Answers Point the Way
The alchemy is in the question. For B2B media, marketing services, and event brands, the answer to marketer and buyer needs is right in front of us and points to value, product market fit, and new revenue streams.
Two things this week.
First, fresh out of the field, we have begun analyzing the responses from 200 professionals involved in the buying process who are AI users. This data set will inform clients for some time to come. We’ll be previewing it with Outsell CEO Network Members in confidential peer group meetings and with their C-suite who drive revenue and revenue diversification.
Membership has its privileges.
Actionable and hard-hitting, it lays a direct path to new opportunity. Answers to one single question stood out.
If you could have any of the following in support of your buying processes, what would they be? SELECT ALL THAT APPLY.
Their top four responses from a longer list:
- Side by side comparisons of providers across key product attributes
- User-generated reviews and experiences focused on the categories I’m involved in
- Side by side comparisons of providers across pricing and contracting terms
- Directories of products that fit my need
The first two were essentially tied. This from managers, directors, VPs, and other executives who oversee or are involved with significant purchasing budgets. These buyers are pointing the way to new revenue streams that nicely fit what so many B2B solutions providers were born to do.
Second, in the words of one leader in our email exchange:
“I’m surprised that no one has really figured this out.”
It was his response to a very basic need begging to be filled. We hear it often. In the spirit of our ‘less is more’ blog post, who can his marketing team use to help streamline and clean up their CRM?
His focus:
- Individuals who fill a certain C-suite role
- Those who report to that role in a few specific jobs
- In large US enterprises by employee size
Finding solutions to this seemingly ‘simple’ database opportunity is still hard and cumbersome.
Coincidentally, an AI-first start-up, in stealth mode and purporting to be a Zoom-Killer, crossed our desk. Our lead analyst for the sector ran a quick experiment that included a Claude prompt, this start-up solution, and Apollo. The start-up matched the big boys most frequently. Claude surfaced better (higher-level names). Both pulled email addresses considered verified but that we didn’t test. One surfaced direct phone numbers, while Claude returned corporate numbers. Apollo didn’t impress.
The marketer is left on his or her own to build and clean customer and prospect databases. Buyers leave a trail of unmet needs. They are pointing the way.