The B2B buyer is evolving, and B2B sales are switching places

Sorry to be the bearer of bad news, but the B2B clientele has changed.

They no longer turn to sales for guidance, information, and support. They nearly perpetually put off getting in touch with you.

You've done nothing wrong, so don't worry. But keep in mind that you must adapt when your consumer does.

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This is how it used to be.

In the past, sales and marketing had distinct desks and tasks.

Sales leads were created by the marketing department, and before the sales team received them to convert, the sales development teams would first qualify them.

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This is the current situation.

Because of the drastic changes in purchasing behavior, things won't continue to operate this way.

The buyer now mostly controls and directs the relationship.

They are conducting independent internet research, social media reviews, and information collecting or sharing across digital networks. Furthermore, they have quick access to knowledge, influential people, and peers and are mobile and empowered.

Although they may be in your sales funnel, they are not at all seeking for any sales-related information. Right now.

• In reality, at least 50% of the prospects in each sales funnel, according to Marketo, are not yet prepared to make a purchase.
• Furthermore, according to research by Aberdeen, modern B2B prospects experience an average of ten marketing "touches" before becoming customers.
• Furthermore, before to a salesman talking to lead, 90% of the purchase process has already concluded, according to other studies.

The modern state of sales and marketing:

The new reality must be a constant integration and alignment of sales and marketing throughout the lead and customer lifetime. Those distinct handover points no longer exist.

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Here is the updated sales funnel:

• Sales must be better understood by marketing.
• More has to be learned about marketing via sales.
• And both must catch up in terms of knowing precisely where their consumers are at.

Numerous studies have shown that successful sales and marketing departments are those that are coordinated.

In our next piece, we'll tell you a lot more about this, but for now, consider just one Sirius Decisions study's key discovery.

B2B companies with closely integrated sales and marketing operations:

Over a three-year period, growth was 24% quicker and profit growth was 27% faster.

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What strategies work in the new situation?

The shift to social selling has mostly been about giving sales visibility online; this is an area where direct interaction from sales and coordinated content initiatives may help organizations focus on where their customers are.

However, it is equally important to note that the parameters of the interaction have significantly changed. Hard sales are no longer the focus; instead, it is about facilitating and participating in conversations to assist, enlighten, and educate.

In the end, this is the age of the consumer and not the vendor.

And those who assist people in making decisions and considering their choices will prevail over those who continue to employ such archaic, rude sales techniques.