Use Buyer Enablement to Increase Sales Conversion · 2020-06-08 · Supplier’s Buying Guide...

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Michele BuckleyResearch Director

Use Buyer Enablement to Increase Sales Conversion

2 © 2018 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. SMAC181877

What market trends are impacting sales

effectiveness?


Today’s Buying Reality

Average Buying Group

Size

6-10




Size

Information Sources

Stakeholder

6-10 4.5




Size

Information Sources

Stakeholder

Time Spent De-conflicting Information

6-10 4.5 15%




Size

Information Sources

Stakeholder

Time Spent De-conflicting Information

6-10 4.5 15%Buyers Reporting

High Purchase Difficulty

77%


A Long, Hard SlogIllustrative B2B Buying Journey

Source: Gartner

ExpertConsultation

Group Disagreement on

Requirements

OverwhelmingInformation About

the ProblemMisalignmenton Problem

Misalignment on Solution Scope

WebSearch

Group DiagnosticDeployment

BuyingConsultantDiscussion

OverwhelmingInformation About

the Solution

DeconflictingInformation Within

Buying Group

Online Virtual Demo

BuyingGroup

Debates

RFP Response Comparison

Supplier’s BuyingGuide

Download

More Information Needed from Sales Reps

CustomerTestimonial

Videos Review

Live Supplier Demos

Online Content Shared

ExecutivePresentation and

Questions BudgetApproved

CEOTurnover

End User Input

Purchasing Rules Overrule Group Decision

End User Input

WhitepaperDownload

LinkedInDiscussion

Budget CutProcurement

Flag

SupplierWebsite

VisitWeb

Search

IndependentOnline Research

Trends ReportReviewed

Web SearchWhitepaperDownload

WebSearch

BuyingGroup Debate

Contract UpdatesRequired

Social MediaConversation

SupplierWebsite Visit

Peer Discussions

Discussionwith Customer

ReferencesBusiness Case Data

Unavailable

Contact with a Former Colleague

Exploration of Integration with Existing Systems

Legal Flag

Capital Review Board

Feasibility Review

RFP Creation

Problem Identification

SupplierSelection

SolutionExploration

RequirementsBuilding

BuyingGroup

Turnover

Purchase

Start


93% 94%

83%

B2B Buyer Use of Digital Sources throughout the Buying Journey

n = 739 B2B Buyers

% o

f Buy

ers

Usin

g a

Digi

tal C

hann

el

20%

60%

100%

Early Middle Late

Purchase Stage

DIGITAL UP FRONT


93% 94%83%

n = 739 B2B Buyers

B2B Buyer Use of Digital Sources throughout the Buying Journey%

of B

uyer

s Us

ing

a Di

gita

l Cha

nnel

20%

60%

100%

Early Middle Late

Purchase Stage

DIGITAL IN THE MIDDLE


93% 94%

83%

% o

f Buy

ers

Usin

g a

Digi

tal C

hann

el

20%

60%

100%

Early Middle Late

Purchase Stagen = 739 B2B Buyers

B2B Buyer Use of Digital Sources throughout the Buying Journey

DIGITAL ALL THE TIME


95%

94%

93% Millennials93%94%

81% Gen-Xers86%

97%

68% Boomers

n = 739 B2B Buyers

B2B Buyer Use of Digital Sources throughout the Buying Journey%

of B

uyer

s Us

ing

a Di

gita

l Cha

nnel

20%

60%

100%

Early Middle Late

Purchase Stage

ACROSS GENERATIONS


How can Product Marketers advance customers

through a purchase?


The provision of information that supports the completion

of critical buying jobs.

Buyer Enablement


SalesDigital

Buyer Enablement

Sellers who connect buyers to the right information are more effective than sellers who advise based on expertise.


Two Kinds of Buyer Enablement

Redirecting ThinkingCompleting Tasks

Prompts productive examination of otherwise

overlooked questions or considerations

Provides an easier means to complete an otherwise

complex task/job


Marketo’s Business Case Builder


AWS Pricing Calculator


WebMD Health Service’s RFP Builder

23 Rewards Workbook

Blue hex #0A6FA7 R 10, G 111, B 167Black hex #000000

R 0, G 0, B 0

WEB Version: square

Health Services FontLucida Sans

WebMD Health Services logo

WHS_square_RGB_final.eps 11/26/2013

webmdhealthservices.com

Can your vendor provide complete

program support?

