Post by account_disabled on Dec 26, 2023 6:44:25 GMT
Several recent studies show: BtoB buyers are now fending for themselves. They no longer need salespeople. The trend is towards “ self-education ”. Professional customers are increasingly using digital channels for training and information. They only consider contacting salespeople when they have completed an average of 57% of their purchasing journey. New situation on one side equals new challenges on the other side: the challenge for marketing managers is therefore to be present on these channels with content that educates their prospects and helps them make their decisions.
In fact, buyers no longer need salespeople for training: expression of needs, information on Email Data the latest technologies, pre-selection of potential suppliers... everything is now done without any commercial intervention. So when a buyer contacts a salesperson, their specific expectations are set and the salesperson just has to put a price on it. They are self-trained and it is almost impossible to correct the situation, to change the request or even to explain to them (if necessary) why they are wrong. It is up to marketing to ensure that it can be present during this time to try to influence before contact is made with salespeople.
The problems are that digital is not always well understood and well integrated into marketing; that the content is often poor and that the different channels are not optimized. Classic “push” approaches work less and less and no longer correspond to the operating methods of buyers who want to learn. Additionally, traditional marketing works through campaigns. The goal: to be top of mind. The problem with top of mind is that it changes from one campaign to another and drops quite quickly once the communication pressure is reduced. Digital changes the rules: we use it more in campaigns. Digital requires a continuous presence.
In fact, buyers no longer need salespeople for training: expression of needs, information on Email Data the latest technologies, pre-selection of potential suppliers... everything is now done without any commercial intervention. So when a buyer contacts a salesperson, their specific expectations are set and the salesperson just has to put a price on it. They are self-trained and it is almost impossible to correct the situation, to change the request or even to explain to them (if necessary) why they are wrong. It is up to marketing to ensure that it can be present during this time to try to influence before contact is made with salespeople.
The problems are that digital is not always well understood and well integrated into marketing; that the content is often poor and that the different channels are not optimized. Classic “push” approaches work less and less and no longer correspond to the operating methods of buyers who want to learn. Additionally, traditional marketing works through campaigns. The goal: to be top of mind. The problem with top of mind is that it changes from one campaign to another and drops quite quickly once the communication pressure is reduced. Digital changes the rules: we use it more in campaigns. Digital requires a continuous presence.