With 60% of the typical B2B purchase decision being made before the prospect makes direct contact with the vendor*, mapping marketing messages to sales conversations and enabling sales to have the right conversations has become more critical than ever before. It’s less about how great you and your products are and more about how you can help your customers run a better business. This means a shift in the type of content and information we are currently delivering to our sales teams and channel partners to better meet end customer needs and drive profitable outcomes.
But what does this mean in practice for B2B marketers? How do we define customer buyer journeys? What do customers want to know at each stage of purchase consideration? In this EDGE Marketing Best practice forum we will examine the problems faced by B2B marketers and help solve them with practical tools, advice and examples.