Customer Experience

The Buyer’s Journey Has Changed – Here’s What To Do

by Bridgette Palm
3 min

There’s been a major shift in the buyer’s journey over the past few years and the truth is, the traditional approach most B2B sales and marketing teams use to prospect customers isn’t working.

According to SiriusDecisions, 70% of the buyer’s journey is completed long before potential customers even contact a sales representative for information. Even more, 67% of those people are doing their product or service research solely online.

“70% of the buyer’s journey is completed long before potential customers even contact a sales representative for information.”

It’s time for your sales and marketing team to take a different approach. A digital presence is no longer reserved for trendy, household name brands. Now, even as a B2B business, your online presence and the content you provide is not only relevant but crucial to turning leads into sales.

Today’s Buyers Are In Control

Today’s buyers may have control over how they make their purchasing decisions, but they still need your marketing and sales teams to guide them.

Check out the graphic below for a quick look at the current buyer’s journey:

Once a potential customer approaches your sales team, it’s more than likely they’ve done some research on your company. Whether that be browsing your website, reading a company blog post, social status, or a sales page. At that point, they’ve also already started to form an opinion on whether or not you’ll be of service to them.

This means the content they come across while searching the web must be relevant to their needs, no matter what stage of the buyer’s journey they’re in. They want to know that you’re an expert at what you do and most importantly, they want to know how you can solve their problem.

Creating A Content Strategy

As a marketer, your goal should be to engage with customers early on and support them along their sales journey. Putting in place a solid inbound marketing and content strategy will help you do just that.

Creating resources like blogs, videos, podcast, ebooks, testimonials, white papers, and guides are a great way to begin building the much-needed trust before a sale is made. Not only is this type of information beneficial in the knowledge-seeking awareness stage, but it will help your sales team gather lead information they can use to move potential buyers along in your sales funnel.

A well-researched strategy will also help to align your sales and marketing team to work together. As your marketing team creates targeted content they’ll begin to collect data that will help both teams gain insight into exactly what type of information is truly useful and enjoyed. Having that knowledge makes it that much easier when your sales team does get a prospect on the phone.

Building a strong online presence, defining your audience, and creating the right content isn’t always an easy feat. If you want a solid, easy-to-implement marketing strategy for your team that will help walk your customers through the buyer’s journey, contact Katie at

Bridgette Palm
Bridgette has developed a career around content. Her work as a writer and editor began nearly ten years ago, and since she has harnessed her experience working as a ghostwriter for business owners to develop marketing strategies that connect businesses to their ideal audiences through content. When not devoting her eye to content revision and development, she can be found reading, enjoying the diverse and delicious Milwaukee restaurant scene, or taking long road trips to explore America.