For B2B software companies, more customized web content for buyers isn't always the solution for sales and marketing roadblocks.
This may seem counterintuitive in the face of recent buzz about using marketing automation to create custom content for buyers. But while hyperpersonalization may work for a B2C company selling a lower-value item, it doesn’t always hold true for the B2B space.
In the B2B buying decision process, there’s a sweet spot between content customization and buyer confidence, especially for group buying decisions on large purchases like software.
An overload of information can cause buying groups to lose confidence both during the purchase process and after, in the form of buyer’s remorse. Why does it matter if your customers feel confident in their decision if you already closed the sale? Because implementation is just as important as the sales process.
If things go awry, it falls on the shoulders of those who made the purchase decision, and they may regret their choice, opt out of renewing or not recommend the software to their peers. On the flip side, customers who are confident in their decision feel empowered by their software and are more likely to advocate for your business and product within their networks.
Here are several ways to improve B2B buyers’ confidence.