‘Five Ways to Prove Marketing’s Value by Saving Sales Costs’ – ‘MarketingProfs’ Blog
Andrew Davies says, “Prospect self-education is making up more and more of the B2B (and high-value B2C) purchase journey. It used to account for perhaps 10% of the buying journey; now, depending on which research you trust, it forms 50-70% of the process. And in a few years it might be 90% for many categories.
Regardless of the ongoing debate about the actual numbers (which of course vary by industry), the trend is directionally correct, and we can safely assert that we are have entered the era of the “Self-Educated Buyer.”
The Rise of the Self-Educated Buyer
The Web now provides a vast array of sources of information to prospective customers: discussion groups, user groups, LinkedIn, Facebook, and simple Google queries all provide endless sources of information to customers who let their fingers do the walking on a keyboard“.
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