The Point
OCTOBER 25, 2016
But no company that I know of paved their way to marketing success solely by buying software. Issues that, alas, take more work than writing a purchase order for new software. Have you identified key buying personas, and the specific concerns, pain points, and solution benefits for each of those personas?
The Point
JUNE 23, 2020
to reflect what they say is the reality of the B2B marketplace and how modern purchase decisions get made. In the years since, the authors of the original model (which SiriusDecisions calls the Demand Waterfall ) have re-engineered its design. Report: Why Demand Marketers Should Expand their Focus Beyond the Lead Click To Tweet.
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The Point
DECEMBER 16, 2011
It was only a few years ago that I would have told any client who asked (and many did) that it was never a good idea to purchase an email list, and that moreover, any list of email addresses that was available for purchase was by definition compiled through nefarious means and not worth the risk. List Purchase. That was then.
The Point
JULY 17, 2017
This year’s report (download a copy here – registration required) is striking in the degree and pace of change reported, since only last year, in how B2B buyers describe their research and purchase processes. IMPACT : Use ABM strategies to deliver personalized, relevant content to specific buying roles within large accounts.
The Point
JUNE 24, 2022
The sudden, wholesale transition to remote work and virtual teams has only accelerated trends that were evident pre-COVID, led by younger generations of digital consumers who brought their buying preferences to the office (even if that office is now their living room). Key Finding 1: Buyers have all but replaced vendor-provided content.
The Point
MAY 17, 2021
Whatever demand gen channels you use to generate marketing leads, there’s value in always promoting a mix of content and other offers that span the entire buying cycle: early-stage, mid-stage, and late-stage. However, it’s critical to align search offers (and not just ad copy) with ad groups tailored to a particular buying stage.
The Point
APRIL 26, 2018
The lure of intent data is learning which companies are going to buy from you and when. In the consumer world, for example, if you look at something online: a shirt, a tablet, you’re likely to see retargeting ads trying to push you to complete that purchase. Purchases are a lot more expensive and involve many more parties.
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