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ABM: Balancing Technology and a Human Touch to Maximize Sales Success

January 25, 2018 / David Ratcliff

Warm handshakes, face-to-face conversations, and eye contact have been important pieces of the sales process for as long as sales has existed. And even though those human touches are still important, they have been replaced by technology in a lot of ways, particularly in the early steps of the lengthy B2B customer journey.It's estimated that in B2B deals, on average 57% of the buyer's research (most of it online) is conducted before any contact is made between buyer and seller. Though that's convenient for the buyer, the seller is under a lot of pressure to be physically present as soon as possible; and the marketing team is also under pressure—to make sure it has plenty of relevant content readily available for buyers to find.