B2B Buyer Behavior Is Changing—Again
We’ve just started getting used to the fact that B2B buyers no longer want to talk to sales reps,
that they use the wealth of third-party and peer information available to them—industry analysts, crowdsourced review sites, social media, and more—to get three-quarters of the way down the purchase path before engaging with vendor reps. And we’ve trained ourselves to prioritize “thought leadership” over all other types of content.
DemandGen Report has been running an annual B2B Buyers Survey for eight years to understand the ever-changing needs and expectations of the different stakeholders in complex purchasing decisions. The 2019 report reveals some changing behaviors that require vendors to rethink these assumptions.
In fact, some of the results in the report might surprise you. But not us here at BAO. In fact, we recently put out The Prospecting Perspective, an interactive resource that highlights the five most important factors in sales prospecting.
When you understand and have a strategy to address each these factors, you put your sales and marketing organizations in a good position to meet the shifting needs of your buyers. The 2019 B2B Buyers Survey Report states, “Having the right content and resources is helping reps have deeper conversations earlier in the purchase journey.” How do you do that?
Speak with a pipeline expert to build a program that meets your needs.