General Marketing
Buyer Enablement
Buyer enablement is the strategy of providing prospects with the content, tools, and information they need to navigate complex purchasing decisions and build consensus within their organization. It empowers buyers to self-serve through the evaluation process.
Examples
A B2B vendor creates an ROI calculator, a vendor comparison guide, and an internal business case template that prospects can share with their buying committee.
Best Practices
Map content to each stage of the buying committee's decision process, create tools that help buyers sell internally, and track which enablement assets correlate with faster deal velocity.