--- title: Selling to the new B2B buyers | Vermilion Pinstripes Australia Singapore UK description: "Businesses must adapt to changing dynamics, in particular from an \"Easy To Sell\" to \"Easy To Buy\" business model that is customer centric." image: https://www.vermilionpinstripes.com/hubfs/Feature%20Image%20for%20Blogs%20%281%29.png --- [Skip to content](https://www.vermilionpinstripes.com/blog/selling-to-the-new-b2b-buyers#main-content) [![9d665f_faca218ac5324120b9ad667e55103fb3~mv2](https://www.vermilionpinstripes.com/hs-fs/hubfs/9d665f_faca218ac5324120b9ad667e55103fb3~mv2.jpg?width=1181&height=293&name=9d665f_faca218ac5324120b9ad667e55103fb3~mv2.jpg)](https://www.vermilionpinstripes.com/) - Services Show submenu for Services - [Sales Empowerment](https://www.vermilionpinstripes.com/b2b-sales) - [Marketing Growth Engine](https://www.vermilionpinstripes.com/mge-start) - [Modern Marketing](https://www.vermilionpinstripes.com/modern-marketing-for-large-businesses) - [Small Business Marketing](https://www.vermilionpinstripes.com/small-business-marketing) - [B2B Communications](https://www.vermilionpinstripes.com/b2b-communcations) - [Mordern Website Design](https://www.vermilionpinstripes.com/website-design) - [Outdoor Advertising](https://www.vermilionpinstripes.com/outdoor-advertising) - [Buy Domain Name](https://ugkk8aet.storefront.ds.network/) - [About Us](https://www.vermilionpinstripes.com/about-us) Show submenu for About Us - [Contact Us](https://www.vermilionpinstripes.com/contact) - [Blogs](https://www.vermilionpinstripes.com/blog) Open main navigation Close main navigation - Services Show submenu for Services - [Sales Empowerment](https://www.vermilionpinstripes.com/b2b-sales) - [Marketing Growth Engine](https://www.vermilionpinstripes.com/mge-start) - [Modern Marketing](https://www.vermilionpinstripes.com/modern-marketing-for-large-businesses) - [Small Business Marketing](https://www.vermilionpinstripes.com/small-business-marketing) - [B2B Communications](https://www.vermilionpinstripes.com/b2b-communcations) - [Mordern Website Design](https://www.vermilionpinstripes.com/website-design) - [Outdoor Advertising](https://www.vermilionpinstripes.com/outdoor-advertising) - [Buy Domain Name](https://ugkk8aet.storefront.ds.network/) - [About Us](https://www.vermilionpinstripes.com/about-us) Show submenu for About Us - [Contact Us](https://www.vermilionpinstripes.com/contact) - [Blogs](https://www.vermilionpinstripes.com/blog) - [Modern Marketing](https://www.vermilionpinstripes.com/modern-marketing-framework-growth-engine) [Modern Marketing](https://www.vermilionpinstripes.com/modern-marketing-framework-growth-engine) [All posts](https://www.vermilionpinstripes.com/blog/all) December 17, 2017 # SELLING TO THE NEW B2B BUYERS ![Picture of Veronica Lind](https://www.vermilionpinstripes.com/hs-fs/hubfs/Veronica%20Lind%20Vermilion%20Pinstripes%20Business%20and%20Marketing%20Technologist.jpg?width=50&name=Veronica%20Lind%20Vermilion%20Pinstripes%20Business%20and%20Marketing%20Technologist.jpg)   Veronica Lind  ·  1 minute read ## **![95a0a4_de652847317f4f23b01b10adf09207de~mv2](https://www.vermilionpinstripes.com/hs-fs/hubfs/Blogs-vermilionpinstripes/95a0a4_de652847317f4f23b01b10adf09207de~mv2.jpeg?width=925&height=224&name=95a0a4_de652847317f4f23b01b10adf09207de~mv2.jpeg)** ### B2B buyers' behaviours are changing We all change. It's part of life and business. When the stakes are high in business to business transactions, pay close attention to how this market is changing.  Depending on product complexity and market maturity, today's B2B buyers might be anywhere from 66% to 90% of the way through their journey before they reach out to the vendor ([Forrester Research](https://go.forrester.com/blogs/15-05-25-myth_busting_101_insights_intothe_b2b_buyer_journey/)). ![95a0a4_d2af4833a6b8476e86ac66e87e71ce29~mv2](https://www.vermilionpinstripes.com/hs-fs/hubfs/Blogs-vermilionpinstripes/95a0a4_d2af4833a6b8476e86ac66e87e71ce29~mv2.webp?width=925&height=534&name=95a0a4_d2af4833a6b8476e86ac66e87e71ce29~mv2.webp) My big outtakes are that a big part of the "usual" sales processes will turn into a marketing engine. That is, your message and content become key at each stage in the sales process.  