Have B2B buyer attitudes changed in the post-pandemic recovery period and what should organisations be doing differently to improve customer acquisition?
I believe that people are becoming more empathetic to the types of things they’re receiving, because most of us were working remotely through the pandemic. But, it’s still the same world and people are still buying something that they need. So, even though their attitude has become slightly more empathetic to, for example, email outreach, their tendencies are still the same and they still get tired of repeated digital reach.
One thing that we do at our organisation, when it comes to customer acquisition, is providing more information and giving our customers and prospects more time to digest that information as part of our sales process. The meeting doesn’t need to happen tomorrow, it can still happen later if you build that rapport.
What is a key element that you look at as part of a buyer’s digital activity before proactively trying to market or sell to them?
Intent. Just because a person isn’t buying from you, it doesn’t mean that they don’t fall under your classic buyer profile. Their intent to buy is what you are trying to move the needle on. It’s not just about the numbers; it’s about the volume of people and increasing their intent to buy. You can talk to lots of people, you can send out a Facebook ad and hit everybody, but it’s about finding those people that have shown intent. That is how you turn those leads into conversations far more efficiently.
“Their intent to buy is what you are trying to move the needle on. It’s not just about the numbers; it’s about the volume of people and increasing their intent to buy”.
“Humans are absolutely the core of everything digital”.
In a world of ever-increasing digital dominance, do you think human engagement will be a point of competitive differentiation in your market?
Everything we do as an organisation revolves around humans. We offer our customers an opportunity to watch a human as they use their product and share their thoughts. This is so powerful and it changes everything: it changes the way we do things, it changes the way we advertise, it changes the way we talk to customers, it changes the way we know what people are thinking, without them even knowing they’re thinking it. So, humans are absolutely the core of everything digital.
I also believe there is an art piece here that is extremely important, meaning you can put out the perfect ad at the perfect time and the perfect place, but if the art doesn’t look right – if people don’t want to click on it, if it becomes slow or cumbersome, if it has too much information, in one word – if that art piece isn’t there, you will lose the human engagement immediately at that part of the journey.
UserTesting is an on-demand human insight platform that quickly gives companies a first-person understanding of how their target audience behaves throughout any experience and why. UserTesting enables companies to connect with their audiences, authentically, through an experience that’s uniquely, and intentionally, human.