Win More Deals with Effective Marketing by Owning Every Step of the Account Buyer's Journey

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February 10, 2024

In today’s fast-paced business environment, the role of marketing has evolved significantly. Gone are the days when marketing teams were solely responsible for generating leads and passing them onto the sales department. With advancements in technology and access to information, the vast majority of buyers have already made their purchasing decisions before they even engage with a sales representative. Recent research from 6sense reveals that a staggering 84% of buyers have made up their minds by the time they talk to sales. This paradigm shift places a significant responsibility on marketing leaders to seize the opportunity and ensure victory in closing deals.

Understanding the Account Buyer’s Journey

To fully grasp the power behind this statistic, it is crucial to understand the modern account buyer’s journey. In the past, buyers heavily relied on salespeople to provide information and guide them through the decision-making process. However, now buyers have access to an abundance of information online, empowering them to research extensively before ever engaging with a salesperson. Marketing leaders must recognize this shift and adapt their strategies accordingly.

Leveraging Digital Marketing Channels

In this digital age, marketers possess an array of channels through which they can reach potential buyers. By harnessing the power of content creation, social media, and email marketing, marketing leaders can capitalize on this critical stage of the account buyer’s journey.  Therefore, by crafting highly relevant and valuable content that addresses the pain points and challenges faced by potential buyers, marketers can establish themselves as trusted advisors and thought leaders in the industry.

Creating Engaging Content

Additionally, one of the foundational pillars of successful marketing is the ability to create engaging content. It is essential to employ creative and unique approaches that captivate the attention of your target audience. From compelling blog articles, informative videos, interactive webinars, to visually appealing infographics – there are countless ways to deliver valuable insights that resonate with your audience. After all, a  diverse content strategy ensures that your message reaches potential buyers through multiple touchpoints, which can increase the likelihood that they will make their decision in your favor.

Building Trust and Credibility

As buyers navigate the decision-making process independently, trust and credibility play a pivotal role in winning their business. Marketing leaders must establish their brand as a reliable source of information and solutions. Testimonials, case studies, and reviews from satisfied customers can greatly enhance your credibility and instill confidence in potential buyers. Leveraging social proof through testimonials and showcasing industry awards or certifications can help solidify your position as a trusted partner for their needs.

Nurturing Relationships

While buyers may have already made up their minds, it is crucial to remember that the account buyer’s journey continues even after the initial purchase decision. Marketing leaders should focus on nurturing relationships with existing customers to encourage long-term loyalty and customer advocacy. By proactively engaging with clients through personalized emails, surveys, and exceptional customer service, marketers can secure repeat business and positive referrals.

Victory in Closing Deals

To summarize, in today’s digital landscape, marketing leaders must adapt to the changing dynamics of the account buyer’s journey. With the vast majority of buyers having made their decisions before speaking with sales, it is clear that marketing holds the key to success. By leveraging engaging content, building trust, and nurturing customer relationships, marketing leaders position themselves for victory in closing deals.

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