How To Map The Manufacturing Buyers

1. How To Map The Manufacturing Buyers’ Journey Today’s buyer is more knowledgeable about products and services than ever before and is more in control of their buying journey than a seller controls their selling cycle. As per Gartner‘s research, B2B buyers spend only 17% of their time meeting potential vendors when considering purchasing. With all the information at their fingertips, the balance of power has now shifted in the buyer’s hands. Buyer journey mapping is an essential aspect of a digital marketing strategy for manufacturers. The B2B buying environment has changed over the past few years. Content is the main way buyers become aware, learn and buy products and services. Buyers now expect vendors to provide high-quality, informative, and buyer-centric content at each step of their buying journey. Buyers now use content at every touchpoint to guide themselves in the purchase process instead of waiting for the vendor’s sales team. In this article, we will explore: •What is the buyer journey? •Why is it important? •Steps on how to map the manufacturing buyers’ journey What is the Manufacturing Buyers’ Journey? The buyers’ journey includes all steps your prospects go through when engaging with a company during the purchase process. A buyer’s journey starts with frustration, pain, inefficiency, increased cost, or missed opportunity. One person in the company may have the pain, a department may have pain, or your entire prospect’s company might be feeling the pain. The person or people experiencing the frustration start doing research online and educating themselves to determine if it is worthwhile to resolve it. They then start learning and

2. identifying different vendors and their solutions. Buyers ultimately chose a vendor who can satisfy their requirements and one who aligns with their business challenges. Why is mapping the Manufacturing Buyers’ Journey important? Today’s industrial market provides a barrage of information to prospects, making it difficult to catch their attention. To differentiate their offerings from the competitors, industrial companies need to provide relevant, educational, and informative content at the right time. Buyer journey maps offer companies insight to nurture and engage each member of the buying committee effectively to help them with the appropriate information as per their needs. Prospective buyers gather necessary information throughout the buying cycle through educational content posted by vendors on their websites, industry analysts, bloggers, tradeshows, and peers. A typical B2B industrial buying process for complex industrial products involves 6-8 decision- makers. With multiple decision-makers each doing their research, it makes the decision process complicated. In addition, the buying journey is anything but linear. Prospects go back and forth, revisiting different steps more than once through the entire journey, searching for new information. READ MORE Dijitale Industrial Marketing Agency Flat A2/301, Welworth Celina Behind Ranka Jewellers, Baner Road, Baner, Pune 411045 vinita@dijitale.com 9923731274 https://dijitale.com/