Today’s B2B buyer is empowered. In fact — B2B is more like B2C than ever before. Why? Because we no longer control the information. Thanks to our digital world, today’s buyers can research, compare and select products without our ever knowing they were looking.
A recent IDG study of B2B buyers is a wake up call for all of us. Buyers reported spending 79% of the buying cycle without a vendor or sales rep involved. They chat with peers and colleagues, research 3rd party information, review vendors websites and more. Then and only then do they invite the vendors they select to their buying party — for the last 20% of the cycle.
Our buyers are making decisions independent of our sales involvement. They’re deciding who to invite to their party — and that means marketing folks need to shift our thinking. We’re no longer solely focused on informing our audience. We need to focus on getting our reps the date with that buyer!
Here are the 12 Most Powerful Marketing Shifts to Attract Today’s Empowered Buyers:
Marketing folks are kicking and screaming against these changes. I’ve even had people get rude and nasty with me when I suggest that we shift from Big Content to Dynamic Conversation. Why? Because humans don’t like change. And let’s face it — this is one of the biggest changes B2B vendors have seen in a very long time.
The choice is ours. We can shift our thinking and leverage this change to create market advantage. Or we can keep hanging onto the way we’ve always done it — and let the savvy vendors get those dates.
Featured image courtesy of Louish Pixel licensed via Creative Commons.
Rebel Brown speaks from experience! A true agent of change, she has spent the last 20 years insuring that her clients get ahead and stay ahead in a competitive marketplace. Her popular programs deliver actionable strategies that can be implemented for immediate results! She is the author of Defy Gravity: Propel Your Business to High Velocity Growth as well as several e-books and video programs. Her popular blog, “Rebel With a Cause” is read by thousands weekly.
Besides speaking and writing, she has vast consulting experience in shifting corporate perspective regarding strategy, positioning for advantage and change. She has worked with US and European venture firms to successfully fund and launch companies. She also ran a consulting practice in Paris for two years, bringing European firms to the United States for expanded opportunity.
Organizations that want to embrace change and stay relevant in their market count on Rebel Brown to deliver… and she does!
Very insightful post here. By identifying who your buyers is will likely be, then you're able to formulate a greater marketing plan to enable you to get in touch with them. Indeed, there are so much can be learn from through the phone that we might actually get a lock on who these buyers are.
Thanks Reb - GREAT post. From my experience a few companies are making the shift, but so many are convinced that they are in control and can dictate how their current/prospective clients engage - swimming against the tide.
Great points on how todays marketing is moving to an engagement model, with customer focus. As a blogger I agree that sharing your expertise is such an important part of gaining targeted followers who are more likely to buy.
Also, I agree that so many have striven to grow their followers on Twitter, etc without reallying focusing on finding targeted followers who want their products.