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B2B customer journeys that begin at review sites are significantly shorter

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B2B customer journeys that begin at review sites are significantly shorter

The B2B customer journey can be a long one, especially when the purchase of expensive software subscriptions is under consideration.

“The average B2B customer journey takes 192 days from anonymous first touch to won,” according to Dreamdata in their 2022 B2B Go-to-Market Benchmarks — a statistic described by co-founder and CMO Steffen Hedebrandt as “alarming.”

But the report also indicates that this journey can be significantly sped up — by as much as 63% — if accounts begin their research at software review sites, gathering information and opinions from their peers. Journeys that originate at a review site often lead to deals of higher value too.

Fragmented data on the customer journey. Dreamdata is a B2B go-to-market platform. In any B2B company, explained Hedebrandt, there are typically 10 or even 20 data silos that contain fragments of the customer journey. Website visits, white paper downloads, social media interactions, webinar or meeting attendance, demos, and of course intent data from review site visits — this data doesn’t typically sit in one place within an organization.

“We built an account-based data model because we believe that there’s such a thing as an account journey and not an individual journey,” said Hedebrandt. “So if there are two, three or five people representing an account, which is typically what you see in B2B, all of these touches get mapped into the same timeline.”

Among those many touches is the intent data sourced from software review site G2. Dreamdata has an integration with G2 and a G2 dashboard allowing visualization of G2-generated intent data. This includes filtering prospects who are early in their journey, who have not yet discovered the customer’s product, or who have discovered it but are still searching. This creates a basis for attributing pipelines, conversions and revenue to the activity.

“Strategically, our ideal customer profile is a B2B software-as-a-service company,” said Hedenbrandt. “B2B SaaS companies are particularly ripe for understanding this digital customer journey; their main investment is in digital marketing, they have a salesforce that use software tools to do this inside sales model; and they also deliver their product digitally as well.” What’s more, it takes twice as long to close SaaS deal as it does to close deals with B2B commercial and professional services companies.

Read next: A look at the tech review space

The Benchmarks findings. The conclusions of the 2022 Benchmarks report is based on aggregated, anonymized data from more than 400 Dreamdata user accounts. Focusing on first-touch attribution (from their multi-touch model), Dreamdata found that customer journeys where a review site is the first touch are 63% shorter than the average. In contrast, where the first touch channel is social, the journey is much longer than average (217%); it’s the same when paid media is the first touch (155%).

As the Benchmarks report suggests, this may well mean that social is targeting prospects that are just not in-market. It makes sense that activity on a review site is a better predictor of intent.

Hedenbrandt underlines the importance of treating the specific figures with caution. “It’s not complete science what we’ve done,” he admits, “but it’s real data from 400 accounts, so it’s not going to be completely off. You can only spend your time once, and at least from what we can see here it’s better to spend your time collecting reviews than writing another Facebook update.”

While Dreamdata highlights use of G2, Hedenbrandt readily concedes that competitor software review sites might reasonably be expected to show similar effects. “Definitely I would expect it to be similar.”

Why we care. It’s not news that B2B buyers researching software purchases use review sites and that those sites gather and trade in the intent data generated. Software vendors encourage users to post reviews. There has been a general assumption that a large number of hopefully positive reviews is a good thing to have.


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What Dreamdata’s findings indicate is that the effect of review sites on the buyer journey — especially as the first-touch channel — can be quantified and a value placed on it. “None of us questioned the value of reviews, but during this process you can actually map it into a customer journey where you can see the journey started from G2, then flowed into sales meetings, website visits, ads, etc. Then we can also join the deal value to the intent that started from G2.”

Likely, this is also another example of B2B learning from B2C. People looking at high consideration B2C purchases are now accustomed to seeking advice both from friends and from online reviews. The same goes for SaaS purchases, Hedenbrandt suggests: “More people are turning to sites like G2 to understand whether this is a trustworthy vendor or not. The more expensive it is, the more validation you want to see.”


About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.

He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.

Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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How to Use UX Research to Help Your Company Grow: 3 Proven Tips

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How to Use UX Research to Help Your Company Grow: 3 Proven Tips

Who knows your target audience better than your team? Your clients themselves. Users with their demands, likings, and desires are mostly the voices that go unnoticed as companies seek to have a smooth user experience.

