Buyer Enablement helps steer prospects toward your offer. It’s about feeding them the right information at the perfect time, potentially boosting conversion rates by 20%.
The buyer’s journey into three stages: Awareness, Consideration, and Decision. Here’s how to craft content for each stage:
Awareness Phase
Goal: Educate and guide
What Buyers Want: Knowledge about their problem
Best Vehicles:
- Blog posts like this The Top 10 Signs Your Business Needs a CRM
- Social media like this LinkedIn Post
- Infographics like this one on Choosing a Sales CRM
- Educational videos like this What is a CRM video
Indications that a lead is in the “Awareness” stage:
- Website visits to educational or informational pages
- Google searches with symptoms of a problem included in keywords
- Attending informational events.
Tech that Can Help:
- Social Media Management Tools: Tools such as Hootsuite, Buffer, or Sprout Social let you schedule, post, and monitor social media content to engage with early stage leads
- SEO Tools: Platforms like SEMrush, Moz, or Ahrefs ensure content is optimized for organic search, attracting potential buyers during their research phase
- Google Analytics: To understand the source of website traffic and what content potential buyers are engaging with
Consideration Phase
Goal: Showcase expertise
What Buyers Want: Deep insights, comparisons, and potential solutions
Best Vehicles:
- Webinars like this Zoho Webinar
- Case studies like this Copper CRM Case Study
- Whitepapers like this Digital Selling with SalesForce Whitepaper
- Tutorial videos like this Zoho How To video.
Indications that a lead is in the “Consideration” stage:
- Engagement with content that compares one solution with another
- Inbound questions regarding specific differentiators of your products vs others
- Engagement with tools like cost calculators and product configurators
Tech that Can Help:
- Email Marketing Platforms: Tools like Mailchimp, HubSpot, or Constant Contact enable lead nurturing through email marketing and more
- Chatbots and Messaging Platforms: Tools like Intercom, Drift, or MobileMonkey engage leads in real-time, answering questions and directing them to resources or reps
- Webinar Platforms: Solutions like Zoom, Livestorm, or Webex hosting informational sessions or workshops
Decision Phase
Goal: Make the Sale
What Buyers Want: Address objections, showcase value
Best Vehicles:
- Product demos like this Slack Demo
- Testimonials like this HubSpot/Zoom video testimonial (Hint: social proof is GOLD. 70% of buyers scour reviews before buying)
- Detailed product info like this specs list from Lenovo
- Special offers like this Pipedrive Promo Offer
Indications that a lead is in the “Decision” stage:
- Requesting detailed pricing information, terms and conditions, etc.
- Requesting references or further social proof (e.g. industry-specific specific case studies)
- Requesting a trial
Tech that Can Help:
- Sales Enablement Platforms: Tools like SalesLoft, Highspot, or Showpad equip reps with the right content or knowledge at the right time
- Proposal and Quoting Software: Platforms like PandaDoc, Proposify, or Qwilr to create, send, and track professional proposals quickly
- E-Signature Platforms: Solutions such as DocuSign or PandaDoc expedite the closing process by allowing leads to securely sign contracts or agreements online
- Competitive Intelligence Tools: Platforms like Crayon or Kompyte help reps stay updated on competitors’ moves, allowing them to position their offerings more effectively