KEO Marketing

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An Interesting Look at the B2B Buyer’s Journey

B2B marketingAs a B2B marketer, it’s important to be able to understand your potential buyers and their buying process, so that you can figure out the best way to get their attention and motivate them to take action.

MarketingProfs recently shared an interesting infographic created by Bizo and Eloqua. This infographic follows a typical B2B buyer through their journey along the sales cycle, and highlights some of the most critical points where marketers can interact with them (or fail to seize the opportunity to do so) along the way. One of the biggest challenges is that the average B2B sales cycle is becoming increasingly long and complex, meaning a lot more potential touch points that marketers need to consider.

This illustrates the importance of putting yourself in a buyer’s shoes and carefully walking through the entire sales process so you can identify the best opportunities to engage and convert prospects. You also must be able to constantly adapt to the changing habits and preferences of your target buyer, so as to avoid wasting valuable time and resources on tactics that are no longer worthwhile. In addition to flexibility and the willingness to adapt quickly, creativity is also a necessary trait. Marketers must be able to come up with new and innovative ideas and approaches in order to reach and convert buyers most effectively.

Among the most interesting stats in the infographic:

  • Buyers can be up to 90% through the buyer’s journey before engaging sales.
  • More than 80% of known prospects never open their email.
  • Only 5% of B2B buyers say they will provide detailed information in exchange for a whitepaper.

We can help you plan the best B2B marketing strategy to covert buyers and overcome the challenges related to their journey through the sales cycle.


With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.