Marketers should take a close look at the various stages of the customer’s buying journey. According to a report from Harvard Business Review, around seven people are involved in the B2B customer buying journey.

B2B purchasing is set to change by 2025, as millennials will start contributing to three-fourths of the global working population. McKinsey’s research has revealed that new-age buyers are cutting out the middleman when it comes to purchasing. Marketing teams go through a struggle while managing the rising gap between the way B2B customers purchase goods and the way traditional sales teams are set up to secure those sales.

Marketers should take a close look at the various stages of the customer’s buying journey. According to a report from Harvard Business Review, around seven people are involved in the B2B customer buying journey. Buying clocks will differ from customer to customer as each of them will have their own reasons to look for a change. Therefore, marketers must get a good grip around the understanding of the critical buying personas within the customer decision-making team.

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Next up, marketers need to work with the sales team to identify the challenges of each persona. Make sure they are getting these personas from trusted sources. Customers are slowly moving away from traditional marketing tools. Therefore, marketers must come up with new ways to influence customers and make them question the present situation. They should not only take an active part in the discussion but also drive the conversation and play an influential role in the customer’s purchase journey.

Once the purchase is made, the buyer’s journey comes to an end. However, this is the starting point for the sales and marketing teams must continue to provide insight that helps the customer be successful. Companies that respond to changing buyer behaviors have scope for growth. Using new tools to integrate marketing along with strong marketing leadership will help them tap customers.