With buyers having access to a wealth of information to base their purchases on and a great many options to choose from, the B2B buying process has changed significantly in recent years. It seems even the number of people involved in the buying process has gone up.

According to HBR, 'the number of people involved in B2B solutions purchases has climbed from an average of 5.4 two years ago to 6.8 today, and these stakeholders come from a lengthening roster of roles, functions, and geographies.'

To make an effective sales pitch in such a scenario, the sales content delivered by the seller needs to be relevant and aligned with the buyer’s journey and persona.