Having a good team’s commitment, enthusiasm, and hard work will not compensate for the gap in knowledge between what your customers need and what your team believes they will require.

User experience (UX) research overpasses this imbalance throughout the UX design process, making sure that your company ends up saving resources, expanding loyalty, and providing the best UX for each and every user. Discover more about UX research, its solid business importance, and what to test first.

How can organizations employ UX research?

User experience research focuses on ensuring that your customers have a pleasurable interaction while using your service or product. It is critical to consider UX research from the start of any project, as making changes later can be costly and time-consuming.

Here are some ideas for how businesses can perform UX research:

  • Ensure that you know who your intended audience is and what they require from your service or product.
  • Spend some time learning about the user journey — what actions do they take to accomplish a task? Where do they become perplexed or disappointed?
  • Data and feedback should be used to continuously enhance the user experience. Check your product or service with actual users on a regular basis and take note of their feedback.
  • Don’t start from the beginning. To get started, there are various off-the-shelf methods and digital options for UX research.
  • Ensure that your project has adequate resources.

Three useful practices in UX research

The UX research method plays an important role in your analysis. You need to consider the pros and cons of different techniques. For example, there are methods that are cheap and easy but can take a lot of time when it comes to analysis.  Another limitation is your available resources, which will dictate when, how much and what type of UX research you can do. We selected  a couple of methods for you that combine affordability and quality at the same time. Let’s take a closer look at each of them.

Usability testing

The process of evaluating a product or service by checking it with actual users is referred to as usability testing. Throughout a test, respondents will typically attempt to finish basic tasks while observers witness, listen, and take down notes. The goal is to pinpoint any design flaws, gather qualitative and quantitative data, and assess the person involved in overall product satisfaction.

Usability testing allows both design and development teams to discover issues prior to them being programmed. The sooner problems are discovered and resolved, the less pricey the modifications will be in aspects of both staff time and potential schedule impact.

UX survey

Among the most widespread UX research methods for gathering both qualitative and quantitative feedback from your customers is the UX survey. It assists you in better comprehending customer habits and determining what appears to work and what does not, allowing you to prioritize adjustments to your product’s UX.

UX surveys provide a cost-effective way for a SaaS business offering long-term growth to gather customer feedback and make data-driven judgments. UX surveys can help you identify conflicting points in your product’s UX design and provide you with the information you need to improve the user experience.

Session Recording

Session recording is a descriptive research tool that records website visitor surfing sessions in real-time, allowing you to observe the recordings afterward to gain a deeper visitor behavior perspective. It allows marketers to comprehend a user’s entire route on their website, which includes clicks, scrolls, and mouse movements, among other things.

Session recording enables detailed evaluation and study of visitors’ browsing activity, the realization of experience breakage, and the identification of friction sectors, which then aids in the repair of what is damaged and the optimization of UX, resulting in higher conversion rates.

Session recording records your users’ actual life cycle on your webpage so you can find out which parts of it lure them the most, pushes them deeper into the sales funnel or causes them to fall out, diverts attention from a page’s primary CTA, resulting in low sales, and so on. Such information allows you to make confident, data-driven strategic decisions.

What are the consequences of skipping UX research?

Companies recognize the consequences of bad decisions: lost money, time, brand image, and occasionally even the entire organization.

Trying to skip user research will frequently result in poor corporate strategy based on anything other than factual customer feedback, such as:

  • Preoccupation with fashion and design trends. Designers are frequently enamored with the newest trends and believe that if they do not implement them, they really aren’t in tune with the times.
  • Emotional commitment. Creators and product owners frequently allow their own emotions to affect their capacity to recognize where enhancements could be made.
  • Personal views. Many executives generate decisions based on deeply held values and allow their egos to take precedence over acknowledging user needs.

In the end, it is clear that implementing UX design can benefit companies in a variety of ways. In addition to increasing customer satisfaction and conversions, it can also contribute to lowering support and product production costs.

Moreover, satisfied clients are more likely to participate in favorable word-for-word marketing, which can support attracting additional business. As a result, companies that invest in UX design can anticipate seeing remarkable long-term growth.

No time to underestimate UX

In this blog we have considered a simple but important part of UX research. There are many other methods of conducting this analysis, but you can start with the basics. There is no need to doubt the importance and usefulness of UX research, so we advise you to start implementing it today!

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