iMedia Connection Blog

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As we’ve entered into a new decade with new web and social technologies continuing to advance at warp speed, new buyer behaviors continue to emerge.  Some new buyer behaviors, such as informational search, are no longer emerging but have crossed over into accepted reality.  With other new buyer behaviors, such as those related to social influence, we are only getting a glimpse of at this moment in time.  The given in the current state of B2B marketing and sales is that buyer behavior and complex buying processes have changed.
One of the toughest challenges in the past few years has been to figure out how to respond to these changes.  One place to start is for executives to ask a bold question: are we still selling like it’s 1999?  An especially valid question for companies that have traditionally been sales driven and the dominance of a sales culture has reigned for several decades.  Companies have changed and responded - but have the changes been more cosmetically enhancing or truly systemic in nature?  I think there is a big difference and let’s look at a few important areas:
Budgeting
Let’s start with the money trail.  Has the proportion of budgets... Read more