Product-Led Growth & New Buyer Expectations
As Bob would say, "the times are a changin"
B2B buyers behaviors are fast catching up to B2C / consumer behaviors.
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Buyers don't want friction. They just want it now.
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麦肯锡 recently came out of report ?that stating about?70 percent of decision makers are prepared to spend up to $500,000?on a single e-commerce transaction. Higher than the report I read last year from them.
B2B organizations also reported their best sales channel was self-service e-commerce, beating in-person, video, phone, etc.
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This "e-commerce" buying experience is also product-led growth in the B2B world.
Could be a self-service freemium, free trial, etc.
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There is also ways a traditional sales-led (i.e. you have a sales person close the deal) organization can adapt these concepts to improve pipeline & sales velocity
Julia Gilinets & I unpacked product-led growth and more in our recent conversation. Listen here:
Here are some additional top picks & posts I found recently:
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How are you adapting to the new buyer expectations?
Consulting and V.o.C. research in b2b markets leading to insight and actionable strategies and tactics. Providing marketing research for b2b. This makes market research actionable and enables better business decisions
1 年Less friction does not make b2b equal to b2c. B2c is customer obsessed. B2b does not seem to care about customers or customer insights. Bain and Company estimates 21% of companies in b2b obtain and act on insights. One in five. There is very little going out and having discussions with customers. They don’t seem to worry about retaining 80/20 customers The times may be a changing but at glacial speed
I help B2B teams run buyer interviews that don't suck / Founder @ content lift ??
1 年Definitely agree that buyers want less friction. But they still want all the same information, as 20-30 years ago, to help make an informed decision. And many still want to talk to a human, but it's contextual to how they make decisions. I've audited hundreds of B2B buying journeys, and there are nuances to them all. The key to building a winning GTM for either PLG, Sales-led or Hybrid - is a holistic understanding of the buying journey for your best-fit customer.
Board Member | GTM Hacker | AI/ML enthusiast
1 年Thanks for having me on, Taylor Wells! Enjoyed chatting with you about a trend that just isn’t going anywhere.
Making ABM GTM Focused | Account-Based GTM | Associate Director of Growth Marketing @ Movable Ink
1 年Thank you for the mention, Taylor Wells!