The Point

JULY 17, 2017

Demand Gen Report has published the results of this year’s “B2B Buyer’s Survey,” and the trends identified merit close attention for those marketers involved in B2B demand generation and content development. IMPACT : Use ABM strategies to deliver personalized, relevant content to specific buying roles within large accounts.

Paid Search Agency 241

Paid Search Agency Demand Marketing Automation Services Peer-to-peer 241

ANNUITAS

JULY 2, 2020

In an industry heavily reliant on relationships, the reality is that the B2B banking customer’s buying process is typically long, and rarely linear. The Traditional Buying Process for Financial Institutions. Traditionally, B2B banks face a long buying process. Create Content for All Phases of the Lifecycle.

Demand 130

Demand Buy Work Management Process 130

Valasys

DECEMBER 5, 2019

Marching to an ecosystem that is ever-transcendent & dynamic, the B2B marketers need to learn about the amazing B2B marketing trends for 2020. The Key B2B Digital Marketing Trends for 2020. This has been amongst the prevalent B2B digital marketing trends in 2019. The conventional structure of the buying funnel is dead.

Marketing AI 110

Marketing AI Trends B2B Marketing Top of Funnel 110

Heinz Marketing

MAY 31, 2023

By Karla Sanders , Engagement Manager at Heinz Marketing In the fast-paced world of B2B marketing, businesses often face difficult times characterized by slowing win rates and longer buying cycles. Leverage data and analytics: Use data-driven insights to identify trends, monitor customer behaviors, and fine-tune sales strategies.

B2B Sales 107

B2B Sales B2B Buying Cycle Sales Qualified Leads 107

Biznology

APRIL 9, 2018

Once there, they can engage with product and service content designed specifically for each point in the buying cycle. In addition, looking at this data longitudinally provides a clear view of content trends — which topics are rising in interest and which are falling — as well as seasonality. Diving deeper with intent modeling.

Paid Search Agency 184

Paid Search Agency Buying Cycle Classified Ads Keywords 184

Martech

JULY 16, 2021

We hear a lot about how dramatically the pandemic has affected consumer purchasing behavior, but the business-to-business side of buying is less frequently discussed. The lockdowns, cancelled events and work-from-home trends that have characterized the pandemic period have contributed to this phenomenon.

Account Based Marketing 134

Account Based Marketing Work Management Marketing Management ABM 134

Tomorrow People

NOVEMBER 16, 2018

Our audience values expert content that is well researched, helps them solve a problem, and keeps them abreast of the latest industry trends. You can really understand their pain points, where they are in the buying cycle, and how to solve their problems. Some content is more important than others.

Trends 166

Trends Content Marketing Advertising Agencies Software 166

Martech

JULY 14, 2022

Factors driving changes in ABM include shifts in buyer preferences and pre-purchase behavior, as well as the development of more sophisticated technology and data products that enable marketers to analyze behavior, identify in-market audiences, and craft experiences for a buying group or its individual members. How B2B buying has changed.

Account Based Marketing 125

Account Based Marketing Enterprise Management Work Management Marketing Management 125

Webbiquity

JANUARY 15, 2010

And they no longer have time for that “consultative sale;’ just as they are coming to the sales conversation armed with a tremendous amount of information about the vendor and it’s offerings, they expect the sales person to know about their company, needs and industry trends as well.

Sales Cycle 100

Sales Cycle Buying Cycle Social Media Marketing Management 100

TrustRadius Marketing

OCTOBER 3, 2022

That’s changing, as one of the key ABM trends for brands is uniting the two practices. What’s driving this growing trend is the need to understand a more holistic view of the entire buyer’s journey. This includes capturing leads, nurturing to build pipeline, improving sales velocity throughout the buying cycle, and closing deals.

Account Based Marketing 52

Account Based Marketing Demand Generation Agencies Demand Generation ABM 52

Strategic-IC

OCTOBER 23, 2018

You can learn more about how considering buying intent can transform marketing and sales strategies here. With only 2-5% of a given audience actively seeking to make a purchase at any given time, it’s increasingly important to consider buying intent to ensure strategies reach and resonate with the right active buyers. Related: 4.

Intent 72

Intent Buy Account Based Marketing ABM 72

ANNUITAS

APRIL 10, 2023

In our Behind the Buzzwords content series, ANNUITAS breaks down the complex jargon you see trending in go-to-market thought-leadership and helps you cut through the noise to contextualize it for your organization. This buzzword has been popularized in the past decade as a way to talk about how customers move through the buying cycle.