Let's drill down. According to Demand Gen: The 2014 B2B Buyer Behaviour Survey: - 61% of their respondents agreed that the winning vendor delivered a better mix of content appropriate for each stage of the purchasing process - 66% of buyers agreed that the winning vendor provided higher-quality content - 63% said the winning vendor’s content was more conducive to building a business case for the purchase ### What does this mean to your business? The implication is enormous: Businesses must adapt to changing dynamics, in particular from an "Easy To Sell" to "Easy To Buy" business model that is highly customer centric and learn to take a company's unique differentiation and transform it into visible business value. A big part of your sales processes will turn into a marketing engine, providing personalisation and relevant content to customers at each stage of their buying journey. Unfortunately, 62% of B2B marketers believe their content marketing strategies are ineffective because 74% of online consumers tell them that they are frustrated. (AOL Nielsen Content Sharing Study 2013)  Disjointed marketing can also result in loss of customer interest, loss of customer loyalty, confusion and mistrust, and a loss of market share. (Oracle) Vermilion Pinstripes can make sure you maximise your ROI during your B2B sales journey.  [Contact me](https://api.leadconnectorhq.com/widget/booking/PfCCWU70yLYA0752FNeM) ![Card image icon](https://5018647.fs1.hubspotusercontent-na1.net/hubfs/5018647/raw_assets/public/themes/generator/images/icons/calendar-check.svg) ### **[Book a 30-minute Free Consultation](https://api.leadconnectorhq.com/widget/bookings/30-min-consult-to-build-business-confidence)** Keep on making waves in the digital world! Our experts are ready to support you—schedule your free 30-minute consultation today. [Book Now](https://api.leadconnectorhq.com/widget/bookings/30-min-consult-to-build-business-confidence)   Share: [facebook-f icon](http://www.facebook.com/share.php?u=https://www.vermilionpinstripes.com/blog/selling-to-the-new-b2b-buyers) [linkedin-in icon](http://www.linkedin.com/shareArticle?mini=true&url=https://www.vermilionpinstripes.com/blog/selling-to-the-new-b2b-buyers) [twitter icon](https://twitter.com/intent/tweet?url=https://www.vermilionpinstripes.com/blog/selling-to-the-new-b2b-buyers) [pinterest-p icon](http://pinterest.com/pin/create/link/?url=https://www.vermilionpinstripes.com/blog/selling-to-the-new-b2b-buyers) [envelope icon](mailto:?body=https://www.vermilionpinstripes.com/blog/selling-to-the-new-b2b-buyers) ## Related posts [![A Modern Business is relevant at all times](https://www.vermilionpinstripes.com/hubfs/NEW%20VP%20WEBSITE%20IMAGES/Modern%20Marketing/A%20Modern%20Business%20is%20relevant%20at%20all%20times.jpg)](https://www.vermilionpinstripes.com/blog/what-is-a-modern-business) [modern marketing](https://www.vermilionpinstripes.com/blog/topic/modern-marketing) #### [What is a Modern Business?](https://www.vermilionpinstripes.com/blog/what-is-a-modern-business) December 27, 2018 [![Veronica Lind Business and Marketing Strategist Vermilion Pinstripes](https://www.vermilionpinstripes.com/hubfs/Veronica%20Lind%20Business%20and%20Marketing%20Strategist%20Vermilion%20Pinstripes.jpg)](https://www.vermilionpinstripes.com/blog/women-in-business-building-business-confidence-across-asia) [news](https://www.vermilionpinstripes.com/blog/topic/news) #### [Women In Business: Building Business Confidence Across Asia](https://www.vermilionpinstripes.com/blog/women-in-business-building-business-confidence-across-asia) April 8, 2018 [![How to create a Facebook Business Page | Vermilion Pinstripes | Unsplash](https://www.vermilionpinstripes.com/hubfs/How%20to%20create%20a%20Facenook%20Business%20page%20%7C%20Vermilion%20Pinstripes%20%7C%20will-francis-unsplash.jpg)](https://www.vermilionpinstripes.com/blog/how-to-create-a-facebook-business-page) [modern marketing](https://www.vermilionpinstripes.com/blog/topic/modern-marketing) #### [How to Create a Facebook Business Page](https://www.vermilionpinstripes.com/blog/how-to-create-a-facebook-business-page) December 8, 2025 ###### Related posts [![Vermilion Pinstripes helps My Body My Pilates thrive in their clients health](https://www.vermilionpinstripes.com/hubfs/Modern%20Marketing/my%20body%20my%20pilates%20health%20consultant%20companies.png)](https://www.vermilionpinstripes.com/blog/empowering-health-for-my-body-my-pilates) [Our Work](https://www.vermilionpinstripes.com/blog/topic/our-work) #### [Empowering Health for My Body My Pilates](https://www.vermilionpinstripes.com/blog/empowering-health-for-my-body-my-pilates) February 6, 2026 [![Modern Marketing that Builds Business Confidence: Transforming Marketing into a Growth Engine](https://www.vermilionpinstripes.com/hubfs/MNC%20Dental/Dr%20Molham%20consulting%20with%20patient.png)](https://www.vermilionpinstripes.com/blog/modern-marketing-that-builds-business-confidence-transforming-marketing-into-a-growth-engine) [Our