Greetings! This is week three in my journey as a Forrester analyst serving you, B2B marketing professionals, after nearly as many decades as a practitioner like you. I'd like to start our conversation by sharing an idea I had the opportunity to explore during the interview process for this position.
It was a process I enjoyed tremendously by the way, because it allowed me to connect the dots between several trends I had observed in my most recent role, where I led marketing for a digital engagement platform vendor, and some recent research from Forrester, most notably the Death Of A (B2B) Salesman report that struck such a nerve in the Forrester client base and beyond.
One of the conclusions of that and other Forrester reports that resonated most with me is that B2B buyers now prefer do-it-yourself options for researching products and services prior to purchase. And it’s not even a close call! The survey conducted for the Death of a Salesman report showed that by a factor of three to one, B2B buyers want to self-educate rather than talk to sales representatives to learn about products and services.
Ironically, we B2B marketers have only ourselves to blame for this dramatic shift. By creating, publishing, and promoting a wealth of content to maximize the results from our SEO, PPC, and marketing automation campaigns, we’ve also made it possible (but not yet easy) for prospects to learn much of what they need to know prior to purchase. This has enabled more than half of all B2B buyers to now develop a set of selection criteria or finalize a list of potential vendors — based on digital content alone — without ever speaking to anyone at those organizations.Read more