{"id":6443,"date":"2024-02-12T18:54:22","date_gmt":"2024-02-12T18:54:22","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/3-tips-to-engage-early-buyers\/"},"modified":"2024-02-12T18:54:22","modified_gmt":"2024-02-12T18:54:22","slug":"3-tips-to-engage-early-buyers","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/en\/3-tips-to-engage-early-buyers\/","title":{"rendered":"3 tips to engage early buyers"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>Most B2B deals are won or lost before sales teams even know they exist. This leaves marketing with an important question: How can we influence buyers when they\u2019re still in research mode and haven\u2019t engaged with sales?<\/p>\n<p>The answer is in providing relevant experiences, not sales pitches in disguise. As buyers self-educate, marketing must meet their needs with meaningful content while highlighting true differentiators.<\/p>\n<p><!-- \/1038259\/MT_Post-text --><\/p>\n<p>By maximizing existing content assets, securing customer validation, and participating strategically in events buyers already attend, marketing can raise awareness and shape decisions early.<\/p>\n<p>This article explores three data-backed ways to refine your marketing strategy and engage buyers when there\u2019s still ample opportunity to educate and influence.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-1-maximize-your-content-strategy\">1. Maximize your content strategy<\/h2>\n<p>B2B buyers directly contact vendors when they\u2019re already 70% into the buying process, per 6sense research. This means buyers are researching on their own, searching the web to inform their decisions without your direct influence.\u00a0<\/p>\n<p>Don\u2019t feel pressured to produce hundreds of white papers or need a budget to pump out first-party data every month. Rather, focus on relevant, quality content that can be sliced and diced in multiple ways.\u00a0For example, take a longer-form piece of content, then:<\/p>\n<ul>\n<li>Shorten it to a listicle-type article.<\/li>\n<li>Re-purpose insights for a webinar.<\/li>\n<li>Record a 30-second highlight video.<\/li>\n<li>Summarize the key points in a 1:1 email for direct customer outreach.\u00a0<\/li>\n<\/ul>\n<p>It all ties back to the original longer-form content with the assets living on your website, amplified across multiple channels. Last week, I fed a one-hour webinar transcript to my company\u2019s internal co-pilot, Qai. It extracted 104 insights in seconds. 104 nuggets can now fuel article ideas, social shorts, graphics with quotes, LinkedIn posts, audio snippets \u2013 and so on.\u00a0<\/p>\n<p>The point: we\u2019re sitting on goldmines of content. Let\u2019s use that initial piece that likely took massive amounts of headspace and resources to stay top of mind while buyers are hunting \u2013 without marketing emails or a conversation with a sales rep.\u00a0<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/a-b2b-marketers-guide-to-long-form-content\/\" target=\"_blank\"><strong><em>A B2B marketer\u2019s guide to long-form content<\/em><\/strong><\/a><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-2-hone-in-on-your-differentiator\">2. Hone in on your differentiator<\/h2>\n<p>Strong relationships, deep experience and a best-in-class approach are benefits, not differentiators. What truly makes your company special? This is hard; most companies haven\u2019t nailed it yet.\u00a0<\/p>\n<p>Sales needs a crisp talk track to break into new logos, while marketing tries to avoid a generic value proposition. One or two crisp data points specific to your brand are priceless. However, that only gets marketing so far. A wise CXO once told me, \u201cThe best marketing you can do is through customer stories.\u201d\u00a0<\/p>\n<p>No other brand can copy + paste their name over your customer references. They\u2019re uniquely yours. And 90% of buyers who read positive customer success content claimed that it influenced their purchasing decisions (i.e., dimensional research).\u00a0<\/p>\n<p>So, adding more to your marketing mix is easy, right? Not quite.\u00a0<\/p>\n<p>Building a robust pipeline of customer stories takes skillful go-to-market coordination. Marketing cannot be on the receiving end, waiting to execute on promotion. Instead, marketing needs to advise sales and product on how this benefits their jobs while building it into the customer discussion.