‘Today’s digital world has changed B2B marketing for ever, though the fundamentals of marketing have remained very much the same. So how should you plan for the complexities involved? When you think in terms of “how do my prospects buy”, planning and creating effective your marketing becomes a whole lot easier.
The revolution in B2B marketing has resulted in a fundamental shift in power to the customer. Like an iceberg, most of the decision-making process involved in the purchase of complex or ‘high ticket’ items is now unseen and occurs long before you know the prospect is looking – if indeed you ever know.
So what do successful marketing professionals do to succeed in today’ markets? They focus effort, budget and resource to the critical early, unseen stages of the buying process, where influencers are consulted, specifications are developed, opinions are formed and major decisions made. So when prospects in your customer acquisition process do flag themselves to you as ‘interested’, you are already at the front of the queue to win their business.
Discover how CMFG develops marketing that works with your customer’s buying process and creates standout marketing that’s designed to work with the way your customers travel on their buying journey. Our ‘Snapshot Guide to B2B Marketing’ gives you a quick overview and tips that will be useful to any marketer.