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Now if you live in the world of B2B marketing, you have been inundated with statistics for the last four years claiming sales is being disintermediated by today’s empowered buyer, with statistics like “57% of the buying process is complete before a buyer talks to sales” or “70% of the buying process is now digital.”
But Sirius, to their credit, looked at this again. According to their research, more than 50% of buyers talked to a sales person at the beginning of the buying process. For more complex purchases, the figure increases to two-thirds!
The most impactful “content” according to their research? A sales presentation. Not a video. Not a white paper. Not any of the content we produce as marketers. But a real live presentation from sales....
The world is digital. We find, research, and buy online. But when it comes to big decisions, Eric Wittlake says we still lean on real people, even if that leaning is often digital content in marketing