Catering to changing B2B buyer behaviors - Web Insights
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    Catering to changing B2B buyer behaviors

    May 20, 2021 | 3 minutes

    Brought to you by, Rachel Dettmer

    Building

    According to HubSpot, 60% of B2B buyers want to connect with sales during the consideration stage – after they have researched and evaluated the options on the market.

    As part of your sales enablement strategy, it is important for your team to understand and utilize all the tools at their disposal. Consistently reflecting on your buyer’s journey and adapting your sales approach accordingly can be a great way to capture leads at the right time.

    Now more than ever, buyers are conducting more research to inform their purchases. With an increasing amount of content and purchase options available, the typical B2B buyer’s journey has gradually begun to resemble B2C purchase paths. Even before the pandemic took hold, 51% of sales and marketing professionals claim that their buyers are conducting more research over the past 18 months than previously, according to Kuno Creative.

    Therefore, aligning sales processes with your buyer’s journey could yield better results from SQLs if your sales team acts at the right time. To facilitate this, consider utilizing website analytic tools to gain visibility on who is visiting your website, how many times they have visited, where they have been looking, and how long for. This will enable you to identify where a lead may be in your sales funnel – allowing your sales team to make contact at the perfect time.

    However, for a sales team to be efficient in this, they have to first be proficient with your current sales strategy. To facilitate a sales team that is confident in what they are selling, they’ll need quality content that they can rely on. Ensuring that your sales and marketing teams are aligned with content generation will ensure this.

    Organizations that utilize sales content analytics are more effective in closing deals faster. Mid to large-size organizations can waste up to $3 million annually due to the inefficient management of sales content, according to Seismic.

    It’s always worth considering if your sales team has all the right tools to enable their sales activity.

    Industry-leading website visitor automation technology, such as Web Insights, provides users complete visibility on:

    • The businesses visiting their site – providing contact information of the key stakeholders to facilitate SQLs.
    • Which pages they have viewed – indicating their progress in your buyer’s journey or by the stage in your sales funnel.
    • Where they have come from – enabling you to identify the high-performing communications that have led them to you, allowing you to tailor your sales communications effectively.

    Web Insights cuts out the noise to deliver insight to B2B organizations – precisely where
    and when it is required. Our high-end software solution is a world-class business growth enabler, assisting brands to become more efficient and effective, capitalizing on every website opportunity in real-time.

    The technology instantly recognizes website visitors and automatically routes them to the relevant person within your business – the ultimate solution for marketers looking to optimize lead generation, embrace automation, and do so without disrupting busy, high-performing enterprise teams. Automated, intelligent lead generation, immediate website visitor insight, and seamless integration – every time.


    Meet the author

    Rachel Dettmer

    Content Marketing Manager

    Rachel has over six years of corporate and award-winning agency experience in marketing and content creation across multiple sectors.