In today's challenging and uncertain business climate, your customers have good reason to be cautious. They are unlikely to initiate new projects unless they see them as being strategically relevant, tactically urgent, and capable of delivering rapid time-to-value. The rest can wait.
Your solution is great. You know the narrative of the type of buyers who buy. You’re writing appropriate content and getting it out to the right demographic. But you’re still closing less than 5% from first contact and spending a ton of resource finding different ways to touch the same people as your competition touches – in hopes that you’ll have the right message that catches them at the right time, or just grind them down.
I coined the term Buying Patterns decades ago to explain the route people take to becoming buyers: Buying Patterns: the sequence of 13 steps people take between discovering a problem and choosing/buying a solution as they seek to resolve a problem in a way that minimizes disruption to their culture.