One of the best descriptions of the B2B buying cycle I've seen. It's hard to convince B2B revenue teams that their prospects not yet at the Demand for Vendor stage are most likely going to 1) ignore your follow ups and 2) drop out of a buying process (temporarily) AND that's still a totally acceptable outcome for demand gen efforts.
Ultimately performance speaks louder than anything else, but this is such a good framework for DG teams looking to create an effective full-funnel strategy.
Thanks a lot, Aaron. Indeed, there is a bias that every signal or every account that sales team prioritized is buying now.
The biggest problem that the buyer research and vendor prioritization starts months earlier before a vendor can see any signal or intent. Buyers have prioritized vendors, and if you were not shortlisted, you are too late to the game.
What I appreciate about this structure and process is that you have target audience goals, company goals and KPIs lined up nicely. This should help the overwhelmed marketer to see the wood from the tree.
One of the best descriptions of the B2B buying cycle I've seen. It's hard to convince B2B revenue teams that their prospects not yet at the Demand for Vendor stage are most likely going to 1) ignore your follow ups and 2) drop out of a buying process (temporarily) AND that's still a totally acceptable outcome for demand gen efforts.
Ultimately performance speaks louder than anything else, but this is such a good framework for DG teams looking to create an effective full-funnel strategy.
Thanks a lot, Aaron. Indeed, there is a bias that every signal or every account that sales team prioritized is buying now.
The biggest problem that the buyer research and vendor prioritization starts months earlier before a vendor can see any signal or intent. Buyers have prioritized vendors, and if you were not shortlisted, you are too late to the game.
What I appreciate about this structure and process is that you have target audience goals, company goals and KPIs lined up nicely. This should help the overwhelmed marketer to see the wood from the tree.
Thank you, Dan. It’s not always easy, but this is the only way to grow.