There’s been a shift in the B2B buyer’s journey, particularly in the last few years. In three words: it’s more complex. B2B buyers are no longer going through procurement stages in predictable ways, and they’re rendering traditional marketing playbooks obsolete in the process.
Today, they’re bouncing around the traditional stages of the marketing funnel. They fall down various rabbit holes of information, bring in new decision makers and circle back to earlier procurement steps as their needs and resources change.
To stay on their radar, you need an always-on approach. You’ll have to grab their attention, educate them, differentiate your product and communicate a clear ROI in ways that re-engage them throughout their journey.