Buying committees in B2B organizations are the new norm. Marketers no longer market to just one individual, there are many buyers involved in today’s B2B purchases and generally speaking, the higher the price tag, the more individuals involved in the buying committees. Each member of the buying committee has a unique role in the purchase process including the advocate, influencer, decision maker and more. Marketers today can’t underestimate the importance of the various roles of the buying committee, and can’t neglect them when designing content, as each buyer seeks different information to help them with their unique challenges as well as selecting the right solution.
This infographic shows some of the major milestones in demand generation over the past ten years and marketing automation and content marketing are just a few.
Infographic by ANNUITAS.