For demand generation marketers like me, we know that finding and reaching market buyers is like finding a needle in a haystack. Considering that only 5% of ideal customer profiles (ICPs) exist in the market at any given time, this isn’t too far off from what’s going on.
exist G2 arrives in 2023I had the pleasure of working with Robin Iszak-Tseng, VP of Marketing Revenue at G2, to discuss how to win over those 5% of buyers once you find them.
There are some key factors that every demand generation marketer should consider when developing a marketing strategy. Knowing when, where and how to send the right message can put you ahead of the competition.
Here are some top tips for winning over buyers in your market that I picked up from talking with Robin.
1. Prioritize people over pipelines
As a marketer, it’s easy to get too focused on funnel stages or moving people through a journey. The real game changer, however, is taking a human-centered approach. After all, you may be targeting accounts, but who makes up the accounts? people.
We need to deliver content, messaging and offers that will have the greatest impact. But how do we achieve this goal? Prioritize creating value and excitement for your audience. Think back to the last time you received something so timely and targeted that the value was almost exactly what you needed. These examples are rare, but it’s something you should strive for.
2. Warm up, don’t spam
Gone are the days of cold, unsolicited outreach. Utilizing your pipeline more effectively to warm up your audience and get them to opt-in is critical. The focus should be on creating engaging, engaging experiences, which in turn begins the process of building trust.
See point 1 above for inspiration: If your content is great and your outreach is well-timed, you’re more likely to get people to choose you instead of chasing cold leads.
3. Show where buyers are researching
“No one rolls the G2 just for fun,” Robin pointed out humorously. Why? Because the purpose of potential buyers on G2 is to research and make a purchasing decision.
As the world’s largest and most trusted software marketplace, 90 million people around the world visit G2.com — researching, comparing and purchasing software every year. Therefore, to attract 5% of the market audience, entering G2 is crucial.
Just as important, put your best foot forward in front of 90 million buyers through your G2 profile. Make sure you or someone at your company is the administrator of your G2 profile so it’s updated regularly and reflects your brand. Upgrade your profile to attract marketplace buyers and convert them into website traffic, offer exclusive offers to G2 shoppers, and discover accounts researching your company, category, and even your competitors.
4. Understand the buyer journey
Today’s buyer’s journey is neither simple nor short. It takes 12 to 16 touchpoints for a potential buyer to convert, which may be a lower-priority conversion, such as an ebook download or webinar registration, rather than a demo request.
Additionally, as search activity outside of Google diversifies, potential buyers are now seeking feedback from communities, personal and professional networks, and forums. A one-size-fits-all approach simply won’t solve the problem. As marketers, it’s time to personalize content and better understand the buyer’s journey profitably.
5. Leverage user reviews
Reviews are becoming increasingly important as people seek out other people’s real experiences before making a final decision. Actually, 84% of software buyers Says they use online review sites.
The B2B shopping experience continues to reflect consumer behavior, with us reading reviews about a restaurant, hotel or pair of shoes before making an informed purchase. While good reviews are always desirable, even negative reviews are helpful because they humanize the brand and provide feedback on issues that need to be addressed.
6. Embrace buyer intent data
Buyer intent data This can show you the specific accounts that are viewing your G2 profile, your categories, and even… your competitors. It can also show you current customer accounts who may be researching competitors or comparing you to other companies in your category, indicating a risk of churn.
By integrating G2 buyer intent data into platforms like Slack, 6Sense, Demandbase, Salesloft, Gong, and LinkedIn Sales Navigator, you can use these insights anywhere to dramatically improve sales and marketing alignment.
These insights from our discussion highlight the importance of equipping yourself with data and technology for precise targeting, leveraging trusted platforms like G2 for maximum impact, and humanizing your brand to achieve the highest levels of engagement. As we continue to move through this challenging period, it is increasingly difficult for prospects to engage, so it is more important than ever to focus on what works and provide the best possible experience for our prospects and customers .
Demand generation marketing is not about casting a wide net; It’s about knowing where your fish are and using the right bait. By understanding and interacting with your consumers, you can effectively optimize your strategies for the best results.
Remember: right information, right people, right time, right channel.
To watch the full session between Robin and me, watch the G2 Reach 2023 recording.
