The Awareness Stage: A Comprehensive Guide
The awareness stage of the buying journey is not just for marketers.
In this blog, we will explore how the entire revenue team can get involved in this crucial stage. Whether you are a salesperson, a customer success representative, or a solution consultant, understanding the awareness stage will enable you to serve your customers better and facilitate the buying process.
So, let's dive in!
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Table of Contents
What is the Awareness Stage
The Research Process
The Role of the Revenue Team
Conclusion
FAQ’s
What is the Awareness Stage?
The awareness stage is the first stage of the buying journey.
It is the moment when a company realises that there is an issue, challenge, or opportunity that they need to address. At this stage, companies start researching and exploring what this means for their organisation. This can happen either proactively or reactively.
Proactive Awareness
Proactive awareness occurs when a company internally identifies something that catches its attention.
It could be an event, a new learning, or an experience that prompts them to investigate further. Companies in this stage are driven by their critical priorities and seek to understand how the issue or opportunity aligns with their current goals.
Reactive Awareness
Reactive awareness is when companies are bombarded with various marketing campaigns, cold calls, emails, and other forms of advertising.
These external stimuli plant seeds in their minds about potential challenges or opportunities.
Over time, these messages accumulate and eventually trigger the company's curiosity, leading them to explore further. They’re typically in neutral gear rather than acceleration.
The Research Process
During the awareness stage, companies engage in extensive research to determine whether the issue or opportunity is worth pursuing. When buyers first hear about something, they typically try to familiarise themselves with the name of the company, the problem, or the challenge. They turn to search engines and AI to gather information and make sense of what they have encountered.
Buyers' initial reaction shapes their perception of the issue or opportunity. If they cannot understand or relate to it, they may dismiss it altogether. Therefore, B2B revenue teams need to put themselves in the buyers' shoes and provide the necessary resources to aid their understanding.
Supporting the Buyers
As buyers embark on their independent journey of research, they may require support from vendors and solution providers.
They may download brochures, attend webinars, or even participate in conferences to gather more information. B2B revenue teams must identify their role in assisting buyers during this stage.
Marketing plays a crucial role in providing general information and educating the market. However, at the individual organisation level, buyers need more tailored support. B2B revenue teams should aim to establish close relationships with these organisations and offer personalised guidance.
By leveraging their expertise and knowledge, revenue teams can help buyers navigate the awareness stage with ease.
The Role of the Revenue Team
While marketing provides overarching educational content, the entire revenue team has a role to play in the awareness stage. Here are some key areas where each team member can contribute:
Customer Support
Customer support representatives have insight into the common problems and challenges that companies face. They can use this knowledge to engage with buyers and provide relevant information specific to their needs.
Customer Success
Customer success teams are in constant contact with customers who rely on their solutions.
Their experience and understanding of customer pain points make them valuable resources for buyers in the awareness stage. By collaborating with customer success, revenue teams can offer insights and guidance to interested organisations.
Account Executives
Account executives have a deep understanding of the buying process within their respective industries. They can share their expertise and guide buyers on what to expect during their journey.
By proactively reaching out to buyers in the awareness stage, account executives can establish strong relationships and facilitate smooth transitions to the next stages.
Inside Sales Representatives
Inside sales representatives can act as B2B doctors, diagnosing the specific needs and challenges of buyers.
They can help buyers make informed decisions by providing accurate and relevant information. Inside sales reps should be equipped with the necessary knowledge to address buyers' questions and concerns.
The Revenue Team's Role
The awareness stage is not limited to marketing efforts alone. It presents an incredible opportunity for the entire revenue team to contribute to the buying process.
By understanding the needs of buyers in the awareness stage and providing personalised support, revenue teams can establish themselves as trusted advisors.
So, embrace this opportunity, and together, let's guide buyers through the buying journey.
FAQs
What is the awareness stage of the buying journey?
The awareness stage is the first stage of the buying journey, where companies start to research and explore a particular issue, challenge, or opportunity.
How can B2B revenue teams support buyers in the awareness stage?
B2B revenue teams can support buyers in the awareness stage by providing tailored information, addressing their questions and concerns, and guiding them through the research process.
What role does marketing play in the awareness stage?
Marketing plays a crucial role in educating the market and creating general awareness about the issue or opportunity. However, at the individual organization level, buyers need more personalized support from the revenue team.
How can inside sales representatives contribute to the awareness stage?
Inside sales representatives can act as B2B doctors, diagnosing buyers' needs and providing relevant information. They play a crucial role in addressing buyers' questions and concerns.
Why is the awareness stage important for the entire revenue team?
The awareness stage presents an opportunity for the entire revenue team to establish relationships with potential buyers and guide them through the buying journey. By providing support and education at this stage, revenue teams can facilitate smooth transitions to the next stages.
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