The B2B buying disconnect — Melissa Kwan // eWebinar

Show Notes

• 02:47
  The B2B buying disconnect

  We are in the age of the self-serve buyer where no one wants to be sold to. However, sellers want to dictate the buying process and control the information that buyers can get access to.
• 05:35
  Ways to avoid cold outreach problems

  Rather than being gatekeepers of information, marketers and salespeople should be providers of that information. Buyers want transparency so it boils down to understanding how buyers want to be communicated with.
• 07:16
  What triggered the shift away from outbound communication

  In our daily lives, we deal with large volumes of information from various channels such as social media. As a result, people have become a lot more selective about where they spend their time.
• 08:21
  The impact of marketing automation platforms on cold outreach

  Marketing automation platforms enable marketers to send out more messages to consumers. In turn, outreach has become more disingenuous leading consumers to tune out these messages.
• 09:27
  Effective marketing channels for self

  Marketers and vendors are using podcasts as a channel to allow prospects to do their own research. You also need to ensure that content is available and readily accessible to help prospects make an informed buying decision.
• 11:56
  Content strategy in the age of the self

  Customer stories are an effective way to showcase product or service experiences from the community. Consider the type of community youre trying to build around your product or service and create content accordingly.
• 14:02
  Getting prospects into your funnel without speaking to them

  People dont want to have to schedule and wait for a demo. Your website should provide a self-guided demo that allows people to ask the questions theyd like to and convert on their own.