Accelerating the Buyers Journey: Less Features and More Value

You are putting together your content marketing roadmap, figuring out what content you need to best engage and motivate prospect’s through the buyer’s journey. As you do so, you may want to consider some important research to guide your planning efforts.

Did you know …
  • 67% of the buyer’s journey is done digitally, making your content more important than ever in facilitating buyer decision making (Gartner)
  • 83% of buyers remain overwhelmed by the amount of content available, wanting quality personalized content over quantity. (CMI)
  • 74% of buyers indicate solution provider content is still too focused on features vs. value, so you have to shift your content to better communicate and quantify your unique value if you want to stand out and engage (Gartner).

It’s clear. Across the buyer’s journey you need less of the right personalized value-focused content, to motivate buyers from “do nothing” to “yes”.

Here’s what we recommend for each phase:
  1. Ideas - During the initial phase of the buyers journey, buyers are looking for Ideas for improvement. Your prospect might be concerned about growth and efficiency, that they are being surpassed by the competition, or worried about disruption.  In this phase, it is important to help buyers uncover and illuminate issues they should be paying attention to, educating them on the cost of these challenges and painting a vision of how these issues might be solved. The major buyer question: Why Change?
  2. From Exploring to Evaluating – When exploring solutions, buyers need advice on which solution is best, and need to understand the unique value of your solutions. At this stage, the prospect, usually begins socializing the challenges and potential solutions internally, your champion / mobilizer needs help prioritizing the challenge and articulating your unique value story to other stakeholders.  The key question at this stage for the buying committee – Why Now?
  3. Selection – Buyers know they need a solution and have a short list of providers, and now need to know how you are different / superior to other competitive options. It is important to prove that you are lower cost, lower risk and provide superior business value. At this point in the decision cycle, your mobilizer / champion has to prove to others they have done financial and competitive due diligence. At this phase, you can provide.
  4. Renewal – You can’t forget about this important phase in the overall buying process, especially if you sell renewable contracts and services. Your customers are focused more than ever on metrics and measurement, and as a result, your renewal is likely not automatic. Post sale, you can’t leave it up to the buyer to understand the delivered value. You have to be proactive in quantifying and proving your realized value, preparing clear analysis that your champion / mobilizer can use to socialize just how much your solution is delivering to the bottom-line.


As you provide content to fuel the buyers journey, some interactive value marketing content and sales tools that can help better attract, engage and accelerate include:
  • Survey & Assessment Tools - from your website, empower prospects to self-assess their current capability / maturity, benchmark against peers and recommend potential solutions.
  • Assessment & Benchmarking Tools - interactively guide sales reps and channel partners to better discover buyer challenges, benchmark  key performance indicators versus peers, and guide solution recommendations based on uncovered needs.
  • Interactive Value Storytelling - providing interactive self-service content to help a prospect explore challenges, and understand / quantify the unique value of potential solutions.
  • Value Selling Tools - guiding sales reps and channel partners to interactively assess buyer challenges and communicate / quantify the unique value of recommended solutions.
  • ROI / TCO Calculators – self service tools, available directly to prospects from your website, to empower buyers quickly calculate the unique business value you provide, return on investment (ROI) you deliver and Total Cost of Ownership (TCO) advantages you have compared to competitive offerings.
  • Business Case and Realized Value Tools – leveraged by sales reps, pre-sales specialists and partners to consultatively build a CFO ready business case to prove your unique and superior Return on investment (ROI) and quick payback of proposed solutions, and validate realized ROI post deployment.

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