B2B Buyers complete up to 70% of their research before ever reaching out to a vendor.
If that’s so, where are they getting their information?
From you, or your competition?
Today’s B2B Buyers Do Their Homework!
The average B2B buyer is 57% through the purchase decision before engaging with a salesperson
If your buyers are conducting extensive research prior to contacting your company – the main question you should be asking is – where are they getting their information?
Maybe they’re getting a little info here, a little info there… or maybe they’re getting all their understanding about your industry and solutions from your competitor.
How do you feel about that?
If you want prospects to believe that your solution outshines the rest – you need to set the narrative.
Teach those buyers how you,
- View the industry
- Understand their problems
- And based on your understanding, offer a distinct solution to address their challenges
They are going to conduct their research anyway…
What are they learning from you?
Here’s the good news…
You probably already have all this information.
It’s in service pages on your website, blog posts, videos, spec sheets, in your head, etc.
But it’s a bit like herding cats to bring it all together and to put it in a format with a flow that your prospective buyers can use.
What does a Buyers’ Research Hub look like?
A Buyers’ Research Hub is designed to provide easy access to the information that your buyers need to help them to decide to reach out to you.
There’s no right or wrong way to design it, your web developer can help you with your layout.
Here is an example of our Buyers’ Research Hub:
(You can style yours however you like)
Buyers' Research Hub
What is a Buyers’ Research Hub?
In four words: Content That Builds Trust.
A Buyers’ Research Hub is a centralized resource that educates potential customers about your industry, their challenges, and how your solution stands out – positioning you as the go-to expert.
Plenty of statistics show that B2B buyers are spending more time researching solutions than ever before reaching out to vendors.
Many determine the list of vendors they’ll contact based solely on the research they conduct online.
Are you going to be left out because there’s too little information about your solution to be found?
This is 100% fixable.
Our content format for B2B solutions is called the Buyers’ Research Hub.
The Buyers’ Research Hub is designed to provide all the relevant information and answer your buyers’ questions before they ask.
In this way, you provide more information than your competitors and, most importantly, control the narrative.
If your solution is a bit different than the competition the buyers’ research hub allows you to present your case that your perspective is the best solution for your buyers.
Offering comprehensive research materials also establishes trust. Buyers get frustrated when they are pushed off when they ask about price. Pricing can be tricky in the B2B world but what if you had content that describes all the factors that go into setting your pricing? You’re inviting your buyers “backstage” to see how you set prices.
There are eight categories of information that buyers’ seek which make up the Buyers’ Research Hub:
1. Do you understand their problem?
2. Your solution overview
3. Buyer education & industry insight
4. Value proposition
5. Financial & value considerations
6. Onboarding, migration & support
7. Security & compliance
8. Company credibility