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Importance of Buyer’s Guide while Making a Marketing Automation Purchase Decision

marketing automation

A survey conducted in 2014 determined the purchasing decisions of B2B buyers. The findings showcase that by the time a potential customer speaks to your business, they are, on average, already 57% of the way through their decision-making process.

They’ve already looked around. They’ve checked you and your competitors and know what they require and how much they’re prepared to pay.

This means there is less time for you as a business to influence their buying decisions.

The present state of buying behaviour is in the hands of the purchaser and less in the hands of a business. You can’t just keep waiting, hoping your target market will find the right information and decide on your product or service.

Stop defending and start taking an active approach, stepping in and giving prospective purchasers the knowledge they need to make the right decision.

This can be done by creating a B2B buyer’s guide that will provide you with a plan of action for purchasing b2b marketing automation solutions.

According to statistics presented by a U.S. based company Invespcro, 63% of marketers will be increasing their marketing automation budgets soon, so here we will be looking at the importance of a marketing automation buyer’s guide.

What is a buyer’s guide and why is it important for choosing marketing automation software?

A buyer’s guide exists to help businesses and individuals alike in their Purchasing decisions. It’s like a pamphlet on steroids, providing all the required information and comparisons a person needs to select a solution to their problems. You’re giving them what they need in order to make an educated decision on the solution that is right for them.

In your buyer’s guide, you’ll incorporate things like product specifications, comparisons of similar products and customer testimonials. Your responsibility is to answer any objections an individual has by giving a detailed account of exactly what your product or service provides. They may think they need to go with the industry leader because they must be the only ones that offer a particular service. When you can show in the buyer’s guide that many firms, irrespective of size, offer the same services for a lower price, you can help sway their decision.

There are two important types of buyer’s guides that are used. There’s one you can create on your own or you can advertise in an association’s buyer’s guide. These guides are industry-specific and help in gearing your marketing strategy towards a targeted audience that is actively seeking out your offer. A well-designed marketing automation buyers guide is like the one published by MartechCube, which provides a multi-segmented and multi-faceted approach, that helps clearly understanding the requirements of your company and select all in one marketing platform

Marketing Automation Buyers Guide

70% of marketers say marketing automation solutions is critical to their objectives, which means choosing the right platform is equally as critical.

Purchasing a Marketing Automation platform can be a stress-inducing process. The guide seeks to help purchasers to make better-informed buying decisions.

Email marketing continues to be one of the strongest marketing channels for ROI and email marketing automation is acting as a cherry on the cake. Presently, to increase relevance via automated personalised messaging through the lifecycle, many businesses are deploying digital marketing automation. But with so many vendors, where should you begin when selecting the top marketing automation platform that fits for your business?

Buyers guide provides a comprehensive review of the essential features required for the automation of marketing functions, with recommendations based on different requirements.


The purchasing process has changed and you need to change along with it. By making a B2B buyer’s guide you’ll have to influence the decisions of prospective customers in your industry, thus making more effective your B2B lead generation efforts.

In case you’re informative, straightforward and give all of the possible solutions to a problem a business is having you’ll make it simpler for them to see you have the right solution.


Aashish Yadav
Content Writer, Martech Cube
Aashish is currently a Content writer at Martech Cube. He is an enthusiastic and avid writer. His key region of interests include covering different aspects of technology and mixing them up with layman ideologies to pan out an interesting take. His main area of interests range from medical journals to marketing arena.

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