There’s a significant shift happening in the B2B world. 𝗕𝘂𝘆𝗲𝗿𝘀 𝗮𝗿𝗲 𝗻𝗼 𝗹𝗼𝗻𝗴𝗲𝗿 𝗶𝗻𝘁𝗲𝗿𝗲𝘀𝘁𝗲𝗱 𝗶𝗻 𝗯𝘂𝘆𝗶𝗻𝗴 𝗽𝗿𝗼𝗱𝘂𝗰𝘁𝘀 𝗮𝗻𝗱 𝘀𝗲𝗿𝘃𝗶𝗰𝗲𝘀 𝘁𝗵𝗲 𝘄𝗮𝘆 𝘁𝗵𝗲𝘆 𝗵𝗮𝘃𝗲 𝗮𝗹𝘄𝗮𝘆𝘀 𝗱𝗼𝗻𝗲. They want to buy in a way that is convenient for them, and that meets their specific needs.
To stay ahead of the curve, you need to start developing demand for the way buyers buy now.
And ok, you read this and you wanna learn more about it. You’ve never done this thing called demand whatever.
You go to Google to learn about demand generation.
Nope, not helpful. It’s the old way of doing it. Not working.
You go to Google to find a way to measure demand creation.
Nope, there’s only information about the way you can measure demand capture.
You say — I’m just gonna use AI to help me write some stuff about it.
Nope, it won’t work for the same reason.
Google offers only information focused on demand capture (ebooks, webinars, etc, and eventually SEO articles). Works when people have intent, but that’s when it’s too late.
And now you’re totally confused! Right?
So where the hell can you learn?
On a few podcasts, from a few people on LinkedIn, and a few places with written content, including FunkyMarketing.
But how did we learn that? What’s the process?
We stopped, analyzed, started to think, experimented, and tested. It helped us understand the way B2B buyers buy today and we optimize everything based on that.
The buying experience is one of the most important things you can use to figure out the way you’re gonna sell your products or services. I’m talking about the actual process that your potential customers go through when they want to buy something from you.
It is different from what it was 2 years ago!
Most companies create their demand strategy based on what they think buyers should do, instead of basing it on what buyers actually do.
Long, complicated sales cycles with too many steps and touchpoints.
In reality, buyers just want a simple, quick way to purchase what they need.
If you want to create demand for the way buyers buy now, you need to start by understanding the buyer’s journey.
This means figuring out what steps buyers take when they are considering a purchase, and then creating a demand strategy that meets them at each step of the way.
If you sell a complex B2B product or service, buyers don’t want to read a long sales brochure. Something short and to the point, that tells them exactly what they need to know works better.
You need to create content that is targeted specifically to each stage of the buyer’s journey. If you try to create one piece of content that covers everything, you’re not gonna be able to meet the needs of every buyer at every stage.
Create separate pieces of content for each stage to create demand for the way buyers buy now.
Ensure that your company stays ahead of the curve.
You need to go before the intent and be top of mind when it’s time to buy.
