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# Understanding sales prospects: The complexity of buyer's journey [Video]
- URL: https://www.productmarketingalliance.com/understanding-sales-prospects-video/
- Published: 2023-08-20T00:00:00.000Z
- Updated: 2024-08-20T16:33:51.000Z
- Author: Nancy Estrocio
- Tags: Sales Enablement, Presentations

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[The B2B buyer’s journey is more complex than everBuyers are 80% of the way through the purchasing decision before they speak to a salesperson, leaving little time for sales to influence their choice. Therefore, your marketing and your brand are more important than ever.![](https://storage.ghost.io/c/e8/42/e8425f10-c6bc-4266-b03f-495034377a60/content/images/size/w256h256/2024/08/android-chrome-512x512-1.png)Product Marketing AllianceTracy Schlabach![](https://storage.ghost.io/c/e8/42/e8425f10-c6bc-4266-b03f-495034377a60/content/images/size/w1200/2023/01/maxime-horlaville-CSWllKT9wPw-unsplash--1-.jpg)](https://www.productmarketingalliance.com/understanding-your-sales-prospect-the-complexity-of-the-buyers-journey/)

[Winning the buyer persona - begin with studying what matters to buyersGaining deep insights into buyer behavior is a necessity for today’s highly competitive seller market. A well-crafted core business proposition can easily place you on your buyers’ map.![](https://storage.ghost.io/c/e8/42/e8425f10-c6bc-4266-b03f-495034377a60/content/images/size/w256h256/2024/08/android-chrome-512x512-1.png)Product Marketing AllianceAnita Raj![](https://images.unsplash.com/photo-1501743411739-de52ea0ce6a0?ixlib=rb-1.2.1&q=80&fm=jpg&crop=entropy&cs=tinysrgb&w=2000&fit=max&ixid=eyJhcHBfaWQiOjExNzczfQ)](https://www.productmarketingalliance.com/winning-the-buyer-persona-begin-with-studying-what-matters-to-buyers/)

[When can personas fail?But it’s not always necessarily plain sailing. While designed to bring a whole host of benefits, there are times when personas fail - but when is this the case, and more importantly, why?![](https://storage.ghost.io/c/e8/42/e8425f10-c6bc-4266-b03f-495034377a60/content/images/size/w256h256/2024/08/android-chrome-512x512-1.png)Product Marketing AllianceLawrence Chapman![](https://storage.ghost.io/c/e8/42/e8425f10-c6bc-4266-b03f-495034377a60/content/images/size/w1200/2021/09/Why-can-personas-fail_-1.jpg)](https://www.productmarketingalliance.com/when-can-personas-fail/)