![]() ![]() Accessible, personalized content that meets buyers’ needs is a good start, but that content must also be tailored for different personas, and for the different team members who typically decide which solution to purchase. Per 2019 research from Gartner, “When buyers are comparing multiple suppliers‚ the amount of time spent with any one sales rep may be only 5% or 6%.”Ĭlearly, with this minimal level of human-to-human interaction, B2B marketers need to step forward to support the buyer’s journey as much as they can. That’s all of the potential suppliers, a buyer will assess, too, not just the one solution they ultimately purchase. Research from Gartner has revealed that not only does most of the buyers’ journey happen before the company is ever contacted only 17% of the cumulative time a buyer puts into making a purchase will be spent meeting with potential suppliers. ![]() It’s also a trend that continues to accelerate. But it’s such a seismic change that it still bears repeating. We’ve all heard different statistics about how much of the buyer’s journey happens before the company is ever contacted. By the time a buyer contacts a Salesperson, their journey is largely complete. Many things have changed in the last few years. It can help marketers know what to focus on in a time of uncertainty and upheaval.įortunately, there’s quite a lot of research available to help us see how B2B buyers are navigating their purchase process. Which information sources do they use to make their final decision?Ī solid understanding of how prospects see a vendor’s business and their marketing (which can be very different than what the vendor sees) can make marketing budgets vastly more effective.What do they do to learn more about us?.How well are we meeting prospects’ informational needs?.So if you find yourself with a little extra downtime right now, it’s a good time to ask: It’s a good time to assess what our prospects and customers see as they interact with us. Given how quickly and completely the business environment has changed lately, now is an especially good time to think about the larger context of our marketing. Occasionally, we may also recommend that a client step back from a few marketing tactics that might not be working well enough. Once we understand what’s already working for a client, we can then apply an informed strategy to amplify their successes. When we do this with our clients, it allows us to see their marketing as a whole, rather than looking at isolated marketing tactics and getting overly focused on minor issues. Understanding how a B2B buyer’s journey naturally progresses is key to designing a digital marketing program that works in any economic climate. ![]()
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