Work](https://www.vermilionpinstripes.com/blog/topic/our-work) #### [Modern Marketing that Builds Business Confidence: Transforming Marketing into a Growth Engine](https://www.vermilionpinstripes.com/blog/modern-marketing-that-builds-business-confidence-transforming-marketing-into-a-growth-engine) January 24, 2026 [![2025 Year-End Reflections: Building Brilliant Growth Engines Together | Vermilion Pinstripes](https://www.vermilionpinstripes.com/hubfs/Blogs-vermilionpinstripes/VP%20HNY%20Christmas.png)](https://www.vermilionpinstripes.com/blog/2025-year-end-reflections-building-brilliant-growth-engines-together) [Our Work](https://www.vermilionpinstripes.com/blog/topic/our-work) #### [2025 Year-End Reflections: Building Brilliant Growth Engines Together](https://www.vermilionpinstripes.com/blog/2025-year-end-reflections-building-brilliant-growth-engines-together) December 16, 2025 [![Vermilion Logo](https://www.vermilionpinstripes.com/hs-fs/hubfs/9d665f_faca218ac5324120b9ad667e55103fb3~mv2.jpg?width=300&height=74&name=9d665f_faca218ac5324120b9ad667e55103fb3~mv2.jpg "Vermilion Logo")](https://www.vermilionpinstripes.com/) With offices in Australia, Singapore, UK, and Europe Vermilion Pinstripes is an integrated sales, marketing and communications agency with a team of creative, business and technology professionals who can help you on your journey of growth. [facebook-f icon](https://www.facebook.com/VermilionPinstripes) [linkedin-in icon](https://www.linkedin.com/company/vermilion-marketing) [![twitter-img](https://www.vermilionpinstripes.com/hubfs/twitter-img.png)](https://x.com/AdBrilliant) [Follow us on Facebook](https://www.youtube.com/@Brilliant-Online) Content Title Description < Previous page Next page > **Company** [About](https://www.vermilionpinstripes.com/en-au/about) [Contact Us](https://www.vermilionpinstripes.com/en-au/contact) [Privacy](https://www.vermilionpinstripes.com/en-au/privacy-policy) [Marketing Blog](https://www.vermilionpinstripes.com/marketing-blog) **Contact** Australia:[+614 0777 9828](tel:+61407779829) Singapore:** [+65 9681 7045](tel:+6596817045)** United Kingdom:** [+44 7936 615022](tel:+44%207936%20615022)** **Europe**:**[+352 661 619 047](tel:+352%20661%20619%20047)** **Email: **[mailto:admin@vermilionpinstripes.com](mailto:admin@vermilionpinstripes.com)**[admin@vermilionpinstripes.com](mailto:admin@vermilionpinstripes.com)** **Our Marketing Technology Partners** ![Go-high-level | CRM, Marketing Partner | Vermliion Pinstripes](https://www.vermilionpinstripes.com/hs-fs/hubfs/Go-high-level.png?width=120&height=27&name=Go-high-level.png "Go-high-level | CRM, Marketing Partner | Vermliion Pinstripes") ![Wix | Website partner | Vermilion Pinstripes](https://www.vermilionpinstripes.com/hs-fs/hubfs/Wix-logo-img.png?width=115&height=56&name=Wix-logo-img.png "Wix | Website partner | Vermilion Pinstripes") [![Bookeo Online Booking Software Partner | Vermilion Pinstripes](https://www.vermilionpinstripes.com/hubfs/bookeo%20logo.svg "Bookeo Online Booking Software Partner | Vermilion Pinstripes")](https://www.bookeo.com?ref=213353U4EJKP16B0CD42B63NT79XU) ![MailChimp | email Partner Vermilion Pinstripes](https://www.vermilionpinstripes.com/hs-fs/hubfs/images-removebg-preview.png?width=160&height=90&name=images-removebg-preview.png "MailChimp | email Partner Vermilion Pinstripes") [![crazy-domian | Domain Reseller Vermilion Pinstripes](https://www.vermilionpinstripes.com/hs-fs/hubfs/crazy-domian.png?width=120&height=58&name=crazy-domian.png "crazy-domian | Domain Reseller Vermilion Pinstripes")](https://ugkk8aet.storefront.ds.network/) [![Google Partner | Vermilion Pinstripes](https://www.vermilionpinstripes.com/hs-fs/hubfs/Google%20Partner-1.png?width=120&height=118&name=Google%20Partner-1.png "Google Partner | Vermilion Pinstripes")](https://www.google.com/partners/agency?id=7563118930) [![claude-ai-icon](https://www.vermilionpinstripes.com/hs-fs/hubfs/claude-ai-icon.webp?width=80&height=80&name=claude-ai-icon.webp "claude-ai-icon")](https://www.google.com/partners/agency?id=7563118930) Copyright © 2026, Vermilion Pinstripes sales marketing communications Vermilion Marketing | inbound sales, marketing and communications services for Port Macquarie businesses ![](“https://www.facebook.com/tr?id=1385310715125190&ev=PageView&noscript=1") Vermilion Pinstripes | Everything you want to know about modern marketing techniques to grow your businesses in Port Macquarie Australia and Singapore