The Changing Landscape of B2B

 January 4, 2020

It’s fair to say that the sales landscape has changed dramatically, as B2B buyers are more empowered, and have total control over their buying journey in a very competitive marketplace.

It’s now more challenging to move buyers into the sales funnel.

It’s important that sales and marketing teams learn to adapt to their buyers’ journey or lose them to a competitor, who is probably ahead of the game and has already started to integrate new modern sales and marketing techniques.

Historically, the buying process relied heavily on sales to initiate contact and drive conversations. But now calls aren’t being answered, emails aren’t being opened and events aren’t being attended.  Going in ‘cold’, using traditional sales and marketing techniques just isn’t working as a stand-alone activity, as the buyer – who has a short attention span – can choose how they are sold to, the method they want to receive marketing/sales information and when they want to consume it – not when you want them to.