By Perry Rearick, Chief Editor, Follow Your Buyer
Thought for the Week – How well are you keeping up with the pace of change?
The pace of change impacting B2B companies and their marketing operations is increasing exponentially, and it is being driven by our buyers and the way they make purchasing decisions.
I’ve always been a late adopter of technology. For instance, while I recently purchased a new Galaxy S22, it replaced an antique S5. The salesperson helping me had never seen one in person and summoned the entire team who gathered around me like they were viewing an exhibit at the Smithsonian Natural History Museum.
But purchasing the latest technology is not necessarily keeping pace with change. For B2B companies, continuously chasing the latest new thing can be expensive and change for the sake of change can be frustrating for your organization.
However, there are times when change is vital for continued business success, perhaps even your company’s survival. Now is one of those times. The evidence telling us that buyers have radically transformed the way they make purchasing decisions is overwhelming. You can read more about that here: The Modern Paradigm for B2B Marketing and Sales.
B2B prospects are completing over 80% of their buyer’s journey before contacting a seller. This causes B2B sales teams to compete head-to-head with other sellers that the buyer has determined are equally capable in delivering a solution they need. This often leads to a devaluation of your solutions, time constrained proposal development, and lost business.
If you’re not employing a comprehensive content marketing strategy that engages your prospects throughout their entire buyer’s journey, then you’re not keeping pace with change that is being driven by your buyer!
This week I’m encouraging you to do a marketing and sales self-check-up to determine how you’re keeping up with the pace of change.
I hope you have a great week!