The current state of B2B marketing and sales is one of continued fixation on the process, funnel or the new terminology of the same thing, journey. “This approach, in the modern digital world, is inadequate in helping organizations understand the underlying goals driving the why and how of decision-making. Yet, the fixation continues as we try to ‘automate’ these processes via sales automation and marketing automation,” says Tony Zambito (TonyZambito.com), a specialist in B2B buyer insights and buyer personas.
“Gaining a deep understanding of goals and goal-directed behaviors are what B2B marketers and sellers need to make the connection to understanding decisions,” Zambito states in a recent blog post at CustomerThink.com. “It helps to illuminate the path buyers are taking to accomplish goals and their relations to solutions under consideration. Most importantly, it takes the guesswork out of how to communicate with buyers. You do so by communicating and demonstrating how you and your organization help fulfill goals.”
“Despite the tremendous forces of change occurring in the digital era, fundamental buying and selling in B2B remains largely predicated on goal-directed activities and behaviors. These goal-directed activities and behaviors lead to outcomes.” Zambito says B2B decisions are primarily outcomes based on and driven by profound and meaningful goals.
“It is not the quick and easy path promised by erroneous profiling templates or online tools. It is a path where the emphasis and responsibility becomes one of helping businesses and people to fulfill their goals.”
