B2B marketing and sales teams target seasoned professionals who deal with high volume, big-ticket transactions. These professionals complete a set of complex tasks – like, problem identification, solution exploration, supplier selection, validation, etc. – before making a purchase. Their journey from awareness to purchase is non-linear, making B2B selling harder.
Even as businesses digitise their processes to make selling and buying easier for each stakeholder, B2B buyers seek improved virtual buying experiences like those common in B2C settings. In the end, the B2B buyer too is a human being looking to fulfil individual and business needs.
The key to more fruitful B2B interactions is “buyer enablement” through digital-first buying experiences that have a human touch.
B2B marketing automation tools not only help save time; they enable customer-centric engagements and communication by giving marketing and sales teams access to comprehensive customer data and rich insights. This helps B2B marketers have meaningful conversations and enable salespeople to add more value to their customers’ lives. The more context you have, the better you can position your “offerings” as “solutions”, getting to the core of each customer’s needs.
Pardot, for instance, is a B2B marketing automation tool that brings marketing and sales teams on the same page to build deeper human-to-human connections with customers. It “aids” human interaction with more customer information rather than “replacing” it.
Here’s how Pardot can help: