The following post was written by Marissa Gbenro, the Sr. Content Marketing Strategist at Highspot. Prior to life at Highspot, she worked to drive corporate marketing strategy for TrueBlue across 600 locations in the US, Canada, and Puerto Rico.
Think of the last time you made a significant purchase. You most likely started the process online, researching the benefits of the product. Once you were fairly convinced you needed to make the investment, you created a list of possible vendors to choose from. Finally, you put your detective skills to work, comparing the reviews and ratings of each brand before choosing to interact with your shortlist of favorites.
Engaging with a sales rep is far from a top priority for today’s buyers when traveling through their buying journey. This is especially true for B2B buyers considering that they navigate almost 60% of the buyer’s journey before reaching out to a sales rep.