In this episode, we explore how to effectively blend digital engagement with human-led interactions throughout complex B2B sales processes. We discuss common problems when companies rely too heavily on digital-only or human-only approaches, the importance of mapping buyer journeys, and practical strategies for timing transitions between digital tools and sales team involvement to reduce buyer regret and improve our conversion rates.

Things to look out for:

00:00 Navigating the B2B Buying Process

00:41 Combining Digital and Human Interactions

01:35 The Importance of Consistency in Messaging

07:55 The Role of Human Interaction in Complex Sales

12:00 The Importance of Combining Digital and Human Elements

15:46 Efficiency vs. Effectiveness in Sales

19:10 Framework for Understanding Buyer Journeys

25:53 Building a Comprehensive Buyer Journey Strategy

26:18 Building from the End: A Strategic Approach

30:55 The Importance of Bridging Sales and Marketing

33:00 Optimizing the Buyer Journey for Success

37:32 Summary