Can You Read the Digital Body Language?
The journey of the B2B buyer has changed radically over the past few years and smart, digital marketers have started use this to their advantage. These days B2B companies can use marketing tools to predict which customer company will actually buy by learning how to read their “digital body language”. Your customer companies’ engagement in your website (microsites and subcategories included) is the single most important factor in predicting which company is closest to buying your product or service. This makes it possible to predict the odds for sales processes before they even reach your sales team. With the right tools the digital marketer can create a strategy and a plan to, in cooperation with the sales team, put efforts into the right customer companies, at the right time, in order to make sales processes more efficient.
In order to grade customer engagement in a simple way, and thereby also grading their willingness to buy, you can boil things down to this:
- Start off by looking over exactly which companies are visiting your website (and/or microsites and subcategories) right now
- Wait for a month or two and keep track of statistics
- Together with sales, look into which of these companies have moved forward in the sales process or converted to customers
- Assess which content has had the biggest impact – which content has led to the most engagement
- With the answers to and analysis of the points above you will get the necessary insight into how you successfully optimize the structure of your websites to attract, keep and convert visitors into customers.
According to International Data Corporation (IDC), a global supplier of market researches, customer companies spend 50 % of the buying process searching, finding and engaging in the specific product or service they are looking for. Considering that they spend half of their buying journey doing this it’s extremely important that you supply them with what they are looking for. I can’t stress the importance of this enough: Tailor made content, distributed to your potential customer companies needs to be a pronounced marketing strategy in your company.
Considering the fact that no sales in B2B will happen without a visit to your website at some time during the buying process, it’s very important to really put a lot of – and the right – effort into content, as it is obviously an important source of future revenue. You also need to reach out with that content in a proactive way, rather than passively waiting for the customer’s to come to you. But how do you do this when 95 percent of your visitors are anonymous? In the physical sales process, it’s a bit easier; you can read the customers body language and facial expressions. On the digital arena you need to learn how to read your customer’s “digital body language” to get the same information: What content do my customer companies consume? How often do they consume this content? How many individuals from each customer companies engage in my content? How often do they come back to read more content? What links do they click? If you – in a technological sense – put your ear to the ground, you can hear what your leads say through clicks and engagement in your content.
- Erik Annerberg, Partner & Head of Sales at Freya News