Written by: Vickie Sullivan  |  March 28, 2024

How to Adjust Your Sales Approach for Today’s Informed Buyer

B2B buyer behavior has changed, and it has altered the sales process.

According to new research from 6sense, “By the time B2B buyers engage sellers directly, they’re 70% through their buying process. In a typical B2B deal cycle, that’s eight months in.”

In fact, prospects are so far along in the buying process that they’ve narrowed the field down to four players. And 84% of the time, the first vendor contacted gets the business. The playing field is not level.

Based on 6sense’s research and consideration, buyer expectations are a mixed bag. While almost 40% note that their requirements for the deal are set in stone by the time they contact vendors, an equal number say they changed slightly after hearing the pitches. Only 4% overhauled their needs afterward.

The #1 Thing to Adjust to Meet Buyer Needs—and Win Deals

The days of creating new needs during sales conversations are pretty much gone. By the time buyers reach that stage, it’s too late. Today, when buyers reach out, their requirements —and perception of you — are set in stone.

This is where content marketing proves its ROI. If you establish your value during the awareness and consideration stage — when buyers are consuming content to educate themselves – buyers are more qualified when they reach out. This is your opportunity to set up buyers’ expectations.

The bottom line: Content marketing not only levels the playing field, but it changes the game in your favor. This is a worthy investment.

Listen: How to Position New Buyer Needs 

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