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January 12, 2022

Why Marketers Fail at Thinking Like Buyers

GUEST: Mike Pastore, Director of Custom Content at Technology Advice and Host of the B2B Nation Podcast

 
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Let’s speed up time a bit: It’s summer 2022. You’re headed to your first in-person B2B Marketing conference since way back when — and you’re a bit rusty at navigating event complexes. As a result, you’ve gotten yourself good and lost.

The first person you ask for directions starts screaming something that sounds like trigonometry at you. He’s soon joined by another helpful human who bellows calculus at you. Then, an opera singer with a bullhorn offers her assistance in a piercing Bavarian falsetto. Suddenly, you realize: These must be B2B marketers, and you must be in the right place after all. 

In today's episode, we're joined by Mike Pastore, Director of Custom Content at Technology Advice and host of the B2B Nation podcast, who shares how marketers can better understand the B2B buyers’ journey and help guide buyers along the way — without merely trying to shout over the noise.

Join us as we discuss:

  • The nonlinear nature of the buyers’ journey
  • Why reaching buyers is about simplifying complexity
  • The power of storytelling and thinking like a buyer

"When it comes to marketing, you can't scream when everyone else is screaming because then you add to the noise and complexity. You’re better served by helping buyers navigate the complexity."

Mike Pastore, Director of Custom Content at Technology Advice

The Nature of the B2B Buyer's Journey

Why do we think it's standardized?

Marketers talk about the B2B Buyer's journey as if it were a set, known entity. In reality, it varies drastically based on the product/solution, often becoming a convoluted web of actions being executed by different prospects simultaneously.  

How do you convey your message appropriately and ensure you don't leave buyers behind?

The short fix: Think like your buyer.

"Would you do the steps that you're asking people to do before they make a purchase?"

Mike Pastore, Director of Custom Content at Technology Advice

How and Where You Meet Buyers

You know that the average buying group is made up of roughly 6-10 individuals, but most marketers don't understand this from a content consumption perspective.

You have radically different individuals, who crave radically different types of content and choose to interact with that content in unique ways.

So, you have to ask yourself, Am I providing easy avenues for buyers to access information in their chosen form?

The Power of Thinking Like a Buyer

Above all else, you must make people care. Easy right? No, of course not, but Mike's an expert, and he left us with two amazing tips:

  • Would you do what you're asking buyers to do?
     
    • What does the first interaction that potential buyers have with your company look like?
    • Are you asking them to answer 13 questions to download an ebook or sit through an hour-long webinar? Yes, that email address is important, but how much complexity do you really need to add? 
  • Don't talk too much about yourself? 
     
    • Take a hard look at your content, messaging and website. Is it about you, or the buyer? It sounds deceptively simple, but many marketers lose track of this crucial principle somewhere along the way. 

Now that you know how to navigate the B2B buyers’ journey, are you ready to use data to prevent revenue leaks in your business or learn how to build trust and confidence with your content strategy? Check out the full list of episodes: The B2B Revenue Executive Experience.