Connecting with B2B buyers has never been more difficult. They’re becoming blind to our B2B marketing communications and more clued up than ever before. Here’s how to face this problem head on, making an impact on your buyers and generating plenty of new business opportunities.

1. As buyers become more and more blind to marketing
communications, how can you make the information they do
see influential to their decision making process?
Changes in buyer behaviours continue to evolve as new social
technologies are introduced. Plus, buyers are thoroughly
researching your business to validate your offering – but as the
freedom of online opinion grows, are you losing control?
Take our 3 step guide to connecting with the B2B buyer to
create a formula that works not just for you, but for your
prospects too.
Match relevant content with your buying cycle1
Impact the buying cycle with effective lead nurturing
Get personal and close the sale
Connecting With
The B2B Buyer
Follow our 3 step guide to
2
3
Follow us for more B2B marketing
and lead generation tips www.leadforensics.com

2. Matching relevant content with
the buying cycle
76% of B2B buyers search for content that is relevant to help
them make an informed decision about a product or service,
so it’s crucial that your brand is positioned as a thought leader
in your space to avoid any competitive threats.
But before you flood your blog and twitter page with content
that you think will influence their decision making process, do
you really know what makes your buyers tick?
Mapping out the buyer journey from brand awareness to
conversion and their information needs at each stage will
allow you to really understand what content will have impact.
Overlaying a content plan according to these needs is
guaranteed to inform, educate and in turn influence the
decision making process.
And when 61% of buyers agree that the winning vendor
delivered a better mix of content appropriate for each stage
of the purchasing process, it’s essential that you come up top
against your competitors.
“Using Lead Forensics tells us who is interested in
certain types of content, that has helped us get
smarter about what we spend time creating. “
Kristen Brewe, Start-Up Specialist
Awareness: Identifying the need
3rd party communications and external
blogs: Relevant and educational industry
reports and statistics that support your
product offering.
Exploration: Considering a solution
Video and product fact sheets: Informative and
digestible product overviews that clearly communicate the
product benefits
Decision making: Comparing providers
Client proof: Case studies, quotes and proven results from clients
and industry leaders that give them a reason to believe.
Purchase: Delivering ROI
How to guides: Valuable guides and tip sheets that offer advice
on delivering results from your product or service
Advocacy: Maintaining interest
Insider updates: Engage with your clients by
feeding bespoke content according to their
needs, in turn encouraging advocacy and
renewal
£
3 Steps To Connecting With The B2B BuyerStep #1
www.leadforensics.com

3. It’s fair to admit that most marketing activity and budget is
invested in generating leads and brand awareness. But what
about those prospects are not ready to buy right now? It’s
critical to effectively nurture these prospects and convert
them sooner. And when research shows that companies that
excel at lead nurturing generate 50% more sales-ready leads
with a 33% reduction in costs, turning a “not right now” into a
sale will dramatically improve the bottom line.
By carefully matching your marketing activity with each stage
of the buying process, you’ll be able to influence decision
makers more effectively. The key is to build relationships with
buyers through timely and relevant touch points, using various
channels such as email marketing, social media and
telemarketing.
Up to 50% of sales go to the vendor that responds first, so
you can even further accelerate your lead nurturing activity by
reacting to buyer’s online behaviour in real-time. Lead
Forensics alerts clients when a business has visited their
website, plus tells them what they were searching for and
what they looked at. Use this intelligence to provide these
prospects with informative and persuasive information that
enhances their research process and makes it easier for them
to choose you over a competitor.
Step #2
Impact the buying cycle with
effective lead nurturing
3 Steps To Connecting With The B2B Buyer
www.leadforensics.com
+50%
more sales
ready leads

4. Although us marketers are creating relevant content and
delivering personalised communications, many B2B buying
experiences can still feel automated. And when Forbes
reports that 70% of B2B buyers rated how vendors engaged
with them as more impactful than what they were actually
selling, there’s no better time to get personal.
Author Maya Angelou said: “People will forget what you said,
people will forget what you did, but people will never forget
how you made them feel.” Touching upon buyers goals, both
personally and professionally, can be the start of a human
experience that increases the perception of your brand -
naturally. If you can successfully create a positive emotion
using innovative content and communications based on
comprehensive buyer personas, you’ll have the power to
influence across every stage of the buying journey.
When it comes to closing the sale, buyers are hungry for
reassurance that they are making the right decision, and when
70% trust the opinions of unknown users, it’s critical they
are served shining and honest reviews. Give your top rated
clients a reason to share their success stories on your social
media pages, and post case studies and video testimonials
that do the talking for you.
Step #3
Get personal with the buyer and
close the sale
3 Steps To Connecting With The B2B Buyer
www.leadforensics.com
70% rate vendor
engagement
as impactful
People will never
forget how you made
them feel
“ “
“Lead Forensics allows us to go beyond standard
analytics and understand who our customers are, their
preferences and their buying behaviour. “
Andrew Nicholson (B2B Marketer of the year ’11), Sodexo Prestige,

5. 98% OF B2B WEB VISITORS
DON'T ENQUIRE...
...WE TELL YOU
WHO THEY ARE!
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