More than likely, the buyer you were targeting last year already has evolved. Buyer behavior continues to change, largely as a result of technology, research habits, stakeholder profiles and information overload.
According to a 2019 Gartner report, changes among B2B buyers include:
- An increasing number of Millennial decision-makers, many of whom are distrustful of sales reps.
- Buyer indecision brought on by information overload. About 88 percent of B2B customers said it was daunting to have so much high quality information available..
- More stakeholders involved in the buying process, resulting in a more complex target audience.
As customers continue to evolve, content remains a powerful influence as part of their conversions. However, to be effective, it must be the right message delivered to the right customer at the right moment of the buyer journey. Otherwise, there’s an increasing possibility that it will be designated as part of the buyer’s content overload problem.