ViewPoint

MARCH 12, 2013

I had the great the opportunity to interview Lori Wizdo , B2B marketing analyst at Forrester Research. Lori is a senior analyst with extensive marketing, sales, and operation experience in the information systems and software industries. We have some research to indicate that’s true, and that the statement’s directionally correct.

Forrester 120

Forrester Work Management Marketing Management B2B Sales 120

Madison Logic

AUGUST 2, 2023

B2B buyers need more attention and information to make a purchase decision, ideally, a personalized buying experience. Why Personalization Matters Today’s buyers no longer want a personalized experience; they demand it. That’s where account-based marketing (ABM) comes in. And it works.

Account Based Marketing 52

Account Based Marketing Personalization Multi-Channel Top of Funnel 52

Martech

DECEMBER 22, 2022

Every acquisition Google makes adds to personal information gathered to serve their markets. Just because you believe that your information is golden doesn’t mean that it is. But the dealers may think that that information is something they should have anyway because it allows them to service your product better.

Lead Scoring 110

Lead Scoring Lead Ranking Tips Work Management 110

Seismic

OCTOBER 28, 2021

Digital sales processes have given buyers a newfound advantage: they’re in control of their own research into companies and products, as well as how and when they prefer to interact with sellers. In this post, we’ll look at changes in buyer behavior over the past 18 months and explore how sellers can adapt to these new trends.

Work Management 52

Work Management Marketing Management Buyer's Journey Sales Cycle 52

Madison Logic

SEPTEMBER 8, 2022

By understanding these segmentation opportunities and what each member of the buying committee needs to make an informed decision, your team can curate content to meet the needs of buyers based on the attributes above to help accelerate the account through the customer journey. Here’s an example.

Work Management 52

Work Management Multi-Channel Marketing Management Top of Funnel 52

KoMarketing Associates

SEPTEMBER 29, 2014

Earlier this year, we released findings from a survey we ran in conjunction with Dianna Huff, asking B2B buyers about the role vendor websites play in the B2B buying process. First, B2B buyers need pricing and marketing collateral and they expect to qualify their vendors in a straight-forward process. Here it is!

Customer Surveys 120

Customer Surveys Marketing Websites B2B Vendors 120

Mereo

AUGUST 4, 2022

Often, consumers are turning to online research to answer these questions and are side-stepping the salesperson altogether. Today, salespeople garner just 5% of a buyer’s time on average during the B2B buying journey — while the buyer spends nearly half of their time researching solutions online.

Buyer's Journey 41

Buyer's Journey Differentiation Gartner Paid Search Agency 41

Directive Agency

JULY 31, 2023

Sumo Logic – Content Marketing Glossary Campaign A great way to get a lot of backlinks, increase traffic and brand awareness, and educate your buyers, is to create a comprehensive glossary resource. Use that information to speak to the right people in your campaigns or blog posts. This resulted in 4.3

Marketing AI 52

Marketing AI B2B Marketing Examples Campaigns 52

KoMarketing Associates

DECEMBER 8, 2015

Hopefully, the performance metrics associated with your organization’s marketing programs have yielded success and validation for tactics proposed at the beginning of the year. 75 percent of B2B buyers said they research at least 25 percent of their work-related purchases online, even if they made the actual purchase offline.

Marketing Budget Creation 120

Marketing Budget Creation Marketing Budget Budget Programs Enterprise Management 120

Heinz Marketing

MAY 20, 2021

In general, marketing takes care of all the activities and resources needed to reach out and persuade target customers, including messaging, advertising, branding, pricing, customer research, social media campaigns, email campaigns and newsletters, PR, event management and other activities. Content validity. Market dynamics.

Top of Funnel 115

Top of Funnel Planning Work Management Paid Search Agency 115

Marketing Interactions

JULY 31, 2022

Helping us identify Step Backs – more than ¾ of buyers will return to earlier-stage learning to re-validate as they acquire new knowledge. When you’re planning the story you’ll share across the buying process, you need to map it to something. They’ll get the information somewhere. It’s better for you if you’re the source.

B2B 75

B2B Buyer's Journey Gartner B2B Sales 75

Strategic-IC

JULY 6, 2018

This post from Chanell Alexander at TrustRadius explores their recent findings on the disconnect between B2B tech buyers and vendors - and outlines how vendors can gain a competitive edge. The Disconnect Between B2B Tech Buyers and Vendors. The way B2B tech buyers purchase has changed. Related: 2. Related: 3.

