‘Shortening the Sales Cycle Through Content Marketing’ – ‘Business.com’ Blog
Greg Shuey says, “Over the past 5 years, the average sales cycle has increased by 22%. Well-informed buyers in the decision making process, coupled with slow economic growth, creates for the perfect storm for lengthy B2B and B2C sales cycles. Furthermore, survey data from Crain’s BtoB Magazine reported that 43% of respondents saw an overall slowing of the sales cycle over the past three years. The problem isn’t new, nor is it getting any better.
The longer it takes to move a consumer from prospect to purchaser, the more tangible and intangible resources are drained from your firm. The bottom line is that a shortened sales cycle benefits the business as a whole.
Content marketing is the solution to long sales cycles. A recent Corporate Executive Board study from the Harvard Business Review found that among B2B consumers, 60% of a purchasing decision occurs before ever having communication with a supplier. That’s more than half of the buying process that remains untouched by any human from the company in question”.
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