MAIN INSIGHT 59
Jonathan Broadley
HEAD OF MARKETING
How have buyer preferences changed and what can businesses do to adapt?
Since the recent global pandemic, people are more considerate and deliberate with their time than ever before. This is a change that has been coming for a long time, the pandemic has simply accelerated it. When you combine this with the rise in remote working and cultural changes in companies that have also emerged following the pandemic, it is clear to see that the way we sell needs to change. Businesses that accept that the early stages of buying journeys are now likely to be independent research undertaken by the buyer, rather than early contact with one of their sales representatives, stand a better chance of thriving in the post-pandemic world.
Buyers need to be able to quickly and easily access content online that allows them to assess the potential value of a product or service, to decide whether it is worth investigating further. If they can’t find this information when they need it, then they are highly likely to disregard that business as a potential vendor. To give prospective buyers the information they need at this critical early stage, businesses need to demonstrate that they understand the pain points of their buyers and at the same time be able to articulate how they can solve these problems. Businesses should also consider the format of content shared based on where the buyer is in their personal journey. Some may need a quick video, whereas others could be looking for more in depth information like a case study.
What role will humans play in increasingly digital sales journeys?
Even though many sales journeys are becoming predominantly digital, human engagement in sales and customer service will always be a crucial part. But the role of humans in buying journeys is changing though. Humans can engage and add value to prospects' lives in a way that can never be replicated by any digital content. Digital sales tools are highly effective at driving initial awareness and the right content will quickly allow prospects to see if your company can help solve their problems. But questions on the specifics of how you can help them will always require human engagement. Many buyers are impatient and are unlikely to spend lots of time searching around your website for the answers they need. Instead, they want to be able to speak with a human being who can listen to their problems and exact situation. When your sales representative has this deep understanding of the potential customer, they can demonstrate clearly how your offering will solve their problems and answer questions as they arise.
Humans can engage and add value to prospects' lives in a way that can never be replicated by any digital content.
Insight from intent data gives you the confidence that you are targeting the right companies and minimises the need for scattergun approaches.
What developments in B2B marketing have made you excited recently?
The importance of tracking and assessing marketing data has been common knowledge for a good number of years now. But recently, we’re starting to see some exciting developments in being able to track intent data for unidentified prospects. Being able to see which businesses are entering an active research phase before they share any personal details with you is massive. The dark funnel of unattributed buyers that previously sat above the marketing funnel is now becoming a lot clearer. This early intent data is especially valuable in high competition industries as although you don’t know who the individual decision makers are yet, at least knowing the company allows you to target them digitally or through SDRs. The insight from intent data gives you the confidence that you are targeting the right companies and minimises the need for scattergun approaches.
AccessPay is a corporate-to-bank integration platform transforming finance and treasury operations. AccessPay provides a secure digital connection to thousands of banks and payment schemes worldwide.
