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Tailoring buyer enablement strategy to different industries

Discover how buyer enablement applies to your industry and the best practices to level up buyer relationships.

Rory Sadler
•
April 2, 2024
April 9, 2024
Discover how buyer enablement applies to your industry and the best practices to level up buyer relationships.
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The B2B sales process is in the "buyer-led era", where buyers spend half their time researching products. Buyers reference 10.4 ZMOT sources during their buying journey while only involving sales reps in 5% of the process. Given these challenging dynamics, sellers must commit to understanding the B2B buying journey. 

In a Gartner survey, 77% of respondents described their purchasing experience as highly difficult. This journey involves multiple stakeholders and often requires revisitation of decisions. Tailoring buyer enablement to different industries supports and equips buyers to make informed decisions.

Industry-specific challenges and solutions

Industries relying on SaaS solutions face challenges related to product complexity, technical compatibility, and clear ROI. Buyer enablement is crucial to tackle these challenges. Helping prospects make informed purchasing decisions creates low-effort buying experiences and builds customer confidence.

To improve the buying process with buyer enablement strategies, sellers must understand the buying committee and their challenges.

  • Product complexity: SaaS solutions are versatile and scalable but can introduce complexity, leading to buyer hesitation.
  • Technical compatibility and security: Buyers need assurance that new SaaS solutions integrate with their existing systems and maintain security. 
  • Demonstrating ROI: Sellers must explain how the software adds value in a way that resonates with buyers.

Strategies for overcoming these challenges

Sellers can use buyer enablement content to alleviate buyers' challenges and ensure consistent and high-quality delivery of customer value. Forms of enablement content include calculators, diagnostics, connectors, recommenders, advisors, benchmarks, and simulators. These tools align with buyers' emotional needs and position the seller as a trusted advisor. 

Strategies targeting emotions in B2B marketing are 7x more successful in generating long-term sales. Appropriate strategies include:

  • Interactive demos and free trials: SaaS companies can offer demos and free trials to tackle product complexity. Technical documentation, integration guides, and API specifications can address compatibility and security concerns. 
  • Case Studies and ROI Calculators: SaaS sellers should showcase success stories of similar businesses using their software and provide ROI calculators for buyers to quantify the financial benefits.

Case studies from diverse sectors

In exploring the effectiveness of buyer enablement, several case studies highlight the transformative impact of tailored enablement tools:

Financial Services

Trumpet's digital sales rooms impact various industries with powerful buyer enablement strategies, particularly in financial services. A standout case study is PayFit, a leading cloud-based payroll solution provider in Europe. PayFit's sales process saw a remarkable transformation, showcasing the effectiveness of buyer enablement in financial services.

  • Increased conversion rates: Thanks to trumpet's DSRs, PayFit doubled its conversion rate from 21% to 40%. The personalised and trackable Pods allowed them to tailor interactions based on buyer behaviour.
  • Improved customer engagement: PayFit achieved a 69% open rate in their DSR links because Trumpet kept buyers engaged with timely and relevant information.
  • Streamlined sales processes: Trumpet's digital sales rooms streamlined PayFit's sales processes and made post-demo follow-ups easier for their AEs. Pods simplify buying for buyers and save time for the sales team by centralising all necessary information.

Fast-Moving Consumer Goods (FMCG) and Healthcare

FMCG and Healthcare industries face unique challenges when it comes to buyer enablement. In these sectors, sellers should consult and support buyers, helping them confidently navigate complex decisions.

Technology and Software

  • 6sense leveraged Mediafly's microlearning solutions and ROI/TCO tools, empowering their sales teams with data-driven insights and personalised buyer content.
  • Storylane offered interactive demos that significantly increased engagement and completion rates for clients like Upland Software, revealing the power of experiential learning in software sales.

Adapting enablement tools for industry needs

In adapting buyer enablement tools for industry-specific needs, it’s crucial to recognise the diversity in B2B buying processes. Here’s how businesses can tailor their approach:

  • Content customisation: Develop tailored guides, charts, tools, and plans to support buyers in their purchasing process. Use practical aids like checklists and mutual action plans to assist them in completing tasks.
  • Strategic enablement: Create buyer personas for different buyer types: analytical, amiable, expressive, and driver. Map sales assets to the buyer's journey stages for effective content delivery.
  • Technological integration: Leverage CRMs, automation, and interactive demos to provide a personalised experience without contacting a sales rep.

Trends in industry-specific buyer enablement

In dynamic B2B sales, understanding and adapting to the latest trends in industry-specific buyer enablement is crucial. Here are some key insights:

Technology - AI and data enablement

AI-driven analytics tools will help two-thirds of sales teams access and act on buyer data trends. AI chatbots and virtual assistants will become more sophisticated, providing context-aware guidance and moving the buyer's journey toward data-driven interactions.

Healthcare and Pharmaceuticals - Digital experiences

Healthcare is embracing digital sales experiences to meet the evolving needs of healthcare institutions. By 2025, 80% of B2B buyer experiences will be digital, leading to a growing preference for seller-free sales experiences and self-guided purchasing. Virtual consultations allow sales reps to engage with healthcare providers through DSRs instead of in-person visits.

These technologies provide immersive demonstrations of medical devices, which is essential for healthcare due to time constraints and accessibility issues.

Financial Services - Multi-channel engagement

In finance, multi-channel engagement is a key trend in buyer enablement. Financial institutions are diversifying their buyer engagement strategies by incorporating ten or more engagement channels. Through social media, mobile apps, and personalised web portals, buyers interact with financial service providers across multiple touchpoints.

Best practices for cross-industry enablement

Implementing cross-industry buyer enablement involves a multifaceted approach, focusing on integrating educational content, personalisation, and engagement tools to enhance the buyer's journey. Here are some best practices:

  • Educational content and personalisation: Develop buyer’s guides, whitepapers, and webinars that address unique pain points and reflect the buyer’s purchasing journey.
  • A collaborative approach: Encourage collaboration between departments to provide a seamless and personalised experience, utilising cross-functional workflows and communication channels.
  • Support, consultation, and optimisation: Offer prescriptive advice for complex decisions through consultation and support. Regularly adjust strategies based on feedback and performance data.

Final thoughts

The impact of tailored buyer enablement simplifies the complex B2B buying journey. Our sales strategies must adapt as the modern buyer evolves to deliver an informed purchasing journey. If you want your sales strategy to succeed, consider using digital sales rooms for optimised industry buyer enablement. 

Start using trumpet for free, or request a demo to learn how to exceed buyers' expectations.