Modern Tech Buyer Journey And Buyer Moment

In this time of digital transformation, perspective has shifted from seller to buyer. In the past, the sales person was required to be the primary educator. In the digital transition, we moved this role to the cloud where “content is king”. Buyers now use the Web as their primary tool for solution discovery, finding the new industry trends and analysis. There has been a continued evolution from “content is king” to the newest iteration of “context is king”. It is no longer impactful to simply provide content. Relevancy by meeting the buyer at their stage of need is proving to build lasting digital relationships and accelerate revenue decisions. In this new world, it is the buyer perspective that matter the most. This shift from seller perspective to buyer perspective is a huge leap forward. This shift requires solution providers to combine and bundle products into business solutions that align with buyer perspectives in a way that has never been done before in IT sales channel.

The sales process used to be one of the sellers pushing information to the buyer primarily with a single vendor product focus. This has dramatically changed as the buyer now pulls information as needed from multiple sources. The buyer is now in control. Making sure the buyer has the relevant content, in the proper context, delivered in the right channel, formatted for the user’s device, relevant at the right moment has become the new normal. This new buyer journey difference is what drives buying, digital trust and loyalty today.

CREATION LOOP

LOYALTY LOOP

CREATION LOOP

LOYALTY LOOP

Diagram - The B2B Buyer Journey

Today's buyer is educated and has easy access to information via many digital channels. It is vital to understand the most impactful ways to engage buyers when they are actively seeking information along the buyer journey. Buyer journey is a series of moments that matter. The high growth solution providers are embracing modern techniques to engage buyers in those moments, especially since the majority of B2B buyers are now making purchasing decisions before even talking to a sales rep.

Research shows that the modern buyer journey has 6 progressive, non-linear buyer-moments that matter the most. Each buyer-moment has unique characteristics driving different buyer behaviors. As a solution provider, you must be part of these buyer-moment to grow your business. You must master the art of engaging modern buyers, differentiating to stand-out, driving demand via digital channels, building customer loyalty to increase customer lifetime value (LTV), building digital trust, modernizing sales to minimize cost of customer acquisition (CAC), and cross-selling/up-selling to improve margins.



Diagram depicts the modern buyer journey and the six key buyer moments. Each moment has its distinct characteristics regarding buyer motivations and positive responses. We have learned that to enhance success in this new digital buyers world, it is best to become familiar with each moment and to optimize your buyer guidance appropriately.

Discover Buyer-Moment

Buyer Goals

In this moment, buyers are trying to find a solution to their business challenge they may or may not have. These challenges may include lowering cost, increasing productivity, responding to competitive threat or innovating to realize their digital future and stay ahead of the game.
Buyers start exploring on Google, LinkedIn Groups, your website and interacting with trusted relationships.

Solution Providers Tips to be part of this buyer-moment

This is a very important time in the buyer journey. Share marketing assets that align to the buyer’s specific challenges including deeper dive whitepapers, industry specific examples, analyst research reports, ROI calculators, peer reviews, demos, and case studies. These will educate the prospect and help them begin to narrow down their options between the dozens of offerings, vendors, and solutions – and you will be seen as the go-to expert. Use social to highlight your case studies and peer recommendations. Carefully track which buyers progress and invest resources accordingly.

Tips to be part of this buyer-moment

Build your unique value add story. This may include industry vertical or buyer segment (SMB or enterprise) specific solution blueprints that your organization is good at. Leverage high value content from the industry experts, your trusted vendor partners, trending articles, analyst reports and your own content such as case studies.

Deliver inspiring content and marketing assets that focus on the needs and pains of the buyer. Steer clear of pushing a product or pitching a specific vendor. High value whitepapers, introductory videos / webinars, curated articles and infographics are effective ways to start. Be sure to provide these assets where the buyer is looking – your website and social media channels.


RECOMMENDED PRODUCTS: Digital Showcase and Trending Tech Stories


INSIGHTS: 67% of the buyer’s journey is now done digitally.

Source:

Evaluate Buyer-Moment

Buyer Goals

During this moment, buyer is trying to validate and compare solution providers claims through demos, industry reports, peer references, product trials and shortlist the providers.

Solution Providers Tips to be part of this buyer-moment

This is a very important time in the buyer journey. Share marketing assets that align to the buyer’s specific challenges including deeper dive whitepapers, industry specific examples, analyst research reports, ROI calculators, peer reviews, demos, and case studies. These will educate the prospect and help them begin to narrow down their options between the dozens of offerings, vendors, and solutions – and you will be seen as the go-to expert. Use social to highlight your case studies and peer recommendations. Carefully track which buyers progress and invest resources accordingly.


