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Are You A Marketer or a Mind-Reader? How to Know What Your B2B Buyer is Really Thinking
Andrew
Moravick
Research Analyst
Aberdeen Group
@Amoravick
Matthew T.
Grant
Director, Content Strategy
Aberdeen Group
@MattTGrant
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Andrew Moravick – Research Analyst, Aberdeen Group
• Marketing and Sales Effectiveness
• Recent Research: • Understanding Best-in-Class CRM
Usage for Marketing
• Demystifying Complex, Multi-Channel Sales Data
• Mainer
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Matthew T. Grant – Director, Aberdeen Group
• Content Strategy
• Aberdeen Essentials Editor-in-Chief
• MarketingProfs Alum
• Likes words and music
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What’s on Your Mind?
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What We’re Going to Cover
• Why you want to know what your buyer is thinking
• How marketers usually try to figure this out
• Some better ways
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We Want to Control Influence Buyers
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What’s the Standard Approach?
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We Map the “Buyer’s Journey”
The Buyer’s World
The Vendor’s World
Business as Usual Awareness of
Problem
Consideration of
Options
Evaluation of
Solutions
The Customer
Journey
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We Imagine it Looks Like This
The Buyer’s World
The Vendor’s World
Business as Usual Awareness of
Problem
Consideration of
Options
Evaluation of
Solutions
The Customer
Journey
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We Want Our Influence to Look Like This
The Buyer’s World
The Vendor’s World
Business as Usual Awareness of
Problem
Consideration of
Options
Evaluation of
Solutions
The Customer
Journey
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We Create Content to Fit the Journey
The Buyer’s World
The Vendor’s World Awareness of
Problem
Consideration of
Options Evaluation of
Solutions
The Customer
Journey
“There’s a better
way?”
“How do we
make it
happen?”
“What’s the
best option?”
“Can we get
promoted
now?”
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Behind Our Map, Our Objectives
The Customer
Journey
The Buyer’s World
The Marketer’s World Awareness of
Problem
Consideration of
Options Evaluation of
Solutions
“There’s a better
way?”
“How do we
make it
happen?”
“What’s the
best option?”
“Can we get
promoted
now?”
The Business
Leads Opportunities Sales Wins Retention
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This Approach Yields Real Results
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Better Marketing Performance
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Better Business Performance
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Lower Cost-per-Lead
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But…This Approach Has Real Problems
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The REAL “Buyer’s Journey”
The Buyer’s World
The Vendor’s World
Business as Usual
Awareness of
Problem
Consideration of
Options Evaluation of
Solutions
The Customer
Journey
“Oh, S#%t!!” “What the &#%^
do we do?!”
“What the &#%^
SHOULD
we do?!”
“Can we stop
freaking out
now?”
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Signals Get Crossed
The Buyer’s World
The Vendor’s World
Business as Usual Awareness of
Problem
Consideration of
Options
Evaluation of
Solutions
The Customer
Journey
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What Goes Wrong?
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Our Assumptions Get in the Way
[Sadly not #ProfsB2B]
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Our Assumptions Get in the Way
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Ask Yourself: Why Are We Mapping the Buyer’s Journey?
The Customer
Journey
Experience
Explanation [Assumed]
Awareness of
Problem
[Assumed]
Consideration of
Options
[Assumed]
Evaluation of
Solutions
“There’s a better
way?”
“How do we
make it
happen?”
“What’s the
best option?”
“Can we get
promoted
now?”
Metrics [Uncertain
connection to]
Leads
[Uncertain
connection to]
Opportunities
[Uncertain
connection to]
Sales Wins Retention
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How Can We Really Know What Buyers Are Thinking?
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We Have Three Options
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Option #1
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Ask Them
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46% of all marketers don’t interact with customers directly
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77% of all Leading Content Marketers interact with customers directly
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Three Approaches
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1. Talk to Sales
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Salesfolk Have Insights
1. What questions are customers asking?
2. What are the problems they are talking about?
3. What drives decisions?
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Is Your Content Answering the Right Questions?
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2. Talk to Customers Yourself
1. Identify target customers
2. Draw up your list of questions
3. Make sure you have cleared things with sales
4. Make your calls (or visit if you can)
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Where Does It Hurt?
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“Just observe someone while they are doing something”
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3. Hire Someone to Talk to Customers for You
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You Have to Know What You Want to Know
1. How do customers normally meet a particular need?
2. Why do potential customers choose competitors?
3. What do customers think when they hear your message?
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Option #2
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Use Data
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Use Your Own Data
Data Nada
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Are There Patterns to Customer Behavior?
1. Is there a piece of content that EVERYONE touches?
2. Is there content that gets ignored?
3. What searches lead them to your site?
4. What are people searching for on your site?
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Create a Unified View of the Customer
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Create a Unified View of the Customer
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Find Data Partners
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Complete the Data Picture
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Option #3
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Write Their Minds
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Example: Responsive Web Design
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Example: Marketing Technology
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Example: Buyer Personas
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Example: Buyer Personas
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Final Thoughts
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“Writing Minds” and Stages of Content Alignment
Data Nada
A foundational
framework for
what’s going on
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“Writing Minds” and Stages of Content Alignment
Data Nada
Static/ general
constructs to
improve scalable
relevance
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“Writing Minds” and Stages of Content Alignment
Data Nada
The aspiration of
many; the
achievement of a
strong few
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Things to Do
• If you are going to map the buyer’s journey, understand WHY
• If you REALLY want to know what buyers are thinking, choose a method (or methods) and find out
• When you discover that your content and message ARE NOT ALIGNED with what buyers are thinking, make some changes
• Ask yourself: “If we could write our customers minds, what would we write?”
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Images Sources (Creative Commons)
• https://flic.kr/p/EzHYq
• https://youtu.be/22P_PSUzx3I
• https://flic.kr/p/4ua9wX
• https://flic.kr/p/7aHHq
• https://flic.kr/p/fBLcyX
• https://flic.kr/p/npwZRM
• https://flic.kr/p/8qexoZ
• https://flic.kr/p/bzRzNy
• https://flic.kr/p/aVteMH
• https://flic.kr/p/uL7TrW
• https://flic.kr/p/62EciS
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Email:
Follow us on Twitter via:
@Amoravick & @MattTGrant
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