FROM THE EDITOR
During economic uncertainty, are you building trusted partnerships?
What B2B solution providers can do when facing economic uncertainty has been a common theme for us over the past year. How long will we continue to address it? I’m uncertain!
Experience in weathering economic downturns offers tried and true models for what sellers can do to not only survive, but thrive, during times when buyers are being more careful with their spending. One common characteristic among those that thrive is a focus on building trust with their prospects and customers.
Those in the thrive category do several things!
1.They support their marketing communications with more resources. This fills the information gaps left by the many B2B solution providers who cut back on what they see as frivolous spending.
2. They produce more early buyer’s journey content. When buyers are more careful in making purchasing decisions, they spend more time in the early stages of the buyer’s journey, consuming content that helps them understand current issues, establish business objectives, and set strategies to weather the economic storm.
3. They influence upline. When the economy is down, purchasing decisions go up. Thrivers create more content that is relevant for issues business leaders care about and their sales teams are prepared to have meaningful upline conversations.
This edition of our newsletter contains great advice on what B2B solution providers can do to thrive during economic uncertainty: properly resource marketing communications, develop relevant thought leadership content, and create value propositions oriented on solving problems buyers care about.
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Chief Editor | Follow Your Buyer