The most successful companies know the B-to-B sales process has been completely transformed by buyers. Today's prospects rely on a wide range of sources to inform them throughout the buyer journey, seeking validation from reliable sources throughout the cycle and demanding vendors that are willing to partner with them from the early stages through post-sale.
Together with trusted technology and market research company Forrester, Octiv has mapped its own buyer journey and identified a host of data points that illustrate how SaaS companies like ours must attract, engage and maintain prospect interactions that lead to healthy, long-term customer partnerships. This offers a glimpse into our team's buying process, and serves as an example of how other SaaS companies can navigate the buyer journey successfully.
It's common for relationships to influence the way buyers choose products to evaluate in the early stages of the journey. A recommendation from leadership or people who are in similar roles can tip the scales.
David Kerr, COO, Octiv
We started by identifying our needs: a solution that was very easy to use, with a mild learning curve. So, we looked at a variety of products, made comparisons and considered alternatives. Ultimately, our choice came down to simplicity.
Alex Firtl, Sales and Marketing Analyst, Octiv
When buyers can find the right mix of influencers and information, they're more likely to buy. That's why sites like G2 Crowd are the ideal complement to analysts like Forrester: they offer B-to-B buyers reliable peer reviews from trusted sources.
Dustin Sapp, CEO, Octiv
At this stage, speed matters. If we're choosing between two products, the response time and personal approach of a vendor can make the difference between moving to the final stage of the sales process and choosing someone else.
David Kerr, COO, Octiv
Vendors should work with the buyer to define all resources necessary for successful implementation and adoption. Both parties should be on the same page as to who will fill those roles and what will be expected of them. If necessary, vendors should provide documentation of this resource allocation, so they can hold buyers accountable.
Jordan Easley, Sales Operations Manager, Octiv