Markets are changing. Buyers have new priorities. And you’re operating on a set of outdated assumptions.
The solution? Buyer Enablement Strategy & Research
Too many B2B commercial strategies are based on guesswork and a dusty sheaf of buying personas from 1985. The guessing games stop here.
Buyer research is the cornerstone to derisk your GTM strategy.
Two Ways to Get Into Your Buyers’ Heads:
Buyer, Enabled
In Buyer, Enabled, we interview a sample size of your closed-lost and closed-won buyers to bring you the buyer intel your marketing and sales teams need to close more business, faster.
Includes:
Interview footage and qualitative analysis of up to 5 closed-won and 5 closed-lost deals of your choice
+50 slide research deck mapped against key buying process obstacles, and chock-full of buyer quotes
Buying process map one-pager
Secret shopper buying audit
Actionable insights on your buyers’ patterns and trends
Close the Buying Gap
In Close the Buying Gap, we interview a larger group of your closed-lost and closed buyers, then research and develop a custom buyer enablement strategy—backed by buying process science—to help you get more ROI from the marketing dollars you’re already spending.
Includes:
Interview footage and qualitative analysis of up to 10 closed-won and 10 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
Secret shopper buying audit
Actionable insights on your buyers’ patterns and trends
12-month content strategy, including topics and mini-outlines for blogs, webinars, guides, diagnostic tools, case studies and more
Conversion copywriting recommendations for your website and email campaigns
PLUS: Sales, Customer Success, and Product feedback directly from buyers
"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
“ A new way of looking at buyer journey that jumpstarted our team to start achieving the outcomes we were struggling with before”
“The value that Sarah not only taught us a new way of looking at the buyer journey—but she also provided us a nice, neat, 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
“A refreshingly clear perspective on content strategy”
“…that decision-makers in busy companies don't have the time to be endlessly consuming your content, how we do this, learn how to do that, what they're really on a journey to is a solution to their problem. A very valued client of ours needed to learn to put together a team within their organization to create content. And that was a new skill set for already busy people.
Sarah brought an entire training program that helped get them on their way quickly and effectively. In fact, my clients have congratulated her on making this really fun. What could have been stressful has become enjoyable. And they're developing a new skill set that will serve themselves and their company well.”
—Kelly Pachet, Co-Founder & Partner, Quarterback Digital
Demystifying the Art and Science of Buying Since 2013
Every B2B buyer I have ever interviewed (hundreds) has struggled tooth and nail trying to build a business case for a complex purchase.
Every B2B start-up and scale-up I talk to is struggling to make better decisions and get more ROI from their marketing and sales budget.
But by far the biggest problem? Very few commercial leaders have the deep insight into buyers that they need to see how marketing is misfiring and why sales struggles to close deals.
I’m Sarah MacKinnon and I'm on a mission to help B2B SaaS start-ups and scale-ups sell more and sell faster by getting to know their buyers better than they know themselves.
"Helped improve lead quality and decrease the length of our sales cycle"
At our organization, the work Sarah did for our Buyer Journey audit, web messaging and content for lead nurture helped increase lead quality and decrease the length of our sales cycle, and I would not hesitate to recommend Sarah to other B2B SaaS companies looking for a highly productive and impactful consultant able to deliver real results.
She is a great communicator and has a committed, focssed and pragmatic approach to delivering results. 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 user focus.
Sarah has the uncommon ability to integrate herself into an organization quietly and effectively. This allowed her to operate as an extension of our marketing team with no heavy lifting required from our side – not always the case with consultants and agencies.
— Chrissy Gow, Director of Marketing, EventMobi
“Begins engaging as a strategic partner from the get-go”
Sarah parachutes in and begins engaging as a strategic partner from the get-go, asking good questions and making sure that, as an organization, you are thinking through the content process in a way that clearly ties to your goals and audience needs.
Once the direction has been set, she develops a structured approach and workback schedule to keep the project on track, while continually focusing on next steps to move things forward.
Sarah strikes a unique balance of pushing to get things done, while respecting fully that the client has a lot of other demands they are juggling.
— CMO, Professional Services
