{"id":23048,"date":"2022-12-13T13:18:25","date_gmt":"2022-12-13T13:18:25","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/13\/support-the-b2b-buyer-revolution-with-digital-content\/"},"modified":"2022-12-13T13:18:25","modified_gmt":"2022-12-13T13:18:25","slug":"support-the-b2b-buyer-revolution-with-digital-content","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/13\/support-the-b2b-buyer-revolution-with-digital-content\/","title":{"rendered":"Support the B2B Buyer Revolution With Digital Content"},"content":{"rendered":"

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\"\"<\/a>B2B buyers have emphatically joined a revolution. They\u2019re researching more, involving more colleagues, and even buying big-ticket packages online or via self-service.<\/p>\n

And that revolution elevates the role of content in the sales process. Consider these research findings:<\/p>\n

Since 2019, the average number of interactions required to make a buying decision jumped from 17 to 27 \u2013 a 59% increase, according to Forrester<\/a>. The same study also found that more B2B stakeholders have joined the decision-making process: In 2017, 47% of purchases involved at least four people, while in 2021, 60% of purchases did.<\/span><\/p>\n

As buying groups have gotten bigger, they\u2019ve also become more self-reliant. Gartner<\/a> research indicates sales teams have only about 5% of a B2B customer\u2019s time in the buyer\u2019s journey. Much of the rest is spent researching independently and working with their internal colleagues.<\/p>\n

And if you think because your brand sells big-ticket items, this doesn\u2019t apply to you, think again. McKinsey<\/a> finds 70% of B2B decision-makers are open to making a fully self-serve or remote purchase over $50,000, and 27% would spend more than $500,000.<\/p>\n

What do buyers need to make those self-serve or remote purchases<\/a>? Information. That means content plays a much more significant role in the sales process and has the opportunity to create an even bigger impact on the bottom line.<\/p>\n

How should that revolution affect your content plans? You\u2019ll need to invest in updating your understanding of your brand\u2019s customers. How? Let\u2019s explore some options.<\/p>\n

@McKinsey found 70% of #B2B buyers are open to self-serve purchases over $50,000 \u2013 and 27% for deals worth $500,000. That\u2019s a #content opportunity, says @AnnGynn via @CMIContent. <\/a><\/span>Click To Tweet<\/a><\/span><\/p>\n

Talk to your sales team<\/h2>\n

In too many companies, sales and marketing operate like oil and water. They stay separate until someone shakes things up.<\/p>\n

Get that process started by reaching out to the sales team<\/a>. Have someone on the content team (a manager or strategist, for example) meet to talk about the Forrester, Gartner, and McKinsey findings). As if the research reflects their experiences with prospects. Asking questions shows that you recognize their expertise and will help you gain insights to apply to your content strategy.<\/p>\n

Build on that conversation with follow-up questions about their experiences with prospects (even if you think you know the answers), such as:<\/p>\n