\u00a0<\/p>\n<p>Not all customers are supportive, sometimes due to legal requirements, though there is no harm in asking. Yet the positioning to the client is critical. What\u2019s in it for them? How does this help their brand? Are there any risks? This effort is a partnership that marketing and sales must be in lock step on. It then becomes ingrained into the sales strategy.\u00a0<\/p>\n<p>The \u201creasons to believe\u201d in your company become evident in the solid customer proof points. Nothing screams differentiator more than a slew of satisfied customers with quantifiable impact.\u00a0<\/p>\n<p><strong><em>Dig deeper: <a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/how-to-harness-storytellings-impact-in-b2b-marketing\/\" target=\"_blank\">How to harness storytelling\u2019s impact in B2B marketing<\/a><\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-3-leverage-existing-industry-events\">3. Leverage existing industry events<\/h2>\n<p>If I had a dollar for every time I heard someone say, \u201clet\u2019s host our own event,\u201d I would be penning this from Bali. Spoiler: I\u2019m still stateside. <\/p>\n<p>Marketers are competing for eyeballs every single minute.\u00a0Buyers are inundated with irrelevant content, calls and texts. In 2025, it\u2019s expected that 375 billion emails will be sent a day per Statista. <\/p>\n<p>So before emailing buyers inviting them to a net-new event, consider piggybacking onto an existing industry event they\u2019re already attending. Create an ancillary experience transcending the long sit-down dinner or typical happy hour. We\u2019re all in the relationship business. And all the more reason to gut-check our marketing.\u00a0<\/p>\n<ul>\n<li>Are we really considering our buyers\u2019 needs versus our pipelines?\u00a0<\/li>\n<li>What makes them feel seen?\u00a0<\/li>\n<li>How can we make it easier and more efficient to engage with our brand?\u00a0<\/li>\n<\/ul>\n<p>A few years back, I worked for a large consulting firm trying to break into the technology space. They wanted to reach buyers in a new, unexpected way. We had some tickets to the Super Bowl, but sponsorship was not feasible.\u00a0<\/p>\n<p>Knowing most of our buyers would be willing to travel for the Super Bowl, and we hosted an immersive experience the day prior that was tailored to sports and technology. Not only was it convenient, but it was also an authentic experience that scaled across 10+ other events across two years.\u00a0<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-capturing-early-stage-b2b-buyers\">Capturing early-stage B2B buyers<\/h2>\n<p>Winning B2B deals requires influencing buyers early with relevant experiences, not sales pitches. By maximizing existing content assets, honing in on true differentiators, and strategically participating in industry events, you can engage buyers with ample opportunity to educate and shape decisions. <\/p>\n<p>It\u2019s about meeting buyer needs, fostering meaningful interactions, and ultimately building relationships that transcend traditional marketing tactics.<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center justify-content-center nl-inline-container\">\n<div class=\"col-12 col-lg-3 col-xl-auto pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get MarTech! Daily. Free. In your inbox.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><!-- END INLINE FORM -->\n<\/div>\n<p><em>Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed <a rel=\"nofollow\" href=\"https:\/\/martech.org\/staff\/\">here<\/a>.<\/em><\/p>\n<p><br \/>\n<br \/><a href=\"https:\/\/martech.org\/winning-b2b-deals-3-tips-to-engage-early-buyers\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Most B2B deals are won or lost before sales teams even know they exist. This leaves marketing with an important question: How can we influence buyers when they\u2019re still in research mode and haven\u2019t engaged with sales? The answer is in providing relevant experiences, not sales pitches in disguise. As buyers self-educate, marketing must meet [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":6444,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-6443","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.8 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>3 tips to engage early buyers - OK Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/okdesign.ca\/en\/3-tips-to-engage-early-buyers\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"3 tips to engage early buyers\" \/>\n<meta property=\"og:description\" content=\"Most B2B deals are won or lost before sales teams even know they exist. 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