Really help them and watch your revenue soar.
Small and midsize businesses (SMBs) have fundamentally changed how they buy. In today’s environment, they are dealing with challenges resulting from constant disruption in almost every aspect of their businesses. Before they start to consider vendors, or specific products or services, they are looking for ideas and solutions to these challenges. Only once they have ideas for solving their problems will they become buyers in the sense that’s commonly understood.
In addition, the buying journey today is non-linear. SMBs are constantly moving in an out of their journeys for a variety of reasons, as they deal with the many other pressing aspects of running their businesses. Even if you know where a prospect is in their journey, you may not know where they’re going next.
SMB Buying Behavior Podcast
In many B2SMB organizations, adjusting to this reality requires marketing, sales, and even service and support teams to work more closely together than ever before. In a recent Let’s Talk Sales podcast, I shared critical insights and best practices for evolving your marketing strategies and tactics to engage, nurture, convert, and retain SMB customers in today’s environment. These include:
- Making the critical link between your content and your products or services
- What B2B companies can learn from the B2C omni-channel experience
- The key to turning content consumption into revenue
- How educating customers can help reduce your sales and marketing costs while generating more leads
- How most companies are overlooking 97% of their target market
- One content killer that most brands overlook
- How the best marketers are building audiences and communities to capitalize on today’s buyer behavior
- The mistake that almost all companies make when following up on leads from gated assets
The bottom line is that organizations need to change their mission. They need to shift from a product/service-oriented focus on selling more stuff, to a customer-centric approach that first emphasizes helping SMBs solve the challenges they face. The result will be that they’ll sell even more stuff, but only if their marketing, sales, and customer-service functions are aligned and pulling together.