How to show B2B buyers that inaction can be costly
B2B sales cycles are getting longer - so how can sales and marketing professionals demonstrate the urgency of the buyer's problem?
It will come as no surprise to B2B marketing and sales professionals that sales cycles are getting longer.
In the 2017 B2B Buyer's Survey by Demand Gen Report, 58% of the respondents said the length of their purchase cycle had increased compared to a year earlier, while only 10% said the length had decreased.
Other findings from the survey explain why the buying cycle has gotten longer:
- 52% of respondents said the number of people in buying groups had increased significantly.
- 77% agreed that they conduct a more detailed ROI analysis before making a purchase decision.
- 78% agreed that they "spend more time researching purchases."
- 75% agreed that they "use more sources to research and evaluate purchases."
Today's business buyers are incredibly busy, and like the rest of us, they spend most of their working time dealing with issues or problems they perceive to be important and urgent. If they don't see a problem as both important and urgent, they won't give it much attention.
G. David Dodd is a consultant and author who has been advising and supporting B2B companies for over 25 years. He works with clients to evaluate major strategic issues and initiatives, develop business and marketing strategies, create authoritative, compelling content, and design effective content marketing programs. He also helps clients...