Sales Leader's Guide to Buyer Engagement Platform

Shankar Ganapathy
January 24, 2022
buyer engagement platform image

Traditionally, sales leaders are evaluated on how well their team sells and how accurate their forecast is. But today, B2B relationships are going through a fundamental transformation (accelerated by remote working), that necessitates an effective revenue generation strategy to adopt a broader set of parameters that are more inclusive of their buyers.

Just like B2B SaaS vendors target the benefits of land-retain- expand, B2B buyers are also doubling down on SaaS models as a way to crawl-walk-run into any B2B partnership. Although this might sound like commonplace business knowledge, you’ll be surprised that most companies continue to look at their sales motion and forecasting process in absolute isolation from their buyers’ journey. In fact, as per research by Gartner, companies who make it extremely easy to buy from them have a 2x higher chance of winning the customer.

Over the last 12 to 18 months, we interviewed hundreds of sales leaders and their buyers, across F500 and growth companies, to learn about their current challenges in B2B buying and its impact on selling. One thing emerged very quickly – the experience you provide to your buyers is the most significant differentiator that you as a B2B sales leader can bring into the mix today in order to drive predictable growth and profitability.

This demand for a superior buyer experience is forcing modern CROs to rethink sales methodologies, processes, and the customer engagement playbook with their buyers and their priorities at the center.

Through the BuyerAssist platform, we are bringing a radically new approach to buyer engagement - one that enables B2B revenue organizations to always be in sync with their buyers. This new approach empowers revenue teams to methodically center all their efforts around their buyer stakeholders’ priorities, by aligning with them on a mutually identified set of desired outcomes, milestone-based plan to get there, and collaboratively delivering the most differentiated, value-adding interactions throughout this journey.

What is a Buyer Engagement Platform?

Buyer Engagement Platform (BEP) powers a new approach of selling that puts the customers’ buying priorities, goals, and milestones at the center of how revenue teams deliver a better, faster, and more personalized experience to its buyers. It enables you to provide your buyers with a single, integrated, collaborative engagement interface throughout their journey with you. This helps create a more transparent, outcome-oriented relationship with your buyers, driving mutual accountability and milestone-based approach in B2B seller-buyer relationships. Done right, this will elevate the role of your revenue teams for their buyers, from being an information provider to one that delivers insights that help accelerate value discovery and realization. BEP integrates closely with CRM, email, internal collaboration tools, and revenue intelligence systems.

BEP upgrades your customer engagement playbook by giving you total visibility into how your buyers are evaluating, buying, and realizing value from your products; understand what is important to them and what is not. With BEP, every new buyer interaction is powered by insights from every single conversation you have had with your buyers up until now.

Why buyer engagement matters?

Buyer engagement matters for several reasons:

  1. Builds Trust: Engaging with buyers helps build trust between the buyer and the seller. When buyers feel that sellers are interested in their needs and concerns, they are more likely to trust them and feel comfortable doing business with them.
  2. Increases Customer Loyalty: Buyer engagement is a key factor in increasing customer loyalty. Engaged buyers are more likely to become repeat customers and refer others to the business.
  3. Improves Customer Satisfaction: Engaged buyers are more likely to be satisfied with their purchases and overall experience with a business. They are also more likely to provide feedback, which can help businesses improve their products and services.
  4. Boosts Sales: Engaged buyers are more likely to make purchases and spend more money than those who are not engaged. When buyers feel connected to a brand or business, they are more likely to make repeat purchases and recommend the business to others.
  5. Differentiates from Competitors: In today's competitive market, buyer engagement can help businesses differentiate themselves from their competitors. By engaging with buyers and providing excellent customer service, businesses can stand out and create a positive reputation.

Please fill in your email Id to download this table now!

Why now? The end of sales process as we know it

Saasification of B2B products and services has empowered modern buyers to take a more methodical approach to crawl-walk-run into these partnerships. This gives them the power to exit the relationship at any time and switching cost is quite low as well. Even your successful customers are openly exploring your competition to see if they have something new and more value-adding. The relaxed and assured relationship with your customers is being replaced with the familiar edge-of-the-seat relationship with buyers during sales cycles.

