Hey there, savvy marketers! Let’s talk about something that’s been nagging Ruta and Emma for a while now: buyer experience. You might be thinking, “Isn’t that just customer experience?” Well, not exactly. Buyer experience is a distinct facet that deserves its own spotlight in your B2B marketing strategy.
First things first, let’s differentiate between buyer experience and customer experience. While customer experience encompasses everything post-purchase, buyer experience covers the entire journey before that final handshake. As Emma puts it:
“Everything from like, how did the company get hold of my contact details? How, and then what do you do with them? What leads me to then booking a discovery call? What's the process like when I actually book that in?”
Essentially, buyer experience includes every touchpoint from awareness to decision-making. It's about ensuring that potential customers have a seamless, enjoyable journey from the moment they first interact with your brand.
Ruta hits the nail on the head when she says:
“In B2B, we highly optimize for ourselves and not for the buyers... it’s about how efficient we are.”
This self-centered approach creates a disconnect between what marketers think buyers need and what buyers actually experience. The result? A lot of friction in the buying process that turns potential leads into lost opportunities.
Many B2B companies focus solely on funnel metrics like pipeline growth and lead volume. Emma points out:
“It’s never to do with like the experience that they give people.”
By neglecting the buyer’s journey, marketers miss out on crucial insights that could enhance the overall experience and increase conversion rates.
Another major issue is making the buying process too cumbersome. Ruta shares her frustration:
“You’re making people have like multiple calls and or you're holding out on calls... when someone feels like they are being sold to in that way.”
Complex processes and excessive hoops can deter potential buyers, making them look for smoother alternatives.
The dreaded pricing mystery box. Emma and Ruta agree that not showcasing pricing upfront is a huge barrier:
“If you're not Oracle, don't talk to us... how much pain? How much budget do they have?”
Transparency in pricing builds trust and allows buyers to make informed decisions without feeling like they’re being baited into a sales funnel.
Negative experiences linger longer than positive ones. As Emma puts it:
“Psychologically our brains absorb negative stuff... it’s like if someone gives you a bad experience.”
This means that one bad interaction can tarnish your brand’s reputation far more than multiple good ones can enhance it. Bad advocacy, as Ruta likes to say, has a much longer lifespan than good advocacy.
Start by mapping out the buyer’s journey. Identify each touchpoint and evaluate how it can be optimized. As Ruta suggests:
“Understanding, so how easy is it to understand your product and the pricing?”
Be upfront with your pricing and make sure your communication is clear and honest. Emma recommends:
“Ask like, what are the big projects that are coming up for you at the moment? How does this align with your projects?”
This approach not only builds trust but also demonstrates a genuine interest in meeting the buyer’s specific needs.
Streamline your processes to make it as easy as possible for buyers to move through the funnel. Ruta emphasizes:
“Just maybe trying to secret shop yourself will probably do the trick to find out what that experience is like.”
Regularly evaluate your processes to identify and eliminate unnecessary steps that could slow down the buyer’s journey.
Prepare for the next generation of buyers. Gen Z and Millennials are becoming decision-makers, and they expect a seamless digital experience. Ruta points out:
“Gen Z ain't gonna fuck with you if your website doesn't tell them what you do, doesn't give you a demo and can't show them the pricing.”
Adapting to their preferences now ensures that your business remains competitive in the coming years.
It’s not enough to implement changes; you need to measure their impact. Ruta suggests tracking metrics that align with buyer experience:
“Look at how many people drop off in different areas of your conversion funnel and look how long it takes as well velocity.”
Use these insights to make data-driven decisions that enhance the buyer’s journey continuously.
Improving the buyer experience in B2B marketing isn’t just a nice-to-have—it’s essential for long-term success. As Ruta and Emma wisely conclude:
“Set some goals around this, set some ways to measure it, and just start tackling each stage methodically.”
By prioritizing buyer experience, you’ll not only boost your conversion rates but also build lasting relationships with your customers. So, let’s make 2024 the year of outstanding buyer experiences!
We’d love to hear your stories about buyer experience. Share them with us using #BX on social media, and let’s continue to elevate B2B marketing together!