The way today's B2B buyers are actually buying has changed dramatically in the last few years, leaving many B2B companies with out of date and out of sync go-to-market strategies. The good news is we finally have the research and data-back behavior insights to update GTM strategies with the modern B2B buyer.
We know the modern buying journey is done almost entirely online, but did you know most buyers are already 70% through their decision-making process by the time they talk with any vendor reps? And when buyers do initiate contact—which they do 83% of the time—they're likely reaching out to the vendor that has already won in their minds.
We’re going to anchor today’s episode in some of the best research about B2B buying available today, and we’re going to do it with a true expert–Kerry Cunningham.
Key Moments in this Episode:
03:51 – Dive into the data, B2B buyers have changed
14:07 – Enable your buyers, don’t just sell to them
24:19 – Targeting accounts is only the first step
29:01 – The buying journey, intent data, and buying teams
33:46 – When to deploy high-value offers to prospect buyers
37:07 – The evolving role of the SDR/BDR function
40:18 – MQLs have nothing to do with revenue production
45:23 – The law of multithreading leads the C-Suite should establish right now
55:50 – ⚡️Lighting round!
Kerry Cunningham is a research director, analyst, and thought leader with over 25 years of experience in all aspects of B2B. He’s authored numerous B2B frameworks including the latest versions of the Revenue Waterfall model. Most recently at 6sense, Kerry leads research and insights, including the just-released B2B Buyer Experience Report.
Check out the report from Kerry: https://6sense.com/blog/new-buyer-experience-report-3-insights-and-a-warning/
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