MAIN INSIGHT 71
Michael Frearson
What have businesses that are successful post-pandemic done differently?
The businesses that are thriving following the global pandemic all seem to have one thing in common. They have humanised their marketing communications and are demonstrating far more empathy than before. By showing that they understand the problems faced by their potential buyers, these businesses can then better communicate their solutions to those problems and build trust at the same time.
Establishing trust early on is crucial in B2B sales. B2B buyers are responsible for making a purchasing decision that could potentially impact the whole business. Speaking with them as a human and in their voice is the first step in achieving this trust. It’s no secret that trust is best built when face-to-face, which is why we’re seeing a resurgence in the popularity of trade shows, but it’s important to make sure that trust is built across all channels, especially digital. Consistently show your buyers that you understand their day-to-day lives and can help them solve problems, then you stand a good chance of winning them as a customer.
How much preparation should companies do before launching sales and marketing campaigns?
Buyers are bombarded with marketing noise every day of their professional lives. If you’re not managing your buyer’s journey well, then there is a risk of them receiving mixed and incoherent messages which do not help progress them along their journey. Make sure you have a clear strategy on how to progress a buyer from discovery to education, then to consideration and finally decision. It’s also important to make sure that you are targeting the right accounts too, as if your sales or marketing approach reaches the wrong audience then it is a wasted investment.
In B2B sales it is common to have multiple decision makers involved with a purchase, so take the time to understand how their journeys may differ from each other’s and how you can help solve their individual problems. The more relevant and valuable you can make your content to each decision maker’s needs and challenges, the more likely they are to keep consuming your content - ultimately building trust and increasing the chances of a successful sale.
The more relevant and valuable you can make your content to each decision maker’s needs and challenges, the more likely they are to keep consuming your content.
Understanding intent is crucial to delivering a successful, joined-up sales and marketing approach.
How important is understanding buyer intent?
Understanding intent is crucial to delivering a successful, joined-up sales and marketing approach. We’ve all experienced the frustration of downloading a piece of content from a website, only to receive an unsolicited phone call a few minutes later. If you are at the early stages of your buying journey or simply curious about the content, then this phone call is intrusive and harms the brand. Enterprise B2B sales processes can be long, so a fair amount of patience is required when prospecting customers. Give your prospects time to digest your content before contacting them, and then establish intent as part of your follow-up process. Once you understand the intent of an individual, it becomes easier to serve them with relevant content in a timeframe that doesn’t become intrusive.
Michael is an experienced marketing leader who specialises in brand management and content creation. With international experience and a drive to ‘get things done’, Michael has an impressive track record of driving brand awareness. His colleagues at every company he has worked for have recognised and celebrated his compassion and warmth.