In part two of their talk on the dilemmas of the modern enterprise buyer, Jon Reed and Hank Barnes of Gartner dive right into Barnes' latest research on reaching enterprise buyers, and the strengths and flaws of reaching buyers with content. Other surprising Gartner data is discussed, including the surprising role of vendor responsiveness and why that is overlooked. The guys also hit on peer reviews and the problem of attempting to game buyers with positive reviews. The conversation is framed with this question: how we can serve buyers better, and reduce the amount of flawed and troubled projects? The final section includes advice for customers on navigating buying complexity. This podcast references recent blog posts by Hank Barnes. Yes, you can get Busting the Omnichannel on iTunes.
July 29, 2019