Believe it or not, fifteen years ago or so, we did many deals on the golf course – the buyer journey ended at the 19th tee! Seems incredible now that it was like that, but it was commonplace. It was not that long ago and that just goes to highlight how rapidly things are changing.
The last year has seen the most change, tipping companies that were still dragging their heals to (finally), commit to digital marketing and sales engagement.
The switch over to content driving the sales has been slower, probably because we all resist change and, therefore, some companies haven’t caught up with the importance of content in the sales and marketing process.
But of course, there has also been an evolution in the business-to-business world where businesses have shifted their mindset from targeting customers to engaging buyers.
Customers were people you sold to. Buyers are people who research to work out whether they want to buy from you. It’s no longer about relationships and playing golf.
We require a new style of sales and marketing now.
For a start, it’s all driven by content and that’s why companies need to pay close attention to their content strategy to make sure it is fit for purpose. That all starts with an audit of existing content before we should make any plans about what content to create.
We are also seeing more about “buying committees” as a reflection of this change.
To audit content for the new role it must play, we must also understand the buyer journey of individuals within these buying committees.
Only when you have a Buyer Journey mapped is it possible to make sure that your content is supporting your customers throughout their buying process.
Odyssiant’s Buyer Journey Engine helps organisations map the Buyer Journey, understand the gaps they have in their content and then drive customers through the journey.
With the Odyssiant Buyer Journey in place, businesses can successfully make the shift from targeting customers to engaging buyers.
Organisations will then be confident that by doing so, they can progress their buyers through their buying journey leading to successful lead conversion in today’s digital sales and marketing world.
Contact us to get a demo and find out more.