Buyer Behavior Helps B2B Marketers Guide The Buyer's Journey
Buyer Behavior Helps B2B Marketers Guide The Buyer's Journey:from Tech Product Management
Forrester research shows that today's B2B buyer will find three pieces of content about a vendor for every one piece that marketing can publish or sales can deliver. They are finding this content in an ever-expanding number and variety of channels. And they are accessing these channels from an increasingly diverse array of devices. Without debate, the business from business buyer is already much more multichannel than the business to business sellers are. Buyers of business products and services are online, in social channels, on You Tube, going to events, and evaluating options on their iPads and smartphones. The buyer's journey looks a lot more like this than the linear models (e.g., the funnel) that we usually use to as a graphical representation.
Today's buyers control their journey through the buying cycle much more than today's vendors control the selling cycle. Although it varies greatly with product complexity and market maturity, today's buyers might be anywhere from two-thirds to 90% of the way through their journey before they reach out to the vendor. For many product categories, buyers now put off talking with salespeople until they are ready for price quotes.
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