The classic role of marketing in the past existed solely at the top of the sales funnel. Marketing campaigns were typically designed to increase awareness and generate interest, the sales team would then take over. But that has fast changed as buyers are spending more time doing their own research on products/services that they are interested in. Today, most B2B buyers are already 57% of the way through the buying process before they first connect with a rep. Majority of buyers have already identified their problem and know the solution. Research has shown that buyers are not influenced by sales tactics anymore. With consumer behaviour changing, marketing teams are realizing that their role throughout the buyers’ journey has also changed: They need to play a bigger role further down in the buying cycle.
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