Understanding Your Buyer’s Journey: The Most Important Thing You’re Not Doing
As B2B marketers, we’ve come a long way. We understand our role as helping buyers progress through their buying process. We know that we’re more successful when we align marketing efforts with the ways our prospects prefer to buy as opposed to the ways we want to sell. And to do this, we know we need an ever-improving understanding of our buyers.
Organizations committed to understanding their buyers draw upon solid research. They build buyer personas and learn about their buyers’ preferences, including the issues that matter to buyers and their preferences for consuming information. Research may include interviews, analysis of market trends, conversations with analysts and third-party research. All these are great steps, but once marketers begin executing, too many skip a critical step – analyzing how buyers are actually behaving.
While it takes some elbow grease, you need to extend your organization’s conceptual understanding of how buyers are likely to behave into an understanding of how buyers actually respond to your organization’s offerings and tactics. Here’s one way to do it:
And there’s your start. With this type of touch analysis exercise, you’ll develop a better view into how your buyers are interacting with your company. Compare these findings to your current understanding of buyer personas and their preferences – then make tactical adjustments based on how your buyers are actually responding. It’s time to stop ignoring this critical step.