New B2B technology has created “solution overload” for buyers. Even the most informed specialists are overwhelmed. At the same time, the buying group keeps getting bigger. And the buyer’s journey keeps changing. Today’s buyers are self-reliant self-educators who believe they don’t need your help shaping their purchase criteria or to talk to you at all until they’re fully ready.
Nevertheless, marketer’s and seller’s jobs are to connect.
The challenge is that most GTM playbooks have not yet sufficiently adjusted to this (not so new) market dynamic. In this e-book, we’ll take a look at:
- The barriers to breaking through to buyers and buying teams and how to close major gaps in your value pyramid.
- How to find active buying groups and align to what buyers really want.
- How to effectively activate buying groups, through tactics including contextual advertising, email marketing and more.
