If your customers don’t know what you offer, they can’t buy from you. Simple as that.
That’s why having a clear and well-structured B2B buyer’s journey is so important – it guides potential customers from discovering your brand or service to making the decision to engage or purchase.
Not sure what the B2B buyer’s journey involves? Let’s break it down.
What does the journey look like?
Just so we’re all on the same page, here’s a quick explanation: the B2B buyer’s journey is, quite literally, the journey a potential customer goes on from discovering they have a problem to purchasing your solution. In short, it’s turning a lead into a client.
What are the three key stages of the B2B buyer’s journey?
Stage 1: Awareness
Stage one begins when your potential client realises they have a problem or a gap that needs filling. They weren’t aware of this previously but are now, perhaps because of a strategic review, a brand-damaging incident, or a competitor winning an existing contract. Now aware of this problem, they’ve set out to find a solution.
Stage 2: Consideration
Your potential client is now on stage two of their buyer’s journey, and if your B2B strategy is in place, they should discover your product or service as the solution they’re looking for. They needed some help to come across your brand, but thanks to your effective digital marketing campaigns, SEO-savvy website, customer testimonials, and Google reviews, they’ve landed exactly where they needed to be.
Stage 3: Decision
Now they’ve found you, an effective B2B buyer’s journey will turn them from leads to clients. During the consideration stage, they’ve liked what they’ve seen, read, or listened to and want to purchase your solution. You just need to make it easy for them – think clear contact details, easy-to-navigate enquiry forms, a proactive sales team, and nurturing client relationship processes.
What are the benefits of having a buyer’s journey?
High enquiry conversion rates, a better customer experience (forming the start of a long and happy client relationship), greater returns on your marketing activities, and increased sales are just the beginning. Then there’s the positive brand recognition and reputation – and you can’t put a price on that!
Ready to establish your B2B buyer’s journey? You’ve identified a problem, and we’ve got the solution, so get in touch with the Energise team today.