We found some interesting patterns when we interviewed hundreds of sales leaders in F500 and growth companies:

1) Almost all of them have their sales teams focused on “contract signed” although they all agree that it’s only one (in fact, just the first) of the milestones to making their buyers’ successful

2) Almost all of them struggle with the hand-off of a relationship from sales to post-sales – primarily because the cast and characters on both sides are likely to change, and “what we sold and what they are using” are almost always very different.

3) Almost all of them find the renewal conversations to be a daunting exercise because there is no clear goal that was established in the beginning which means there are really no success metrics to show and/or the key people on their side have changed meaning the renewal discussion just became another competitive ‘land pursuit’.

4) Almost all of them agreed that they continue to run into EOQ surprises despite hiring premium sales talent and spending millions on technologies and content to enable them.

5) Almost all of them told us that they are not able to make their sellers cultivate the behavior to accurately and promptly update CRM fields like Next Steps and the multiple fields tied to understand steps between now and the contract signed.

What is the consequence? As per research by Gartner, 4 out of 10 purchase attempts end in no-decision.

But why is this the case? Why are certainly proven playbooks falling short of expectations? Why are some of the previously successful salespeople finding it more difficult to succeed now?

The answer is one that revenue leaders have typically overlooked, but is becoming increasingly relevant and contributory to their success or failure — the Buyers' Journey.

The sales process is planned with the seller at the center and concludes after the contract is signed. However, in the realm of land-expand-retain, the majority of revenue comes from expansion and growth. Sales leaders must fundamentally rethink how they engage buyers and deliver value in their pursuit of revenue and growth. This calls for a new approach to selling where sales, marketing, and customer success work closer than ever before to deliver an integrated buyer experience that focuses on the buyer and their priorities.

What are analysts saying?

Analyst firms like Gartner, Forrester, IDC, etc are spending a lot of research time to understand the new class of B2B buyers, the challenges they face in the buying journey, and how vendors need to adapt to the change.

B2B buyers are asking for help

As per Gartner research, 77% of B2B buyers state the latest purchase to be very complex or difficult, and in fact, 4 in 10 purchase attempts end in no-decision

and are willing to pay a premium for a better experience

As per research, 82% of customers are willing to pay more for a great experience

which means you can make more revenue, faster

As per Deloitte research, buyers are 34% more likely to buy and 32% more likely to renew a contract with B2B- leading suppliers that master customer experience

In many ways, winning in today’s new world order is about how easy you make it for buyers to buy from you. While investments in sales enablement have had some impact on this, it is at best work around to solving the buyers’ challenges. To truly win the modern buyer, revenue organizations need to break the silos of sales, marketing, and customer success and rethink their customer engagement playbook around the buying journey.

Our next blog talks about how your new world will look with a digitized buyer journey engagement platform.

Please fill in your email Id to download this table now!



Join the community

Get the latest updates straight to your inbox.

More Blogs

Relationship Maps for Enterprise Deals
February 23, 2023
Why Use Relationship Maps in Your Enterprise Deals

Relationship Maps
February 1, 2023
How relationship maps help you close more deals? 

January 23, 2023
Five Things to Do to Win Deals in the Current Market Conditions

Components of a Successful Sale
January 11, 2023
7 Key Components of a Successful Sale

December 27, 2022
Everything you need to know about the Challenger Sales Methodology 

December 5, 2022
5 steps to Implementing a Sales Playbook

November 28, 2022
Know your Buyers: How Relationship Maps set your Sellers up for Enterprise Sales Success? 

Top 7 Sales Practices for 2023 and Beyond
November 21, 2022
Top 7 Sales Practices for 2023 and Beyond

November 11, 2022
How to Drive an Effective Sales Process to win Buyer Trust?

