Published: 09 January 2024
Nearly all B2B purchases are made amid organizational change and uncertainty, which leads to delayed or smaller deals. B2B CMOs must guide the creation of content that helps buyers execute the change management tasks inherent in complex purchase decisions.
Nearly all B2B purchases take place amid organizational change and uncertainty, and buyer uncertainty exacts a huge toll on revenue. B2B buyers with moderate to high uncertainty are 78% less likely to complete a high-quality deal.
The approach of personalizing content to each buying group member can increase uncertainty and delay progress, because it encourages individuals to focus on their own priorities at the expense of the group. Buyers require information that appeals to the shared needs of multiple buying group stakeholders and helps them make more rigorous and confident decisions.
B2B buyers need help from suppliers to make progress
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