This Business News Story Was Uncovered By Us From: http://www.youngupstarts.com/2019/01/04/confronting-a-radically-new-b2b-marketplace-the-storytelling-secret-that-will-rock-your-result/
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by Ken Rutsky, author of “Launching to Leading: How B2B Market Leaders Create Flashmobs, Marshal Parades and Ignite Movements“
In today’s hyper-competitive, global and instantaneous market, where buyers have nearly unlimited access to information and each other, the fight for their attention is like a crowded treadmill constantly gaining speed.
Due to the free-flow of information, buyers have become fiercely independent. A recent survey by CEB reported that 57 percent of the typical business-to-business sales cycle is complete before the buyer’s first contact with vendors. This means that before they’ve even met you, your customers are more than halfway through their decision process! They get data from traditional sources, such as analysts and industry publications, but they’re also connected with social media, peer networks and review sites.
The challenge for marketing and sales professionals in business-to-business markets is breaking through the cacophony of noise and clutter to not only capture buyers’ attention, but powerfully communicate your unique value. It’s about replacing buyers’ current view of the world with a new world view – providing solutions to problems they didn’t know they had. The key is an increased attention to storytelling that goes far beyond product description.
The real power of influence in sales and marketing has shifted from content to context, from value to viewpoint and from evaluation to experience. Companies as disparate as FireEye, Zuora, Virgin America and Salesforce.com have leveraged these breakthrough marketing changes to win over customers and become industry leaders.
When FireEye became my client, their revenues were stalled in the low millions of dollars a year. They … Read More
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