A few weeks ago I participated on a panel at Lincoln Center as part of the Skift Global Forum, which is billed as the “Ted Talks for Travel”. My panel’s topic was on digital transformation, and an impromptu exchange back-stage highlighted the big shifts that have happened in content. The CEO and founders of Expedia and Priceline and I were back-stage discussing some of the early breakthroughs in the industry and it sparked a recollection about one of my projects at Sabre during the mid-90s, SabreVision. It was the first product that allowed consumers to view hotel images online. That early venture was indicative of what was to come, although few at the time would have predicted it to this extent.
Access to information has put B2B buyers in control of their path to purchase. In fact, many buyers are two-thirds to 90% of the way through their journey before they even contact a salesperson.How can B2B marketers help their sales team overcome this challenge and equip them with the information they need to make the most out of every customer interaction?