It’s time to face the facts: the B2B buyer’s journey is anything but a solo act.
In fact, nearly half (43%) of B2B buyers said that the number of people involved in purchase decisions has grown. Because of this rising trend, B2B organizations must target many different stakeholders involved in the purchase. But, this becomes a complicated dance when separate teams within a single organization own different pieces of the process.
Every role within your organization—even roles within marketing—have their own tools, content types, and channels to manage. From sales to customer success to marketing, each function has a stake in the buying process. But lack of communication, or a clearly defined integrated strategy to execute upon, causes ad hoc content creation, off-brand messaging, and a disparate customer experience. To address the needs of every buyer in the purchasing process, B2B organizations need a closed-loop marketing strategy approach—meaning every team within the organization should be clued in, and have a stake in its success…
