Mar 16, 2011
Digital technology has changed everything. For business-to-business (B2B)
marketers, not only have the channels increased, but buyer behavior has changed dramatically.
Buyers now spend a lot more time online researching, engaging with colleagues and vendors, and evaluating offerings. This all happens, typically, before any person-to-person sales engagement occurs.
Online is where prospective buyers will indicate that there is a sales opportunity and tell you what their distinct business issues are � and often, it�s the first time they engage with a vendor.
Today, buyers expect marketers to listen to what they say and, in return, deliver relevant content. The capability to have meaningful, two-way conversations with your prospective customers is critical to grabbing and keeping interest throughout the buying cycle.