The buying process has changed and marketers need to find new ways to reach potential customers and get heard through the all the “noise”.
Instead of casting a large net in order to find customers with mass advertising and email blasts, marketers must now focus on being found and learn how to build continuous and lasting relationships with their buyers and potential customers.
With the growth of the internet, the world has changed from one of information scarcity to one of information abundance. The problem is that information abundance equals attention scarcity. This is known as attention economics.
This has transformed the buying process. Buyers are overwhelmed with all the noise and they are getting better and better at ignoring the messages they don’t want to hear and researching what they do want to learn about on their own.
Today, buyers can do their own research online and can find a variety of educational resources through search engines, social media, and other online channels. Through content resources, today’s buyers can learn a great deal about a product or service before ever having to even speak to a sales person.
Clearly, there has been a huge change in the traditional buying process. In fact, according to Forrester, buyers might be anywhere from two-thirds to 90% of the way through their buying journey before they even reach the vendor. The reason this is happening more and more is because buyers have so much access to information that they can delay talking to sales until they are experts themselves.
Creating a solid lead generation strategy will help you build trust and capture the interest of your buyer before they are even ready to contact sales.
Additionally, you don’t want your sales teams spending time going down a list and cold calling. If you can generate leads for sales, the process is easier and you will see more of your leads being turne
d into revenue faster.