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buyer enablement

The B2B buying process isn’t as linear or predictable as most companies assume. Buyers are interacting with your digital content much further down the sales funnel, and they’re actively looking for information that will help inform their buying decisions.

Unfortunately, most content isn’t designed to guide those decisions. As a result, buyers are getting wrapped around the axle trying to make sense of the available information.

B2B companies need to make it easy for buyers to find useful content that informs and guides their decision-making process. To make it happen, you must be willing to rethink how you develop messages and content that makes it easier for buyers to find the information they need while guiding them through the decision-making process.

Buyer enablement tools take the form of calculators, assessments, diagnostics, and benchmarks (and more) that give your buyers information that helps them make decisions and build consensus across a large buying group.

In this collection of research, you’ll find out what messages and content are most effective for supporting a self-directed buyer’s journey and persuading those buyers to choose your solution.

Research Brief Research Brief: Slides or Whiteboard – What’s More Effective? Can you encourage physical movement in a virtual environment? And if so, how does that movement affect your buyer’s attention, memory, and motivation to act? In this research brief, you’ll see answers to those questions.

Research Report Report: How the Business Brain Builds Knowledge Through the Body Virtual presentations have become the standard for selling, but how much do you remember from the last one you saw? Get this report to learn more about using PowerPoint vs. whiteboarding, and how to get your audience to actively engage in your presentation.

Research Report Report: The Science of Selling to Buyers from Different Cultures Should you simplify complexity for a culturally diverse audience? Or do certain cultures appreciate extra details? Get the answers to those questions and more in this neuroscience research report from Dr. Carmen Simon.

Research Brief Research Brief: How Do Different Cultures Process Complex Information? When selling to culturally diverse buyers, do you need to simplify complexity? What techniques can you use to make your presentation more memorable for a global audience? These questions and more are answered in this brief.

Research Report Report: The Neuroscience of Credibility How can your sellers establish credibility quickly in a virtual environment? What, specifically, can you do to ensure your virtual audiences perceive your sellers—and your message—as credible? Find out in this neuroscience research report from Dr. Carmen Simon.

Webinars Webinar Replay: Help Your Buyers Frame Value and Make Choices Dr. Jonah Berger joins Tim Riesterer to examine the behavioral science behind change, and how you can influence your buyer’s choices.

Research Brief Research Brief: Complex Content—Dreadful or Delightful? Marketers and sellers are often told to “keep it simple” when explaining complex information. Does elaboration make it easier or more difficult for buyers to understand and remember a complex B2B presentation?

Research Brief Research Brief: Does a Picture Make Business Content More Memorable? Dr. Carmen Simon led this neuroscience study to determine whether adding a decorative image to your 10% slide makes the primary message more memorable to your audience. Will adding a picture make your key takeaways more memorable?

Research Report Report: The Neuroscience of Persuasive Sales Presentations Your goal isn’t just getting people’s attention—you also need to direct their focus, help them remember the information, and ultimately persuade them to act in your favor. In this research report, you’ll get a look inside your buyer’s brain with insights from eight original neuroscience studies.

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