89: Putting the B2B Buyer First and Understanding Their Purchase Journey, Part 1

Jul 20, 2018

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A customer’s purchase journey is never an easy process to document and collect data on. Thankfully, Brent Adamson is interviewed on this episode of Renegade Thinkers Unite. As Principle Executive Advisor at Gartner (formerly CEB), Brent works to help B2B companies explain to customers why their solution is the best available.

Throughout part 1 of this conversation, Brent and Drew discuss why putting the customer first should be at the heart of any B2B organization. They explain the 6 non-linear steps in any purchase journey, and Brent shares his #1 tip for any B2B supplier.

This conversation will shed new light on the purchase journey. Check it out.

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What You’ll Learn Putting the buyer first is the #1 step to create a better purchase journey

B2B companies should be focusing on understanding how buying happens. Learning how your ideal customer views the buying process will give you direction when bridging the gap between marketing and sales departments. Brent explains that unfortunately, few brands in the B2B space are doing this well. To learn how to put the buyer first and reorganize your brand’s purchase journey model, be sure to listen.

The 6 main steps in any B2B purchase journey - they’re not linear!

Contrary to what many professionals believe, a purchase journey within B2B industries isn’t linear. And closing a deal isn’t about progression, it’s about completion. Brent outlines the 6 main steps that must be completed before any buying decision is made.

Problem identification
Solution exploration
Requirements building
Supplier selection
Consensus creation (always happening)
Validation of information (always happening)

These steps are far from being linear, especially when multiple decision-makers are involved. Of all the B2B buyers surveyed by Brent and his team at Gartner, 90% reported having to revisit one of the top 4 steps multiple times throughout their purchase journey.

Marketers should be doing THIS, before anything else, to help buyers choose their solution

Given these 6 steps, what is the ideal job of a B2B marketer? Brent believes it’s simple: marketers need to make buying easier. The first step in doing so is ensuring that problem-solving information is available through multiple channels. The answers given to a buyer over the phone from a sales rep should be consistent with information available online and via social media.

Actively solving a customer’s problems, before they even recognize a problem, is the key to making B2B buying easier. By understanding a buyer’s problems, offering them the best solution, and supporting them through their purchase journey, you’re well on your way to closing more deals in your industry.

Timeline

[0:30] Brent’s Renegade Rapid Fire segment, and his unique definition of marketing
[7:30] The importance of putting the customer first
[12:11] Brent explains the traditional customer purchase journey model
[17:42] The 6 main steps to a buying process - they’re NOT linear
[25:40] B2B buying is incredibly complex, and it’s through a multi-channel approach
[33:27] Here are your need-to-know takeaways from part 1 of this conversation with Brent

Connect With Brent:

Brent’s CEB/Gartner webpage
Connect with Brent on LinkedIn
Follow Brent on Twitter
Follow CEB/Gartner on Facebook

Resources & People Mentioned

Brent’s book: “The Challenger Sale: Taking Control of the Customer Conversation”
BOOK: “Jobs to Be Done: A Roadmap for Customer-Centered Innovation”

Connect with Drew