This post is about todays buyers that inform themselves first through their “circle of trust” on the web, and create a short-list of vendors, before they approach them.
You must have noticed it yourself. How do you go about when you want to buy something? Chances are high that you talk to someone who has some experience with what you want to buy. But chances are much higher that you go on-line and that you build up your knowledge by visiting review sites, blogs, or contact some of your contacts on LinkedIn who might have some experience with what you intend to buy.
Oh no, not another post on content marketing
Before you think ‘oh no’, not yet another post about content marketing and inbound marketing, “tell me something I do not know”. Fair enough.
I want to share with you a little story on how I started realizing that indeed the buying process of professional has changed and that I had to change myself as a marketing professional.