How to Win B2B Business in the Age of the Empowered Buyer

© 2018 Slidefabric.com All rights reserved.
Taking the Guesswork
Out of Growth
How to win B2B business in the
age of the empowered buyer

© 2018 Slidefabric.com All rights reserved. 2
B2B buyers have more options
than ever before

In an era of empowered buyers,
understanding the buying experience
is key to a business’s ability to
thrive.

Yet, 60% of B2Bs admit they
don’t know their buyers
SiriusDecisions
#buyerblindspot

70% of companies who missed
revenue and lead goals did not conduct
qualitative persona research.
Cintell 2016 Benchmark Study
*Whereas companies who exceed lead and revenue goals are over twice as likely to create
personas than companies who miss these goals [according to the same study] .

Compared with companies that invest
in primary buyer research, companies
that do not invest:
7x less likely to hit
revenue targets
Work harder Spend more $$$

Why does this happen?
It’s easy to avoid or delay buyer research when taking action
feels urgent. However, the leadership level is the last place a
buyer blind spot will emerge. By the time the pain of this
knowledge gap is felt at the top, lack of buyer insight is usually
an org-wide crisis.

Many business leaders turn to technology or surveys to
gather insights quickly. But methods like these lack
context and leave well-meaning companies vulnerable
to bias, incomplete stories, and misleading insights—
essentially, dirty data.

A lot of work delivers little improvement to the buying
experience, resulting in underwhelming product
adoption, slow growth or declining revenue, and buyers
that take their purchasing power to competitors.

Today’s buyers expect more

Introducing the fastest way to get
actionable insights into your
buyers' behavior, preferences, and
expectations, inside of a quarter.

Growth
strategy
• Factual buying committee playbooks
• Insights implemented in your tech stack & processes
• Growth strategy based on factual research
• Fictional buyer personas
• Insights without implementation
• Growth strategy based on guesswork
The Old Way
The New Way

Our Core Services
Primary Research | Buyer Persona Playbooks | Implementation

The Insights Lab is 1:1 buyer persona
research that gives you access to how your
buyers think about their needs and how
they see you relative to other solutions in
your category.
We have real conversations with actual
buyers who have made a recent purchase
decision, helping you uncover the nuances
of your buyers’ path to purchase, such as
BUYER PERSONA RESEARCH
The Insights Lab
other members of the buying committee,
how your solution is evaluated against
competitors, and more.
We also analyze the last +/- 15 deals in
pipeline, including closed/lost to deliver
insights your team can use to reduce
friction and shorten your sales cycle.

The Insights Report is how we communicate
our findings from research. Unlike traditional
B2B buyer persona methodology, we use a
playbook approach to showcase and share our
findings.
A BCP (Buying Committee Profile) is a
playbook that includes factual insights and
word-for-word communication about your
most valuable B2B buyers’ purchase decisions.
You can use the insights from your BCP to
inform sales playbooks, ABM playbooks, and
GTM strategy.
YOUR BUYER PERSONA PLAYBOOK
The Insights
Report
Align sales, marketing, and executive
teams around your high-value buyers.

Your outcomes are our priority. We’ll
match you with a CII implementation
partner who can take findings from The
Insights Lab (primary research) and
operationalize it throughout your tech
stack and business processes.
PUT BUYER INSIGHTS TO WORK
Insights Implementation
With our training, your team will also
have the opportunity to align around
findings so they can start applying new
insights as soon as possible.

Many industries are changing fast, and that
means your buyers’ needs do too. For that
reason, buyer feedback should be
ongoing. You can stay “in the loop” with
our always-up-to-date buyer research and
BCP updates.
ALWAYS UP-TO-DATE INTELLIGENCE
The Insights
Loop

Consulting Services
Conversion Architecture | Customer Journey Mapping | Brand Messaging

Customer
Journey Mapping
Visualize the customer
journey and brief your team
on your buyer’s path to
purchase.
Conversion
Architecture
Enable your buyers to easily
find the information they
need to make a purchase
decision.
CONSULTING SERVICES
Insights
Advising
Brand
Messaging
Refresh your brand’s
messaging with customer-
centric messaging that just
‘clicks’.
On-Demand
Consulting
Flexible assistance with
your most important
initiatives.

Success Stories

“We hit our revenue
targets for the first
time in multiple
quarters and had an
over 80% conversion
rate to MQL.”
Midmarket SaaS Company

“It’s helped us
level up and
talk about
what we do
differently.”
Management Consulting Firm

“We saw 2000% ROI
within the first 4
weeks of
implementation from
increase in pipeline
and new closed
deals.”
Executive Recruitment Firm

The company that
knows their buyers
best, thrives.

The era of the empowered
buyer is here.
+1 415.890.5758
hello@customerintelligenceinstitute.com

How to Win B2B Business in the Age of the Empowered Buyer

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