Rethinking ABM: Outperforming the Market in the World of AI
Discover the 2023 Global State of ABM benchmark report from Momentum ITSMA and the ABM Leadership Alliance.
November 2023
Article
B2B Marketing
A CBX guide: How to win over the cautious buyer
Robert Hollier
February 1, 2024
Winning over a cautious buyer isn’t about what solutions you have. It’s about how well you understand your client’s environment and how you use that intelligence to engineer a deal too good to pass up.
The Momentum ITSMA Client Buying Index (CBX), a survey of 370 business and IT leaders across North America, Europe and Asia-Pacific, revealed that enterprise buyers are experiencing a “paradox of choice”. They’re overwhelmed with more information and choice than ever before, which is making purchase decisions harder and riskier.
This guide, written for marketing and sales leaders, reveals the top four factors that impact how cautious buyers respond to your engagement, and is designed to help you win, grow, and retain your most valuable relationships.
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