Tag: Buyer’s Journey Video

 

The technology buying process and your videos

Linked-In has updated their research into the technology buying process, who’s on the buying committee, and how the technology buying committee proceeds along on their buyer’s journey. (I previously wrote about the earlier study here). The takeaway is this: thinking about  journeys, or even committee meetings, is not helpful. Marketers need to envision  random walks through their content. As they amble along toward a purchase decision (or non-decision), buyers choose their own paths because they have their own goals. There are occasional contacts with sales and sales support.

The new survey canvassed more than 8,000 professionals, nearly half of whom said they had purchased, implemented or managed business technology solutions within the previous three months. That’s a lot of expertise and experience to draw on, so I set out to extract the findings that might guide us in producing more effective explainer videos.

The buying committee and technology buying process

The study looked at four kinds of buying decisions: hardware for end-users, software for end-users, hardware for data-centers and software for data-centers. Not surprisingly, data-center buying committees are slow to come to decisions (up to 35 months) — but there is a great deal of overlap in committee membership.  

 

Content marketers are forgetting sales enablement. Here’s why.

Content marketers are forgetting sales enablement

Anything missing here?

A recent LinkedIn post asks  “Are B2B sales reps getting spoiled by inbound marketing?” Now, I don’t know about all B2B sales, but in my experience with technology solution sales, I’ve certainly never run into a sales professional who seemed overly satisfied with the  leads produced by inbound (or any other kind of) marketing.

A recent Hubspot report provides the telling stat that only 24% of marketers have any formalized agreement with sales on who does what and when. This has been construed as marketing “forgetting” sales, which may be unfair,