74% of B2B buyers research before buying
Posted: Sun Dec 22, 2024 6:54 am
I confess that I have OCD: I often analyze the sales pitches of B2B companies that I need to buy something from, and that advertise on Google and other media, to capture leads.
In 90% of the cases I have had to analyze, the alternatives are almost the same:
– Or I leave my details so that a sales representative can contact me (form or chatbots).
– Or I download some content (Lead Magnet) which are generally informative ebooks or commercial presentations.
– Only in a small portion of cases do they give me both options. And in almost no case does the company help me navigate my purchasing process, understand my challenges, my concerns, my aspirations, etc.
It is worth noting that LEADS are people with particularities, we are not a homogeneous mass all looking for the same thing. It would be very simple if it were so. So, why not use those differences to our advantage?
The B2B buyer and his context
Among the contacts that subscribe to our Landing Pages, we can have:
– a minimum percentage that is in a purchasing situation (BOFU: the bottom of the marketing funnel)
– A group close to 30% that is evaluating, analyzing…but is not yet in vietnam mobile number a purchasing situation (MOFU: the middle part of the marketing funnel)
– And a larger group, more than 50%, has no idea if they could be a target for our product, service or solution. They simply arrived at our landing page because they were curious or had some interest that had nothing to do with buying.
The point is that in lead generation campaigns we need to provide options for all profiles.
There will be people who are urgently looking to speak to an advisor: Let's give them access right now!! Let's not send them to a CRM, so they send an automated message and after 5 days a sales representative will contact them. :/
There will be others who will not even want to talk to a sales executive, and who just want to see what options the market offers to solve their business challenge. Let's give them real help with their information needs: product comparison sheets, benefits, functionalities, price estimates. Let's help them understand the cost-benefit of their purchase.
And there will be others we need to scare away! We don’t want leads in our CRM who have no interest in buying from us. We need to close the door to “anonymous leads” who don’t want to share anything more than a sad Gmail with us.
In 90% of the cases I have had to analyze, the alternatives are almost the same:
– Or I leave my details so that a sales representative can contact me (form or chatbots).
– Or I download some content (Lead Magnet) which are generally informative ebooks or commercial presentations.
– Only in a small portion of cases do they give me both options. And in almost no case does the company help me navigate my purchasing process, understand my challenges, my concerns, my aspirations, etc.
It is worth noting that LEADS are people with particularities, we are not a homogeneous mass all looking for the same thing. It would be very simple if it were so. So, why not use those differences to our advantage?
The B2B buyer and his context
Among the contacts that subscribe to our Landing Pages, we can have:
– a minimum percentage that is in a purchasing situation (BOFU: the bottom of the marketing funnel)
– A group close to 30% that is evaluating, analyzing…but is not yet in vietnam mobile number a purchasing situation (MOFU: the middle part of the marketing funnel)
– And a larger group, more than 50%, has no idea if they could be a target for our product, service or solution. They simply arrived at our landing page because they were curious or had some interest that had nothing to do with buying.
The point is that in lead generation campaigns we need to provide options for all profiles.
There will be people who are urgently looking to speak to an advisor: Let's give them access right now!! Let's not send them to a CRM, so they send an automated message and after 5 days a sales representative will contact them. :/
There will be others who will not even want to talk to a sales executive, and who just want to see what options the market offers to solve their business challenge. Let's give them real help with their information needs: product comparison sheets, benefits, functionalities, price estimates. Let's help them understand the cost-benefit of their purchase.
And there will be others we need to scare away! We don’t want leads in our CRM who have no interest in buying from us. We need to close the door to “anonymous leads” who don’t want to share anything more than a sad Gmail with us.