Tag: friction analysis

Introduction: The Silent Conversion Killer in B2B B2B marketers spend millions on demand generation, paid media, ABM platforms, and sales enablement tools. Yet conversion rates across funnels continue to stagnate. The problem is not traffic volume or lead quality alone. The real culprit is buyer friction. Buyer friction refers to any obstacle that slows, confuses,…

Introduction: The Hidden Cost of Friction In the fast-paced world of B2B sales and marketing, conversions are the lifeblood of sustainable growth. Yet many organisations lose revenue not because their products are weak or their pricing is uncompetitive, but because buyers encounter unnecessary friction during the journey from awareness to purchase. The modern B2B buyer…