AN IMPORTANT DEFINITION
What is buyer enablement?
Buyer enablement is collecting the right data about every buyer, then using it to deliver the content most likely to help them buy from you. Sounds simple. Aren’t we all already doing that? Um… not really. In essence, it’s all about reducing “buying friction” to accelerate deals
ANOTHER IMPORTANT DEFINITION
What is buying friction?
Buying friction is anything that slows the buyer down or inhibits the specific tasks that go into buying.
Anything that distracts, confuses, or frustrates buyers. Anything that delays, derails or destroys a buying team’s journey to ‘ka-ching!’. (Lots of examples below).
So let’s put the two together:
Buyer enablement reduces buying friction by helping buyers create their own, low-friction paths to purchase.
Like the sound of that? Snap.
The benefits of Buyer Enablement
When you remove friction from buying paths, good things happen.
Because buyers get what they need right now
Faster revenue cycles
With fewer stalled opportunities
A better buying experience
With way less frustration and FML
That optimizes your budget around your buyers
Long sales cycles
54% say buying cycle is getting longer [Showpad research]
More alternatives to consider
With innovation copied faster than ever
Bigger buying teams
The average B2B sales involves 6-10 buyers [Gartner]
More content to wade through
91% of B2B marketers use content marketing today [CMI/Marketing Profs]
Buying Friction is increasing all on its own – slowing down or killing deals that should close.
So what do marketers do?
We make things worse. (Ouch).
How buyers spend their time
Your sales team has access to maybe 5% of a buyer’s entire buying process. Buyer enablement helps you participate in the rest (and make the 5% better too.)