If you are a B2B business owner and your customers have faced challenges in the B2B Buyer Journey since you have been following the same sales strategy for years, you’ve got to stay till the end 👀

But before that, let me make a quick guess 🙃

There must have been times when you’ve got your pitch down pat and consistently close deals! 😎

But all of a sudden, something changes. Your leads aren’t converting as easily, and you’re losing deals to competitors you’ve never even heard of! 😐

If you carefully consider this scenario, you would surely wonder – What the heck is actually going on? 🙄

The answer is –  changes in the B2B buyer journey. And it’s constantly evolving!

Buyers are becoming more educated, savvier, and more discerning about the products and services they purchase. 

They’re doing more research online, relying less on salespeople, and looking for solutions that truly meet their needs. And if businesses don’t adapt to these changes and continue to rely on outdated sales strategies, they will be left behind.

In this article, we will review the exact steps that make up a B2B buying journey and discuss strategies for responding to sudden shifts in their process. 

What Is A B2B Buyer Journey? 

A B2B buyer journey is a business’s process when making a purchase. The journey typically starts with awareness, leading to consideration and a final decision.

For example, a company might become aware of a new piece of software that could help them improve its sales process. They would then spend time considering whether or not to purchase the software, considering factors such as cost, benefits, and how well it would fit into their existing infrastructure. Finally, they would decide to either purchase or not purchase the software. 

The B2B buyer journey can be a long and complex process involving many stakeholders within a company. Businesses need to understand the journey their buyers take to support them best during each stage.

Top 3 Factors Influencing B2B Customer Buying Journey

In recent years, there has been a shift in the way business-to-business (B2B) buyers purchase goods and services. Instead of relying on face-to-face meetings and phone calls, many B2B buyers now conduct their research and make purchase decisions online.

This change in behaviour has been driven by a number of factors, including –

1. The Myriad Of Decision Paralysis 😵‍

Decision paralysis can be a real bummer for B2B customers on their buying journey. 

For instance, imagine this – You’re a purchasing manager at a big company, tasked with finding the perfect solution for your team.

You’ve done your research and narrowed down your options. This came with a worry about making the wrong choice and the consequences that might come with it. 

So you keep going back and forth between options, trying to weigh the pros and cons, and before you know it, you’re stuck in a never-ending cycle of “should I or shouldn’t I?” 🤨

This is where decision paralysis comes in. It can slow down the buying journey and make it much harder for customers to make a final decision, often leading to frustration and dissatisfaction with the buying process.

Businesses need to be aware of this and do everything in their power to help customers make a prompt B2B buying decision. By providing clear and concise information and offering support and guidance, businesses can help customers overcome decision paralysis and confidently purchase!! 💪

2. The Impact of Status Quo Bias 🤹‍♂️

Status quo bias refers to the tendency for people to prefer things to stay the same. In the B2B customer buying journey context, this bias can influence decision-making by making it difficult for potential customers to consider new products or services. 

For example, if a company has been using the same supplier for a long time, it may be hesitant to switch to a new supplier, even if the new supplier offers better products or services at a lower cost.

This bias can also make it challenging for salespeople to introduce new products or services to potential customers. Customers may be less likely to consider new options for their B2B buying decision if they are comfortable with what they are currently using. 

So, how can a business overcome it? 🤔

Well, this calls for a more proactive approach to educating potential customers about the benefits of their products or services. This could include providing case studies, testimonials, and other forms of proof that their products or services can provide real value to the customer. 

Additionally, companies may need to build trust with potential customers by being transparent about their products or services and highlighting how they can help the customer achieve their goals.

3. Consumers Conducting Self-Directed Research 🔎

The rise of digital media has meant that buyers are no longer reliant on salespeople for information. Instead, they are turning to the internet to research potential purchases on their own terms. 

As buyers become more informed, they are more likely to involve others in decision-making. 

In fact, Forrester research has revealed that 74% of B2B buyers conduct some form of research before even contacting a vendor. This means that your marketing efforts need to be focused on generating awareness and interest among potential buyers at all stages of the B2B buyer journey.

To reach buyers at every stage of the journey, you need to have a presence across all channels. 

By providing informative and engaging content at each touchpoint, you can build trust and credibility with potential buyers, ultimately increasing the likelihood that they will do business with you! 

Top 3 Tips To Leverage The Evolving B2B Buying Journey

As the B2B landscape evolves, so does the buyer’s journey. In order to stay ahead of the curve and successfully market to today’s savvy B2B buyers, it’s critical to understand how the buying process has changed and what steps you can take to simplify it. 

Here are some tips to help you simplify the B2B buying process and make it easier for your target audience:

1. Simplify The Buying Process 🧘

Understanding the buyer’s journey is the first step to simplifying the buying process. The buyer’s journey is the process buyers go through when purchasing. There are three stages to the buyer’s journey: awareness, consideration, and decision. 

✅ Awareness: In the awareness stage, buyers recognize they have a problem or need. They begin to search for information about potential solutions. 

✅ Consideration: In the consideration stage, buyers narrow their options and compare different solutions. They look for features, benefits, prices, and more. 

✅ Decision: In the decision stage, buyers choose a solution and purchase. They may also continue to search for information even after making a purchase. 

By understanding the entire B2B journey, you can simplify the buying process by creating content that speaks to each stage. For example, if you’re aware that your target audience is in the Awareness stage, you can create blog posts that address their needs and problems. 

If they’re in the Consideration stage, you can create comparison guides that help them compare different products or services. And if they’re in the Decision stage, you can create product pages and calls to action that encourage them to buy from you.

2. Ensure Website Optimization 📈

Your website is often the first touchpoint between you and a potential customer, so it must be set up for lead generation. Include strong calls-to-action (CTAs) on key pages, include forms that capture leads, and make sure your contact information is prominently displayed.

3. Use Targeted Content To Move Prospects Through The Funnel 🎯

As buyers move through the various stages of their journey, they need different types of content to help them along the way. Map out a content strategy that includes everything from blog posts and eBooks to webinars and infographics, and make sure each piece of content is targeted at a specific stage of the B2B journey.

Final Words

The B2B buying journey is constantly changing, so it’s important for businesses to stay agile and adapt their approach accordingly. 

By utilizing the tips laid out in this article – from being more customer-centric to creating engaging content to personalizing experiences – you can respond to changes in the B2B buyer journey with ease. 

Remember, the only constant changes and embracing that change will give your business a competitive advantage!