RECOMMENDED PRODUCTS: Digital Showcase and Trending Tech Stories


INSIGHTS: 95% of buyers chose a solution provider that "Provided them with ample content to help navigate through each stage of the buying process".

Source:

Purchase Buyer-Moment

Buyer Goals

During this moment, buyer commits to deploying the solution as soon as possible and negotiate terms and conditions as well as conduct additional peer reviews and ROI.

Solution Providers Tips to be part of this buyer-moment

Always be helpful to buyer with relevant contextual information. Continue to build credibility and trust. Have some industry experts talk about your solution via their social and blogs. Provide call-to-actions and online chat options that encourage the buyers to take the next step. Share quote, ROI tools, case studies and analyst reports. Make it personal. Share industry expects point of view on your solution stack directly with the buyer via engaging and personalized buyer pages. Create your buyer page by leveraging assets from other sources such as digital magazines from industry experts, whitepapers, reports, buyer guides, and peer reviews. Keep the buyer page fresh and proactively keep the buyer in the loop as this moment progresses.


RECOMMENDED PRODUCTS: Digital Showcase, Trending Tech Stories, Sales Edge


INSIGHTS: 9 out of 10 B2B buyers say online content has moderate to major effect on purchasing decisions.

Source:

Use Buyer-Moment

Buyer Goals

Buyer deploys your solution and wants to make it a success. Your new buyer is going to need further validation and will continue to research best practices for their solution, implementation guides, and other tools to ensure their success.

Solution Providers Tips to be part of this buyer-moment

In the cloud business, life time value of the buyer is the oxygen of your business. Provide best practices to drive adoption, success and business value. Share best practices via social and continue to be the go-to-expert. Create a buyer page for this solution with best practices, faqs, and training videos. Proactively check that buyer is adopting your solution and answer any questions or internal challenges they may have. Invite buyers to your regular webinars and invite other buyer to the webinars who have successfully launched your solution. Facilitate the peer knowledge sharing. This will increase the life time value (LTV) of your buyer and keep the cost of buyer acquisition (CAC) and LTV in healthy multiple.


RECOMMENDED PRODUCTS: Digital Showcase, Trending Tech Stories, Sales Edge


INSIGHTS: By 2020, the buyer will manage 85% of its relationship with an enterprise without interacting with a human.

Source:

Expand Buyer-Moment

Buyer Goals

Master the solution, see initial success to realize the vision, review satisfaction with the solution and provider, access performance and potential, decide whether to continue the relationship, expand the rollout, and consider adding additional functionality and new users.

Solution Providers Tips to be part of this buyer-moment

Proactively request buyer feedback every 90 days and resolve any issues as soon as possible. Seems like your buyer is excited to work with you, and you’re delivering on their vision. Yet you could still be missing out on the opportunities to increase margins and buyer lifetime value. If you’re sales reps are not enabled with the right assets and tools, then the opportunity to expand with the buyer will be limited.

Leverage service, support, marketing and sales assets to cross-sell and up-sell. Provide an easy way for sales reps to find and share the right assets with the buyer. Help your sales rep understand the full portfolio of solution offerings available with your company so that they can bundle joint solutions and help buyers realize the full solution stack. Develop new solution blueprints and share them via social as well as directly with buyers. Continue to be the go-to-expert for your solution stack.


RECOMMENDED PRODUCTS: Digital Showcase, Trending Tech Stories, Sales Edge


Advocate Buyer-Moment

Buyer Goals

Develop a strategic partnership with the solution provider, become a reference account and actively promote success.

Solution Providers Tips to be part of this buyer-moment

Make your buyer the hero. Recruit and coach references. Create a success story video and encourage contribution to social media and blogs about the success story. Arrange press and speaking opportunities. Be part of your buyer’s strategic discussions relevant to your solution stack.

Your new buyer advocates will help you get your message in front of more potential buyers. Repost your buyers relevant social media posts. Continue to be helpful with the right content, insights and industry trends. Make it super easy for your buyers to share those assets, and your new buyer can become an extension of your sales team.


RECOMMENDED PRODUCTS: Trending Tech Stories & Sales Edge


Insights

Today’s buyer is online, connected, educated and empowered.

95 up

95% of buyers chose a solution provider that "Provided them with ample content to help navigate through each stage of the buying process"

demand gen
67 up

67% of the buyer’s journey is now done digitally.


sirius decision
9 out of 10

9 out of 10 B2B buyers say online content has moderate to major effect on purchasing decisions.

cm council

Welcome to Digital Buyer Experience Era

Engaging Buyers Digitally Mission Critical Now

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