Business-to-business decision makers don’t just go to a website, add a data center to their shopping cart and check out. They research, ask questions, ask more questions and spend countless hours online before deciding. The typical sales cycle for technology software is 12 to 18 months.
No one can doubt that purchase behavior has changed over the last few years. Most searches for a technology provider start online, and usually in Google. B2B decision makers get as far as two-thirds through the buyer’s journey before they reach out to a vendor, if the vendor meets the entry-level technical requirements.
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