Supporting this, McKinsey Research revealed that B2B customers used a combination of live sales reps, voice options (webchat, video conferencing) and website.Īlso, potential customers may use their smartphone or other device to check for better pricing or offers while they’re on your website or in your retail store.įurther, potential buyers may no longer follow a defined journey. Content Consumption: How We Consume Content Now (and What It Means For Your Marketing!).This makes purchase-related buyer consensus and seller tracking of prospect interactions with their business difficult. In addition, prospects, customers, influencers and/or end-users may use multiple content formats, information platforms (both online and offline) and/or devices. Often, trust is a key factor in these customer interactions. As a result, the buyer or end-user may form or change their impression about a specific brand, product and/or service. These offerings include competitive and substitute options requiring different buyer trade-offs. This engagement may involve one or more brands, products and/or services.
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