Digital Transformation in my eyes is talking to the modern buyer on their terms. But what does this really mean? Well first of we now live in a digital world which puts the buyer firmly in the driving seat. The modern buyer has the power thanks to the IOT. They can access so much information which has resulted in 50-90% of the buyer’s journey being complete before a buyer reaches out to sales and it’s also been reported that 67% of the buyer’s journey is now completed digitally.

It’s safe to say that the buying process, the buyer’s journey and the buyer have all changed as a result. So, you too as a business must change your approach and engage with the modern buyer on their terms. By this, I mean communicate with them on the right channels with the right content and touch points suited to them. Yes, this means personalisation, yes, this means truly understanding your audience, personas, their pain points, and yes, they expect this as a norm now. Simply put, you need to keep the experience throughout the customer buyer journey consistent from prospect to advocate. So where would you start? Here are a few fundamentals you should consider

Create compelling content for phase of the buyer’s journey

Buyers take the time to do their research first when it comes to a purchasing decision so it makes sense to create digital resources to meet these wants and needs in the form of blogs, vlogs, eBooks etc.

Let’s be honest, buyers are less likely to respond to:

  • Cold Calls
  • Cold Emails
  • Or any sales interaction within the early awareness and consideration stages

But what they do prefer is:

  • Helpful information
  • Informative content in various rich media formats
  • Case studies that relate to their pain points
  • Content that addresses their pain points
  • Ability to use social media to ask questions and interact with your business
  • Trust those that are industry experts and influencers

The above may be very obvious but you need to implement it effectively and it has to be customer-centric. Remember, you want to engage with your audience, build trust and nurture them through their buyer’s journey, this can only be done if you do your homework. Plus, don’t forget with 6 to 8 people involved in the average B2B buying decision adopting this approach makes sense.

Cultural Change

Don’t overlook the impact it will have on your business internally. You will need to create an internal structure that supports digital transformation and a culture that encourages it. By getting everyone to embrace this digital transformation from leaders to employers you are making sure you’re all working in a transparent way. It takes time to develop a culture so be patient and give the support, guidance and reassurance needed, remember without people, tools are useless.

Sales & Marketing Alignment

By aligning your sales and marketing teams you are also aligning their goals, which allows increased focus on your target audience. This alignment will help you to address their pain points via the buyer’s journey and provide a consistent customer experience.

Marketo reported sales and marketing alignment can help your business become 67% better at closing deals.

Marketing and sales need to work as one to review the whole customer journey from the first touch to them into advocates and continue to refine and evolve the approach so new technology is catered for.

Be Patient

Technology is always going to be important but people come first. The way in which your business and employees embrace, interact and make use of technology will be key to your digital transformation success. So, invest the time to get it right! With the amount of increasing online revenue you can’t afford to ignore the digital shift, so embrace it as it will no doubt have strategic and growth benefits for your business.

Final Word

Digital is at the forefront of everything we do. I don’t think businesses should be put off by this shift but rather they should embrace it because if they focus on the digital best practices and those that are aligned to their customer they have the ability to increase their revenue stream.