To no one’s surprise, the B2B buying journey is complicated.

πŸ‘‡The illustration below from Gartner really hits this home.

πŸ™…β€β™‚οΈ~95% of buyers are not-in-market to buy today, and will not be in-market for months (sometimes even years), according to a study by Prof. John Dawes for the LinkedIn B2B Institute.

5⃣ The report also found that on average, companies change their solution providers every 5 years, which means that ~20% are in market each year (5% a quarter).

πŸ‘©β€πŸ’ΌπŸ‘¨β€πŸ’ΌπŸ‘©β€πŸ’Ό To add to this challenge, a typical B2B buying committee includes 5-10 decision makers. The more complex or costly the solution, the more decision makers are added to minimize the risk of making an expensive mistake and regretting it.

🀝 Gartner research found that B2B buyers spend 17% of the time meeting with potential vendors, which goes down to 6% when they’re comparing several vendors.

So what does this all mean to B2B sales?

How do you make the buying process easier?

πŸ‘¨β€πŸ« Educational content is extremely valuable. Share thoughtful and educational content freely and often (no gates!).

πŸ“‹ Help prospects shape the selection criteria through educating them on what they should look for in a solution and why.

⏳ Shift focus from short-term sales goals to long-term goals- this is a long game.

🎯 Have a solid understanding of your ICP and best target accounts.

✨Define and show how you are different than your competitors and/or the status quo.

🧭️ Show prospects what would happen if they get your solution (should be good things), and show them what would happen if they don’t (should be not so good things).

πŸ’― And of course, make sure your solution is a good one that solves a problem in the market, no amount of stellar marketing and sales can make up for a crappy product.