Ideal Customer Profiles 130

Ideal Customer Profiles Top of Funnel B2B Thought Leadership Lead Ranking 130

Marketing Insider Group

SEPTEMBER 2, 2020

With new trends, customer behaviors, and technologies transforming the industry at top speed, there has never been a better time to be in marketing. CMOs need buy-in from major players to push the marketing agenda and be effective. An understanding of customer habits and trends. The Future of Marketing: CMOs are Paving the Way.

Advertising Agencies 326

Advertising Agencies Planning Paid Search Agency CMO 326

Customer Experience Matrix

DECEMBER 16, 2018

So far, we’ve seen two main trends emerge: extension of CDP product scope beyond the core of building the customer database itself and expansion into new industries. On the other hand, viewing CDP utility as a function of buying cycle does make sense. Both shed light on what we can expect to happen next.

Enterprise Management 278

Enterprise Management Work Management Marketing Management Marketing Automation Services 278

Madison Logic

OCTOBER 18, 2023

Yet more and more marketing leaders faced with larger buying committees and longer buying cycles are realizing the need for a balance and a stronger link between their brand and demand activities. Forrester research finds that 67% of B2B marketers say buyers are taking longer to commit to purchases than last year.

Paid Content 52

Paid Content Advertising Agencies Demand Advertisements 52

Heinz Marketing

MAY 31, 2023

By Karla Sanders , Engagement Manager at Heinz Marketing In the fast-paced world of B2B marketing, businesses often face difficult times characterized by slowing win rates and longer buying cycles. Leverage data and analytics: Use data-driven insights to identify trends, monitor customer behaviors, and fine-tune sales strategies.

B2B Sales 52

B2B Sales B2B Buying Cycle Sales Qualified Leads 52

Heinz Marketing

NOVEMBER 22, 2020

6sense is one of the best in the biz—their Account Engagement platform has the power to elevate any sales team, showing them exactly which companies are in the consideration and decision phases of their buying cycle. . 6sense will look for those trends in order to surface other companies that are following the same pattern.

Marketing Automation Services 139

Marketing Automation Services Work Management Marketing Management Buying Cycle 139

Zoominfo

APRIL 20, 2022

Alison Rouse, VP of analytics at CS2 Marketing, also sees the shift as part of a broader trend toward more complicated deals. “Using marketing-sourced pipeline as a KPI oversimplifies the complexity of the B2B buying cycle,” she says.

Multi-Touch Attribution 130

Multi-Touch Attribution Zoominfo Account Based Marketing Lead Ranking 130

Biznology

DECEMBER 28, 2016

It was important for McDonald’s to have the ability to respond immediately to consumers and actively monitor social media trends in real time. NETSPRESSO : Had the desire with its digital transformation to win new customers, gain a deeper understanding of its customers, and manage complex buying processes.

Digital Transformation 184

Digital Transformation Case Study Case Studies Studies 184

Tony Zambito

OCTOBER 27, 2010

.  Lauren further adds that a confluence of trends is changing the way buyers experience buying decisions and purchases.  One of the macro trends Lauren highlights is that buyers want content of real value.    Closely related to this trend is another, that buyers will not answer the phone. 

Trends 100

Trends Peer-to-peer Buyer Personas Marketing Automation Services 100

Marketing Insider Group

DECEMBER 17, 2019

B2B buying cycles are also much longer than B2C and involve many different stakeholders, compared to B2C purchases, which are often instantaneous and involve one person only. It’s not just consumers who are interested in trending news and events. B2B marketers have additional challenges, of course. B2B doesn’t need to be boring.

Tactics 264

Tactics B2B Marketing Work Management Planning 264

Content4Demand

JULY 7, 2021

As B2B buying trends evolve, it’s important that your content keeps up. According to the recently released 2021 B2B Buyers Survey Report from Demand Gen Report, here are a few of the top trends: Buying committees continue to become more prevalent, and committees are growing larger. What are buyers searching for?

Account Based Marketing 121

Account Based Marketing Peer-to-peer B2B Content 121

Contently

DECEMBER 6, 2022

If you have a complex funnel with a longer buying cycle, it’s likely you use a multi- or omni-touch attribution model. Stay informed on the latest content trends, industry insights, and news. We can’t always assume the last touch point was what clinched the deal. Use Single-Touch Attribution to Test Effectiveness.

Multi-Touch Attribution 174

Multi-Touch Attribution Top of Funnel ROI Multi-Channel 174

Zoominfo

MAY 25, 2021

Figure 1 : These job requirements, culled from an open position at ZoomInfo, illustrate the trend toward aligning sales and marketing operations. Before COVID, an executive might have solely made a buying decision for a team. There’s a group of people around that decision that wasn’t there before,” Hays says.

Automation 252

Automation Marketing Automation Services Zoominfo Planning 252

Valasys

NOVEMBER 21, 2019

The B2B marketing world is dynamic & trends here are subject to very negative sentimental connotation – partially because they are ephemeral & partially because it’s very tough for the brands to extract & keep abreast with the B2B marketing trends & studies that every marketer should know about in real-time.

