The Challenge: The traditional buyer’s journey has been disrupted by the “zero moment of truth”- this is where your prospects are researching buying decisions and having conversations about your products, whether you are aware of them or not.
According to an Accenture study, 94% of B2B buyers conduct online research at some point in the buying process. And according to Forrester, 59% of buyers prefer to do research online of interacting with a sales rep because the rep pushes a sales agenda rather than helps solve a problem.
The Solution: Reach your prospects online and provide the information they need at each stage in the buying process. When utilizing technology like marketing automation, you will be able to capture lead data and better understand your prospects’ needs and interests, and know the right time to reach out to them.