INSIDE THE NEW BUYING EXPERIENCE:
How to Create Awesome Buyer Enablement Content
In the typical B2B organization, making a buying decision can be complex. The typical buying group involves
6 TO 10 STAKEHOLDERS
77%
And sometimes, we as marketers don’t make it any easier. We focus on creating lead-magnet content that drives our audience to raise their hands and share their information. But they don’t get much in return.
of B2B buyers say that their last purchase was very complex or difficult.
Simply put, your buyers want to get the insights they need to make the best decision for their team and their business. Because, frankly, they have a lot to lose.
That’s where comes in.
buyer enablement content
But how exactly do you create compelling content that informs and inspires executives at varying levels of the business? Let’s walk through an example...
MEET SASHA
She’s the VP of Marketing at an up-and-coming jewelry brand. She’s looking for a new marketing automation platform to streamline email, social and mobile campaign creation.
Buyer enablement content provides prescriptive advice and practical support to help individual buyers, even entire committees, throughout the decision-making process.
Because Sasha is VP, she has a lot of buying clout. But, she still needs support (and budget) from her key stakeholders.
OLIVIA CEO
JACQUELINE CFO
BEN CIO
Sasha needs help winning them over. Let’s walk through key stages of the buyer’s journey to see how buyer enablement content can help her.
BENEFIT
DIFFERENTIATE
BUSINESS CASE
CONFIRM
POST-PURCHASE, RETENTION & LOYALTY
“Help me learn how I can best tackle the key pain points impacting my business—and the way I do my job. I have the opportunity to drive positive change, but I need help getting started.”
BENEFIT STAGE
YOUR TASK:
Provide a roadmap or framework for success.
Spotlight key best practices or red flags your audience should look out for.
Focus on a specific solution or technology that will enable the reader to tackle known and unknown pain points.
FORMATS THAT STICK:
Interactive assets that allow you to create immersive experiences for different personas.
G-books iPapers Infographics
DIFFERENTIATE STAGE
Checklists Listicles FAQs Q&As
Quick-hitting formats that get to the critical points and issues readers and stakeholders should prioritize.
Interactive experiences that allow buyers and stakeholders to experience the solution first-hand.
Buyer's Guide Product Demo Videos Product Simulators
Virtual Product Showcases
Spotlight user and customer feedback to validate key differentiators.
Zero in on key differentiators of your business/solution.
Provide a seamless comparison between key vendors and tech options.
“There are a lot of options out there, and I need to figure out how I can find the best fit for my business. Better yet, I need to be prepared to answer any questions my stakeholders have if and when they come up.”
Empower prospects to test-drive or walk through solutions easily.
"Help me easily explain the business case to all members of my buying committee. Hard numbers are great, but even qualitative insights will help me show the value of taking this step.”
ROI Calculators
Assets that quantify or qualify the value of the investment.
Benchmarking Assessments
Checklists Listicles
Analyst Reviews/ ROI Analysis
Peer Review Reports
Product Picker & Builder Tools
Allow buyers to quantify success and share potential impact with the committee.
Zero in on ways users and key stakeholders can measure success.
Validate the need for investment by allowing buyers to benchmark their business against their peers.
Aggregate and curate results from reputable analysts and users.
“Show me and my committee real-life examples of other companies that have seen success working with you. These stories and their results will help me win over any stakeholders that may be on the fence or hesitant to act.”
Case Study Portfolios
Assets and experiences that make your customers and experts the star.
Podcasts with Power Users & SMEs
Webinars
User- & Customer- Generated Content
Integrate input from reputable partners.
Curate lessons and best practices from power users.
Spotlight client success stories.
“This was a big step for me. I’ve put myself on the line by investing in your business, and I’m not going to lie, I feel a bit of buyer’s remorse right now. Show me how my team and I can get the most value out of this investment. How can I ensure we see success in the long term?”
Podcasts Videos Webinars
Virtual Events & Fireside Chats
Product Demos FAQs Checklists Visual Guides
Help them uncover new opportunities to improve and thrive.
Do ongoing check-ins with the team and assess their adoption and struggles.
Update Liz and her team about new features, benefits and hacks.
Help them disrupt the status quo in other areas of their business.
Podcasts
Videos
Checklists
START CREATING AWESOME ENABLEMENT CONTENT
Want to dig into some of these formats and experiences with your team? Let’s schedule a time to go through buyer-enablement best practices together.
YES, LET'S!
