One of the primary goals of my CMO-focused podcast, Renegade Thinkers Unite, is to interview world-class B2B business leaders and uncover unique insights that you can use in your business.
In a recent episode, Brent Adamson of Gartner cites some compelling research regarding the B2B buyer’s journey. In a nutshell, he says that marketing’s traditional, linear approach to the buyer’s journey (a.k.a. “the sales funnel”) doesn’t even come close to addressing how buyers actually select B2B business solutions.
The “Six Jobs” Model
According to Adamson, there are effectively six jobs that make up a typical B2B purchase. The traditional sales funnel approach assumes that once one discreet job is done, the buying decision passes to another person further along the funnel, until ultimately a sale is made. However Gartner’s research has found that 90 percent of B2B buyers report having to revisit at least one job! Adamson’s research suggests that marketers need to understand these jobs and create content that supports all of them in a non-linear fashion.
If you’re feeling stuck or uncertain in your own marketing initiatives, I’d like to extend an invitation to reach out to me personally, where I can help you figure out ways that you can apply these insights (and others!) to grow your business in ways you might not have considered. Book your 30-minute phone conversation (free, no-strings attached) with me here: http://meetme.so/ChatWithDrew.