B2B buyers follow a pretty consistent journey: pre-awareness, awareness, consideration, and decision. Throughout that journey, they’re not thinking about you or how amazing your product or service is. They’re thinking about their challenge or opportunity and how to solve it.
Overlaid on that process is your sales cycle. Call it a sales pipeline or a marketing funnel; the whole purpose of the activities within it is to help the buyer along the journey to maximize the chances that his or her decision will be you.
That’s increasingly tough to do, what with caller ID and ad blockers and spam laws and buyers who are much more empowered and have taken much more of the buying process into their own hands.
But despite the fact that some people like to make it sound really complicated, at the end of the day achieving success is pretty simple: Get your buyers’ attention. Walk them through their journey from awareness to decision. Do everything you can to help them along their way so that when they get to decision, the answer is YOU.
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