B2B Buyer’s Journey & How Sellers Can ‘Align to Win!’ with Gopala Krishna Kris
Gopala outlines how buyers can align to sell using intent data in complex purchases.
Gopala Krishna, Sales Success Enabler at WINsights, is an advisor, investor, entrepreneur, speaker, author, and a life-long learner. His work is published on entrepreneur.com, dataquest.com among others including contributing to a book on Entrepreneurship.
77% of B2B buyers said their last purchase was complex or difficult.
Without intent data, only 4.4% of top-of-funnel inquiries convert and .03% move to closed/won.
Intent data tracks online behavior and activity through AI/ML- attending webinars, downloading digital assets, watching videos, onsite searches, etc. Includes 1st and 3rd party data.
Reasons Buying Experiences are Complex:
-In complex and big deal purchases, typically 6-20 decision makers are involved
-Often, these decision makers do their own homework with data points that may or not not be similar to others
Available solution options from a variety of vendors makes it difficult to make good purchasing decisions
What Buyers are doing to Make it Easier:
-Problem identification- we need to do something
-Requirement building- what should the solution do for us?
-Solution exploration- what is out there to solve our problem?
-Vendor selection- does this purchase perform what it is expected to?
-Validation- we think we know the right answer, but we need to be sure
-Consensus creation- let’s get everyone on board.