Chris Koch
FEBRUARY 26, 2010
The number of B2B buyers who are ready to buy as soon as they engage with our marketing is small—and social media will make it even smaller. We have to come to terms with the fact that there is a stage of the buying process that comes before the buyers we are pursuing are ready to become leads. We call it the epiphany stage.
Chris Koch
OCTOBER 22, 2010
And that is a huge change in the buying process. ITSMA’s annual survey of IT buyers found that this year, for the first time, a majority of buyers in the US—and 75% when you include other countries—are using social media in the purchasing process—especially the younger ones. Buyers are removing salespeople from the buying process.
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Chris Koch
OCTOBER 30, 2009
That means that the people buying those services—or at least playing a key role in the decision—tend to be high up on the corporate food chain—the C-suite or just below. This year, our research showed that most buyers go to colleagues inside their own companies for referrals of people to talk to about a purchase. What do you think?
Chris Koch
FEBRUARY 24, 2010
The trust leads to a more personal relationship and hopefully, a purchase. The only way we can do that is by providing a range of different content—thought leadership, news, education, training, support—in a range of different channels—events, white papers, communities, private meetings—at all phases of the buying cycle.
Chris Koch
APRIL 17, 2009
Salespeople have the opportunity to move customers through the buying process faster—and become a part of the planning process for those purchases. Everyone has something to gain from collaboration in account planning.
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