For many years there was a predictable purchase process, especially in B2B, which we know as the sales funnel. But, research from Google provides insight that turns the traditional sales funnel on its side.
Customers reported being nearly 60% through the decision-making process before engaging a sales rep regardless of price point. The modern cycle is not a funnel at all and is far less predictable and complex, making it harder for marketers to figure out where to engage with buyers. For more on the new funnel, get access to Make Your Marketing Matter, a presentation by Stephanie McLaughlin and Hubspot’s Brian Halligan.