67% of the buyer’s journey is now done digitally.Sirius Decisions
Think about that for a moment. When was the last time you made a major purchase without first researching online?
In the not so distant past, a salesperson was the primary information gatekeeper. From educating prospects through to signing the deal, the sales team was usually who buyers contacted to learn about the products/services a company offered.
Fast forward to today
In today’s “always on” connected society, online search is the top source of information for consumers and B2B buyers alike. Buyers will look at videos on YouTube, ask for opinions on social media or in forums, read reviews, and download content like whitepapers or brochures. They constantly compare competitive products/services online as they search for the right solution. They on the hunt for compelling timely information that can inform their decision on which companies to contact for a proposal.
With buyers often further down their path to purchase (with a lot more information) before they engage with sales, this changes sales person’s role from educator to the trusted solution provider. Because of this, sales enablement is more critical than ever. They need to be armed with content and collateral that supports this new conversation.
Marketing now takes on a broader role in educating, informing and supporting buyer decision making all along their path to purchase. Through research, feedback from sales, and monitoring customer behavior online, marketing gains deep insights into buyer needs, enabling them to develop relevant content for each stage of their decision-making process.
Ultimately, having readily available, search friendly content that speaks to your customer’s needs all along their journey helps them make the right purchase decision faster.
We can help. Contact MoreSALES today and let’s work together to create a content marketing strategy that supports your buyer’s path to purchase.