Wait, modern b2b buyers do what?
- Larisa Summers
- May 6, 2024
- 2 min read
Updated: May 11, 2024
Modern b2b buyers trust their own personal research abilities more than they trust sales teams.
75% of b2b buyers prefer a sales rep-free experience.
70-90% of their purchase decisions are made before they enter your pipeline.
What is the quiet research process?
▶Asking peers for vendor recommendations in private online communities.
▶Conducting google searches, asking AI for advice, and reading reviews sites for the best vendors who can solve their current problem.
▶Attending networking events and conferences and discussing vendors at dinner parties.
▶Reading and searching LinkedIn for credible people and companies who discuss topics that are important and interesting to them
How do I track this behavior?
Very simply - you cannot.
As buyers change, so must your marketing approach and assessment of marketing effectiveness.
As buyers create a vendor shortlist based on their quiet research process, they will become known to you from another set of (trackable) behaviors:
What are the trackable behaviors?
▶Following (and viewing content) from your CEO, employees, and company pages on LinkedIn and other social media channels
▶Visiting and spending time on your website
▶Downloading your content
▶Asking for a demo or meeting with your sales team
My savvy friends - do you see where this is going? I know you do!
How do we run the modern growth playbook?
The best companies are creating branded content, storylines, websites, product marketing content, transparent pricing, and self-service tools that prospects use as part of the modern b2b research process.
They are measuring consumption and attention indicators - impressions, reach, followers, website traffic, and branded search volume.
They are feeding their sales team on-message content to share - knowing that 78% of reps who use social selling outsell their non social-media-using peers.
This is why the heart of your modern growth playbook now lives in your brand, content, website, and digital strategy.
This is why consumption is engagement.
And this is why growth in trackable attention is a leading indicator of your ability to thrive in private, offline conversations between prospects.
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