More than 50% of today’s B2B buyers and 70% of the entire US workforce today are millennials– the first generation to be raised on the internet and mobile devices. They are the true digital natives who go online first for practically everything:
90% of searches are conducted online, over 50% of them on mobile devices.
Also, the days of the single decision-maker are gone. Today, 81% of decisions are strongly influenced by non-decision makers—the millennials we mentioned above and 25% of non-executives have the final signoff on company purchases.
What this means is that Sellers must gain access into targeted accounts through digital means—by educating their targeted audiences with insightful, well-researched and data-backed content that helps buyers understand the challenges they grapple with and how to solve these.
Brand no longer has any sway in decision making—content does.
It is content that can address the concerns and issues of multiple stakeholders all at the same time—content that is clear, credible, and compelling.
It is not just a single piece of content, but a series of well-orchestrated multi-media content (white papers, case studies, blogs, webinars, videos, podcasts and more), distributed on a variety of platforms including email, digital ads, social media, and the Seller’s website.
Digital Content is how Sellers introduce themselves to prospective buyers, and how they establish their credibility so they are invited in.
Without a digital content strategy, the first 70% of the buyer’s journey will be owned by your competitor.