Integrated health assessment Integrated lifestyle improvement, condition management, and disease management programs

Integrated health coaching Personal health record Trackers for biometric data (e.g., blood pressure)

Support for spouses and dependents

Does your vendor meet your needs for program

flexibility and configurability?Points-basedAction-basedCombination pointsSupports outcomes-based requirements Allows flexibility for outcomes-based metrics requirements and progress against goalsCan import data from offline activities, self-reported, and professionally importedMeets required privacy and security standardsSupports different programs for different groups or population segments

Can your vendor meet your rewards fulfillment requirements?Vendor agnostic Payroll interfaceHSA custodial banksFSAsTPAsPrepaid cards

How straightforward is the interface for both individuals and program managers?

Online and phone supportSingle interface for individualsDashboard for managersOffers engagement servicesIntegrated messaging platformSupport for mobile interface for usersSophisticated, 24/7 access to reports

Can your vendor support your program as it evolves over time?

Vendor has discussed next stages with you and knows what it will require Vendor’s systems support your tracking and payout design Vendor knows and can meet new ACA regulationsVendor has experience implementing effective outcomes-based programs

9. Can Your Wellness Incentives Vendor Support All Your Needs?


Recommendations

§ Ease the buyer purchase process by providing buyers with either prescriptive advice or practical support.

§ Repurpose pre-existing sources of buyer enablement content from other functions (i.e. sales, support or customer success).

§ Allow customers to self-serve a consistent set of enablement resources across direct sales interactions and digital information channels.


Buyers Reward Vendors that Make Buying Easier

§ Vendors that provide customers with guidance increase are 2.6 times more likely of winning the project where the customer

– 1) did not settle for less ambitious solution

– 2) purchased a premium offering relative to the base offering

– 3) does not feel that purchased offering is failing to meet expectations

Source: CEB 2018 B2B Buyer Survey n = 942 B2B Buyers.

Buyer Enablement

2.6x


Resources

§ Marketing’s Role in Buyer Enablement– https://www.gartner.com/smarterwithgartner/marketings-role-in-buyer-enablement/

§ Rebalance B2B Content Marketing for Buyer Enablement– https://www.gartner.com/smarterwithgartner/rebalance-b2b-content-marketing-for-

buyer-enablement/§ The Marketer’s Checklist to Get Buyer Enablement Content Right

– https://www.gartner.com/smarterwithgartner/the-marketers-checklist-to-get-buyer-enablement-content-right/

§ 10 Questions to Get Buyer Enablement Content Right– https://www.gartner.com/smarterwithgartner/10-questions-to-get-buyer-enablement-

content-right/

https://www.gartner.com/smarterwithgartner/marketings-role-in-buyer-enablement/

https://www.gartner.com/smarterwithgartner/rebalance-b2b-content-marketing-for-buyer-enablement/

https://www.gartner.com/smarterwithgartner/the-marketers-checklist-to-get-buyer-enablement-content-right/

https://www.gartner.com/smarterwithgartner/10-questions-to-get-buyer-enablement-content-right/


Contribute to the Product Marketing Community

§ Answer 12 questions in the 2019 Product Marketing Survey– http://bit.ly/2019PMCSurvey

§ Please share with us: – How you are investing time amongst the many demands you face

– Areas you want to spend more and less time on– Content you want in future PMC events and newsletters

https://urldefense.proofpoint.com/v2/url?u=http-3A__bit.ly_2019PMCSurvey&d=DwMF-g&c=qRq7a-87GiVVW7v8KD1gdQ&r=2GKF0FgK8rRcM1NCLW0TBJg8iZsdCcOqlEEFz8SY84k&m=GbdV-56whtrpfbah9BAcH4gx-G09_CsnyWeeSxdXr8s&s=v_xW-eMD81A20VxJ29LdZmUzeVxkmuXNe61oCM57euE&e=


Questions to Get You Started

§ Who are 3-4 key stakeholders typically involved in the purchase of one of your solutions?

§ What are their top concerns, questions, or objections within each buying job?§ What tool or content do you currently have to address each of those concerns or

questions?


2019 Product Marketing Survey

Answer 12 questions in the 2019 Product Marketing Survey

Please share with us:

§ How you are investing time amongst the many demands you face

§ Areas you want to spend more and less time on§ Content you want in future PMC events and newsletters

http://bit.ly/2019PMCSurvey

https://urldefense.proofpoint.com/v2/url?u=http-3A__bit.ly_2019PMCSurvey&d=DwMF-g&c=qRq7a-87GiVVW7v8KD1gdQ&r=2GKF0FgK8rRcM1NCLW0TBJg8iZsdCcOqlEEFz8SY84k&m=GbdV-56whtrpfbah9BAcH4gx-G09_CsnyWeeSxdXr8s&s=v_xW-eMD81A20VxJ29LdZmUzeVxkmuXNe61oCM57euE&e=

Use Buyer Enablement to Increase Sales Conversion · 2020-06-08 · Supplier’s Buying Guide...

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