Our respondents are clear: buyer behaviour has seen a seismic shift. And the interesting part? Where you focus your creativity makes a huge difference to results.
To what extent has audience engagement increased or decreased in your marketing comparing 2021 to 2020? (answers for net increased)
How has audience behaviour impacted the following over the last 12 months? (answers for net more frequently)
How is the buyer journey changing – and how can marketers respond?
International ABM and Executive Content Lead, Autodesk
For a good few years now, we’ve seen the sales cycle becoming much longer and more complex, with many more people involved. The funnel is completely squiggly these days, so it’s no surprise that people are dropping out at odd times; they’re probably going two steps forward, and one step back.
Ideally, if someone’s going to drop out, you want them to do it at the beginning, before you’ve invested loads of time in them. You want to look at the data and ask if there’s a pattern, and figure out what’s happening.
There are a lot of statistics showing how far people are through their journey now before they even want to talk to you as a company. So it’s about having the right content out there for them to self-select what interests them – whether that’s something really technical, or a case study, or some thought leadership. It’s about being able to offer a whole gamut of stuff, so they can pick and choose.