What Salespeople Need to Know About the New B2B Landscape

hbr.org

A relatively old article from 2015, but useful to stress the importance of how the new B2B landscape affects sales and product marketing. 

Research from Gartner found there are now four different "streams" throughout a buyers journey that businesses must account for. They are:

  • Explore: Buyers identify a need or opportunity and begin looking for ways to address it
  • Evaluate: Buyers take a closer look at options without necessarily engaging the vendor
  • Engage: Buyers initiate further contact with providers to get help in moving toward a purchase decision.
  • Experience: Buyers use a solution and develop perceptions about its value based on that usage.

How well does your content, sales process, and product do in these four streams? Product marketing has a key role in all of these areas.

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