B2B brands delivering ‘buyer enablement’ content through the right channels can drastically increase a buyer’s confidence when making decisions and drive sales and growth, a new report by Gartner has found.
The study of 1,000 B2B customers shows that buyers are much more likely to strengthen existing relationships and purchase more products and services when they are confident in their ability to make good decisions.
In order to help buyers, brands can supply buyer enablement content containing relevant information to address pain points and push them along the purchase process in a simple and timely manner.
Gartner found that buyers are often resistant to change, but marketers can show that not only is change possible, but that they also have the skill and mindset to address any challenges that may arise from that change.
“It’s about building customer confidence in themselves,” Gartner’s marketing practice managing vice president Martha Mathers said.
“Marketing organizations that can build customer confidence in their ability to make decision change that’s good for their business will not only differentiate themselves from the competition, but will be better positioned to drive high-quality growth.”
Gartner found that customers who are comfortable in their decision-making have a greater inclination to buy more from suppliers compared to those who are unsure.
Buyer enablement content leads to a four times increase in confidence, according to the study.
When combined with an integrated support experience, which can include content guiding customers on the details of new products and services, brands can see a marked increase in sales and retention.