Vendors 54

Vendors Trends Case Studies B2B 54

Content4Demand

DECEMBER 6, 2018

According to research from Salesforce , 65% of B2B buyers say they’d switch brands if a company didn’t personalize their communications. Even more (75%) buyers said that by the year 2020, they expect companies to anticipate their needs and serve relevant suggestions. . . Content will always be mobile first.

Sales Management 78

Sales Management Top of Funnel B2B Marketing Content Marketing 78

Mereo

MARCH 26, 2020

. — you have nothing of which to serve your buyer. And over time, your buyers’ needs you first set out to alleviate change. According to LoSasso research, 34% of B2B buyers say their purchase decisions are driven most by features, while 27% say price and only 39% say brand. Internal Validation Only.

Work Management 41

Work Management Marketing Management Lead Ranking Demand Generation Agencies 41

Hubspot

JANUARY 23, 2018

According to research from CEB, an average of 5.4 To effectively work an account, you need to keep track of who’s involved in the buying process, form connections with them, and identify their unique objectives and priorities. Add tags and leave notes for each lead in Sales Navigator helps streamline this information.

Linkedin 101

Linkedin Enterprise Management Work Management Ideal Customer Profiles 101

Hinge Marketing

NOVEMBER 4, 2022

One of the best places to get answers to those questions is the just-released edition of our pioneering study of professional services buyers and sellers called Inside the Buyer’s Brain, Fourth Edition: Accounting & Financial Services. About the Research.

Service 28

Service Thought Leadership Ad Frequency Case Studies 28

Aberdeen

OCTOBER 19, 2022

He shared several statistics that align with Aberdeen’s research on adoption of AI and automation capabilities for unattended service, but it was also important that he acknowledged that this new era doesn’t mean the end of agents. He also noted that CX fluency doesn’t mean blindly prioritizing customer needs.

Enterprise Management 52

Enterprise Management Work Management Marketing Management Contacts 52

Hubspot

OCTOBER 11, 2019

Caroline Forsey, a staff writer for the HubSpot Marketing Blog, says "Your marketing and sales teams need to be in tight alignment because your buyer needs to be communicated with, and sold to, wherever and whenever she wants. Learn about their sales process and use it to inform your own process.

Work Management 92

Work Management Burn Rate Business Sales Cycle 92

Scoop.it

OCTOBER 29, 2019

According to Forrester , 62% of buyers prefer to finalize their list of vendors or even decide on a solution based solely on digital content they consume. This same research reports that 60% don’t want to talk with sales reps for access to information. The questions they need answered are different in each stage.

Top of Funnel 54

Top of Funnel Buyer Personas Content B2B Thought Leadership 54

The ROI Guy

SEPTEMBER 7, 2011

Being provocative is a sales and marketing requirement in order to get your fair share of deals in 2012, this according to the annual B2B Buyer’s survey of Demand Creation Specialists (DCS). Proactively, buyers need to be convinced that the status-quo is not adequate, and that there is a cost-of-doing-nothing.

Allocation 40

Allocation Budget Programs Peer-to-peer Marketing Proposals 40

Martech

FEBRUARY 16, 2024

This leaves marketing with an important question: How can we influence buyers when they’re still in research mode and haven’t engaged with sales? As buyers self-educate, marketing must meet their needs with meaningful content while highlighting true differentiators. dimensional research). They’re uniquely yours.

B2B 96

B2B Differentiation Lock-In Paid Search Agency 96

Martech

FEBRUARY 19, 2024

This leaves marketing with an important question: How can we influence buyers when they’re still in research mode and haven’t engaged with sales? As buyers self-educate, marketing must meet their needs with meaningful content while highlighting true differentiators. dimensional research). They’re uniquely yours.

B2B 95

B2B Differentiation Lock-In Paid Search Agency 95

Martech

FEBRUARY 12, 2024

This leaves marketing with an important question: How can we influence buyers when they’re still in research mode and haven’t engaged with sales? As buyers self-educate, marketing must meet their needs with meaningful content while highlighting true differentiators. dimensional research). They’re uniquely yours.

Tips 84

Tips B2B Differentiation Lock-In 84

The ROI Guy

SEPTEMBER 17, 2010

email pitches per week, up 32 percent from 2006 according to sales and marketing research firm SiriusDecisions. With marketers who seem more focused on gaming the channels themselves than in the value of the dialogue being created, buyers are now inundated with more product related and meaningless offers than ever.

Interactive Marketing 40

Interactive Marketing Marketing Automation Services Peer-to-peer Buying Cycle 40

The ROI Guy

NOVEMBER 29, 2010

Marketers are scrambling to address the power shift and overcome lead generation and conversion issues by delivering more content and tools over more channels to actively engage ever more empowered, skeptical and frugal buyers. Having the right content and tools to help fuel buyer’s decision making process is essential.

