Episode 6

Adapting to Evolving Buyer Preferences for Marketing Success


Dan Stillgoe

Dan Stillgoe

Marketing Manager

Phil Vallender

Phil Vallender


Episode summary

In the past 3-5 years, buyer preferences have evolved massively. Yet, despite these changes, many marketers are still using the same outdated strategies that don't align with modern buyers. 

To succeed in today's market, you need to work with buyers, not against them. This means leaning into the changes that are happening in front of you: 

  • 67% of the buyer’s journey is done before speaking to a sales rep. 
  • 43% of B2B customers prefer not to interact with a sales rep at all. 
  • 70% of prospects say that buying from a website is the most convenient way to buy business products or services. 
  • 63% of purchases have more than four people involved.

In this episode of Demand Decoded, we cover: 

  • How buyer behaviour has changed
  • The driving factors behind the changes in buyer behaviour 
  • How you can identify and understand the preferences of your own buyers 
  • How to adapt your strategy to better resonate with today's buyers 
  • Some of the potential challenges you might face when adapting to changing buyer preferences, and how they can be mitigated 
  • How buyers want to interact with your business beyond marketing 
  • How marketing teams effectively measure the success of their efforts to adapt to evolving buyer preferences 

Learn how you can leverage these changes to create marketing strategies that resonate with your audience!