B2B purchasing has increasingly become a team sport, with lots of different players joining in at various stages of the process. We highlight the people involved and provide examples of how their buyer’s journey aligns to their needs.
UPDATE: You can now view Katie Martell’s presentation and slides on Reinventing Your B2B Personas from the FWD:B2B Conference last month. Katie provides insight on how to create actionable persona models that can be implemented and customized for each business.
The one megatrend that provides context for all other trends in B2B marketing today is the changing customer journey where the buyer has completed 50% to 80% of the journey to a purchase before ever reaching out to sales.