B2B companies that make the strategic, organizational, and operational changes to leverage digital marketing can become more agile, more productive, and accelerate revenue growth.
B2B companies, like many firms adapting to how the Internet has changed the way products are researched and purchased, have experimented with cracking the code that generates sales. Most have failed.
Previously, the sales funnel or purchase cycle was fairly linear. A prospect had limited sources of information to research a product or service. To get more information, by necessity, the buyer would have to contact the seller early in the purchase cycle. Thereafter, the seller was able to exert some control over the purchase.
Now, buyers are influenced by a non-linear variety of information sources outside the seller's control search, social referrals and recommendations, online reviews, etc.
