Bottom line – relevance! At the core of the research, finding is the need to understand the Trigger Events of your buyers, and having an ability to initiate action on the event. Trigger Events are a very familiar and key concept within Marketing Automation and we recently co-hosted a webinar on with Craig Elias, Creator of ShiftSelling on the subject and its importance to the online Marketer.
As much as the referenced McKinsey Quarterly article focuses on how the consumer buying process has changed the underlying premise of what’s driving the change is applicable in B2B as well. After all, the process by which we buy as individuals is arguably carried into the workplace when we’re representing and buying for the companies we work for
[Businesses] are moving outside the [traditional] purchasing funnel – changing the way they research and buy your products. If your marketing hasn’t changed in response, it should.
In summary, the web has changed the way we purchase – product information is readily available, search determines how we find it, and we buy globally – the Buyer is in the driver’s seat. Those that chose to recognize this change and adapt the way they market to their buyer are the ones that will ultimately win in the end.
A more sophisticated approach is required to help marketers navigate this environment, which is less linear and more complicated than the funnel suggests.
If you do nothing else, grab 5 minutes and skim the article for a great summary of their research and illustrates this change in buying behavior.
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About Fred Yee
Fred Yee is the founder and CEO of ActiveConversion, a company that makes online marketing work for industrial companies. Fred was voted as one of the 40 Most Inspiring Leaders in Sales Lead Management in 2017, and his work with ActiveConversion has helped hundreds of businesses succeed online. ActiveConversion is Fred’s third successful company, and he continues to explore the possibilities of technology in industrial sales and marketing.