Our agency conducted an extensive two-year analysis of content consumption across four industries, examining over 50 closed deals. The results? Eight out of ten times, we couldn’t make a connection. In other words, we only saw a connection between content engagement and the buyer’s journey in 20% of closed, won deals.
The findings showed that, despite marketing’s best efforts to match the right content to the right stage of the buyer’s journey, they got it wrong the majority of the time. But it’s not all bad news for marketers.
5 reasons why we’re not seeing the connection between content and the buyer’s journey
Along with our analysis, we gathered data from both sales and marketing tools and conducted interviews with sales reps about won deals. Here’s what we learned.
1. Visibility and integration
There are many reasons why we can’t see how content influences purchase decisions. One key reason is the lack of integration with sales tools like Gong and Outreach. This highlights the ongoing gap between sales enablement and marketing.
2. The secret stash
We learned that sales reps have their own favorite content, most likely created by marketing and modified by sales. In particular, we found 3-4 “go-to” pieces of content that successful reps lean on to advance discussions. If you don’t know what this is, you need to find out. One item we consistently found is a favorite case study.
3. Customers kinda lie
They don’t mean to, but it happens. When you use customer research to understand the buyer’s journey, know that what buyers say and what they actually do might often be different.
Our analysis of online behaviors shows that people engage with content based more on personal preferences than on information needs.
Dig deeper: Rise of the empowered consumer: Navigating shifting consumer behavior
4. There are at least two buyer journeys, but likely many more
Based on stories from sales reps, every buyer’s journey is unique. To simplify, focus on the 95-5 rule: since only 5% of buyers are in the market, you need at least two different buyer journeys.
5. Buyers don’t trust your content, so they don’t consume it
Depending on your industry, buyers may not trust your information. For instance, in cybersecurity, buyers are skeptical. According to our research, their top four information sources are personal connections. Vendor content ranks low, 7th out of 10 in use and 8th out of 10 in credibility.
This research concludes that the buyer’s journey is mostly an organizing framework for content. We already knew that there is no one-size-fits-all buyer journey. While it’s imperfect, it helps guide our tools and content efforts.
The big learning
The big “aha” moment came from mapping the actual purchase process. Although we did not discover the elusive “holy grail journey,” we did find a way to use both online and personality-based behavioral data to improve it.
The key insight was understanding who was involved in the buying process and when. For example, based on their personality type, influencers appeared at the front end of the process but then faded away. Champions were present from the middle to the end of the process. Skeptics appeared late, often brought into the conversation by others.
With this knowledge, we can construct a more realistic buying journey. While we can’t completely bridge the gap between sales and marketing, we can significantly reduce it.
How to use personality and behavioral data to construct the new buyer’s journey
First, we have to shift the focus from the content aligned to the stage to the type of buyer present at that stage. This is an important distinction and, as described earlier, a reason why customer research is not very accurate.
Asking customers what marketing asset is most valuable at what stage in the buying process will result in a logical and often rational answer. For example, they may reason that a case study may be important mid-stage to understand or demonstrate business impact.
It’s logical, but that’s not how buyers behave in a real situation or how they consume or use content. Champions prefer case studies because they like to see themselves in the situation. To understand the solution’s impact on them personally or their team. This asset is often the starting point for their journey.
Dig deeper: How to map marketing science to the customer journey
To identify who is present and when, you’ll need to enlist the help of the sales organization. Map the actual buyer journey in a dozen or so closed deals. This information should be present in your CRM tool, and the rep should be able to explain the role of the individuals in the buying group at various points during the lengthy sales process.
Then, you will use AI tools to predict their personality type. Now, it’s time to determine their content preferences. To do that, you will need to pull information from your marketing systems, such as name, company and what piece of information, content or event they engage with (open, download, attendance, etc.)
Run their personalities. Now, you have a connection between buyer preferences and stages. You’ll also find the most valuable content for your audience, making your life as a marketer even easier. And as a bonus, you’re more aligned with the sales process than ever.
Hopefully, that’s motivating enough for you to start the process. There is no perfect solution, but there is an opportunity to get much closer to being right, even though it still might be wrong most of the time.
Dig deeper: How to create content for every stage of the customer journey
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