Sales Engine

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How Content Becomes a Sales Conversation

Sales Engine

Unfortunately, this approach is not efficient or scalable, and according to Forrester, is less than 20% of sellers are even capable of it. So, with most sales reps operating from a product-focused, spray-and-pray platform, it is no surprise that buyers are not satisfied.

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Content is the new currency—and your invitation to the dance.

Sales Engine

Forrester states that up to 90 percent of the buyer’s journey now happens before someone gets in contact with short-listed companies. Then they would invite those vendors in and the sales cycles would begin. That included sometimes three or more calls for each vendor to get the information that they needed to make a decision.

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How important is contextual content in the B2B sales process?

Sales Engine

You have to build what Forrester calls a contextual marketing engine. Through this process, marketers can reestablish trust—by recognizing context and creating relevant, engaging content. What does contextual marketing look like? Something that leverages real-time analytics and insights to personalize and automate that customer experience.

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Feeding Sales Is a Process, Not a Project.

Sales Engine

In fact, Forrester says that as much as 90 percent of the buying process is complete before the prospect engages with a vendor. Intuitively, you probably know this, but because people are doing their own research about products and solutions to their problems, they don’t have to talk to sales person until they are ready to engage.

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Feeding Sales Is a Process, Not a Project.

Sales Engine

In fact, Forrester says that as much as 90 percent of the buying process is complete before the prospect engages with a vendor. Intuitively, you probably know this, but because people are doing their own research about products and solutions to their problems, they don’t have to talk to sales person until they are ready to engage.