Changes in the customer’s buying behavior means prospects are engaging with your company much later in their buying experience. In addition, they are educating themselves far more than in the past. As a result, there is a lot less time for sales professionals to truly make an impact early on. More importantly, marketing has become responsible for managing up to 65% of that buying experience.
So as prospects research your company and your competitors online, they’re forming opinions and biases. Many of those opinions and biases are formed on emotion. Therefore, as customer’s are doing their research, what you want to do is provide them with content in a messaging framework that emotionally resonates with them. Content that resonates means that they step into a meaningful conversation early in their buying experience.
Emotions play an extremely powerful role in the buying experience. Therefore, if you are clear on what emotionally motivates prospects, in the industries that you are focused on, then you can generate marketing content and assets, along with sales conversations that are meaningful and different.