FROM THE EDITOR
According to Edelman’s 2021 Thought Leadership Impact Study, their fourth annual study, the behavior and preferences of B2B buyers as they seek solutions continues to change at a brisk pace.
For a while now, B2B marketers and sales professionals have known that buyers complete about 57 percent of their buying journey before they reveal themselves to the seller.
However, Edelman’s most recent study found that 83 percent of a typical B2B purchasing decision, including researching solutions, ranking options, and benchmarking pricing, happens before the buyer contacts the seller.
If buyers are investing this much time in understanding us, shouldn’t we do the same in understanding them? That’s why we publish Follow Your Buyer.
In this edition, we turn our sights to B2B sales, discovering what we can learn from our four-legged friends, exploring how we should define a lead, and what to do with our content marketing-generated leads.
As always, thank you for reading and feel free to drop me an email about…well, anything really!
Chief Editor | Follow Your Buyer