![]() ![]() Risk management is now a critical aspect of the buying process. 75% of respondents said that they "use more sources to research and evaluate purchases.".78% of respondents said that they spend "more time researching purchases.".52% of respondents said the number of people involved in buying decisions has increased significantly.59% of respondents said they now have formal buying committees to review purchases.Consider the following findings of DemandGen Reports 2017 B2B Buyers Survey Report, which surveyed 283 B2B C-level executives, vice presidents and directors. The continuing soft economy has drastically increased the risk of many B2B purchasing decisions. ![]() Conventional marketing wisdom is that you should develop buyer personas for your ideal customers and tailor your content towards them, answering their questions and educating them. This is a vast oversimplification of a complicated topic, but buyer personas are composite demographic/psychographic representations of people who buy what you sell. I don't have the answer to this question, but I'll pose it nonetheless: how relevant are buyer personas in today's challenging economic environment?
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