Mike O’Toole of PJA and I recently gave a talk at a gathering of ANA members in Chicago.
During our talk, Mike made a point that I think bears repeating. Specifically, he said, “Companies in the B2B space all work under the same assumption: that their buyers have needs and that we have to align our messaging and our offerings to these needs.”
“But,” he added, “what if B2B buyers don’t know what their actual needs are?”
Buyers Are Vexed
Between 30% and 60% (estimates vary) of B2B sales opportunities end in “no action.” What’s more, some 40% (according to a study by the CEB) of B2B purchases are followed by “second guessing.”
