33 - How to Shorten and Influence the First 70% of the Journey Where Buyers Won't Talk to Sales

It's common knowledge that B2B prospects won't talk to you or your sales team until they're 70 - 75% or more through their decision-making process. Meanwhile, B2B SaaS companies are spending 75 - 107% of new logo ARR on marketing, with most of it going to top of funnel lead generation. See the problem? There's an enormous gap between the money we dump into lead generation, and the step where we actually talk to these leads. This gap is enormous both in terms of the steps a lead must take to reach a sales call... And in the time that expires while a lead is in this gap. Let's talk about how to shorten this gap, and influence leads who are in it so they reach a sales call more frequently, and in a more qualified state.