Internet accessibility, powerful search, and free content have upended the B2B buying process. Buyers no longer need to solely rely on a sales rep for product or service information. The internet, social networks, and other circles of influence are the new ways buyers educate themselves.
In some cases, the B2B buyer may be 60 percent or more of the way through the decision process before speaking with a sales rep. This means marketers must meet “buyers where they are” to guide awareness and influence consideration. Failure to embrace this unstoppable trend means you risk becoming an afterthought in the buying process. Or you miss the “at bat” opportunity entirely.
This trend impacts our business like every other. Like many companies, we cherish recommendations and referrals. But this is insufficient to support our growth goals.