B2B selling has become increasingly difficult as buyers grow resistant to outreach and other marketing efforts. Buyers want to spend less time with vendors and educate themselves before making purchasing decisions.
Companies that don’t evolve with the changes in buyer behavior will lose out on revenue potential and market share. Sandra Moran, CMO at WorkForce Software and veteran marketer in the B2B and enterprise space, joined the Performance Delivered Podcast to discuss how to reach these resistant buyers.
She joins the show to lay out concrete solutions that you can implement today to meet buyers where they are and help them to see you as the solution to their business problems. Moran shares tactics that will allow you to be on the front foot when marketing to your ideal clients.
“As a marketer, you have to be very committed to implement a change, but constantly test and adapt,” she says. “I don’t have a set it and forget it marketing tactic running on my team right now.”
She adds, “We are constantly looking at the results across every spectrum. Did I actually reach the intended buyer? Does the message resonate with the buyer? Do I have a demonstration that the buyer is having a positive experience from the content that’s being served to them?”