymous research has become a significant part of the buying cycle today, covering at least 60 percent of the journey. What if you could monitor all influential individuals in your prioritized accounts in real-time, throughout the buying journey? Find out what they need, give it to them, monitor their reactions and educate them about your view of the world. And most importantly, do it before it’s too late. Today there are some very effective tools to do exactly that.
“What if you could identify and monitor all your unknown buyers in real-time?”
You could ensure that your site instantly adapts to each visitor’s account-specific or industry topics, geographical area and other vital parameters. Monitor the products or topics that attract their interest the most, where they go from there, whether or not they come back, and so forth.
You could educate and influence them with relevant ads and customized, content. Keep track of their every move, provide educational messages and continually feed their response directly to Sales – throughout the buying cycle.
Look beyond the known buying committee
When you keep track of the companies and individuals that really count, you can provide more relevant information. And your salespeople can establish or develop more informed dialogues and business relations with them. Or, in the case of a formalized tendering process, with the entire buying committee.
Which is a good start, but the final decision may also be significantly influenced by top management, the intended users, or maybe professional interests not represented on the committee.
“When you keep track of the companies and individuals that really count, you can provide the information they really want”
Total impact without increasing your marketing budget
In short: To stay competitive, today’s marketing organizations largely need to emulate the more focused key account approach applied by sales organizations:
- Identify and prioritize the named accounts most likely to generate the most revenue within the planning period; Not just based on the potential revenues, but which accounts have entered an active exploration or buying process.
- Learn as much as you can about their needs and wants.
- Customize your offering and messages, and give them all that you’ve got – throughout the buying cycle!
- Focus your advertising only on target accounts.
- Ensure that Sales and Marketing coordinate their objectives and activities.
The impact should be total, and the real beauty is that you can achieve all this without increasing your marketing spend.