How Collaboration Contributes to B2B Buying Journeys

I interview a lot of people during buyer persona projects. This includes representatives from product development, customer service, sales teams, marketing professionals of various flavors, and, of course, customers and prospects. The thing that continues to astound me during internal interviews is the lack of knowledge about how buyers get here. In other words, what the B2B buyer’s journey looks like end-to-end.

Each of these roles knows their piece of the puzzle, but more often than not, I don’t see a big-picture view based on connecting the pieces from start to finish, including the bumps along the way. There’s simply a lack of collaboration across the silos.

For example:

• Product development conducts customer focus groups and surveys to find out what new features are desirable and how existing features are performing. But they need to dig deeper into the “why” about the products. Why do customers want new features? What outcomes are they trying to achieve? Why can’t they do it now? How are they doing it now?
• Marketers are focused on lead generation and qualification, brand awareness and driving traffic to the website and the specific campaigns they launch to achieve these goals. Often they are focused on just what it takes to generate a “lead” or reach the traffic volume number needed to show improvement. But what happens next? How does what they do in the early stages facilitate what happens in the later stages? Knowing that “this” white paper drove the most form completions is not enough.
• Salespeople are focused on prospects who have been qualified in some way. They are focused on next steps and getting the sale, not necessarily on what guided or helped to progress the prospects to that stage, but what they can do to keep momentum going toward closing the deal.
• Customer Service is focused on supporting customer experience, loyalty and satisfaction by resolving issues quickly and effectively, as well as cross and up sell.

Unfortunately, most of the time these teams don’t talk to each other. There’s no sharing of insights, at least not as a standardized workflow. This needs to change if companies want to keep pace with how the B2B buying journey is evolving and shifting. We need to share our knowledge with the others involved across the relationship. We need to collaborate openly to be able to analyze the experience our buyers and customers have from all angles.

Buyer personas should serve to pull all the pieces together. A comprehensive buyer persona should provide context across the entirety of the process from status quo to buyer to customer. If your company is engaged with a number of buyer personas, there should be an overlay to help all parties understand the relationships between them and how they work with each other during the buying process.

As stated above, all of these teams should be involved in the creation of buyer personas. Their varying perspectives all play a role. Their knowledge is valuable. And, their buy-in is essential if your company has any hope of providing a consistent experience across the continuum of the life cycle from potential buyer to customer to advocate.

This foundation is what’s needed to build a content marketing strategy that turns prospects into buyers and retains customers. If you don’t understand what it takes for them to get through this journey, it’s nearly impossible to facilitate it.

I’m frustrated at the lack of true knowledge about customers coupled with the inability to articulate details about the buying journey. This is why so many of our marketing programs are out of alignment with business goals. I’m frustrated at the opportunities for orchestration that companies are missing out on because they aren’t enabling collaboration between all parties to create a consistent customer experience in execution and across channels.

I’ll bet that product managers, marketers, customer service agents and salespeople know much more than what I summarized above only they haven’t really thought about it in terms of how it all looks from the customer’s perspective across the entirety of the experience. They have been trained to think about their piece of the process and in terms of how they’re judged on performance, which often isn’t aligned with what customers care about.

Focus on Depth of Discovery

We need to find out what prospects struggle with so we can match them to the right solution!

This is what I was told in a recent conversation. I thought, fantastic! Now we’re getting somewhere.

So I said, “Tell me about what your customers struggle with.”

And I got – “It’s hard to say as each one is different.”

So I said – “Just tell me a few you’ve heard.”

And I got – “Well, they know they need to alter direction to match customer demands but they don’t know how to go about it”

So I asked, “Can you give me an example of what this problem looks like for your prospects in a way that you can address?”

The response: “They can’t effectively sell the change to their executives.”

Now, we’re getting somewhere! As the conversation continues we finally start getting into the depth we need to find out how to develop content that addresses issues to help buyers take action. It takes more digging than you’d think to get to the good stuff.

It’s one thing to get buyers to view your content or recognize your brand, but it’s quite another to motivate them to take next steps with your help. Dislodging the status quo is not that easy. Without increasing the relevance of the information and insights your content provides, your marketing programs won’t ever move the needle where it counts.

Marketing technology is a wonderful thing to have. It can allow us to discover patterns of engagement and behavior that can help us to identify the parts of the story we’re telling that buyers care about. The data can also tell us what’s not working – sooner, rather than later.

To facilitate B2B buying journeys we need to start looking at the whole experience or story about how that happens. That’s the only way to create content marketing programs across the continuum of buying to support the buyer every step of the way and result in more of them choosing your company to help them achieve objectives.

Why do we not spend more time looking at the bigger picture and how all the pieces must fit together?

A focus on one successful piece of content here and learning from one not so good campaign outcome over there isn’t going to tell you what you need to know. We need to look at cause and effect, patterns of progression and understand the significance of each step taken – whether backwards or forward.

What’s stopping you from doing this?