Buyer's Journey

To Connect with Elusive B2B Prospects, Turn Marketing and Sales into “Sherpas” for the Buyer’s Journey

I recently participated in a LinkedIn comment thread posing the question of whether B2B or B2C marketing was more fun. Naturally, this sparked a spirited dialogue. As a long-time B2B marketer, I have immensely enjoyed my profession, but it has its challenges. You have to work hard to locate, communicate with, and engage, B2B prospects. […]

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The Evolving Journey of the B2B Buyer

Daniel Heimlich posted the following photo on his LinkedIn page. Not sure who the conference speaker was, but the five statistics represented on this slide — from well-respected organizations like Forrester Research, IDC and Harvard Business Review — are a good representation of how B2B prospects are behaving on their “buying journey.” I’ve seen many […]

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Attracting More B2B Buyers by Focusing on Their Interests

What problems are your buyers looking to solve?   Like you, I’m frequently bombarded by online ads and self-promoting emails from companies trying to convince me to buy their products. The drumbeat of self-promotion is incessant. And like you, I ignore the vast majority since they’re not relevant to my current business needs.

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How Do Potential B2B Buyers Find You?

There are hundreds of articles, blogs and papers on the subject of finding B2B prospects.  The conversation goes something like this: “Let’s find out where our prospects hang out and sell them something.” This is the essence of push marketing. On the other hand, we practitioners of pull marketing (or inbound marketing, if you prefer) […]

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