The landscape of B2B buying is experiencing a transformation. Buyers are increasingly seeking advice from third-party sources, relying on content to bridge the knowledge gaps when they lack access to a sales representative or specialist. This shift demands a new approach from sales teams, where they must identify the questions buyers have during the buying cycle and then provide tailored content to address these inquiries and guide their decision-making process.
According to Salesforce Research, B2B buyers complete 57% of their buying process before reaching out to a supplier. Remarkably, 70% of their decision is already made before they even engage with a sales representative. To navigate this changing landscape successfully, it is crucial to comprehend what content buyers seek at each stage of their buying journey and be well-prepared with valuable information to effectively connect with them.
Digital tools are becoming increasingly integral to the B2B purchase process, with buyers relying on online resources for product research and decision-making. Over two-thirds of buyers use online tools for researching products, and more than half of them find online content instrumental in their purchase decisions. Companies that can leverage content effectively to support this digital buying journey stand to gain a competitive advantage over those that don't.
Buyers' reliance on third-party sources for advice has elevated the significance of content in filling knowledge gaps. This necessitates a shift in mindset for sales teams. They must proactively identify the questions buyers pose during the buying cycle and provide appropriate content to address these concerns and facilitate their decision-making process.
When it comes to content, B2B buyers primarily seek answers to their questions. They want information that helps them determine if a product or service suits their needs, solves their problems, and fits into their specific environment. Consequently, providing content that caters to their informational needs at every stage of the buying process—from problem recognition to final decision-making and implementation—becomes paramount.