B2B, we love it as marketers. Some people hate it, but who cares, onto the next. The path from initial awareness in B2B to the final conversion is becoming more complex. There isn’t anymore of the straightforward, linear funnel that could sum up what the buying process is. In 2024, this evolution isn’t just ongoing; it’s more so accelerating at lightning speed and leaving marketers as well as sales teams wondering how they should shift focus to approach potential clients…
The sales funnel used to be the model that marketers would use to develop the buyer’s journey. You know, the awareness to consider, to finally the decision stage. The issue is that this path presupposes a predictable path that buyers follow. It’s like they have a tour guide where each step logically leads to the next. However, this is the marketers disconnection from reality. Now, buyers don’t like to be set through a passive funnel or some sort of predetermined path to buying.
We have to think why this is. Well, B2B buyers are sifting through a ton of different option in a massive ocean that is known as the marketplace. They have a ton of different tools in order to get information and they can set forth on anyone’s buyer journey at any point, move between stages, or just skips steps as a whole. This freedom is also affected by the diversity of those who have a say in purchase decisions. C-level executives, assistant managers, or even the janitor. All of which have their own perspectives and concerns that are put forth when it’s time to close the deal.
Specific challenges now have to be addressed every step of the way. This is why content is so important at each step and why it should be less “look at me” content and more educational content. We always use the reference of if a potential buyer wants to know how you stack up against the big players, you should be able to provide them a blog that tells them this. Engagement also looks different with sellers. Websites, social media, emails, and both virtual and in-person events. Buyers can reach out to you or your competition through any of these channels, in any order, which if you follow the old path, brings a layer of unexpected struggle to the journey – for you at least, lol.
These expectations are expected to be met. B2B transactions are typically pricier with extensive sales cycles. Decision makers, or just an individual, might think twice about their options to reevaluate their needs multiple times before they draw a conclusion; to buy or not to buy.
To navigate this new landscape, businesses have to adopt a level of flexibility as they provide easy access, high-quality information at each stage, and build strong relationships with anyone who has a say in making the decision. B2B buying journeys are now a testament to the evolving nature of the marketplace. Marketing and sales teams must get rid of the old box of tools and build out processes that are more flexible. By understanding this, businesses can better meet the needs of their perspective clients.