B2B buyers complete 70% of their purchasing journey before contacting a vendor. The key is publishing category-shaping content that frames the problem and solutions, then delivering role-specific content to Marketing Qualified Leads to accelerate the sales pipeline.
Now most B2B buyers are 70% through their journey before they talk to the first provider of the service that they're thinking about, much less the second or third. And the way to influence that obviously is by creating the content that shapes the way that they think about the category and then think about the different solutions that, that they could use to address the challenges that they have, and then the different providers of that so that you are one of the people that they reach out to. And then the other thing that is so interesting is we have seen for years that the content, you know, the right content at the right time accelerates the sales pipeline. So, as you say, after it's in MQL, giving them the right things to the right people, and oftentimes it's somewhat tailored to different folks on the buying committee, can really break through those, you know, those logjams in the sales pipeline.
How Can You Maximize Your Business Value Before Selling? with Randy Katz Video
