People aren’t ready to buy when we want to sell. Think about it.
This common statement has big implications if you’re doing account-based marketing (ABM) and lead generation.
Why doing more lead generation activity doesn’t help generate more sales
CEB discovered that a typical for B2B customer is 57% into their purchase process before they directly engage a sales rep or talk to a supplier.
Marketers often believe they solve the issue of clients being further in their purchase process by driving more early-stage leads to sales. Unfortunately, I’ve learned this does little to help sales people because they get stuck. The question for sales often becomes, “How can I progress this relationship when there isn’t a motivation or felt need?”