Toward World-Class Buyer Engagement

We believe that businesses need an enduring and well-constructed approach to capturing customer value. They need a Revenue Architecture that delivers world-class buyer engagement. Buyer Engagement is the universal approach to delivering the right experiences and messages at the right time to the right buyers. Buyer Engagement is about prospect care and building meaningful relationships with buyers – with an equitable exchange of value –  that translates into predictable and sustainable revenue growth. Buyer Engagement happens across the organization and across marketing, sales and service.

Ineffective buyer engagement is a drag on revenue performance.

There is a lot of hype about tactics like Inbound and ABM, but too few marketers are using a true buyer-first approach. A true buyer engagement approach will more clearly identify the role of marketing and sales tactics and shape 1:1 messaging and experience.

We see issues every day as we work with clients, including:

• Confusing the “tools” with the “techniques” of effective buyer engagement
• A focus on tactics (inbound, ABM, etc.) rather the buyer dynamics
• Getting persona development all wrong
• Messaging that largely misses the mark and is more inside-out vs outside-in
• Content that is domain-centric rather than engagement-focused
• Metrics management that doesn’t ‘close the loop’ across marketing and sales.

Buyer Engagement activates revenue performance by:

• Recognizing the new self-directed buyer & the requisite frameworks to engage them
• Deeply understanding customer composition & audience segmentation
• Understanding audience POV, pain points & organizing on shared attributes via Engagement Personas™
• Mapping audience pain & aligning messages with the buying cycle, creating Message Maps™ to drive funnel performance
• Creating comprehensive Buyer Engagement strategies, Experience Architecture™ and a Content Architecture
• Creating high-performance marketing programs that calibrate the marketing mix
• Using a closed-loop Metrics-Driven Methodology™ to measure and optimize pipeline performance via Volume, Value, Velocity & Revenue.

E-BOOK:  Exposed. The False Promises of Revenue Marketing.

We published an e-book series that describes the 9 Principles of Effective Buyer Engagement. These principles serve as a practitioner’s guide to increasing leads, conversions, pipeline velocity, and revenue impact.

• Volume:  Generate “Top-of-the-Funnel” Visits & Inquiries
• Value: Get Better Qualified Inquiries
• Velocity: Increase Conversion Rates
• Revenue: Optimize Engagement for Revenue Impact.

Get a copy of your e-book here.