A lot has changed in the B2B buying process over the years. What used to generally be a straightforward problem-solution-benefit sale has evolved into a complex, multi-phase, multi-channel engagement. And to keep up with the consumer-like approach to buying many businesses have adopted, companies are collectively sinking billions of dollars into advanced technologies, methodologies, and content in hopes of gaining an edge.
Yet, despite their best attempts, numerous studies suggest that this current approach isn’t having the desired impact for the majority of companies employing it…
…The Holy Grail of funnel marketing — steering prospects effortlessly through the awareness, consideration, and purchase phases — is misguided because the buying process is hardly linear.
Sales acceleration isn’t actually a problem, buying acceleration is. And it’s really hard to solve a problem when you’re looking at the wrong one.