Online Buyer Journeys Have Become a Lot More Complex Over the Years
Imagine this scenario:
Brad is a mid-level IT leader who needs to learn about technology solutions after his VP told him about their company’s IT goals for the year. Brad isn’t quite sure where to start, so like many of us, he heads to Google. He clicks on a few links on the first page, reads a couple articles and watches a video.
Later that week, he does some more research and clicks on an ad. It takes him to a targeted landing page that includes value propositions and a form to receive a demo of a specific product.
Unfortunately, Brad isn’t ready to fill out that form yet. (That’s OK, Brad, we’re here for you along the way. But remember all of those cookie notices you clicked “Accept” on? So do those companies.)
A few weeks later, Brad’s boss asks him for an update, which sparks his desire to get serious. Brad dives back into research, which is now influenced by his initial online activity. He starts a comparison chart between three of his top prospects and sets up demos for each company's service.
Brad did all of this work, but still hasn’t made a decision. Truthfully, this is how a lot of buyer’s journeys play out today, especially for B2B purchases that have high stakes and multiple decision-makers.
This is why it’s so important to adapt marketing materials to different formats and channels. When companies can meet people where they already are, and with an enticing message, they are positioned more favorably to make it to the next round in a prospect’s research.