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WBG Resource Library - Surviving the most complex sales

Purchasing enterprise technology is a complex, research-driven process that includes input from multiple decision makers. With buying cycles that can take up to 15 months to complete, it is more important than ever for marketers to surround these key influencers and decision makers throughout the process.

Why is the purchasing process increasingly complex? Here are several contributing factors. [1] The number of individuals involved in the process is increasing. Our 2006 Web Buyer's Guide study identified an average of 34 people involved in the buying decisions for the most complex technology solutions at the largest organizations. [2] The complexity of new technologies requires more market education. [3] The Internet is providing access to an unprecedented amount of data and research tools.

The Internet can shorten the sales process if the buyer's research process is efficiently facilitated -- that was our objective when we launched the Resource Library on the Ziff Davis Web Buyer's Guide.

The Resource Library takes the Web Buyer's Guide beyond white papers and allows marketers to categorize any type of marketing content that will support their sales process; including case studies, product literature, webcasts, videos or even trial software downloads. The buyer's digital journey is guided as they move from an 'unaware state' to a product and vendor selection. And, at each step, the Web Buyer's Guide is providing the digital educational tools to accelerate to a decision.

-BH


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