An impressive 72% of professionals reported they can identify when multiple leads from the same organization engage with their content, and more importantly, they adapt their approach to these accounts accordingly. This makes us wonder, why is the other 28% still running outdated strategies?
We know that buyers are really buying groups today, and while a single lead shouldn't be undervalued, the strongest signal of a potential buying decision is collective interest.
Kerry Cunningham and the 6sense team report that when you notice three individuals from the same company engaging, it likely indicates the presence of a buying team of around 10 members exploring your website and considering your solutions. For every three people from a buying team that come to your website and fill out a form, seven other people will be there anonymously.
Consider the logic of it. One person filled out a form and nobody else from their account has been on your website. You've got another account where one person filled out a form and five other people who've been on the website anonymously.
Where do you go spend your time? You don't have to be in B2B to get that answer right.
Tune in with Kerry and co-host John Common wherever you listen.
Jump to this part of the conversation: https://www.youtube.com/watch?v=BjYpuZqloqM&t=1741s
#B2Bmarketing #SalesStrategy #B2BGrowth #B2BGTM #buyinggroups #intentdata #logic #GrowthDriver
https://www.growthdrivershow.com/how-b2b-buyer-behavior-has-changed-with-kerry-cunningham/
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/
#Buyers #IntentData #SalesStrategy #LeadManagement #B2BInsights #CustomerEngagement #B2BGTM #EfficientGrowth
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