B2B Go-To-Market Dirsruptor #1 Today: Survival requires influencing purchases through 3rd party online research vs. face-to-face sales
Best practice Go-to-Market strategy, the art of successfully designing and launching a product, has undergone significant change in the last two years. The most significant change B2B businesses are likely to face is evolving customer pathways.
Specifically the decreasingly control companies have, and increasing influence 3rd parties wield, in driving active interest in their brand.
As noted by Forrester research and Kapost, the factors driving this shift are
Self-conducted research: Average B2B buyer completes 50 and 90%of the buying journey by the time they make first contact with a business
Increased competition: Self-conducted research, buyers consume ten pieces of third-party content for every one piece created by your business
Earned content: During the buying process, the average buyer engages with three pieces of content about your business for every piece of content writtenby your business.
In short, B2B businesses need to pro-actively manage their online product and brand information both directly and indirectly or risk letting others order their dinner!
