In complex business-to-business sales processes, buyers are rewriting the rules. Today’s instantaneous access to an online array of information and resources from brochures to portals to Web 2.0 social media - means buyers can quietly self-educate and autonomously direct the pace, direction, and timing of the purchase (not sales) cycle. For companies accustomed to relying on trained sales professionals to act as trusted advisors and guide buyers through a defined, structured process from the very inception of the sales opportunity - these changes are potentially disruptive on a massive scale. In this virtual marketing environment, a savvy sales rep can no longer read the room. Today, B2B marketers must decode a buyer s digital body language to understand the roles, information needs, timing, and buying intentions of its largely faceless and elusive target market. In this thoughtful and groundbreaking book, Steven Woods helps B2B marketing professionals understand the new dynamics of marketing complex products and services. He walks through the new tools available to buyers, how to read digital body language, and how to respond most effectively to maximize the volume and quality of leads. Woods shows that, by embracing the concept of digital body language, marketers can re-engage with sales colleagues on a more strategic level and increase their value to the enterprise.
