The Complex Buyer
The B2B buyer is complex to say the least. Individuals have taken on the consumer habits of B2C purchases, and yet B2B decision making is still a complex, sometimes hidden process. Understanding buyer priorities can shortcut an arduous sales motion; guessing secures a poor hit rate and long sales cycles.
Industry definitions and lines are far more nuanced than old-school SIC codes. Taking a broad-brush view will obscure the real issues of any industry; too fine a cut is hard to operationalize. How do you understand, structure, and prioritize industries that are dynamic and complex? Prioritize well and drive growth; organize and prioritize poorly drives cost and frustrates sales.
Walking in the shoes of your prospective buyers is hard to do. It often requires knowledge of their economics, operations, and limitations — items you have read about but may have never experienced. So how do you empathize with your buyer? What is an outcome that matters and can be connected to your technology? How do you differentiate based on outcomes you are just beginning to understand?
Buzzwords and acronyms are fun. Free-flowing terms like AI and blockchain can make almost anything seem cool. In this market, there is ample opportunity to confuse buyers coming up to speed with the dizzying pace of technology. Unfortunately, in your path sits a business owner and CFO committed to business outcomes and immune to terminology.
Personalization At Scale
Due to the real risk of GDPR, expanding spam filters, and greater discretion, the days of easy scale and email blasts are over. Now, it’s the hard work of creating inbound and outbound tactics where your prospects expect personalized treatment.
High Tech Insights
ABM’s Next Chapter: Account-Based Engagement
B2B marketers are enjoying more measurable, substantial results from their account-based efforts this year. But 53% still feel that the term ABM is confusing and lacks clear meaning. Discover what’s next for ABM.
Our High Tech Team
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VP, Market Impact
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