Comments on: Gartner says: Sales and marketing influences just 32% of B2B buyer’s journey

By: Gabriel

Gabriel — Mon, 09 Jan 2017 20:40:07 +0000

I don’t think that marketing and sales can do much more than 32%

It’s only possible when marketers and sales people know very well what they sell and if they spend more time assessing the real needs and pain points of the customer. But this is almost like consulting and it may become too expensive for companies to acquire new customers

By: Karine Borges

Karine Borges — Mon, 25 Jul 2016 21:30:15 +0000

Hello Adele , I would even say that this percentage could be lower still in Brazil , but as the research was done here too , I will use it as a parameter.
Working with Digital Marketing for 6 years and I see that here in Brazil the few companies that work with Content Markeitng are agencies. The vast majority did not understand the value of generating content and connection of benefit to buyers .
Companies are more concerned about talking about themselves than about who purchase them.

Hugs
Karine Borges

By: Jayme Jenkins

Jayme Jenkins — Tue, 17 May 2016 16:10:54 +0000

I agree with your blog and comments Adele. The challenge I have as a modern-day digital marketing professional is convincing upper leadership to stop only focusing on the end of the funnel and the importance of engaging with the buyer throughout their entire journey.

By: Adele Revella

Adele Revella — Sat, 25 Jul 2015 15:00:54 +0000

In reply to Ron Wen. We've definitely got to focus on the entire journey, because buyers are relying on those non-supplier interactions to decide who they will consider once they talk to suppliers. If we've been eliminated, our salespeople can't get in and do their job. This isn't a linear analysis either, with the 32% at the end of the journey. Buyers are jumping in and out of supplier engagement at various stages of the journey, and this interaction differs depending on what buying decision the persona is engaged in analyzing. The take-away is that we've got to stop the proliferation of benefits-oriented content and understand the buyers' expectations and frustrations throughout their journey. When we know more than our competition about that journey, we can deliver the most useful answers to at each stage in that journey. And that earns the buyer's trust.

By: Ron Wen

Ron Wen — Fri, 24 Jul 2015 14:29:11 +0000

Interesting post, Adele! If the Gartner reports is accurate, my thought is that as a modern marketer, there’s a huge need to provide customer-focused content and tools that helps them through the buying process.

For example, leverage buyer persona interviews to understand what they truly need in the buyer journey and publish content and assets beyond the scope of your standard product marketing assets. Ideally it’s high-value content that gets shared amongst the community and peers and treated differently than traditional “product marketing”.

Or is it more about being more impactful in the 32% of the journey you can directly influence?

Ron