The Way Buyers Buy Has Changed Forever

Last week, the Business Marketing Association of Phoenix was treated to a keynote presentation by Marketo co-founder Jon Miller.

At the high level, the key takeaway from his presentation was that the Internet has changed the way we evaluate and purchase products and services – forever.

And the way we market and sell must change as well.

Remember back in the days when the salespeople at the car dealerships controlled the entire sales process? We had no idea about the pricing for the car we wanted. Now we can find the dealer invoice price on the Internet and present a fair offer.

The buyers are now in control.

For those who missed it, here’s Jon’s presentation on best practices in B2B digital marketing and lead generation.

Additional Takeaways

Here are a few other key takeaways from his presentation:

  • Learn how your buyers direct themselves through your buyer’s cycle. Define their journey.
  • Design your processes and map content to match that buyer’s journey: early, mid and late stage. Jon calls this
    • TOFU – Top of Funnel
    • MOFU – Middle of Funnel
    • BOFU – Bottom of Funnel

(Review slides 23-26 for details on what type of content to deliver at each stage)

  • Most leads are not “sales ready” – nurture relationships over time, use online body language to score leads.
  • Use analytics to turn marketing from a cost center into a revenue driver.

Congrats to new Phoenix BMA President Scott Salkin for making this happen!

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