3 Reasons Why Your Sales Enablement Strategy Needs A Facelift
July 18, 2022
Uplift your Sales Enablement with Close Plans

Mutual success plans
July 5, 2022
Mutual Success Plans are not for Customer Success, but for the Success of the Customers

June 13, 2022
Market dynamics today and Mutual Success Plans

Mutual Action Plan
June 6, 2022
Modern Buyer Preferences: Using  Mutual Action Plans to drive customer-centricity

May 30, 2022
Mastering Value-based Selling

BuyerAssist Integration
May 25, 2022
BuyerAssist Gets Enterprise Ready

Customer Success Tech Stack feature image
May 9, 2022
How to build a Customer-Centric CS tech stack in 2022?

sales playbook
April 4, 2022
How to Adapt Your Sales Playbook to Cater to Modern Buyer Preferences?

March 21, 2022
Brandintellé Success Story 

digital sales room
March 10, 2022
Your customers hate digital sales rooms

customer success featured image
March 9, 2022
Use Mutual Success Plans to maximize Up-Sells, Cross-Sells, and Renewals

Company wide success
March 2, 2022
Get company-wide customer success by using Mutual Success Plans

February 24, 2022
BuyerAssist is now SOC 2 certified

January 24, 2022
Your new world with digitized buyer journey engagement platform

internal collaboration in b2b selling featured image
January 5, 2022
Internal collaboration in B2B Selling

customer success featured image
December 28, 2021
Future of B2B Customer Experience: Unify sales and post-sales

December 9, 2021
Transform MEDDIC with Mutual Success Plans

December 7, 2021
Building your sales team identity

Meddic sales methodology blog creative
December 1, 2021
Meddic: A sales methodology that wins more deals

mutual action plan challenges featured image
November 11, 2021
Can tech solve all the Mutual Action Plans challenges?

October 11, 2021
Being obsessively buyer-centric: 3 ways to use buyer enablement to win buyer's trust

introduce mutual succes plan
September 27, 2021
How to introduce Mutual Success Plans to get buyer engagement?

September 20, 2021
Know your Buyers: Buyer Role Mapping

buying experience in b2b buying
August 16, 2021
Elevating buying experience for the modern B2B Buyer

mutual success plans win buyer trust image
August 2, 2021
How to use Mutual Success Plans to win buyer trust

buyer enablement cocreation
July 27, 2021
Buyers Sellers

June 8, 2021
Announcing our seed funding and launching beta product

b2b buying in digital buying experience
June 8, 2021
6 trends in B2B buying that you should care about

mutual success plan blog featured image
May 31, 2021
Why Mutual Success Plans are core to winning customers

b2b buying blog creative
May 24, 2021
Why every sales leader needs to care about what's changing in the world of B2B buying

b2b sales blog creative
May 24, 2021
The value imperative in B2B sales

Deal Reviews
February 21, 2023
Losing Enterprise Deals?
Three Reasons Why

February 10, 2023
Are You Doing Value Selling Right?

Sales Methodology Adoption
October 28, 2022
6 Steps to Sales Methodology Adoption

September 30, 2022
Sales Symbiosis: Implementing Mutual Success Plans

Adopt or Die
August 30, 2022
Adapt or Die- How to Adapt to the 2024 Buyer?

Everything you need to know about Mutual Action Plans
June 22, 2022
Everything that you need to know about Mutual Action Plans

Customer Lifetime Value
March 23, 2022
Top 3 Initiatives to increase Customer Lifetime Value

October 19, 2022
Strategic Sales Execution: The Flywheel of Creating and Implementing a Winning Sales Process 

mutual success plans
March 10, 2022
How to use Mutual Success Plans in the post-go-live phase?

mutual success plan for customer success
February 9, 2022
Why do you need Mutual Success Plans for Customer Success?

slack and buyerassist integrated featured image
January 24, 2022
Introducing BuyerAssist Bot for Slack

sales and customer success hero image
January 17, 2022
Are your Sales and Customer Success on the same page?

B2b customer engagement blog featured image
January 11, 2022
B2B Customer Engagement strategy to win customer loyalty in 2022

Sales to customer success handoff featured image
December 20, 2021
4 ways to make sales to customer success handoff more effective

Deal reviews
October 14, 2021
Deal Reviews: Set your teams for success

#1 blog on the internet to understand modern trends in B2B buying
Subscribe now to receive monthly newsletters
manage cookies