Archive for February, 2012

Welcome to the Buyer-Enabled Movement

February 7th, 2012

In response to my last two posts, an “Open Letter to Buyers” and an “Open Letter to Buyer-Enabled Organizations”, I have tried to articulate the evolution in the conversations I’ve had about why social is disruptive to business as we know it, why a buyer-enabled approach is so critical to the long-term viability of your business, and why your team needs to pay attention now. Continue reading “Welcome to the Buyer-Enabled Movement” »

Buyer-Enabled Bill of Rights

February 6th, 2012

We created a Buyer’s Bill of Rights a couple of months ago, but didn’t have the right context to explain the “why” of Buyer-Enabled, but now in context it is becoming clear that this is the “how” to become buyer-enabled in your engagement within your markets. Imagine if all vendors treated buyers this way how amazing our buying experiences would become. All movements start with a “moment” and a core of early evangelists. Here is to hoping this one catches on…. please, soon…. and start with the worst offenders who provide lights-out customer service… I mean literally “no one is home in our call-center bad service”… or the “SPAM to your inbox chokes” marketing offenders. Continue reading “Buyer-Enabled Bill of Rights” »

The Evolution to Buyer-Enabled

February 6th, 2012

As we have progressed to defining a “new” category of engagement in sales and marketing that we coined “Buyer-Enabled” versus your traditional sales and marketing models, we have continued to develop better visual tools to help companies figure out where they are in their development. We decided that “social” was not helping people figure out why what we are seeing in the market is different that thinking about social media as a channel. Behavioral is too tactical and too esoteric. Continue reading “The Evolution to Buyer-Enabled” »

Defining Buyer-Enabled Marketing

February 6th, 2012
We are Seeing a Disconnect Between The Way Buyer’s Approach the Market And The Solution-Centric Marketing That Vendors Provide
  • Buyers are active and participating within on social websites, forums etc., but the social market is noisy, saturated, mature,  and cluttered with vendors so buyers are faced with many options to choose from which makes the decision making process more difficult
  • Vendors are using technical jargon (educated buyer) and needs to shift towards more “pain” and “generic” social search orientation for a less educated, but more strategic buyer.

How do you develop customer relationships, influence requirements, and drive sales if buyers are doing research and making buying decisions before your organization becomes aware and engaged? 

  • Understanding how buyers solve business problems, research and weigh solution options, reconciling  various organizational  motivations, along with assisting the organization to solidify business, functional, & technical requirements
  • Identify buyer motivations, triggers for purchase, and research/selection/ buying process, and behavioral market segmentation
  • Focus marketing engagement around buyer’s needs, not with solution awareness messaging
  • Leverage social networks &  online communities to reach buyers in their communities of interest
  • Provide decision support, not solution advocacy
  • Assist them in building targeted strategic business cases based upon their particular needs before then addressing
    tactical functionality and feature requirements.