Today B2B buyers engage salespeople 65-90% of the way through the sales cycle. We do much more of our own research then contact who we think is the top 1-2 providers.
Buyers don’t buy the standard corporate sales rhetoric like they used to. As consumers we’ve been trained to rely on peer reviews on Yelp, Amazon and TripAdvisor. Peer influence is now the #1 factor in B2B purchase decisions.
The need is very clear. Businesses must make access to their customers’ success stories―written, recorded or live― effortless and plentiful. Those stories are your competitive advantage and are more effective than data sheets and PowerPoint presentations.