Too often, a B2B company’s sales strategy is about making the life of their sales teams easier. More tools, more training, more resources. The theory goes that the better your sales team is, the more sales they’ll generate and the more clients they’ll onboard.

That’s true to a point.

Buyer enablement takes a different tactic. Because B2B sales cycles are getting longer, this approach empowers the buyer – answering their questions and giving them the tools to take the next step. By championing the buyer, you cut down the sales cycle and guarantee higher conversion rates.

But just as your sales team needs the right tools to succeed, so too do you need the right buyer enablement software to support your buyer’s journey. Below, we weigh up the best 10 buyer enablement tools on the market.

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What is Buyer Enablement?

Buyer enablement provides prospective customers with the information, tools, and support they need to make informed purchasing decisions. Unlike B2C purchases, B2B buyers prefer to take their time, evaluate their options, and have in-depth discussions before choosing a particular product or service.

No amount of cajoling from your sales team can speed up this process. Only the right content, guidance, and interactive experiences can facilitate the buying journey.

Focusing on simplifying the decision-making process, reducing friction, and empowering buyers allows sales teams to yield faster results, even going so far as to anticipate a buyer’s questions, needs, and pain points.

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10 Buyer Enablement Software Tools

1. trumpet
2. HubSpot Sales Hub
3. Salesforce Sales Cloud
4. Scrive
5. Gong.io
6. LinkedIn Sales Navigator
7. PandaDoc
8. Marketo Engage
9. Zendesk Sell
10. Outreach

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1. trumpet

trumpet is a digital sales room platform that lets users create hyper-personalised spaces or “pods” to help inform and convert prospective customers. Trusted by over 5,000 users, it’s become a popular buyer enablement tool.

Companies can educate customers about their products or services through tailored content, develop mutual action plans, and even sign the final contract.

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Key Features

• Auto-Personalised Pods: Pull data from your CRMs to auto-populate a digital sales room or "Pods" using a buyer’s name an d company info, then copy in their URL to capture their branding and logo.

• Fully Trackable: Monitors customer interactions within the digital sales room, sending notifications to their Slack, Teams or email or HubSpot Deal when a prospect completes an action.

• Customisable Spaces: Allows users to tailor the space with native Widgets and specialised pages based on the buyer’s needs.

• Extensive Integrations: Integrates with top CRMs, eSignature platforms, and other tools to optimise and enhance the DSR.

• Mutual Action Plans: Provides a mutual action plan for ongoing collaboration between the buyer and seller. Assign your buyer and their team to different tasks, attach documents and content to steps and set due dates.

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Prices

• Starter Plan: Free.

• Pro Plan: £36 per user/month.

• Scale Plan: £75 per user/month.

• Enterprise Plan: £125 per user/month.

2. HubSpot Sales Hub

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HubSpot’s Sales Hub is one of the best customer relationship management (CRM) services available. Its comprehensive toolkit covers everything from lead management and prospecting to email marketing. With high-level analytics and a complete database of buyer information, companies can tailor their engagement to provide buyers with everything they need to know to convert.

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Key Features

• CRM Integration: Centralises buyer data and interactions for personalised engagement and seamless sales processes.

• Automated Workflows: Streamlines routine tasks, enabling sales reps to focus on buyer needs and relationship building.

• Email Tracking & Notifications: Provides real-time alerts when a prospect opens an email, clicks a link, or downloads an attachment, facilitating timely follow-ups.

• Meeting Scheduling: Simplifies the appointment setting with shared calendars and booking links, reducing friction for buyers.

• Customisable Sales Pipelines: Offers visibility into where prospects are in the buying journey, allowing for tailored communications and support.

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Prices

• Starter Plan: £17 per month.

• Professional Plan: £396 per month.

• Enterprise Plan: £1,310 per month

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3. Salesforce Sales Cloud

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Considered a leading CRM, Salesforce Sales Cloud helps you track and understand your leads across any channel. With its workflow automation, you can streamline your processes, leaving more time for sales teams to interact with buyers directly. Plus, its advanced AI system helps guide sellers at every step in the sales funnel, delivering what buyers need when they need it.

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Key Features

• Lead Management: Tracks and nurtures leads through the sales pipeline, ensuring buyers receive relevant information at each stage.

• Einstein AI: Leverages artificial intelligence to provide predictive scoring and insights, helping sales teams prioritise and understand buyer needs.

• 360-Degree Customer View: Offers comprehensive profiles of customer activities and history, enabling personalised buyer interactions.

• Process Automation: Automates complex business processes for more efficient sales cycles, allowing more time for buyer-focused activities.

• Customisable Reports and Dashboards: Delivers real-time analytics for sales performance and buyer trends, supporting data-driven decision-making.

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Prices

• Starter Plan: $25 per user/month.

• Professional Plan: $80 per user/month.

• Enterprise Plan: $165 per user/month.

• Unlimited Plan: $330 per user/month.

• Unlimited+ Plan: $500 per user/month.

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4. Scrive

Don’t create a complicated signing process. Keep onboarding simple with Scrive’s electronic signature and ID verification services. This top buyer enablement tool lets businesses and their customers sign paperless contracts through a highly secure portal. Not only does that simplify the process, but it also protects everyone’s data.

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Key Features

• E-Signing: Facilitates a streamlined, secure, and legally binding signing process, enhancing convenience and accelerating deal closure.

• Document Automation: Allows the creation and management of document templates, reducing errors and time spent on paperwork, leading to a smoother buyer experience.

• Real-Time Negotiation: Supports in-document collaboration and amendments, enabling buyers to negotiate terms efficiently without the need for multiple versions or extensive email exchanges.

