Marketing Interactions

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Closing the Gap Between B2B Buying and Selling

Marketing Interactions

“Sellers use their sales process to place solutions.”. Buyers use their buying decision process to figure out how to resolve their problem with the least disruption.”. This is because our marketing-to-sales models and processes are not built to help buyers buy. This determines the length of their buying cycle.

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Never Assume B2B Buyers Know How to Buy

Marketing Interactions

Be intent on solving the problem by buying a solution. Attempting to reconcile different perspectives in the buying group. Ultimately, buyers spend only about 20% of their buying process in conversations with sales reps. This said, Gartner finds that buyers struggle with a lack of confidence in making buying decisions.

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Do Your B2B Buyers Understand the Problem?

Marketing Interactions

It doesn’t mean buy something new. Trying to change it, rather than fix it – make it more “welcome” by modifying the process or the technology, or shifting direction to avoid the problem as it’s perceived to be. Convincing yourself and other stakeholders radical change (buying something new) is necessary. So, buying stalls.

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Help Your B2B Buyers Do Their Own Discovery

Marketing Interactions

One of the problems marketing and sales have as B2B buyers’ roles shift is that they start too late in the process. So, they’re not considered relevant while B2B buyers are dealing with early discovery about the change process they must complete before they can buy anything. Or a combination? How will they know?

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Why Customer Centric Doesn’t Mean Buyer Driven in B2B

Marketing Interactions

Customer centricity has been translated to mean – let’s understand our customers just enough so we can tell them what to do, push them down a funnel, and sell them our stuff based on our timeline, process, and revenue quotas. For years, we’ve summarized the buying process to include awareness, consideration, purchase.

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Use Questions as Your Framework for B2B Buyer Enablement

Marketing Interactions

The process of Q&A drives momentum based on addressing how context shifts with each new intake of relevant information that helps your buyers advance their thinking. But you need to ask them the right questions to get to the questions they needed to ask to advance at each stage of their buying process. I love questions.

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What Happens When B2B Buyers Start Using ChatGPT?

Marketing Interactions

My friend, Dave Brock , recently penned a post, Buyers Using ChatGPT , where he approached it from a sales perspective and suggests his readers: “Think of the power available to buyers in leveraging these tools to help them think about their buying process.”. Yet, every year, they still have the same complaints and frustrations.