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RV156 - How B2B Buying Behavior Is Evolving | Pulse

23 snips
Mar 19, 2024
Discussion on evolving B2B buying behavior, 'dark social' channels, and the shift towards trustworthy content. Insight into buyer enablement vs. self-service, adapting to modern go-to-market strategies, and the challenges faced by traditional companies. Emphasis on AI's impact, human connection, and entrepreneurial commitment in B2B marketing.
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INSIGHT

Dark Social

  • B2B buyers now favor platforms with trustworthy content over traditional sales approaches.
  • They get information from many sources that don't generate traditional intent data.
INSIGHT

Shift in Trust

  • In 2012, B2B buyers relied on sales reps, trade shows, and Google searches.
  • Now they trust information sources like peers at conferences more than sales reps.
ADVICE

Buyer Enablement vs. Self-Service

  • Differentiate between buyer enablement and self-service.
  • Use buyer enablement to equip buyers with information for independent decisions.
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