The Power of Marketing in Demand Generation: Why Buyers don’t like Salespeople.

Brace yourself—your prospective customers don’t want to talk to you. Well, more specifically, they don’t want to talk to your sales people. Ouch.

In fact, around 90% of potential customers are completing their purchasing decisions without ever engaging with anyone. And it gets worse.

At any given time, less than 5% of buyers are actively in buying mode, ready to make a purchase. In today’s world, with an abundance of information at their fingertips, buyers are more empowered than ever before.

But here’s the good news—this shift in buyer behaviour isn’t an insurmountable challenge.

For businesses that still rely heavily on their sales functions, this change can be a tough pill to swallow. However, it underscores the critical importance of building a strong marketing function, particularly one that is effective in driving b2b demand generation.

Gone are the days when salespeople could simply identify an opportunity, apply a set of techniques to overcome objections, and close the deal. With modern buyers already armed with more information than your sales team could ever provide, your salespeople are at a distinct disadvantage.

The balance of power has shifted, and today’s buyers aren’t just looking for a deal—they want a consultative, customer-centric approach to solving their problems. This is where your marketing function steps in.

In the world of demand generation in B2B, marketing plays an essential role in laying the groundwork for your sales team. By leveraging content marketing, thought leadership, and educational materials, your marketing team can build trust with potential buyers long before your sales team picks up the phone.

If you haven’t done it already, it’s time to define your target audience more clearly and develop tailored communication strategies that resonate with them. When you speak to your customers’ specific needs, you not only capture their attention but also make them feel understood and valued—this is key to building trust and standing out from your competition.

Delivering relevant content at each stage of the buying process is crucial. By doing so, you ensure that prospects receive the information they need when they need it. Over time, consistent, relevant content delivery will increase the likelihood that when prospects are ready to buy, they’ll turn to you rather than your competitors.

The power of marketing as a b2b demand generation service cannot be overstated. Today’s buyers use marketing content to build trust long before they interact with sales teams. A strong marketing strategy doesn’t just attract prospects—it nurtures relationships, shortens sales cycles, and improves the customer experience.

By embracing the shift in buyer behaviour and adopting a customer-first marketing approach, businesses can position themselves as credible, reliable, and focused on solving their customers’ problems. In this landscape, marketing is the driving force behind demand generation, ensuring buyers choose your business over competitors when the time is right.

Ready to re-evaluate your strategy?