Shifting the customer journey to be Buyer First — Natalie Marcotullio // Navattic
- B2B
- Content Marketing, Organic Growth, Go-to-Market, CRO
- SAAS
- Growth Marketing, Performance Marketing, Sales Enablement
- Part 1How to go Product-led in 7 days — Natalie Marcotullio // Navattic
- Part 2 Shifting the customer journey to be Buyer First — Natalie Marcotullio // Navattic
Show Notes
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02:29How marketers can shift their customer journey to be buyerB2B marketers are adopting components of the B2C marketing cycle into their tactics in terms of getting more referrals. And, theyre using product-led growth content to increase product knowledge and visibility.
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03:38Distributing productInitially, people were using LinkedIn ads with familiar and catchy imagery to get prospects to book a demo. Some marketers have now pivoted to using it for product-led content that focuses on educating the market on what they do rather than forcing prospects to book a demo.
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05:04Figuring out what stage of the buying cycle a prospect is inWith the new model of ungating your product, you may not be able to tell where someone is in the buying cycle. The key is to understand your audience and try to be visible on the channels they frequent to provide education so they can approach you when theyre ready.
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06:35Controlling the collection of marketing data while using PLG contentIf a proper relationship is built with prospects and customers, theyre likely to tell you about their buying experience. So, theyre likely to provide feedback on parts of the experience they liked and didnt like which can foster more of a human connection.
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08:18The benefits of using PLG content to build customer relationshipsProduct-led content enables faster and easier deal cycles. It allows you to build trust and a friendly relationship with the customer so that theres a human connection aspect and purchasing becomes an easier decision for prospects.
Quotes
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"In B2B, the only way people can recommend you is if they understand what you do. Not everyone's going to get to be a customer, get to do a free trial, or have the time to." -Natalie Marcotullio, Head of Growth, Navattic
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"No one's on LinkedIn to take a demo. They're there to learn." -Natalie Marcotullio, Head of Growth, Navattic
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"We're realizing that people don't want to be bought or put in a funnel, so we might as well cater to how they want to learn rather than forcing them into a process that works for us." -Natalie Marcotullio, Head of Growth, Navattic
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"If you build a proper relationship with your prospects and customers, they'll tell you how they found you and their buying experience rather than having to obsessively track their cookie." -Natalie Marcotullio, Head of Growth, Navattic
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"People ask, are people going to tell you how they heard about you? Nine times out of 10 they do because they've had a positive experience and want to shout out our educational content." -Natalie Marcotullio, Head of Growth, Navattic
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"On our end, we've seen a drastic decrease in the sales cycle because we've developed that relationship and that trust on the front end." -Natalie Marcotullio, Head of Growth, Navattic
- Part 1How to go Product-led in 7 days — Natalie Marcotullio // Navattic
- Part 2 Shifting the customer journey to be Buyer First — Natalie Marcotullio // Navattic
Up Next:
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Part 1How to go Product-led in 7 days — Natalie Marcotullio // Navattic
Natalie Marcotullio, Head of Growth at Navattic, talks about product-led go-to-market and why you should care about it. More and more prospects are doing research independently before entering the buying journey. As a result, marketers have been offering more interactive demos on their websites in an effort to showcase their software’s experience to prospects without having to set up a free trial or talk to a sales rep. Today, Natalie discusses how to go product-led in seven days.
Play Podcast -
Part 2Shifting the customer journey to be Buyer First — Natalie Marcotullio // Navattic
Natalie Marcotullio, Head of Growth at Navattic, talks about product-led go-to-market and why you should care about it. The B2C marketing cycle is all about getting referrals and B2B marketers are jumping that train. As a result, we’ve seen a major shift towards B2B marketers using interactive demos and product-led content so that people can buy the way that they want to buy. Today, Natalie discusses shifting your customer's journey to being buyer-first.
