We know this: 1. Today’s B2B Buyers don’t want to speak to sales reps until the purchase decision is already made; 2. They want hyper-personalized sales content to provide answers to their questions like a sales rep would. So…
Why are businesses still investing so much time and money on seas of impersonal, outmoded content (e.g. – PDFs sitting in the website’s “Resource Library”)? And then investing even more in top-of-funnel outreach, only to make these engaged Buyers do all the work to try to find something relevant in those libraries?
And then, to make matters worse, why do they gate that asset the engaged Buyer has finally found to be of potential interest – just to provide sales “a lead” to start running the same old MQL/SQL playbook? Especially seeing the statistics that 95% of these sales efforts are completely ignored by today’s Buyers?
Here’s the good news: meeting the self-serve buying demands of today’s B2B buyers doesn’t require a big retooling of your GTM strategy and ops. For example, you could simply start with your existing high-performing content and quickly transform it via strategic AI into the hyper-personalized, interactive sales content these Buyers want. A content experience that answers their specific pre-purchase questions just like a sale rep would.
And you could easily integrate that content with your existing CRM to provide your sales team a 100% new class of Buyer Data via these interactions. So that when the SELF-QUALIFIED Buyer is ready to reach out – sales could actually become a trusted advisor and close the deal far more quickly.
It’s really not that hard. It just takes a shift in operational mindset – along with best-practice AI GTM tools that take what you’re already doing and re-focus it on The Modern Buyer. And the best part is that doing this will naturally create better alignment between marketing, sales, and customer success – actually making ALL your GTM motions better.
I like to call that a win/win.
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