When it comes to B2B transactions, buyers are more empowered now than ever before to do their research and make informed decisions. Yet most B2B companies operate a sales-first ideology, meaning that prospects are only nurtured at the point of sale. As a result some leads might have already chosen a competitor once the sales team reaches them simply because they've made their decision based on the materials available online. To ensure they don't miss out, B2B companies should adopt a marketing-led approach, utilising marketing to generate leads so that prospects find you.
Inbound marketing is a new method of thinking and operating. If buyers have the power, we need to add extra value to our products and services by making the journey towards purchasing more straightforward, personalised and enjoyable.
Customers' need to feel valued. Ask yourself, do you like being sold to?
Most people would like to make their own informed decisions when it comes to purchasing. This is no different in the B2B environment. Perhaps it is even enhanced, as purchases impact the business as a whole, including stakeholders. The purchaser would have had to justify to their superiors why this purchase is needed and why it should be with your business.
Inbound marketing is based on 4 key principles:
- Standardisation – It is important that your content, messaging and interactions are standardised and consistent throughout. The customer should always experience the same high standard of service at every touch point they have with your business. In order to achieve this, all teams, especially front facing divisions (marketing, sales and customer service), must abide by these standards.
- Personalisation – Every individual who interacts with your business will have slightly different reasons for doing so. It is important that you tailor the experience for each prospect as this will make them feel more valued and it will add credibility to your business.
- Transparency – No prospect or customer wants to have surprises. Honest and clear communication is the best method to ensure a happy and appropriately informed prospect or customer.
- Empathy – The main reason for purchasing any product or service is because the buyer has a problem and they require a solution. The better you signify that you understand their problem and empathise with their situation, the more likely they will favour your business. Your sales strategy should also be more effective as you will be able to customise your sales pitch to their individual pain points.
The resulting effect of Inbound marketing done properly is a happier prospect or customer. Their expectations would have been set by transparency and personalisation, they would feel like their problems are understood with empathy, and the level of service they receive will be consistently high through standardisation. As well as increasing the chances of generating a sale, this approach also furthers the prospect of sales in the future. A happy customer is more likely to become an advocate for your business and either re-purchase themselves or recommend your businesses to others.
If you would like to learn more about the Inbound approach and how we can help realign your strategy, book a consultation with us today.
