![]() Reps need thought leadership, competitive and value-add content to prepare for each buyer interaction-empowerment content. Buyers are interacting with and consuming large amounts of content throughout the entire decision-making process, and it seems that the more content, the better: Buyers received and/or consumed 22 percent more content overall from winning reps, and the content they provided was perceived more often as “high impact.” But this content shared externally, typically referred to as “activation content” isn’t all that matters. Buyers now expect more, higher quality content from Sales than they ever have before: 79 percent of B2B buyers report that the content provided by a rep is “very to extremely influential” in their selection of one vendor over another, and 68 percent believe interactions with reps are as well. This year, SiriusDecisions doubled down on this busted myth by sharing just how integral sales interactions are to the buyers’ journey, and how content can make or break that deal. The right sales content can be a catalyst for won deals.Īt last year’s SiriusDecisions Summit, the myth “buyers are 67% of the way through their buyers’ journey before interacting with sales” was dispelled.Whether you’re taking a large model (small amount of key accounts) or segmented (larger number of accounts within the same vertical or segment) approach, you will need to understand and prioritize each account’s-and the individuals within each account’s- needs, and must tailor your messaging, support and sales execution differently for each. ![]() A major theme of the Summit was the rise of account-based marketing, which helps organizations tailor their messaging, resources and engagements to specific audiences. Once organizations have a deep understanding of buyers’ needs, they are able to address those specifically-through hyper-targeted content and sales interactions. In SiriusDecisions Vice President Megan Heuer’s session, B2B Customer Experience: The Definitive Guide to What Matters, Megan stated that the customer experience remains largely undeveloped for most organizations, because they don’t know where to start, invest or deliver on customer-centrism. One major benefit of understanding customers’ needs is building a more positive customer experience. ABM + Personalized Content = World-Class Customer Experience.In sum, your buyers and their needs should fuel your sales process and marketing initiatives, not the other way around. It offers a five-step process for identifying and solving for customer needs, which is recapped in detail here. But most organizations lack a consistent approach to identifying, prioritizing and addressing the most important customer needs, which is where SiriusDecisions’ Needs Aperture comes in. SiriusDecisions asserts that the foundation for “intelligent growth” is the ability to address commercially viable customer needs, because this is where growth opportunities are found. But why is this so important? In a recent survey, SiriusDecisions found that 80 percent of B2B organizations say understanding customer needs is critical to success, yet over 2/3 of solution providers struggle to understand those needs. ![]() In it, they introduced the SiriusDecisions Needs Aperture, a process that helps organizations identify, evaluate and prioritize their buyers’ needs. One of the sessions that continues to stick out in my mind is Jeff Lash and Rachel Young’s keynote, The Art and Science of Identifying and Prioritizing Customer Needs. If you don’t understand your buyer, you will fail.Below are the most important things I learned at the SiriusDecisions Summit 2016. For that reason, I took a few days to let the dust settle after the SiriusDecisions Summit in Nashville so I could see what findings really stuck with me. While we always leave feeling empowered with new research and a grand plan to help our teams excel, by the time we get back to a typical day’s responsibilities, it can be difficult to remember everything we learned and put those plans into action. ![]() B2B conferences-especially those hosted by analyst firms-are one of the most beneficial ways to gain industry knowledge, learn best practices, and rethink some of the ways our organizations function.
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