The popularity of online marketing and inbound programs has left some sales and marketing professionals unsure where traditional marketing practices fit into the new digital landscape. Sellers and marketers have subscribed to the concept that “if you build it, they will come,” and as a result have left a lot of opportunity on the table.
According to the Corporate Executive Board, B2B buyers are almost two-thirds through a purchase decision before ever engaging with a sales rep. That means that your prospects are researching and evaluating solutions — just like yours — and may be developing a set of preconceived notions and deselecting companies before ever connecting with a vendor.
