Buyer Enablement

Need to know buyer enablement strategies and journey mapping

Learn how to strategically map your content to the buyer's journey, understand the stages of the B2B customer journey, and implement effective buyer enablement strategies to empower potential buyers with the knowledge they need to make informed purchasing decisions.

Rory Sadler
June 12, 2024
June 13, 2024
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Learn how to strategically map your content to the buyer's journey, understand the stages of the B2B customer journey, and implement effective buyer enablement strategies to empower potential buyers with the knowledge they need to make informed purchasing decisions.

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As a B2B seller, you understand the critical role of sales enablers in empowering your sales reps to engage with buyers. Have you thought about training your sales team to understand the customer journey? The buyer's journey forms the foundation of sales enablement.

Achieving sales success requires a complete understanding of the customer sales journey from start to finish, not just from the sales perspective. According to the Aberdeen Group, only 36% of companies have a process for mapping customer journeys. This statistic reveals the untapped potential of customer journey maps. 

The buyer's journey begins with identifying an operational weakness, need, or pain point. These vulnerabilities often require a third party to recognise them. Digital sales rooms support buyer enablement by offering a personalised buying experience that allows buyers to make informed decisions at their convenience.

What does it mean to map the digital customer journey?

Understanding interactions at each customer journey stage allows you to contextualise each touchpoint. Mapping the digital customer journey is fundamental to enhancing the overall customer experience. It's essential to embrace hard truths to chart a realistic customer journey that reveals customer friction points.

When mapping the digital customer journey, B2B sellers should focus on three key components:

  • Draw out the customer journey lifecycle: Delineate the critical phases a customer experiences from the first point of awareness to receiving post-purchase support. 
  • Identify touch points: Track customer interactions across different channels to understand their engagement with the company.
  • Analyse gaps: Evaluate customer interaction strategies, identify gaps between expectations and company performance, and create plans to bridge those gaps.

Through clever buyer enablement, sellers can pinpoint areas in the customer journey for improvement to achieve their key objectives.

Digital journey mapping and customer enablement with digital sales rooms

You may ask: How can B2B sellers create a digital customer journey map with digital sales rooms? B2B Sellers perform digital journey mapping with input from sales, marketing, or customer service teams. The sales team should carefully consider every interaction to design a personalised experience for your customer onboarding strategy. 

This includes providing relevant and timely information, addressing concerns, and offering ongoing support throughout the customer journey. Fortunately, creating a pleasant buyer experience is simple with trumpet's digital sales rooms.

Increase engagement through better targeting

Digital sales rooms can significantly increase engagement through better targeting. Targeting features include personalisation, mutual action plans, video and screen recordings, buyer signals, and more. By identifying particular touchpoints, trumpet's digital sales rooms enable the delivery of relevant content.

The buyer signals feature provides insights into customer engagement, allowing sales teams to tailor their approach based on real-time interactions. Sellers can use this information to deliver targeted follow-ups, ensuring buyers receive the most impactful communications. With trumpet, the ability to personalise at scale allows tailored interactions that resonate with individual buyers. 

The e-signature, proposals, and quotes make it easier for customers to engage and transact. 

Eliminate ineffective touchpoints

Mapping the customer journey helps identify touchpoints that don’t contribute to the digital customer experience. Optimising touchpoints simplifies the customer journey, keeping valuable interactions that drive conversion. Here are ways trumpet's digital sales rooms can eliminate ineffective touchpoints:

  • Centralised and collaborative space: Trumpet's digital sales rooms consolidate the customer journey and all sales resources into a single, personalised platform. This centralised approach guides prospects through the sales journey without losing them.
  • Sales intelligence and buyer signals: Trumpet's buyer signals offer valuable insights on prospect behaviour, including Pod views, content viewing time, and link clicks. This data enables more targeted and efficient follow-ups and improved lead qualification
  • Personalisation at scale: In the age of personalisation, generic sales pitches are insufficient. Trumpet's digital sales rooms enable customised interactions based on the buyer. Sales reps can create personalised Pods with custom brand styles for maximum impact.

Increase conversion

A well-mapped customer journey provides insights into the critical moments where customers are most likely to convert. Trumpet's digital sales rooms offer several features that can increase conversions by addressing potential barriers. These specific features contribute to increased conversions:

  • Live demos: Offering live demos through the platform can be a great way to showcase products or services to potential customers, leading to a 2-3x increase in sales conversion rates.
  • Video/Screen recording widget: The revamped video/screen recording widget provides a powerful way to share client updates or quick micro-demos, enhancing engagement and communication with prospects.
  • Centralised and personalised space: The platform streamlines all back-and-forth communication into one trackable digital sales room. After all, 80% of B2B decision-makers want their information from articles rather than email marketing ads.

Retaining buyers

Understanding the customer journey is crucial for B2B sellers as it highlights the stages where customers may be at risk of churn or where upselling opportunities arise. Sellers can nurture customer relationships in digital sales rooms to drive long-term value.

  • Voice notes tool: This personalised approach allows B2B sellers to tailor their interactions with buyers through voice audio that makes them feel valued and understood.
  • Real-time analytics: Trumpet tracks customer engagement and behaviour, allowing sellers to identify buyer trends. This data-driven insight empowers sellers to address issues and capitalise on opportunities.
  • Pod templates: Trumpet's sales presentations are customised to address B2B buyers' pain points, providing an exceptional buying experience and demonstrating the seller's commitment to meeting their needs.

Final thoughts

The future of digital customer journey mapping with digital sales rooms presents an opportunity to gain deeper insights into customer's experiences. By visualising the sales journey, sellers can identify gaps, enabling them to make proactive adjustments. Digital sales rooms are crucial in empowering B2B sellers to adapt to delays in the sales cycle by providing a centralised platform for collaboration.

These tools help sellers address setbacks, guide buyers through the sales process, and ultimately drive them toward conversion. As the digital landscape continues to evolve, digital sales rooms will be essential in enhancing the B2B sales journey and ensuring seamless buyer enablement.

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