Gopala outlines how buyers can align to sell using intent data in complex purchases.
Gopala Krishna, Sales Success Enabler at WINsights, is an advisor, investor, entrepreneur, speaker, author, and a life-long learner. His work is published on entrepreneur.com, dataquest.com among others including contributing to a book on Entrepreneurship.
77% of B2B buyers said their last purchase was complex or difficult.
Without intent data, only 4.4% of top-of-funnel inquiries convert and .03% move to closed/won.
Intent data tracks online behavior and activity through AI/ML- attending webinars, downloading digital assets, watching videos, onsite searches, etc. Includes 1st and 3rd party data.
Reasons Buying Experiences are Complex:
-In complex and big deal purchases, typically 6-20 decision makers are involved
-Often, these decision makers do their own homework with data points that may or not not be similar to others
Available solution options from a variety of vendors makes it difficult to make good purchasing decisions
What Buyers are doing to Make it Easier:
-Problem identification- we need to do something
-Requirement building- what should the solution do for us?
-Solution exploration- what is out there to solve our problem?
-Vendor selection- does this purchase perform what it is expected to?
-Validation- we think we know the right answer, but we need to be sure
-Consensus creation- let’s get everyone on board.