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Prices

Pricing depends on plans – see more information.

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5. Gong.io

Gong promises to turn customer interactions into valuable insights. Using accurate AI models (and a remarkable integration ecosystem), it analyses customer conversations to find out what your buyers want. Based on these recommendations, sales teams can work to empower the buyer journey, taking a proactive approach to closing deals.

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Key Features

• Conversation Intelligence: Records and analyses sales calls to provide insights into buyer interactions, helping tailor future engagements.

• Deal Intelligence: Monitors deal progress with real-time visibility, enabling sales teams to address buyer concerns promptly and effectively.

• Success Patterns: Identifies and replicates successful sales behaviours across the team, leading to more effective buyer conversations.

• Revenue Intelligence: Delivers actionable data on customer interactions, guiding strategic decisions that align with buyer needs.

• Coaching and Development: Offers personalised feedback and coaching opportunities for sales reps based on actual buyer conversations, improving buyer engagement strategies.

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Prices

Prices are available upon request.

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6. LinkedIn Sales Navigator

LinkedIn’s Sales Navigator is a powerful tool that helps sales professionals target the right buyers, learn key insights, and build trusted relationships. Leveraging LinkedIn’s extensive network and CRM integrations, users can build an impressive list of leads, learning real-time information to help support their sales process and respond to recent news.

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Key Features

• Advanced Lead and Company Search: Utilises comprehensive filters to identify and target the right buyers, increasing the relevance of outreach.

• Custom Lead and Account Lists: Enables sales teams to create and track curated lists of prospects, organising buyer engagement efforts.

• InMail and Messaging: Offers direct communication channels with potential buyers, facilitating personalised contact.

• Real-Time Sales Updates: Provides insights into job changes, company news, and other triggers that can create opportunities for meaningful buyer interactions.

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Prices

Prices are available upon request.

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7. PandaDoc

PandaDoc isn’t just an eSignature platform; it’s a document creation platform. Using its drag-and-drop editors, users can rapidly build easy-to-understand formal documents that are simple for customers to sign. By removing a significant roadblock to converting buyers, the software saves time and minimises risk for all parties involved.

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Key Features

• Document Automation: Streamlines the creation of proposals and contracts using templates that sales teams can personalise for each buyer.

• eSignature Functionality: Enables buyers to securely sign documents online, accelerating the agreement process and reducing turnaround time.

• Real-Time Document Tracking: Alerts sales teams when a buyer views or completes a document, allowing for timely follow-ups and next steps.

• Interactive Quoting: Offers dynamic pricing tables and catalogues within documents, letting buyers adjust and select options that fit their needs and budget.

• Integrated Payments: Simplifies the transaction process by allowing buyers to pay within the document, offering a seamless end-to-end experience.

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Prices

• Essentials Plan: $35 per month.

• Business Plan: $65 per month.

• Enterprise Plan: Contact for details.

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8. Marketo Engage

Developed by Adobe, Marketo Engage is the world’s largest marketing automation platform. Consolidating information from countless channels, it delivers key insights about your prospects, using AI to personalise user experiences. Plus, its generative AI can answer any and all questions buyers have about your brand.

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Key Features

• Omnichannel Engagement: Engage customers seamlessly across email, social media, SMS, and offline channels from a single platform with Adobe Marketo Engage.

• AI-Driven Personalisation: Utilise AI to build predictive segments and personalise content in real-time across all touchpoints, even for anonymous visitors.

• Integrated Sales and Marketing: Synchronise marketing and sales efforts with CRM integration, lead scoring, and account-based marketing for cohesive customer journeys.

• Actionable Analytics: Gain insights into marketing effectiveness with advanced analytics, multi-touch attribution, and a complete view of the customer journey.

• Generative AI Capabilities: Enhance customer interactions with generative AI for chatbots, conversation summaries, and a dynamic content library for sales and support teams.

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Prices

Prices are available upon request.

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9. Zendesk Sell

Another prominent CRM, Zendesk Sell, includes everything you expect and more. Task automation, a centralised customer database, and complete pipeline visibility allow sales teams to support buyers at every step in their journey.

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Key Features

• ‍Enhanced Customer Profiles: Centralises customer data to give sales teams detailed insights into buyer history and preferences, enabling personalised engagement.

• Sales Automation: Automates repetitive tasks, allowing sales representatives to spend more time understanding and meeting buyer needs.

• Integrated Communication Tools: Enables direct communication with buyers through calls, emails, and texts within the platform, ensuring smooth interactions.

• Performance Analytics: Provides sales analytics and reporting tools to measure and optimise sales activities concerning buyer responses and trends.

• Mobile Access: Offers a mobile app for on-the-go sales management, ensuring buyers receive prompt attention and information anytime, anywhere.

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Prices

• Sell Team Plan: £20 per month.

• Sell Growth Plan: £59 per month.

• Sell Professional Plan: £115 per month.

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10. Outreach

Outreach delivers a complete picture of the sales cycle. Its buyer enablement tools, like mutual action plans, conversation intelligence, and deal management, promote buyer-seller collaboration. Meanwhile, its advanced suite of analytics and insights helps companies preempt a prospective customer’s wants and needs.

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Key Features

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• Sequencing: Designs and automates custom touchpoint cadences to ensure consistent and timely follow-ups with buyers.

• Email and Call Integration: Centralises communications, providing reps with the context needed to personalise buyer interactions.

• Engagement Tracking: Monitors buyer activity and engagement levels to help tailor the sales approach and content.

• AI-Powered Insights: Utilises machine learning to analyse buyer signals, recommending the best times and methods for contacting prospects.

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Prices

Prices are available upon request.