Planning 58

Planning Studies B2B Marketing Trends 58

Valasys

AUGUST 2, 2019

The B2B industry flourishes by capturing the interests of the buyer personas based on their past buying preferences & researching habits, their demographic, firmographic, technographic & psychographic data. Serving Personalized Pieces of Content: . Promoting Cross-Functioning between Content & other Marketing Strategies: .

Marketing AI 40

Marketing AI Enterprise Management B2B Marketing Trends 40

Trade Press Services

SEPTEMBER 25, 2023

Chitwood provides a foundation for this understanding by acknowledging that all customers make five buying decisions in a precise, psychological order: About the salesperson About the company About the product or service About the price About the time to buy Decision #1: About the salesperson. Decision #5: About the time to buy.

Lead Ranking 52

Lead Ranking Buying Cycle B2B Sales Pricing 52

NetLine

APRIL 14, 2022

With access to the largest B2B content library on the web, we were able to analyze nearly 25k individual responses from the past year, yielding 72k first-party buyer-level intent insights revealing where B2B professionals actually reside within the buying cycle. The Relationship Between Buying Journey and Content Format.

Intent 97

Intent Webinar Metrics Peer-to-peer Intent Data 97

Valasys

SEPTEMBER 30, 2019

On the 30 th of September 2019, BrightTALK announced its new insights tool to aid in the level of precision of its buying intent-based marketing product named Intent Leads. The tool helps customers gauze the buying behaviors of their niche-specific prospects.

Intent 40

Intent Marketing Automation Services Lead Ranking Buy 40

Exo B2B

FEBRUARY 7, 2024

Take the one who determines the budget associated with buying a solution like yours. They help shape opinion and trends within the industry. The key is knowing when to expose them to your target companies in their buying cycle. and refine the targeting of campaigns and develop products that meet their specific needs.

B2B 52

B2B Buyer Personas Work Management Case Studies 52

Biznology

DECEMBER 2, 2019

As business buying becomes more complex, with larger buying groups and longer buy cycles, marketers will continue to embrace the contributions they can make in market coverage, sales enablement and ABM. Voice search takes hold in B2B buying, for real. B2B marketers embrace current-customer marketing.

Enterprise Management 143

Enterprise Management Work Management Marketing Management B2B Marketing 143

Webbiquity

APRIL 18, 2024

Image credit: Spiceworks Dynamic content enables you to tailor your messaging and content to each recipient’s specific interests, behaviors, and stage in the buying cycle. Conclusion B2B marketing automation is not just a trend; it’s a strategic approach that reshapes how businesses engage with their clients.

Marketing Automation Services 163

Marketing Automation Services Ideal Customer Profiles Efficiency Marketing Automation 163

InsightSquared

JUNE 16, 2020

By analyzing rep activity and understanding the key buying cycle inflection points, your guided selling solution should automatically know when deals require additional insight and information to progress. Finding these key inflection points prevents conversation redundancy and delivers the necessary expertise to keep the deal moving.

Practices 177

Practices Best Practices Data Hygiene Buying Cycle 177

Madison Logic

FEBRUARY 14, 2024

Moreover, the intricate nature of B2B buying decisions necessitates personalization. Most buying decisions involve an average of six stakeholders , each with distinct needs, concerns, and priorities. Changing buying committee member demographics are also driving the demand for increased personalization.

Personalization 52

Personalization B2B Top of Funnel Multi-Channel 52

SalesIntel

MAY 13, 2024

This scenario is all too common in B2B sales, where complex solutions and lengthy buying cycles can lead to frustrating interactions. Decision-Making: B2B buying involves multiple decision-makers. According to a Gartner study , the typical buying group for a complex B2B solution involves 6 to 10 decision-makers.

B2B Sales 52

B2B Sales Enterprise Management Work Management Marketing Management 52

BOP Design

OCTOBER 18, 2022

Because the audiences and best practices for B2B marketing vs B2C marketing (or marketing aimed at individual consumers buying for their personal needs) varies. B2C marketing is often fast-paced and focuses on the latest and greatest trends, preferences, and personal connections. Have any other questions about B2B website design?

Design 107

Design Marketing Websites B2B Advertising Agencies 107

Tomorrow People

NOVEMBER 21, 2018

Most thought that emotional marketing had no place in B2B’s rational, long, complicated buying cycles and committees. Antonia knew there was more her team could be doing to market to customers based on how they were feeling about the brand at key moments in the buying journey. You aren’t always going to agree.

Planning 136

Planning B2B Thought Leadership Campaigns Thought Leadership 136