Why You Need A Buyers’ Research Hub

B2B buyers spend 70% of their buying journey doing their own research before talking to vendors.

-6sense blog

“Your buyers are quietly crossing you off their list—and you have no idea it’s happening.

By the time they reach out to a vendor, they’ve already done 70% of the work: researching solutions, comparing competitors, and deciding who’s worth their time.

If your company isn’t answering their questions during this silent, research phase, you’re invisible.

No meetings, no inquiries—just missed opportunities, handed to your competitors without your voice being heard.

Does this mean you have a sales problem?

No, you have an education problem.

If your prospective buyers can’t wrap their heads around whether or not you can help – quickly – them there’s a very good chance they’ll move on.

• What do you do?
• Where do you do it?
• Do you understand my pain/problem?
• Can you help me?
• Have you helped others like me?

These are just the basic or table stakes type of info that should be readily available to a buyer on their first visit to your platforms (website, YouTube channel, social media channels).

For a buyer looking to solve a problem that you solve, satisfactory answers to these questions will at least get you to the next round. If you make them search for answers, considering how prevalent the short attention span dilemma is today – they’re probably gone.

But there is a simple solution.

Answer their questions before they ask. You know what they need to know about your solution or industry probably better than they do.

Creating what we refer to as “The Buyers’ Research Hub” gives your silent, researching buyers a one-stop shop for information about the solution you offer and gives you a platform to share your perspective of your industry as a whole. This can help nudge your buyer, before they start talking to vendors, toward your solution.

So you’re not just sharing information about your solution, you can also offer helpful items such as buyer’s guides, industry overviews, and competitor comparisons all in one place for your buyers’ convenience.

With all this info in one place, so your buyers don’t have to search elsewhere, you’ve created what’s called “sticky” content – meaning it’s designed to keep them there so they don’t wander off and land on your competitor’s website.

When was the last time a buyer asked you about implementation, installation, or migration from their current vendor? If that applies to your industry, that’s a big consideration for your buyers.

Create an implementation/migration section in your Buyers Research Hub that addresses the top 10 things to consider when migrating from (current vendor) to your solution, a case study or customer testimonial video about how your services team installed your solution and integrated it with (whatever) is gold.

Offering information that your competitors haven’t put you ahead of the pack out of the gate.

You want to be their guide through their research journey and cement a place on their call list when they do finally reach out to vendors.

B2B buyers are now far more self-directed and informed prior to engaging with provider sales representatives due to the proliferation of top-grade online resources.

-Konica Minolta Blog

Buyers' Research Hub