Today, prospects learn about your products, services and solutions online. On their terms and on their timeline; not yours. Buyers will engage with your salesperson when they are ready. And they are “ready” later and later in the buyer journey.
Early-stage sales conversations – once active, 1:1 human interactions – have been replaced with digital, self-guided research and education. What does this change mean to the strategies of marketing, sales and digital conversations? A lot.
As buyer-seller relationships continue to adapt in our increasingly digital world, one thing is certain – content must sustain a greater portion of the buyer’s journey.
Content has the same role as your salesperson – to help people buy.