Published: 08 January 2024
The best way to acquire and grow accounts is to help customers navigate the complexities of B2B buying. B2B CMOs should steward the creation of “buyer enablement” content that helps buyers complete critical buying tasks along their path to purchase.
The B2B buying journey is not a linear path, but a common set of often-revisited tasks or “jobs to be done.” Buying groups do not purchase until they collectively complete these specific tasks with sufficient confidence.
Buyers successfully navigate complex purchases when they encounter consistent and complementary information and guided selling tools, aligned to specific tasks, on digital channels and through sales reps.
B2B CMOs seeking to improve digital customer engagement should:
Build a more complete understanding of your customers’ buying journeys by learning how customers tend to complete specific tasks required to make confident purchase decisions.
Guide marketing teams to
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