Marketing Interactions

article thumbnail

The Inside and Outside of B2B Buyer-Driven Experiences

Marketing Interactions

The number of touchpoints has increased (up to 27 per person, per Gartner) and only 3% want to speak to your sales reps for education. Because buying is a 2 nd job, they also jump in and out of buying activities making it tougher to pin down just where they are in their buying process—or even if they are actively in-market buyers.

B2B 75
article thumbnail

Never Assume B2B Buyers Know How to Buy

Marketing Interactions

Ultimately, buyers spend only about 20% of their buying process in conversations with sales reps. They tend to be unsure about the validity of their business case, revising it at least once during their buying process. More content, more case studies, more information, more sales process…more of everything.

Buy 77
Insiders

Sign Up for our Newsletter

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

article thumbnail

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.

B2B 69
article thumbnail

The Importance of Humanness in B2B Content Experiences

Marketing Interactions

Buyers want to be active participants in their buying process. There’s an art form to the “hands-off” B2B content experiences that buyers are demanding as they self-educate. Getting this right is dependent on how well you know and understand your buyers. Getting this right is dependent on how well you know and understand your buyers.

article thumbnail

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. In essence, buyers don’t know their own buying process.

article thumbnail

B2B Nurturing for Lost Opportunities

Marketing Interactions

They don’t need basic education, they need an advanced, more personalized program. Content that helps them consider all stakeholders required, how to engage and educate them and how to build consensus comes to mind. There’s also the potential that the buying process will be much shorter than with prospects that don’t yet know you.

article thumbnail

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.

B2B 75