About Me

It's not about what you can do, it's about who you are. This is me, warts and all, just a guy trying to plot a course through life.

Tuesday 23 October 2012

Are You Human or Are You Robot?


In ‘the good old days’ if you wanted to buy something B2B you relied on salespeople to keep you educated – where else could you get detailed product information (outside of trade magazines, exhibitions and the like)?  As part of your education, they also educated themselves regarding your likelihood to buy what they had to offer and when.  The really good ones then ensured that you received appropriate information at the right time and, all things being equal, you bought something from them.  Happiness all round.

In a recent blog post, Gerhard Gschwandtner of Selling Power, quoting the Corporate Executive Board, said that “57% of B2B buying steps are completed before buyers connect with a salesperson.”

Clearly, purchasers are now educating themselves by some other means.  Step forward and take a bow, content marketing.