CXL - Only 5% of B2B buyers are ready to buy

I have 5 updates for you this week.

1. On my mind

If B2C marketers thought like B2B marketers, Coca-Cola would market itself as “brown, fizzy, and sweet”.

- Mimi Turner

B2B marketers tend to focus solely on product capabilities, features, rational outcomes.

The problem with this approach is that most competing products are near identical. Pretty much every CRM, marketing automation tool, and project management software has every feature. They also say the same things about themselves.

If the marketer's job is to get their product into the very limited consideration set of category buyers, reading the fact sheet out loud is not gonna do it.

Follow me on LinkedIn for more thoughts on strategy, messaging and optimization.

2. Having the best product isn't all that important

Buyers rarely choose the best product. Instead, they "satisfice" and choose familiar brands that offer "good enough" solutions.

Yes, you need a good product, but to win - you need other things on top.

Like what exactly? Learn at the next Wynter Games, on Feb 9.

Register here. 100% free.

3. How to build and measure brand awareness

Studies show only 5% of B2B buyers are ready to buy right now. You can’t force the other 95% into a buying position by spamming them with nurture sequences.

When people are finally ready to make a purchase, your goal should be one of two things:

Customers recall your brand, or at least;
They recognize you in a lineup of other brands.

If you haven’t invested in brand awareness marketing then the opposite will happen. Your audience will flock to brands with a strong reputation because they don’t associate you with their need.

In this article, you’ll learn what brand awareness marketing is and how to become the only obvious choice when the prospect is ready to buy.

Read the entire article here.

4. CXL Job Board

Here are some great job offers we added to CXL’s Job Board this week. There’s more here.

If you want top brands to reach out to you, sign up for CXL Talent Pool. It's free.

And if you're a company looking to directly access the best marketing talent and skip all the spammy applicants, apply here.

5. The new driving narratives in CRO and Experimentation

Understanding the wider purpose of testing and experimentation, can help advance performance throughout the business. In the latest blog from Speero, MD Ben Labay discusses what new narratives the sector needs to now consider, to leverage the benefits of experimentation beyond CRO and into other areas of the business.

Real the full article.