Post by account_disabled on Mar 7, 2024 4:19:39 GMT
The traditional approach in the development of B2B strategies has always been based on brand awareness, following a path divided into three phases: acquisition of new customers, engagement , and retention with the aim of building customer loyalty. However, in a digital context like the current one, dominated by chaos and the bombardment of ads, we need to rely on an innovative approach that can better interpret the consumer's customer journey : this new approach is called Messy Middle Funnel. The Messy funnel differs from the traditional funnel funnel in that it recognizes and embraces the complexity and non-linearity of the conversion path that users face today. Rather than following a linear sequence marked by phases, the Messy Funnel adapts to the different interactions ( touch points ) that customers may have along their journey.
From the linearity of the funnel to the chaos of the Messy Middle: how to Germany Phone Number bring order into a B2B strategy The B2B sales process involves a phase of courting the user, which is longer than for companies that target end consumers (B2C), before they turn into paying customers. At the base there is the fact that those who make purchases in the B2B market (typically the figure of the buyer) are looking for products or solutions capable of satisfying company needs or solving organizational problems, such as increasing productivity or increasing competitiveness. The B2B purchasing journey in the digital age Before choosing which supplier to rely on, the buyer very often has to go through various internal processes and obtain multiple approvals from stakeholders .
Not to mention that purchases in B2B companies often require greater involvement and support from the supplier himself in the sales process For this reason the purchases that are made are almost never made on impulse . Buyers, in fact, tend to use a more rational approach, documenting themselves and based on feedback. Only after in-depth research comes the time to make a purchasing decision, a situation that is more difficult to occur among B2C consumers. In this already complex scenario, there has been a further change in the way in which companies move along the purchasing path, having to deal with much more complex and chaotic intermediate phases. This change is the consequence of the ever-increasing presence of information and options available online. In the funnel model, consumers followed a linear path, passing through different stages: awareness, consideration and decision.
From the linearity of the funnel to the chaos of the Messy Middle: how to Germany Phone Number bring order into a B2B strategy The B2B sales process involves a phase of courting the user, which is longer than for companies that target end consumers (B2C), before they turn into paying customers. At the base there is the fact that those who make purchases in the B2B market (typically the figure of the buyer) are looking for products or solutions capable of satisfying company needs or solving organizational problems, such as increasing productivity or increasing competitiveness. The B2B purchasing journey in the digital age Before choosing which supplier to rely on, the buyer very often has to go through various internal processes and obtain multiple approvals from stakeholders .
Not to mention that purchases in B2B companies often require greater involvement and support from the supplier himself in the sales process For this reason the purchases that are made are almost never made on impulse . Buyers, in fact, tend to use a more rational approach, documenting themselves and based on feedback. Only after in-depth research comes the time to make a purchasing decision, a situation that is more difficult to occur among B2C consumers. In this already complex scenario, there has been a further change in the way in which companies move along the purchasing path, having to deal with much more complex and chaotic intermediate phases. This change is the consequence of the ever-increasing presence of information and options available online. In the funnel model, consumers followed a linear path, passing through different stages: awareness, consideration and decision.