How Well Do You Know Your B2B Buyer Cycle?

At each Sales 2.0 Conference, we can always count on at least one speaker (and usually more) to quote the following statistic based on research by the Sales Executive Board — today, 57% of B2B buying steps are completed before buyers connect with a salesperson.

Image via The Spectrum Group

It sounds like a no-brainer, but you’d be surprised how many B2B companies have not yet adapted to a buyer cycle powered by the digital customer. Recently, the Center for Marketing Research reported that only 28% of Fortune 500 Companies have public-facing corporate blogs — despite the fact that 92% of businesses that do blog see successful results from their efforts. (Tip: Find HubSpot Senior VP of Sales Mark Roberge in San Francisco at our October event if you want to learn more about creating a great B2B blog that generates revenue.)

Starting a blog is not a cure-all for B2B companies that are trying to find ways to stay competitive. But it does tell us that a lot of businesses still have their heads stuck in the sand. Here are three basic questions that sales leaders should be able to easily answer about today’s buy cycle:

  1. How well can your sales team build relationships with customers via a variety of channels?
  2. How well does your sales process map to the buy cycle?
  3. How empowered are your reps to have compelling and relevant conversations with qualified prospects online?

We’re excited to discuss these questions and more on October 22-23 in San Francisco, and to hear the keynote from our conference host, Gerhard Gschwandtner. As he said in a recent blog post, the good old days of selling are over. How well will you adapt?

About Lisa

Editorial Director at
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