With the proliferation of online channels available and buyers’ attention spans shrinking every day, marketers of building products need to be rethinking their traditional sales and marketing processes.
Let’s ask ourselves… does a sales and marketing model that dates back to the early 1900’s still apply in today’s fragmented, ADD world? Marketing used to be pushed on buyers, driven by companies through traditional advertising and marketing channels. An approach that often failed to reach the right buyers at the right time.
Selling has changed. Businesses have changed the way they buy. Prospective customers are no longer following the long, drawn-out, linear sales process known as the “sales funnel,” the model that’s been employed in sales and marketing for more than 100 years. But in today’s sales landscape, buyers are demanding that these two functions work with each other to address their needs.
The two-part, siloed approach to sales and marketing is too slow and too clunky for today’s buyer who is erratic, finicky and much too distracted to wade through the traditional purchase channel. There’s been a big shift in buyer behavior over the last decade, which is what’s driving the transformation in business.
Today’s consumer-driven approach to marketing is becoming more important as buyers take control and pull information from their multitude of resources to help them down the path to purchase. A widely known fact that you need to be aware of is that buyers have completed 60% of the purchase decision before they engage a sales person. The assumption that they are following a linear path to the sale is an outdated notion.
If your business marketing hasn’t evolved in response to this shift to an “empowered consumer,” then you are losing potential sales. Aligning efforts with the buyer’s decision path requires an understanding of how they make decisions. With that knowledge, strategies and spending can then be focused where the most influential touch points occur.
Rather than continuing to focus on one end of the funnel – awareness or loyalty – marketers need to shift focus to the touch points in between that help influence buyers as they move through it.