For nearly fifteen years, I have used the
term buying scenario in describing one of the critical components of buyer insights research and buyer persona development.
Buyer scenario modeling is needed due to the multiple types
of buying scenarios buyers find themselves in today.
To see a rent
vs. buy scenario with a 5 percent down payment, see our cost comparison of owning versus renting over a 7 - year period.
This can also potentially indicate content marketers are working in isolation when it comes to understanding the
various buying scenarios and buying cycles of buyers.
Buyer insights research,
buying scenario planning, and buyer persona development are very much about visuals and providing a powerful picture of a common vision of customers and buyers.
Note: Every
home buying scenario is different, so some of the items on this list might not apply to you.
It is important for B2B firms to understand the true meaning of the
term buying scenario and not confuse with rational - based buying attributes.
With buying scenarios planning, the focus is not on predicting the future, as we have seen with Big Data.
To a greater degree, companies can have better foresight into the
ideal buying scenarios which give them the best shot at winning.
Gaining insight and Buyer Foresight ™ into
how buying scenarios develop, what challenges occur to trigger buying considerations, how buyers interact with others, and why decisions are being made.
What companies can do more effectively through Buyer Scenario Modeling is segment their lead generation and lead nurturing programs
by buying scenarios and expected buying outcomes.
These three types
of buying scenarios, which are qualitative research - based, should be viewed as important components towards the overall strategizing and design of customer engagement.
While your rent
vs. buy scenario is heavily influenced by your location's housing market, Trulia's most recent rent vs. buy study found that purchasing a home is nearly 38 percent cheaper than renting on a national basis.
For
the buying scenario, the research team assumed a mortgage rate of 4.5 %, closing costs of $ 2,000, and a down payment of 20 %.
Buying scenarios, defined and researched adequately, can also change another important scenario.
For B2B CMOs today, it may well be worth considering having a dedicated
Buying Scenarios Team engaging in buying scenarios planning.
A buying scenario is the modeled melding narrative I speak about and provides much - needed context and in - depth understanding into the complexities confronted by buyers.
All three views (trending analytics, qualitative buyer research, and
buying scenario planning) should be incorporated into marketing planning and strategizing.
Rather than focus on the «content pieces» sales needs from marketing, focus on what supports buyer goals,
their buying scenarios, and helps them complete their path - to - purchase.
«Buyer Scenario Modeling is the process of analyzing research - based modeling of possible events, nurturing scenarios,
buying scenarios, buying behaviors, buying decisions, and alternative future outcomes.»
That was a home -
buying scenario.
That was a home -
buying scenario.
In some home -
buying scenarios, it might make sense to use an ARM loan.
Buy scenario is a better trade.
Every home -
buying scenario is different, so you may encounter other advantages or disadvantages not listed here.
This is their fundamental performance, but let's see two different
buying scenarios.
Note: Every home
buying scenario is different, so some of the items on this list might not apply to you.
That was a home -
buying scenario.
The ideal home -
buying scenario is when you're not in a rush.