Peer-to-peer 40

Peer-to-peer Marketing Automation Services Spending Marketing Budget 40

Ambal's Amusings

SEPTEMBER 10, 2009

Buyers need details, and especially results. Stories help people learn and remember information better than other formats. Michele Linn is a freelance marketing writer specializing creating buyer-focused B2B marketing content, such as white papers, research reports, feature articles and case studies. Story format.

Case Studies 100

Case Studies Case Study Studies Work Management 100

KoMarketing Associates

APRIL 29, 2020

And it’s influencing them now more than ever: “67% of respondents said they rely even more on content than they did last year to research and inform purchase decisions” according to a recent survey of B2B buyers from DemandGen. Of course, content has been influencing B2B buyers for a while. Add more data and research.

Top of Funnel 217

Top of Funnel Work Management B2B Marketing Management 217

Seismic

FEBRUARY 24, 2022

With fewer in-person interactions, buyers are spending more time navigating the buying journey online. . While buyers are spending more time researching solutions, they’re spending less time with sales reps. On average, buyers have 27 information-gathering sessions before they speak with a salesperson.

Work Management 52

Work Management Gartner Case Studies Sales Cycle 52

Hubspot

FEBRUARY 8, 2023

AI can assist with a number of sales functions, including: Adapting quickly to buyer needs. Teams can more quickly adapt to increased buyer sophistication and changing buyer journeys. With this information, you can more successfully target your different personas. Gathering information from multiple platforms.

Marketing AI 83

Marketing AI RFP Work Management Marketing Management 83

ClearVoice

APRIL 16, 2021

A marketing funnel takes buyers from the initial introduction to the company all the way through completing their purchase. The Rule of Seven states that buyers need to hear a marketer’s message seven times before they will take action and actually make a purchase. Have you heard of the Rule of Seven ?

Top of Funnel 105

Top of Funnel Marketing Funnels Lead Ranking Paid Search Agency 105

Biznology

AUGUST 31, 2018

So the models have more validity. The problem is, queries offer few contextual cues–those little facts about who searchers are, what a typical information journey looks like for folks like them, and where they are in their journeys. Even if they don’t need the answer now, it’s good to have a ready answer to refer to.

Intent 136

Intent Lead Ranking Buyer's Journey Comparison 136

Crimson Marketing

MARCH 16, 2015

Apple’s unique retail approach was validated in 2014 once again, with a fiscal performance that Tim Cook called without hyperbole “one for the record books.”. The buyer’s journey has changed. Typical buyers are doing online research before and/or during the actual buying process. Welcome to “The Omni-Channel Paradigm.”.

Advertising Channels 100

Advertising Channels Lead Ranking Mobile Marketing Forrester 100

ClearVoice

MAY 26, 2020

Brands that demonstrate how they are uniquely positioned to meet buyer needs are the ones that will be noticed while their competitors are overlooked. Oftentimes, that means researching the competition to make sure I’m positioning this business in a way where they’ll stand out successfully — not just sound like the rest.

Examples 107

Examples Class Differentiation Trust Marketing 107

Customer Experience Matrix

FEBRUARY 1, 2011

Certainly the VEST gives them fingertip access to vastly more information about more products than they are likely to gather on their own. The graphic below may not be very legible, but it’s really intended to illustrate patterns rather than show a lot of detailed information. Back to the education part.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120

Heinz Marketing

SEPTEMBER 29, 2020

But even amidst the chaos, there are still guiding principles of the B2B buyer’s journey marketers and sellers can – and should – be aware of. Because now more than ever, buyers need our guidance to help enable better decisions. Your buyer’s needs. They need help to understand the implications of inaction.

Sales Management 140

Sales Management Top of Funnel Ideal Customer Profiles B2B 140

Content Standard

OCTOBER 2, 2020

” — Elizabeth Gardner “More contact means more sharing of information, gossiping, exchanging, engaging—in short, more word of mouth.” We also need to believe they are honest, and have our best interests at heart.” It’s information entertainment. Show them that other people trust you.”

Paid Content 117

Paid Content Top of Funnel Planning Paid Search Agency 117

Single Grain

AUGUST 6, 2019

Stage #1 – Problem/Need Recognition. Stage #2 – Information Search. Stage 1 – Problem/Need Recognition. Stage 2 – Information Search. For different types of businesses, buyer needs at the problem/need recognition stage – top of the funnel (TOFU) – are different. Stage #2 – Information Search (MOFU).

Top of Funnel 112

Top of Funnel Marketing Funnels Marketing Qualified Leads Paid Content 112