Follow Your Buyer

Digital marketing has enabled B2B solution providers to communicate their value to target audiences everywhere, all the time, with great precision, in a variety of engaging formats, and measure the results. It also has enabled buyers to be much better informed as they navigate their complex journeys to make purchasing decisions. This made a traditional style of B2B marketing and sales obsolete, one in which buyers relied heavily on salespeople to inform and influence their decisions. At Life Science Connect, the parent company of Follow Your Buyer, we’ve had a front row seat for this transformation. In our effort to best serve our publications’ readers, we discovered something.

We learned that buyers were spending much more time in the early stages of their journey than we thought. They were reading articles to better understand the issues they face and studying examples of how others solved similar problems. And they were doing this without revealing themselves to sellers. Armed with an understanding of the real B2B buyer’s journey we began advising our advertiser clients on ways to influence buyers with customer-centered content marketing strategies that engaged them at the early stages of their journey when they are understanding issues, establishing objectives, and setting strategies. The advertisers who adopted a strategy based on the real buyer’s journey significantly outperformed those who depended only on features and benefits content or product and service descriptions.