How has the buying cycle changed and why?

Being a thought leader makes you a reliable source of content.

According to Marketo, the B2B buying process has changed, largely because people “…are spending more time on the web, doing independent research, and obtaining information from their peers and other third parties.”

Today’s market demands that you meet the needs of businesses throughout the buying process. One way to do that is by providing high-quality content that pertains to the unique needs of your potential customers.

By providing them with the information they need, you take the sting out of buying. Rarely is someone rewarded for making a good buying decision, but, on the other hand, is often blamed for making a bad one.

If you are able to assure potential buyers that you understand and know how to solve their problems, this goes a long way in reducing their anxiety.