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LinkedIn Management Consulting Buyer Survey 2024
Stand out from the crowd
How management consulting marketers can influence buyers at every stage of the decision journey
Businesses are navigating major shifts in the market, and the role of management consultancies is more critical than ever. However, with firms' offerings becoming increasingly similar, standing out is a challenge.
LinkedIn’s 2024 Management Consulting Buyer Survey delves into how businesses procure consulting services. Surveying buyers across Europe, US, and Australia in March 2014, the report uncovers valuable insights on effective marketing strategies.
Trend 1:
Build a brand reputation before buyers are “in market”
Brand reputation has always mattered. But with most buyers now picking a provider prior to final evaluation, it’s crucial for marketers to build their brand long before the buying cycle begins. That means using thought leadership and being visible across all channels to increase trust.
Trend 2:
Ensure a strong association with your specialization
For buyers, industry specialization is now more important than price and brand heritage. Marketers must ensure their specializations are front and center, using thought leadership and case studies to demonstrate credibility and expertise.
Trend 3:
Distinguish your brand with creative content and execution
Most buyers cannot tell firms apart without research, and they find their advertising falls short on creativity and memorability. Marketers can look to brands outside the industry for inspiration on how to make ads more emotive and fire buyers’ imaginations.
Trend 4:
Engage the whole buying group
Marketers often obsess over capturing a C-Suite audience, but these days IT, Finance, Strategy and Operations are key influencers too. As buying groups get bigger and processes take longer, marketers should understand the whole buying group and ensure content speaks to their diverse needs.
Trend 5:
Address buyers’ needs at every stage of their journey
Buyers’ needs are constantly changing. They use information they have learned from social media at all points in the sales funnel; from researching topics to sharing information with decision-makers. Marketers should anticipate this mix of outlooks and objectives and address them each step of the way.
Trend 6:
Make it easy for buyers to understand your offering
While buyers often choose winning suppliers early in the process, they also like to research plenty of options. Marketers should be familiar with the information sources buyers use and then diversify their approach to match.
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