B2B buyer behavior is changing, and as buyers move, so must marketing and sales strategies.
The conventional wisdom of ABM no longer supports the content customization needs necessary to keep the interest of key accounts. With larger buying committees, the necessity to monitor multiple buying signals, and gated assets no longer receiving nearly as much buyer interaction, it can be difficult to know what’s next.
Lora Krachounova discusses how to anticipate buyers remaining in stealth mode for longer than they ever had before and how to embrace the new reality of the dark funnel. Read the article on Forbes.com.
