Read more about the chaos of B2B buying and how this is leading to a downward spiral of marketing wastage, misaligned sales teams and frustrated buyers.
Get the white paperTen years ago, two or three people were involved in a buying decision, even on major purchases. Today, it’s 15 people or more. This has led to more competition, commoditization and delays.
Just like in the B2C world, B2B buyers now expect hyper-personalized communications from their sellers. Everything has to be precisely oriented towards companies just like theirs.
B2B buyers now prefer to do the bulk of their research online and anonymously. You don’t know who’s on the other side of your website and this leads to generic content, conjecture and frustration.
Most influencers never engage directly with your sales reps nor see your marketing messages. They do their research anonymously, without ever filling in a webform -to make themselves known.
According to Gartner research, B2B buying cycles start over 9 months prior to the sales cycle. Today, you are engaging too late because you focus your marketing and sales resources only on the KNOWN buying committee.
Some B2B marketers have started to turn this chaos to their benefit. They are selling to their customers in the way that they want to buy.
It starts with the ability to “sense” anonymous buyer activity in target accounts -without the use of webforms. Instead of trying to turn unknown prospects into known prospects, the best marketers have learned how to identify them early – even while they remain anonymous.
Azalead offers the whole solution for account-based marketing. Now you can drive revenue by serving personalized and relevant content to anonymous buyers at target accounts.
SEE HOW IT WORKS
The chaos of B2B buying is leading to a downward spiral in sales & marketing performance. With Azalead, we now offer the world’s most comprehensive solution for Account-Based Marketing.
We look forward to this new and exciting phase of our development.
Johan, VP Sales Northern Europe
