Glossary
Buyer enablement.
Buyer enablement is giving prospects the information and tools to make a purchase decision themselves — pricing, demos, comparisons, trials — rather than routing every question through a salesperson.
Gartner popularised the term to describe the shift in B2B buying: buyers do most of their research before talking to a vendor and prefer to. Buyer-enablement content is whatever shortens that research — a self-guided demo, a published price list, an honest comparison page, a calculator.
Interactive demos are the most direct form of it: the product itself, available on demand. Tools in this space (Consensus, Navattic, Storylane, Tellane) are often filed under buyer enablement as well as demo automation.
In Tellane: A lane on the pricing page is buyer enablement in one embed; so is this glossary. See how →
Related terms
Often confused with
Comparing tools?