B2B buyer disengagement is occurring as decision-makers become overwhelmed by content, touchpoints and noise. Sixty-eight percent of millennial B2B buyers prefer self-service research tools, and many complete up to 70% of the buying process online before engaging suppliers. Increasing message volume or automation without a clear strategy amplifies buyer fatigue. A relevance-first content audit should verify that assets solve specific, current pain points, are personalized by buyer role, stage or industry, and provide unique insight or third-party validation. Multi-format delivery like short videos, infographics and carousels improves accessibility for time-constrained buyers.
Welcome to B2B buyer disengagement-what I call "quiet quitting" the funnel. This silent withdrawal isn't dramatic; it happens as decision-makers become overwhelmed by content, touchpoints and noise. And let's not forget that "68% of millennial B2B buyers prefer self-service research tools over speaking to a sales rep, and many complete up to 70% of the buying process online before engaging with a supplier," according to Salesforce.
One way to cut through the noise is to audit your content with a relevance-first lens. Consider these questions: * Does this asset solve a specific, current pain point for the targeted prospect? * Is it personalized by buyer role, stage or industry? * Does it offer unique insight or third-party validation? Additionally, utilize multi-format delivery, such as short videos, infographics and carousel posts, to cater to time-constrained buyers.
Many marketers respond by ramping up their activity, but increasing the volume of messages or automation without a strategy only amplifies fatigue. As the CEO and founder of a performance marketing agency specializing in B2B acquisition campaigns, I can tell you that answers to this challenge exist. Here are four actionable strategies we use to re-engage quiet quitters affected by content overload:
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