How To Personalize Your B2B Buying Experience

(And Get Customers To Love You Like They Love Amazon, Netflix, and Spotify)

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Personalizing your B2B Buying Experience

This webinar is about how to make your B2B buying experience as personalized and conversational as the top B2C companies today.

Mark and Chris lead off by breaking down the modern consumer buying process. It begins with identifying a need, and conducting preliminary research to find possible solutions for that need. This can include reading reviews, evaluating alternative products, etc. Eventually the search narrows and the buyer zones in on a product that meets their needs. From there, chat is used to capture the prospect at their most interested and move them through the funnel as fast as possible to maximize the chance of a deal going through. This is the ideal buying process. A customer identifies a problem, finds a solution, and is able to purchase that solution without any roadblocks interrupting the process.

Enabling Your Buyer

To fully enable a buyer, we, as marketers, need to set them down a perfect path of content engagement. This is how people consume all of their information every day. You’re enabled as a buyer to be matched up with the exact content that you need to go forward in your buying journey.

The Interactive Experience

As a result, companies can no longer afford to withhold everything and make it difficult to find. The way that you’re gonna differentiate your marketing from your competitors is by making everything easy for your buyers to uncover. If you use bots or content as a way to start conversations, you keep people interested in what you have to offer. But if you don’t provide this interactive experience on your site, buyers will go elsewhere to find solutions and the buying experience they’ve come to expect.

The Benefits of Buyer Enablement

Making the effort to fully enable your buyer is highly beneficial both to them, as well as your business. The buyer has a great experience, which makes them more likely to buy and remain a loyal customer. Meanwhile your conversion rates go up, and you see much higher quality demand.

B2B vs B2C Buyers

Contrary to popular belief, B2C consumers are not entirely different from B2B buyers. As Forrester recently pointed out, the divide between the two has lessened considerably in recent years because we have grown to expect the immediacy and personalization of our consumer experience in our B2B buying process as well. If you want your business to stay competitive, you have to use your marketing as your competitive differentiator. Otherwise, you’re going to fall behind.

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Is your marketing sick? Symptoms may include: too many forms, unused content, and frustrated buyers.

The good news is the cure is simple: buyer enablement. Consumer platforms like Uber, Netflix, Spotify, and Amazon put the customer in the driver’s seat, giving them a personalized experience and all the information they need when they want it.

But the B2B buying experience is anything but frictionless. If we can pivot our marketing to operate more like these consumer brands, the result is an enabled buyer who’s ready to progress through your funnel.

Join Drift’s Mark Kilens and PathFactory’s Chris Vandermarel to learn how marketers can evolve their sales and marketing efforts to be more like Uber, Netflix, Spotify, and Amazon. You’ll learn how to use conversational marketing to engage your buyers at each stage of your funnel and understand what content they’re consuming when and how often.

Join us for this webinar and in one hour, you’ll learn:

  1. Why the current B2B buying process doesn’t work for your buyers
  2. How to create a personalized buying experience for each buyer
  3. How to personalize the buying experience

More resources

Webinar Slides →

About the Presenters

Mark Kilens
VP of Content and Community, Drift

Mark Kilens leads content and community at Drift. His team teaches people how to transform how businesses buy from businesses with conversational marketing & sales. He previously was VP and founder of HubSpot Academy. He built the HubSpot Academy from the ground up, and in doing so, has educated millions of people and created a best-in-class hub of marketing and sales education.

Chris Vandermarel
Director of Product Marketing, PathFactory

Chris Vandermarel is the Director of Product Marketing at PathFactory. In his role, Chris is often called upon to “go deep” in the marketing tech stack to help solve the tough real-world challenges that sales and marketing professionals face every day. If you’re the kind of marketer who obsesses over A/B tests, loves digging into the data to prove hypotheses, and believes that no idea is too “out there” to try (at least once), Chris is your new BFF.

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