Ann Gynn says, “Wouldn’t it be great if your prospects actually followed your neatly designed sales funnel or smartly outlined path to purchase?

But honestly, you know they don’t (even if your content marketing strategy assumes they do).

“Buyers are in control. And they’re not going from step one to step two to step three in this process that you define as quite linear,” Anna Talerico, co-founder of ion interactive, said in her recent ContentTECH presentation. “They are jumping around. They’re exploring. They’re comparing. They’re doing their self-education on their own terms in their own time frames.”

More than 70% of buyers conduct over half their research online before making an offline purchase, according to research from Forrester that Anna shared”.

What to Do When Your Buyers’ Journey Isn’t Linear

Content Marketing Institute

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