Buyers of technology, like buyers of all products and solutions go on a journey to the point of purchase. However that journey has changed, it's been "Disrupted" (to use the buzzword)! Today's omnichannel world gives each B2B buyer the option to take their own journey. Luckily we have MarTech and AdTech to help us. However are we as marketers adapting to all this change?
IBM have conducted some interested research, covering points including the focus on Segmentation, Customer journey mapping - the challenge however isn't knowing what to do but changing ways companies work.
The traditional funnel no longer works. It assumes audiences are linear and predictable in their behaviour. At the same time, it doesn't take into account the fact that people will act the way they want to act, rather than sticking to a sequence designed by marketers.