According to Gartner, buyers spend just 17% of the time talking to vendors during the buying process of a new solution.

That means you have to meet them during the other 83% of their journey, which is their self-education process.

In today's episode, we discuss how B2B technology companies can effectively get invited to the purchasing process.

And it's all about navigating the buyer's journey. And meet them where they are since they start to self-educate on problems and solutions.

We'll cover the importance of understanding how buying decisions are made, why traditional sales outreach may be ineffective, and the critical role of the customer's self-education before and during the buying process.

We'll introduce the concept of the market infrastructure or ecosystem pyramid to illustrate how to influence the various layers of decision-makers and improve brand awareness.

We'll provide actionable steps to researching market perceptions (positions), establishing relationships, and leveraging credible third-party endorsements to build a reliable ecosystem.

00:30 Understanding the Buyer's Journey

01:18 Challenges in Sales Outreach

01:56 The Role of Research in the Buying Process

04:08 Statistics on Buyer Behaviors for B2B Software

06:56 The Infrastructure/Ecosystem Pyramid Concept

08:33 Developing Market Ecosystem Strategies

18:19 The Importance of Market Perception

21:54 Actionable Steps for Implementing Strategies

25:42 Conclusion and Resources

Reach out to Josh on Linkedin

Hire us to work together

In this episode, we discuss the application of B2C marketing tactics within B2B high-tech products.

We'll explore the effectiveness of traditional and social media advertising for B2B products, the role of peer recommendations and third-party reviews in the B2B buying process, and the importance of addressing the buyer's risk assessment.

We highlight the different considerations, such as the decision-making unit in B2B purchases and the stage in the buying journey, arguing for a more nuanced and strategic approach to B2B advertising, focused on education, trust-building, and alignment with the customer's buying timeline.

Join us to build unstoppable product growth!

00:00 Opening Greetings and Introduction

00:23 Diving into B2C Marketing for B2B Tech Products

01:14 Exploring the History and Impact of Advertising

05:02 Questioning B2C Tactics in B2B Contexts

08:23 The Role of Advertising in B2B Decision-Making

11:48 Evaluating Advertising's Effectiveness and Strategy

19:39 Understanding Buyer Behavior and Trust in Advertising

26:01 Adapting Advertising Strategies for B2B Markets

31:22 Concluding Thoughts and Farewell

Welcome to the Unstoppable Product Show!

Join us today to learn the pivotal role of building a perception of a reliable vendor to drive customer trust and reduce risk perception.

Discover how building for reliability can enhance buyer's confidence and drive sales for your tech/saas solutions.

Get a free GTM Strategy health audit that includes these elements and more at www.predictableinnovation.com

00:00 Welcome to the Unstoppable Product Series

00:22 Diving into Reliability: The Third Pillar of Low Risk Reinvention

04:30 Exploring the Six Elements of Reliability

04:39 The Importance of Team, Investors, and Advisors

07:25 Brand Awareness and Its Impact

11:32 The Role of IP and Patents in Demonstrating Category Commitment

13:18 Product Roadmap: A Key to Future Planning

17:17 Market Vision vs. Product Roadmap

22:56 Partnership Strategy

31:47 Concluding Thoughts on Low-Risk Reinvention (Low-Risk Value Proposition™)

Listen this chapter to learn the second bucket of the Low-Risk Reinvention framework: affinity to the buyer and end-user to reduce the perception of buying and adopting your product.

Along this chapter, we'll emphasize the importance of understanding the customer, providing trial periods, and aligning the product with the customer's values and workflow.

Examples of successful implementations, such as Vermont's COVID vaccination program, Microsft's Office 265, Amazon, and others innovations, highlight the effectiveness of these strategies in reducing risk and driving adoption.

Takeaways

Chapters

00:00 Welcome to the Unstoppable Product!

00:09 Diving into Low-Risk Reinvention

02:19 Exploring the Affinity Bucket

04:48 Domain Expertise: The Key to Affinity

07:36 The Power of Familiarity in Product Adoption

13:25 Workflow Integration: Ensuring a Smooth Transition

19:46 Trial Before Commitment: Reducing Risk Perception

23:54 Unlocking the Power of Trial Periods

24:50 Competitive Edge with Free Trials

26:05 Innovative Trial Strategies for High-Value Products

27:44 Supporting Evaluation and Adoption

33:20 Value Alignment: The Key to Customer Satisfaction

38:27 Leveraging Trusted Channels for Effective Marketing

43:43 Wrapping Up: Low-Risk Reinvention Series

Get our help to close more clients by reducing the risk perception of your product at www.predictableinnovation.com

Today, we'll introduce the concept of risk perception in technology buyers and how it plays a critical role in your growth.

Build Your Low-Risk Product, Brand and Offer With Us

www.predictableinnovation.com

Join our discussion about the differences between mainstream and early markets, specifically targeting adopter profiles and value behaviors.

You'll learn insights into how these companies leveraged familiar tools and targeted specific use cases, gradually introducing new features and intangibles to reduce risk perception and accelerate your product adoption (aka sales).

Build an unstoppable positioning with our positioning book.

Send us your questions so we can answer them in the next chapters! Help us help you!

Welcome to the Unstoppable Product Show!

In this episode, we'll discuss the case of Akili's pivot in its target market and the importance of target market selection for success.

More Details And Templates With Our Go To Market Strategy Framework