Buyer, Enabled
Many B2B SaaS start-ups and scale-ups are struggling to maximize revenue because their GTM strategy is based on assumptions regarding:
What's most important to their buyers, now
Which features they should prioritize in the roadmap
Which marketing and sales strategies are contributing to ARR growth
How to best support current customers and manage churn
In Buyer, Enabled, we bring you the qualitative data you need to scrutinize product, market, channel and model fit through the buyer’s lens and start closing more deals, faster.
Program milestones
Through the buyers lens, we will:
Audit sales & marketing touchpoints to determine where you might be wasting money & resources on things that aren’t supporting revenue growth.
Scrutinize product, market, channel and model fit through to iterate and refine:
Who gets the most value out of the product
What their needs are
How to best reach this segment
How to best support their buying process
Does this sound familiar?
Revenue numbers, channel reports, website engagement and CRM are all telling the same story—there are serious gaps in how marketing and sales is operating.
But none of these quantitative systems explain the WHY behind the numbers:
Why buyer needs have changed
What do they prioritize now
What channels are the best way to reach them
How to best support their buying and implementation process.
In a perfect world, your marketing strategy should scale to support your leads with the information they need to efficiently navigate the complexities of buying and say YES to you.
Your sales team should have expert insight into how buyers buy from you, so they can support them with the right touchpoints, tools and resources.
Buyer, Enabled
Over 4-weeks, the Buyer Enablement Content team will do custom research and develop actionable recommendations based on your needs and goals.
Program milestones
Through the buyers lens, we will:
Audit sales & marketing touchpoints to determine where you might be wasting money & resources on things that aren’t supporting revenue growth.
Scrutinize product, market, channel and model fit through to iterate and refine:
Who gets the most value out of the product
What their needs are
How to best reach this segment
How to best support their buying process
Deliverables include
Interview footage and qualitative analysis of up to 6 closed-won and 6 closed-lost deals of your choice
+100 slide research deck mapped against key buying process obstacles, and chock-full of buyer quotes
Buying process map one-pager
Actionable insights on your buyers’ patterns and trends
“Jumpstarted our team to start producing content”
Before working together, all we had were a lot of ideas about what we wanted to do. Sarah not only taught us a new way of looking at content through the buyer journey—but she also provided us a valuable package of lessons, tools, plans and thoughts to help us identify our buyer enablement strategy and start writing. That really jumpstarted our team to start producing content and achieving the outcomes we were struggling with before.
—Elinor Chang, Chief of Staff, UXReactor
"The recommendations were so actionable”
Sometimes what can happen with an external study is that when you see the research, everyone is like, "oh, wow" and then it kind of gets filed away and forgotten. What was so impressive is that it was so clear coming out of it what we needed to do and it was very, very actionable in terms of the next steps that had to happen. Our team has jumped in with both feet to create the resources and make the changes in marketing, sales and customer success. Just the speed at which we've been able to implement has been really exciting and we're even more excited to see what impact this will have in two or three months time.
— Catherine Graham, Co-founder and CEO, commonsku
"Helped increase lead quality and decrease the length of our sales cycle"
At our organization, the Buyer Journey audit, web messaging and lead nurture content strategy Sarah lead helped increase lead quality and decrease the length of our sales cycles, and I would not hesitate to recommend Sarah to other B2B SaaS companies looking for a highly impactful consultant able to deliver real results.
She is a great communicator and has a committed, focused and pragmatic approach. She thinks strategically and her decisions are based on solid research and analytical understanding of the issue at hand. She applies incredibly high-quality standards to all of the work she is involved in, demonstrated by her strong client and buyer focus.
— Chrissy Gow, Director of Marketing, EventMobi
Demystifying the Art and Science of B2B Buying
Over the past 10 years working in marketing, I’ve seen too many B2B scale-ups invest time and resources haphazardly into marketing while seeing little impact on their lead-to-conversion rate.
With hundreds of B2B buyer interviews under my belt, I am convinced that homerun buying experiences that sell more (and sell faster) must be backed by buying process science.
I’m Sarah MacKinnon and I do buyer enablement research to bring growing B2B companies the data they need to discern their best buyers and achieve faster, winning results.
“Her ability to quickly understand our business and sift through gallons of information to find the most important nuggets is a true skill”