Does a buyer really say to themselves, "I am now a qualified lead, how exciting." Of course not, but they might well say, "I have researched how to fix this problem I have and I think I can clearly express what I need." Your marketing and sales tactics and content must honour your buyer's journey and aim to move them from stage to stage of their buying process.Ģ. Around the buyer's purchase process, not your internal sales and marketing process. Both sales and marketing must agree and align:ġ. The answer lies in rethinking your go-to-market and content strategy. In this environment, how does the seller wield influence over the different buyer types? In the past, when sales frequently had face-to-face meetings, experienced B2B sales professionals could determine through research and thorough questioning who plays what role in the purchase process and ensure each of the influencers have bought in to their solution.īut what happens in the new world in which we find ourselves, where B2B buyers are self-educating using online research and are often 70%-80% of the way through the purchase process before they even reach out to a vendor.
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