B2B sales strategy needs to adapt amid changing research and purchase decision-making.

In this blog post, you’ll learn why B2B sales strategy needs a major overhaul in response to changing research and purchase habits, how to pinpoint the changes in decision-making tools that are forcing the issue, and what the tools look like.

Dramatic changes in purchase decisions

The way people research and make major purchase decisions has changed quite dramatically.

The latest research from Gartner found that 83% of a typical B2B purchase decision -- researching, comparing options, and evaluating pricing -- happens before a potential buyer engages with a vendor.

And McKinsey & Company has discovered that 70% to 80% of B2B decision-makers now prefer to make decisions digitally.

In its B2B Thought Leadership Impact Report, LinkedIn, in partnership with Edelman, concluded that “thought leadership remains critical to customer engagement but breaking through the noise is harder than ever.”

Consider the new way of

  • researching
  • comparing options
  • evaluating pricing


“Hey, Google, what’s the difference between…?”

“Alexa, what does… cost?”

“Siri, who’s the best … company in my town?”

Or let me ask on Facebook, LinkedIn, or Twitter. 

“I’m looking for a … Any recommendations?”

From B2C to B2B

These habits we first discover in our personal lives within months almost always transfer over into our professional lives.

Call it the B2C (business to consumer) to B2B (business to business) eventuality.

And during times of rapid adoption of all things digital, that pace of change happens even faster.

Also, see How to Sell Sales Software to Sales Directors.

If you’re serious about B2B Sales Strategy Amid Changing Research and Purchase Decision-Making...
Learn more when you enroll now in our free 7-day eCourse: Go-to-Market Strategy 101 for B2B SaaS Startups and Scaleups.

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