The more we know, the better we can sell – especially when it comes to knowing what B2B buyers want.
That seems to be the underlying premise of marketing right now.
It’s not a bad premise. It leverages one of the all-time great marketing principles: relevancy.
Relevancy is what turned Google AdWords from an experiment into a trillion-dollar project. It’s why retargeting works and personalization converts. It’s why account-based marketing is so hot.
So, no wonder we like information. It lets us be more relevant.
But has it gotten us anywhere?
Well … Yes!
Reliable data, organized in a useful way, can make a huge difference in the revenue you generate. Information like that powers CRMs and databases all over the world.
This data is very important, but it’s not all the information we need. And too often, all that data clouds some of the basic things our prospects wish we knew. It’s just that most of them are far too polite to tell us.
So we keep marketing at them. And they keep politely ignoring us.
Because we’re kinda tone deaf on some key information about them, more specifically what B2B buyers want.
It’s time to change. No matter how many petabytes of data we have, sometimes we need to see our marketing through the eyes of our customers.
Here are a few ways to do that:
1. Don’t bury them with sales follow-ups.
Now, not every company does this. Some organizations are very savvy about letting visitors download several different white papers or other content resources before they ever start selling.
Many of those same companies even remember visitor information from prior visits, so you don’t have to type your information in again and again and again. Only after maybe your third or fourth visit will they activate a little pop-up in the lower right-hand corner of the screen, with some nice person offering to help if you want to know anything more.
Then there are other companies. They don’t just ask you if you want to be called by a rep ― they ask what you want the rep to pitch you about. And within minutes of downloading any asset, the phone calls begin. The email follow-ups begin.
And they keep coming. Jim Brodo says he got 42 follow-up emails and 17 phone calls after downloading just five whitepapers. That was just in the first two weeks.
I can guarantee that is not what B2B buyers want.
Which is why…
2. Most people hate putting their phone numbers into content-download forms.
Only one in three of us B2Bers are willing to put our phone numbers into lead generation forms when we download content.