This edition of our newsletter is all about the Follow Your Buyer approach to B2B marketing and sales.
The FYB method is not the latest marketing and sales fad. It is a radically different way of developing business that is centered on helping buyers navigate a complex journey to making the best purchasing decisions for their own business.
It requires an understanding and acceptance of the real buyer’s journey, developing a content marketing strategy that helps rather than sells, following up in a way that helps the buyer advance to the next stage, and measures results that go deeper than only the final sale, enabling solution providers to predict revenue generation more accurately.
In this edition of our newsletter, we explain the FYB method, unpack the real buyer’s journey, and offer a two-part series on customer-centered content marketing.
Helping connect buyers and solution providers more efficiently and effectively is our life’s work.
Life Science Connect, the parent company of Follow Your Buyer, has had a front row seat for the past several decades for the evolutionary transformation of the buyer's journey. Here is what we learned!
The single force that has disrupted the way B2B solution providers market and sell is also the most critical to business success, buyers. As buyers discovered and embraced on-demand, digital content to help them solve problems, not make purchasing decisions, they pushed long-held B2B marketing traditions aside, rendering them obsolete.
Here is the problem that many of us have. We define the B2B buyer’s journey in three stages: awareness, consideration, and decision. And we define awareness as when a buyer becomes aware of us and our solutions. We then develop content strategies focused on our own products and services which is what buyers seek in the late stages of their journey. We miss the opportunity to build trust with buyers when it is most critical. What we need is a content-marketing strategy that is aligned with the real buyer's journey.
It is important to understand that potential buyers are on a journey to solve problems, not necessarily buy something. If you want to be considered as a solution provider, you must be a helpful participant in their problem-solving journey, the entire journey.
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