The Imperative Shift to Buyer Enablement in B2B Marketing

So the old tricks aren’t working anymore huh? Well, it isn’t you, it’s THEM.

In B2B marketing, the traditional approach of waiting for intent signals before activating marketing strategies is proving to be outdated and harmful to business growth. A bunch of research studies by Bain, Google, Gartner, and Forrester highlight a crucial shift in buyer behavior that calls for a reevaluation of marketing practices. I was inspired to explore the concept of buyer enablement, a strategy that tackles these changes head-on, by PR powerhouse Shama Hyder (and one-time Hubspot Inbound roomie.) Her thoughts really resonated with me. I believe buyer enablement offers a more effective path to engage prospects and convert them into loyal customers.

B2B marketers and sales teams often face a shared frustration: the demand for remarkable results in impossibly short timeframes. We’ve all been there, an insistence on immediate results, sometimes the very day you launch a campaign. I get it; times are tough, and we’re all under pressure to produce instant uplift.

As if that weren’t enough, clients and prospects tend to procrastinate on engaging marketing services until they’re desperate for a sales boost. It’s vital to recognize the pivotal role of consistent and strategic marketing in driving sales, even when it’s overlooked. Many startups or even long-standing companies tend to wait right before the runway is up before engaging in real marketing, which is sort of like stopping to fill up for gas, after you’ve done the whole taxiing and readying for takeoff bit, it makes no sense.

Bain’s research sheds light on a crucial insight: the majority of buyers (80%-90%, depending on the product or service) already have a list of potential vendors in mind before they start their search. What’s more, a staggering 94% of prospective buyers are well-informed even before they reach out to a vendor’s sales team (does this mean TOFU content is no good? Of course not, but that’s another post). These findings fly in the face of the prevailing B2B mindset that marketing efforts should begin only after a potential buyer has shown explicit intent.

By sticking to this antiquated approach, we’re just throwing marketing dollars at people who have already made up their minds. It’s like trying to sell ice to polar bears! Let’s focus on influencing the decision-makers while they’re still open to suggestions.

The Evolution of Buyer Behavior and The Zero Moment of Truth

The era of the Zero Moment of Truth (ZMOT) dawned in 2011, courtesy of Google. It unveiled a startling truth: B2B buyers, before connecting with sales, consult an average of 10.4 sources. Google even coined it the 7-11-4 rule:

• 7 hours of interaction
• 11 touchpoints
• Engagement across 4 separate locations.

Before I go on, I’d like to point out that in our sales deck, we request 90 days to build a marketing machine. With the advent of AI and fast-talking agencies, many prospects and clients are understandably dubious about this concept. Why does it take so long? Can’t we just devote more money to ads? How can we speed up the process? Well, let’s take the info we just learned into context.

You are your desired buyer. You are “touched” (ICK) 10 times in 90 days, that’s every 9 days, but there are 20 to 22 working days in a month, so about 65 days in that total time frame (not counting any holidays etc.) So every 6 days (or once a week), a vendor is trying to slink into your day. Email, ads, lead magnets, social, PR, sales calls, etc. Would you WANT to work with that vendor? Or would you feel creeped out and look elsewhere… And THAT is assuming you have all campaign assets written, designed, built, and all workflows and nurture sequences and lead scoring in place on Day 1. If it takes you a speedy 30 days to set all that up (and that would be impressive for RBM, let alone most firms), you’re basically hounding your prospect every 3-4 days.

Fast forward to the present, and the landscape has grown even more intricate. The number of touchpoints necessary has skyrocketed to 27-31. Prospects have become increasingly digitally savvy, especially amidst the pandemic. This evolution underscores the urgency of engaging with prospects well in advance of their active search for solutions. Every interaction now holds the key to the buying journey. And most companies want it FAST. But some things you can’t rush.

Just like you cannot go on a first date and stick your tongue in your date’s mouth before the appetizer comes and expect things to end well, you also cannot start marketing and immediately expect someone to sign on the dotted line (or really even to go on your –boring– demo.)

It’s abundantly clear that marketing—or better yet, buyer enablement—must transcend mere reactivity. It should be a proactive and continuous engagement with the market, fueling meaningful connections and driving success.

Rethinking Marketing as Buyer Enablement

The concept of “buyer enablement” signifies a shift from traditional marketing to a strategic, buyer-centric approach. It acknowledges that while only a small portion (5%) of the target market may be prepared to make a purchase at a given moment, the remaining 95% represent potential future customers. Hence, the focus should expand to encompass this wider prospect base, establishing brand mindshare so that when these prospects are ready to buy, our brand is the first thing that comes to mind.

This approach follows the sage advice of Joshua Spanier, VP of Google Media Lab, who champions the harmonious blend of paid, owned, and earned media for an experience that flows smoother than a river of memes. The aim? To transcend marketing built solely for business efficiency and instead embrace strategies that genuinely captivate buyers. Time to get creative.

The Path Forward

The shift towards buyer enablement isn’t just a strategic adjustment, but a fundamental change in how B2B companies perceive and interact with their market. It’s all about taking a holistic view of the customer journey, understanding that every touchpoint, from awareness to the final decision, plays a crucial role in influencing buyer decisions. By adopting a buyer enablement framework, B2B companies can lead the market, forging a deeper connection with their audience for sustained growth and success. It’s more than just transactions, it’s about building meaningful relationships.

Instead of thinking of marketing as the lighter fluid on your damp bonfire, a possible momentary blaze that instantly returns to its former non-glory almost immediately…think of marketing as the proper building of a fire designed to last through the evening, warming those nearby as it gets going, and then announcing to those surrounding that something really cool is happening over here. Even as it goes down in impressive flame (unless constantly stoked, I am nothing if not a metaphor beater) it still warms those around it with its long-lasting bed of coals (is that customer retention? IDK another post maybe.)

To thrive in today’s competitive landscape, B2B businesses must transition to buyer enablement. This means truly understanding how buyers make purchasing decisions and leveraging all available tools and channels to engage, inform, and empower prospects throughout their buying journey. Accepting and aligning with modern buyer behavior builds stronger, more resilient customer relationships and drives long-term success in the B2B sector. And fortunately, Red Branch Media knows how to do that!

Maren Hogan

Maren Hogan is CEO of Red Branch and general Bad@$$

Maren Hogan is a seasoned marketer and community builder in the HR and Recruiting industry. Maren started Red Branch Media and, before she hired all the smiling faces you see below, she ran it on her own. In marketing for over 15 years, she has deep experience in strategic campaigns and a long-term, results-based operational approach.