This is the third article looking at buyer trends that will influence marketing and sales in the near and foreseeable future. The two previous articles looked at the future of experience creation and the rise of BIG insight. This article looks at how buyers are seeking fulfillment in their efforts to achieve goals and what this means to the future of demand generation. (Image by Kenny Madden © All rights reserved)
Buyer Trend: On A Quest to Be Demand Fulfilled
The conventional as well as social buyers of today can be said to be on a quest to have their demands fulfilled. Demand being, for the purpose of this article, the catchall phrase to represent a buyer’s desire to have their goals realized, challenges met, problems solved, and concerns alleviated. What the convergence of the Internet and the Social Age has proffered is the ability for buyers to chart the quest for meeting their demands with much more control, participation, and engagement than in any time in history.
The significant buyer trend of the past decade has become the blinding obvious – we know that buyers are self-directing 70% to 80% of their own buying process. This trend is profoundly changing the landscape... Read more