Product Knowledge: Unmined Gem in the Buyer's Journey
In the world of B2B sales, understanding the buyer's journey is crucial, especially for companies offering complex products and services. According to a recent report by Gartner, only 17% of the entire purchase journey involves direct sales engagement. This means that the majority of the decision-making process—83%—is spent independently by buyers, navigating through various channels to gather information.
Gone are the days of the traditional salesperson carrying a briefcase on a plane; today's buyers prefer self-service options. This shift is driven by the need for faster, easier access to trustworthy product information. Buyers want to make informed decisions quickly, relying on sources ranging from websites and search engines to social media and peer recommendations.
Smart companies are adapting by embracing buyer self-service strategies, sometimes referred to as buyer enablement or product-led growth. Essentially, the goal is to make products easy to evaluate and purchase by providing comprehensive "product answers" throughout the customer journey—from initial exploration to final decision-making.
While this approach may seem contrary to traditional marketing methods focused on measurable funnels and content marketing, there are practical ways to integrate product knowledge effectively into growth strategies. Many organizations already possess a wealth of valuable content—often housed in support sites rather than marketing domains—that can enhance the buyer's journey.
The Evolution of Knowledge and Product Answers
Product knowledge has evolved significantly, becoming a pivotal aspect of customer experience and digital transformation. Organizations are increasingly integrating self-service product answers into their marketing and customer experience strategies. This alignment not only enhances customer engagement but also boosts retention and lifetime value.
Consider Cisco's approach with WebEx Essentials, where they seamlessly integrate product documentation into microsites that act as gateways to new solutions. This strategy not only educates customers but also drives exploration and discovery—all within a cohesive, informative experience.
Knowledge-Based SEO
In the realm of search engine optimization (SEO), the landscape has shifted from link-based strategies to answer-driven content. Google's MUM algorithm exemplifies this shift by prioritizing content that directly answers user queries, often leading to "zero-click" search results. To capitalize on this trend, organizations should structure their content—FAQs, knowledge bases, guides, and tutorials—to optimize for answer-based SEO.
Unlocking these gated knowledge resources can significantly enhance brand visibility and engagement, capturing long-tail SEO traffic and improving overall search rankings.
AI + Knowledge
Artificial intelligence is revolutionizing how organizations interact with customers. Leveraging AI to deploy conversational interfaces and virtual assistants requires a robust foundation of accurate product information. By feeding AI models with structured product knowledge from documentation and knowledge bases, businesses can enhance customer interactions and streamline decision-making processes.
How to Get Started
To leverage product documentation effectively as a marketing asset, organizations must break down internal silos and integrate product management with technical documentation. This alignment is crucial for developing a cohesive go-to-market strategy that supports buyer self-service.
Key steps to initiate this transformation include:
- Merchandise support content: Enhance discoverability and user-friendliness of product documentation. Implement intelligent recommendations and maintain simplicity in content delivery across different customer journey stages.
- Build a reusable content structure: Adopt structured formats like DITA to facilitate content reuse, reduce redundancy, and ensure consistency across omnichannel delivery—from websites and mobile apps to print materials.
- Evaluate your content stack: Traditional Web CMS and Digital Experience Platforms may struggle with managing knowledge and support content effectively. Invest in a CMS tailored for product answers, supporting Knowledge-Centered Service (KCS) workflows and XML-based content standards.
Wrapping It Up: The Untapped Marketing Asset
Product knowledge is an invaluable marketing asset for driving demand and growth. By integrating product answers into marketing strategies, organizations can elevate customer experiences, maximize SEO impact, and pave the way for AI-driven interactions.
