Buyer Steps — John Ryan

21st century B2B buyers have expectations that must be met or they will ignore providers in a world they rule with too many choices and too little time. Buyers are the reason provider companies get to exist. However, confusion for the buyer and uneven results for the provider occur when core strategies are not aligned to support the buyer's steps. Flipping to the buyer's point of view and mapping to their 21st century natural buying steps is a necessary change in mindset to enable revenue growth and true partnerships.   Buyer Steps offers every B2B provider a way to tailor their own answers within a marketing model that allows buyer teams to be successful in their decision making. Written by a 25-year marketing and sales executive in the high technology industry who been a board member for a company sold for $1 Billion and a VP of Marketing for a company sold for $750 million, Buyer Steps argues for an alternative approach to improve marketing's contribution to revenue attainment.