Buyer’s Buying

A 3 minute read…

You’ve likely heard the stat that somewhere between 3-5% of buyers are “in market” at any given time. That’s a small percentage, considering many workforce solutions sales pros are relying on at least some on their “target list” to be in a buying cycle in order to meet sales targets and revenue goals.

The good news is that 17% are in the research stage and another 20% are “problem aware”. This provides the opportunity for sales and marketing teams to nurture relationships and build trust.

A healthy target list and pipeline has a mix of prospects in various stages of buying. Determining where they are in the cycle is not easy, and ensuring time is invested with all targets can also be a challenge.

Here is where marketing can play a valuable role.

  • Create intentional content that provides value and insights, while providing your team insight on the buyer’s current state and stage.
    • Work with sales teams to determine what information would be of value for those that are “problem aware” versus in “initial research”. As an example, problem aware buyers do not typically want to know details about your firm at that stage.
    • Build content that provides that value while enabling your team to gather information. Craft the material in a way that if a buyer reads the piece, it tells them something about you. What info would they need next in the journey? Use links within the content to build trust with the buyer while providing insights on where they are in the journey.
  • Use sequencing to continue to engage, with each piece intentionally built to continue the journey. Share what they might have missed in their research, and share insights that will help them “peek around the corner”. Include content that would resonate with other stakeholders than your assumed reader’s role, such as the CFO.

Testimonials

What Our Clients Have To Say About Their Experience

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Since working with Outpace Digital Marketing, the alignment of our departments has finally taken place! Six months ago, our sales and marketing teams were not connected, and these teams didn’t share common goals. Now, both teams know what’s expected and what needs to be done to help each other be successful. The sales team is receiving marketing material that speaks directly to specific buyer personas along with their unique needs; and in turn, the Sales Team is receiving positive feedback from both customers and prospects. The sales team is then sharing this vital feedback with the marketing team.
Head of Sales$150 million Staffing Company
The time and effort that Yvonne invested into our organization has tremendously brought awareness to gaps in our processes. Before our engagement, sales and marketing were very segmented. Understanding that we can change our strategy and communication to improve our branding overall through commitments to each other, we are better equipped to position ourselves as more than a staffing firm but a trusted consultant. The feedback guide, utilized for new opportunities, and the content criteria quadrant help us deliver a message that brings more significant impact and success rates to the organization.
COOLarge National Staffing Organization
As a result of the work that Outpace Digital Marketing conducted for us, the alignment between our marketing and sales is at a new level. The messaging is crystal clear and being effectively communicated on all the critical social media outlets. We are receiving positive comments daily. The results are fantastic. Our prospect meeting rates have increased, our calls into our company have increased, and we are back on a growth track.
PresidentStaffing Industry Advisory Firm

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