Study: Audience-Centric Marketing Most Impactful For Each Buying Scenario

New research from SiriusDecisions — based on B2B buyer behavior over the past year — has revealed that taking an audience-centric approach to marketing throughout each stage of the buying decision has a positive impact no matter the buying scenario — an individual, a consensus or a buying committee. Other than previous experience with the vendor, the top-two decision drivers were the influence of customer references or testimonials and the abilities for vendors to meet the specific buyer’s needs.The study surveyed more than 860 global B2B marketers on their buying preferences. Close to half (49%) labeled themselves a decision maker for purchases in their company, while 44% considered themselves an influencer.