Enabling B2B Sales & Marketing

It’s no secret that the Internet and social media have changed the way we do business – and this is especially true when it comes to B2B sales and marketing.  But the process has also changed fundamentally for buyers.

Today, buyers can research products and solutions with a few simple taps, and have often decided what they want to buy long before they’ve had contact with any sales department. So how should marketers and sales professionals respond to this?

The modern B2B technology buyer is sick of disruptive marketing, and sales people they perceive they can’t trust (either due to competence or character).

Research says that buyers get between 60-90% of the way through their buying journey before they reach out to sales organisations. They diagnose their own problems, download everything of relevance from the web – and then approach numerous providers at one time to fulfil their requirements. 

With the year drawing to a close, people are preparing for their Christmas festivities. They're hanging up their suits. Settling down. Pushing all thoughts and worries about work to the back of their minds. 

When they return to work in the new year, they often find themselves dealing with the fallout from their break. Erratic calendars, unplanned business activities, and confusion sweep through the office as people try to catch up on their backlog and get their business ready for the new year.

Why is this? They didn't take the time to properly plan out their year ahead.