Buyers are in control. Take action.Self-educated buyers are over-whelmed with choice and information and it's delaying their purchase decision and driving best price negotiations.
Today, with self-educated buyers, on average, 60-70% of the way to a buying decision before they talk to your sales people, there’s no one from your company engaged with the buyer to uncover what it is they’re looking for, their thoughts, concerns and decision criteria.
More importantly, with no one engaged there is no one to tell you how the buyer navigated the earliest stages of their buying decision, a troubling limitation when this is the part of the buyer’s decision that marketing needs to influence the most.
Buyers spend only 32% of their journey interacting with your sales people. They’re seeing a very small part of the decision you need to influence.
Time spent with your salespeople
Time spent on their own
More than 60% of emails and marketing generated content is going unread. Buyers don’t want to talk to your salespeople or read your content!
Not surprisingly, every client that we have ever worked with knows their ideal prospect, has accumulated insights and developed buyer profiles, usually from interviews with the company’s sales staff and sales support team. And in every single case, the anecdotal information they had accumulated was flawed by personal bias, company agendas, and guesswork.
Our approach is simple and effective
Useful insights require direct interviews with recent buyers that spent the time and money to solve the problems you address.
After spending months or some times years searching for a solution to their problem, buyers can articulate exactly what triggered their search and reveal incredible details about what happened as they evaluated all available options before they ultimately chose one.
We build actionable buyer insights in 4-6 weeks from interviews with recent buyers that have previously weighed their alternatives, considered or rejected solutions and made a decision similar to the one you want to influence. We mine the interviews for patterns and trends and consolidate the information into a Buyer Insight Report that reveals:
INSIGHThought used buyer insights to spot a market shift and drive $2M in revenue.
A provider of ERP applications in the utility market space was struggling to gain the attention of buyers. Their product team had developed a suite of new application features that they believed would significantly change their competitive position in the marketplace but found no measurable jump in adoption.
Our buyer interviews revealed that senior managers at the utility companies had been blindsided by changes in state regulations that were recently reviewed and passed and were now totally focused on avoiding significant fines and penalties due to non-compliance. Our client tested the implications of these new regulations in a survey across their market and confirmed the cost impact that the new regulations would impose and the shift in buying behavior.
Our client responded by quickly developing a monitoring component to their application that they highlighted in a demand generation campaign aimed at helping utilities understand the cost implications of these new state regulatory changes. The campaign was incredibly successful generating over 20% response rate and closing 3 large deals exceeding $2M.
INSIGHThought used buyer insights to stop a competitor and prevent 60-75% discounting.
A provider of CRM software to the financial market was losing 80% of their deals to a single upstart competitor. The sales team was planning to discount by 60-75% to stop the bleeding and brunt the success of this competitor. They were going to win the battle but lose the war!
Our buyer interviews revealed that the competitor had tapped into the key capabilities that buyers were looking for (the same capabilities that our client provided but had considered unimportant) and were successfully positioning these capabilities as their strengths and our clients weaknesses. “I’m looking for the technical details that explain the capabilities of your CRM system said the buyer. I didn’t see any mention of them in your website or marketing materials.”
This executive then went on to describe the particular capabilities that he was looking for and the perceived limitations of our clients solution. Our client responded by revamping their website, content marketing and sales playbooks to address the capabilities and obstacles that were preventing buyers from choosing their solution. They have won 5 of the last 8 engagements.
Request a mock Insight Interview