B2B Buyers Need Insights, Not Just Information
In an effort to demonstrate thought leadership, B2B marketers produce a substantial volume of educational content. By the time buyers are ready to purchase, they’ve already developed a sense of the type of solution that will address the problems they face. They’ve got loads of information on which to draw.
That’s why you need to go beyond just providing information and start delivering insights. With insights, you can force buyers to ask tough questions about their situation. As a result, you will disrupt their paradigm and leave them no choice but to consider your product or service.
The approach is called insight selling. It’s one of the best ways to set your solution – and your message – apart from the competition.
How does insight selling work?
According to recent studies, around 67% of the buyer’s journey involves the consumption and evaluation of digital resources. Increasingly, almost all of this research occurs before a buyer contacts your sales team.
Insight selling is a way to add spice to existing marketing content or provide a new dimension to conversations with buyers. To make it work, you must:
- Challenge buyers to envision a scenario where they would face serious business setbacks.
- Reveal that they face that they’re in the midst of that very scenario, right now.
- Present your product or service as a solution built to save them from the dire consequences.
The idea is to force the buyer to change how they think about the status quo. You’re showing them why their future success hinges on making a purchase.
Insight selling in action
Imagine you’re an insurance carrier with a specialized errors and omissions (E&O) policy built for media organizations. You’ve already produced a large volume of content informing buyers about what your policy covers and why off-the-shelf E&O policies probably aren’t enough.
Still, something isn’t right. You’re not generating as many leads as you need to hit quarterly sales goals.
In this case, tactics clearly aren’t the issue – you’re doing everything right on the content creation and promotion side. Instead, you’ve got to fix the message. You’ve got to give buyers new insights about the scenario they face if they don’t purchase your product. An insight selling strategy might include:
- A story about how a single lawsuit brought down a media firm that thought it was protected by an off-the-shelf policy
- In-depth analysis of a specific exclusion that is common in competing policies and that leaves the buyer totally exposed in the event of a lawsuit
- A numbers-heavy overview of how much frivolous lawsuits already cost companies – or even the target company itself – and how much they’ll lose if they don’t purchase the policy
As a leading inbound marketing agency, we build every content marketing campaign around insight selling strategy. Educational content is important – and you should definitely be educating buyers! – but insights are the only way to set yourself apart from the competition.
Ultimately, you want to give buyers as few excuses as possible not to buy. Insights can help you get there.
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With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.