How B2B buyers buy today

If you work in marketing or sales

By now, you may have noticed this..

• B2B buyers are now more informed
• They do their research (online or otherwise)
• And they expect you to know their needs (even before you speak with them)

Your prospects (by default) today expect:

• You have customers from their industry
• You deeply understand their pain points
• You can offer the right solution + help them win

They want an answer to ‘their’ unique challenges

And someone who they can rely on

Let’s face it

It's not about what you sell ❌

But how your product and team can really help your prospects win

Here’s the thing though…

B2B buying is complex & involves multiple stakeholders

Their decision making is influenced by multiple internal and external factors

How do you work around this B2B maze?

Short Answer: By creating an ecosystem of trust and reliability

The B2B buying process is a journey of building trust

Even if your attribution software shows “X” led to this conversion

You can be rest assured that it is not true

• Guide your buyers
• Help them through their decision-making process
• Start building a brand (the returns are exponential)

Activate channels based on what your audience consumes

• Create original content on Linkedin - here’s an example
• Produce a 1-1 deep industry relevant videos - here’s an example
• Repurpose content as shorts/reels/Tiktoks - here’s an example
• Write content that your audience is searching for - here’s an example
• Gather some customer love - here’s an example
• Shameless plug: Send a newsletter with valuable info (like this one 😀)

It’s 2023

Pushing them down a sales funnel doesn’t work anymore