B2B buyers now take more time researching and involve more decision makers in the purchasing process. The report recommends that marketers focus content on educating buyers rather than promoting products, map out content for each stage of the buying journey, and create materials relevant to all roles involved in purchasing. It also suggests letting buyers research independently at first instead of demanding immediate facetime, as status quo strategies will no longer lead to revenue growth given how buyer behavior has changed with more online resources available.

1. Engage More
B2B Buyers
3 Ways to Change Your
B2B Marketing Approach
and Increase Profit

2. The Landscape Has Changed
The latest report from DemandGen shows that the B2B buyer’s
journey is only getting more involved.
• 53% of buyers report that their time to purchase has increased –
and 80% of those said they are taking more time to research
• 43% stated there are more people on the buying committee –
48% of those said there are 1-3 people involved and 35% said
there are 4-6
• 52% of B2B buyers surveyed said they viewed 2-4 pieces of
content before making a decision, and 28% said they viewed 5-7
pieces

3. The Internet has changed
the B2B business
landscape.
If you haven’t adapted
your approach to attracting
leads, nurturing prospects
and making the sale,
you’re behind the curve.

4. Don’t Demand
Facetime Up-Front
Let buyers do their own research first
B2B buyers are less likely to pick up the
phone and talk to a sales person today.
They’d rather do some research up-front
before speaking to anyone.
Give them great content so they can learn
more about your company and your
solutions.

5. Stop talking about yourself
Your buyer doesn’t care about you.
They care about solving their problem
Focus your marketing copy and content on the most
important person in the buying equation: the buyer.
Are your blog posts helpful, educational or inspirational – or
do they just talk about your offerings? Do you have white
papers, case studies or guides that prospects can download to
review and share with their colleagues?

6. Consider the committee
The buying process involves more people than it has in the past.
Make your content relevant to the multiple people that will
be making the buying decision.
Consider the various roles (finance, management, technical,
etc.). This might involve creating multiple versions of content.

7. Factor time into your strategy
Buyers now take more time to make a purchasing decision.
Nurturing customer relationships over time is a smart sales
move.
Consider content mapping in your marketing strategy.
Beginning with where the lead entered the buying path, map
out where they will go next, and next after that, and next after
that. Then create compelling content for every step of the way.

8. These are just a few ideas about how
you can change your marketing
approach to meet buyers where they
are today.
But as technology continues to
evolve and buying habits continue to
change along with it, it’s critical for
companies to keep adjusting their
strategies. Status quo won’t lead to
revenue growth.

9. Horizon Peak Consulting
www.horizonpeakconsulting.com
>> Get a copy of my special
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