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In the dynamic landscape of sales and marketing, buyer enablement has emerged as a critical strategy. Beyond the basics, understanding advanced tools and techniques can significantly boost your efforts. In this article we delve into lesser-discussed aspects of buyer enablement, offering fresh insights and practical solutions for sales and marketing professionals.
Why is Buyer Enablement so Important?
We all know that in today's digital era, B2B buyers are exceptionally well-informed. They want to seek and conduct their own research before making any purchasing decisions or even talking to sales reps.
The role of the sales professional has changed (like it or not) and there is no longer need or even possibility for old school walk through the whole journey with a buyer. Buyers don’t want that as Garner's findings state below. Buyer enablement role is to provide the right information and tools to move buyers forward and eventually make well informed decisions.
Did you know?
77% of B2B buyers state that their latest purchase was very complex or difficult.
Thought: Is your own sales processes or company policies supporting different buying journeys?
Just 5% of a customer's attention is captured throughout the buying process by sales representatives
Thought: What are the touchpoints that could be presented without sales reps and at which point do you want to focus your sales efforts?
Nearly half of millennials, 44%, choose to bypass interactions with sales representatives
Thought: How well your buyer enablement elements and strategies are in place to support self-service?
Go beyond the Basics in Buyer Enablement
Product videos, static presentations, customer testimonials, free trials, case studies, white papers, webinars and helpful customer support are common examples of buyer enablement elements. These are used to provide help and convince the buyers to proceed into the journey.
However the common problem is that these elements are normally designed to support the company’s ICP (Ideal Customer Persona), not for the whole buying committee that is actually making the decisions. This will automatically affect the level of personalization or relevant information those important individuals actually get. In the sections below we’ll go through ideas and tools on how to level up your buyer enablement tactics.
1. Use AI-Powered Insights
AI is transforming buyer enablement by providing deeper insights into buyer behavior and personas. Tools like Amplifiles offer advanced sales analytics to track engagement with sales materials. These insights help tailor content to buyer needs, increasing the likelihood of conversion.
According to McKinsey, companies using AI in sales have seen leads and appointments increase by over 50%. AI isn’t removing the role of sales reps in the buyer journey but it is fair to say that companies that are using AI to support their buyer enablement will prosper now and in the future.
2. Try Predictive Analytics
Predictive analytics can forecast future buyer behaviors based on historical data. Tools like HubSpot and Salesforce use predictive models to score leads, prioritize follow-ups, and personalize buyer interactions.
This proactive approach can significantly enhance buyer engagement and close rates by utilizing predictive analytics for sales, lead scoring models, and personalized buyer interactions. Having the data allows you the find right content for each touchpoint and streamline you buyer enablement efforts.
Focus on Interactive Content and Personalization
3. Start Creating Dynamic Sales Materials
Static PDFs and traditional sales decks are becoming obsolete. Modern buyers expect interactive and engaging content. Amplifiles, for instance, enable the creation of dynamic PDFs with embedded videos, quizzes, and personalized CTAs. Interactive sales content not only captures attention but also provides actionable insights based on how buyers interact with the material. This shift towards dynamic PDFs and engaging sales materials is critical for modern sales strategies.
4. Deliver Personalized Experiences
Personalization is notably the key to effective buyer enablement. According to Epsilon, 80% of consumers are more likely to make a purchase when brands offer personalized experiences. (Source: Epsilon)
Utilizing tools like Marketo or Segment, sales teams can deliver personalized content that resonates with individual buyers' needs and pain points. Embracing personalized sales strategies, customized buyer experiences, and targeted marketing content can significantly enhance buyer engagement.
However, personalization can fall short due to a disconnect between what businesses believe they are delivering and what consumers perceive. Only 60% of consumers feel they are receiving a personalized experience compared to the 85% of businesses that believe they are providing it. (Source: McKinsey)
Why the difference? The degree of personalization. Customers need a one-to-one experience, most businesses do a one-to-many approach. This gap often arises from segment-based approaches, which can feel impersonal to consumers seeking more individualized interactions.
Enhance Buyer Self-Service
5. Utilize Knowledge Bases and Chatbots
Empowering buyers with self-service options is a growing trend. Knowledge bases, like those provided by Amplifiles, allow buyers to access relevant information at their convenience. Additionally, AI-driven chatbots can answer common questions and guide buyers through the decision-making process.
According to Gartner, by 2022, 70% of white-collar workers will interact with conversational platforms daily. Self-service buyer tools, AI chatbots for sales, and buyer knowledge bases are becoming essential components of buyer enablement strategies.
6. Boost Conversions with Interactive Demos
Interactive product demos can significantly enhance buyer enablement. Tools like Storylane provide platforms for creating guided product tours that allow buyers to explore features at their own pace. Interactive demos provide a hands-on experience, making it easier for buyers to understand the value proposition. Implementing interactive product demos, guided product tours, and hands-on buyer experiences can drive higher engagement and conversion rates.
For 70% of B2B buyers, the option to try demos or free trials from technology vendors is a major influence on their choice to proceed with a purchase (TrustRadius). If you're still offering just ‘’Talk to sales’’ or ‘’Book a demo’’ for your primary CTA, you may lose a lot of potential new customers...
Conclusion
Advanced buyer enablement requires leveraging innovative tools and strategies to meet the evolving expectations of modern buyers. By integrating AI, predictive analytics, interactive content, and advanced collaboration tools, sales and marketing professionals can enhance buyer engagement and drive higher quality leads. Platforms like Amplifiles are at the forefront, providing solutions that transform static sales materials into dynamic, engaging experiences, ultimately helping sales teams achieve their goals.
Embrace these advanced techniques to stay ahead in the competitive landscape of B2B sales, ensuring that your buyer enablement strategies are as dynamic and effective as the products you offer. This includes focusing on advanced buyer enablement, innovative sales strategies, and dynamic B2B sales tools.