B2B Buyer Journey Mapping to Product Marketing

In the current scenario, buyers have a high control which was not before that. Hence, the maximum of the buying process and decision-making is happening without any sort of direct face-to-face human interactions. This is yet the imperative part of the customer journey, which is happening without any involvement of the salesperson. Hence, this is the main reason that today’s B2B buyer’s mapping journey is extremely important. 

The best thing is that the success in the b2b buyer’s journey will still exist. But the buyer should have a need and want of knowledge throughout the whole process. But if we talk about the current buyer’s journey, then it is not linear at all. It cannot be boiled into the step-by-step procedure. 

Now the main question which hit so many minds is that what B2B buyer journey mapping Marketing Strategy is all about! 

A Quick Guide on Basics of B2B Buyer Journey Map 

It is obvious that for controlling their marketing journey, a buyer will consider using a buying cycle. The same goes for the vendors who consider following a selling cycle. According to a recent survey, 73% of business buyers have used the inline research before they head towards offline purchases. This whole cycle and dynamics will change the actual role of B2B marketing in a completely fundamental way. Marketing currently owns a huge piece of the lead-to-revenue cycle. 

B2B market holders should be engaging themselves with maximum customers all through the deep buying journey. For making it happen, the marketers should be developing a complete cross-channel marketing strategy for engaging themselves with the buyers who are proactively seeking the information they require. This can be through digital or social media channels, events, or YouTube. This is merely done to advance the whole decision process. 

Every single buyer has their way to perform the marketing circle. Some of them will engage themselves with the sales rep to create a strong vision. But other buyers are simply educating themselves through professional contacts or peer-created content. In contrast, there is also a category of marketers who feel comfortable doing some basic research on various vendor websites! In short, buyer journey mapping is a basic technique in which you have to understand the buyers’ path for easy purchasing. 

As you plan to develop the buyer journey map, you have to consider the “five W’s” of the interrogative investigation. These Five W’s will act as the basics of B2B Mapping. The whole scenario will work as: 

  • Who? 

B2B buyers always purchase in the form of teams. A senior executive might be kicking off the whole buying process. But it eventually delegates the whole exploration towards an individual contributor on top of the team. It is not confirmed that whether the end-users will be associated with the evaluation process or not. You should be taking the prospective customer as the main portfolio of the buyer personas. They will gradually play a different role in certain advancements towards the decision. 

  • Why? 

What is the major outcome which the buyer wants to achieve? Does the buyer want to eradicate any pain or fulfill a need? These are a few of the basic questions which will make you understand the value of buyer’s perception. 

  • When? 

During the whole buyer journey, a buyer has various needs at all stages. Hence, it is extremely important to identify the main context of the buyer and the questions which need to be addressed at all stages. Besides, it is equally important to figure that why the buyer is moving to the next stage and what sort of barriers are coming in the way of progression. 

  • What? 

What sort of content should you be provided to address the buyer’s questions? Do you want that content to be packaged? When it comes to the discovery phase, a marketing buyer can choose to use some infographics. But the developer will require a technical white paper.

  • Where? 

How can a prospective buyer seek the required information? This will include various channels or vehicles that are part of the classic marketing mix. Hence, this can be events, webinars, or websites. It even involves some personal influencers, consultants, channel partners, or salespeople. 

How to Improve Marketing through a Buyer Journey?

It would not be wrong to say that mapping a powerful buyer journey will have a huge impact on enhancing revenue for the companies. But for that sake, a marketer needs to be strong enough in the in-depth market research. It will be helpful for the marketers to align the whole purchasing process of the customers within the sales funnel of the business. This will eventually be resulting in the generation of prospects who are eager enough to connect with the sales. Plus, it will also assist the marketers in shifting the product-based messaging to buyer-centered approaches. This needs to be the main goal of today’s proactive and yet well-educated B2B buyer. 

You should start from the point to figure out who your buyers are, where they are, what are their main problems, basic requirements, and processes. All such elements will help the marketers to develop a strategy for navigating towards major purchasing decisions. You can better design your whole buyer journey by involving your sales team in the process of planning and leveraging the content through a certain strategy. 

How to choose the right content format?

When it comes to the awareness stage, try to choose straightforward and simple pieces which are outlining all your problems. You have to start suggesting some solution angles such as:

  • Guides
  • Blogs
  • Overviews
  • Google Ads
  • Checklists
  • Top Sheets
  • Social Media Posts
  • How-to Videos 

For an added consideration, you should look for some in-depth pieces based on specific problems or aligned solutions. This includes:

  • Whitepapers 
  • Reports
  • Case Studies
  • Product Comparisons 
  • Video demonstrations
  • eBooks 
  • Sample requests

When it comes to the decision stage, you should look for the formats which help articulate the value. This can be:

  • Product literature 
  • Free assessments
  • Service comparisons
  • Vendor features 
  • Live Demos
  • Trial Offers 
  • Price or value comparisons

As regards the experience stage is concerned, “how-to” formats will typically work best through:

  • Blogs
  • Videos
  • Guides
  • Overviews
  • Briefs

It is extremely important to look for both styles of content which are aligning with the stage and the basic preferences. You should be considering the main experiences of a buyer persona.

How can you optimize a buyer’s journey?

Do you want to know how you can optimize a buyer’s journey? Well, this can be made possible rather than by optimizing the content with the help of relevant terms and keywords. Hence, you still need to consider few other channels as well. This is much needed when you are in the consideration and awareness stages. At such stages, Google is the main king. Around 94% of the internet searches are happening on Google or Google-owned properties. 

Through Google interaction, the buyer will be able to conduct deeper research within the company’s specific offerings. This will enable them to address all their pain points. It is important to know about the terms and keywords to search for specific information. There are various SEO tools that you can use to identify the relevant search terms or the content with which you can climb high to SERP rankings.

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