Buyer enablement is a vital strategy for adapting to the evolving B2B purchasing process, as it increases in complexity as a result of economic uncertainty and heightened buyer scrutiny.
This has driven the expansion of buying committees and the lengthening of sales cycles, with 77% of buyers now rating the buying process as challenging or difficult (Gartner, 2024).
Indeed, buyer scrutiny has created a greater emphasis on independent research and evaluation, as buyers spend almost 70% in this phase collaborating with other buying group members (6sense, 2024). In addition, 96% of buyers engage with an average of seven to eight sources before making contact with a sales development representative (State of Sales Report, 2024).
Therefore, supporting prospective buyers with relevant resources and information throughout this portion of the buyer’s journey is critical for securing lasting interest and winning their first point of contact.