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. Do you see more sales after customers consider a side-by-side comparison with your competitor? We can’t always assume the last touch point was what clinched the deal.

Multi-Touch Attribution 130

Multi-Touch Attribution Top of Funnel ROI Multi-Channel 130

ViewPoint

AUGUST 9, 2016

They’ve indicated they have a short buying cycle and they’re eager to talk, but what these buyers may be doing is validating a decision already made. They’re looking to you for what is frequently called column fodder, or price comparison after-the-fact, to justify the purchase of a competitive offering.

Sales Qualified Leads 120

Sales Qualified Leads Lead Scoring Lead Ranking Demand 120

Webbiquity

JANUARY 31, 2019

Comparison of similar posts to see how the differences between them affect success. Take Dacia , which after looking at previous data, decided to start using targeted boosted posts based on where users were in the buying cycle. How your posts perform in both short term and long term. A good audit helps you figure out why.

Social Media 243

Social Media Media Word of Mouth Analysis 243

ViewPoint

JANUARY 23, 2017

Their time and money was applied to generating leads that paid off, and included extensive nurturing across multiple buying cycles. Guess how much a traditional, less focused approach that involved reaching out to everyone in the market would have cost? More than 3X as much, costing around $170,000.

Account Based Marketing 120

Account Based Marketing Sales Qualified Leads Buying Cycle Comparison 120

SmartBug Media

MARCH 14, 2024

A new product doesn’t have the benefit of these points of comparison. A disruptive product seeks to pull customers away from competitors, and there’s more existing data to reference when making an educated estimate. However, you can still incorporate data and knowledge about the product fit.

Marketing Analytics Tools 59

Marketing Analytics Tools Enterprise Management Planning Ideal Customer Profiles 59

KoMarketing Associates

FEBRUARY 12, 2019

And while it’s common sense that selling to a group of people is harder than just selling to one person, there’s research that also bears this out: The B2B buying cycle is way longer than the B2C cycle. The average B2B buying cycle is 6 to twelve months. No comparison, right? We’ve got B2C stores everywhere.

Work Management 121

Work Management B2B Marketing Marketing Management Peer-to-peer 121

PureB2B

MAY 30, 2022

For most companies, this data provides deeper insights into the buying process to better tailor marketing strategies to their target audience. Product comparison and review pages. Most B2B buyers are already 57% of the way through the buying cycle by the time they reach out to a company for more information.

Buyer Intent 118

Buyer Intent Intent Data Intent Work Management 118

Hubspot

JULY 6, 2011

The answer is simple: Leverage the customer buying cycle. What’s the buying cycle, you ask? 5 Stages of the Customer Buying Cycle. You can also use comparison charts that highlight key selling points to help you stand out from the competition.

Buying Cycle 28

Buying Cycle Top of Funnel Buy Ideal Customer Profiles 28

Valasys

JULY 14, 2020

You need to understand and prioritize their pain-points and preferences at each stage of their buying cycles. Leads have to be nurtured to drive purchases and lead nurturing tactics vary according to an individual’s stage in his respective buying cycle. Now the question is: how does that happen?

Top of Funnel 78

Top of Funnel Marketing Funnels Enterprise Management Work Management 78

Inbox Insight

OCTOBER 27, 2023

Some common reasons why a prospect is looking for a solution online include informational intent (they’re researching a topic), commercial investigation (comparing providers, products, solutions), and purchase intent (the final step in the buying cycle).

Buyer Intent 105

Buyer Intent Intent Data Intent Demand Generation 105

DiscoverOrg

JANUARY 22, 2019

Larger companies, typically, have more complex buying cycles, more sophisticated internal processes, and more specialization throughout their org. Our customers occasionally point out the number of employees on LinkedIn as a comparison point to our data. But a company with 300 certainly does.

Social Media 184

Social Media Contingency Planning Media Linkedin 184

SalesIntel

APRIL 15, 2024

Lengthy Sales Cycles Unlike B2C purchases, which often involve smaller transactions with fewer decision makers, B2B transactions typically entail longer and more complex sales cycles. Closing substantial deals with large decision-making teams results in protracted sales cycles.

Enterprise Management 52

Enterprise Management Ideal Customer Profiles Marketing Management Top of Funnel 52

FunnelEnvy

DECEMBER 12, 2022

An easy comparison to make is within the realm of personal fitness. How are they structured, and who makes final buying decisions? Who else is involved, and what’s their buying cycle? This necessity is why, when done properly, ABM can be like music to a prospect’s ears. ABM Adds Maximum Value to Prospects.

Account Based Marketing 73

Account Based Marketing B2B Marketing Planning Lead Ranking 73

Zoominfo

AUGUST 1, 2018

Shorten your sales cycle. The B2B buyer’s journey is long and complex compared to the B2C buying cycle. In B2B deals, the buying committee consists of multiple stakeholders. And, let’s face it, buying products online pales in comparison to seeing them in the real world. Virtual stores.

B2B 154

B2B Zoominfo B2B Sales B2B Marketing 154

DealSignal

APRIL 10, 2024

This can be vendor comparison guides, case studies, and more. With B2B intent data, you can prioritize in-market accounts, personalize messaging to the topics ideal buyers are researching, engage the entire buying committee across digital marketing channels, and convert serious, high-intent buyers before your competition does.

Intent Data 52

Intent Data Ideal Customer Profiles Intent Marketing Automation Services 52

Choozle

AUGUST 12, 2021

Tactics: Third-party data is still readily available to reach specific audiences that have shown intent in the buying cycle. Comparisons to 2019 suggest behavior has changed in the aftermath of the pandemic. You can search Choozle’s platform to find relevant audiences for your back-to-school advertising campaigns.

Practices 94

Practices Best Practices Advertising Agencies Planning 94

NuSpark Consulting

AUGUST 26, 2011

There are two kinds of searchers: Early stage buying cycle: Looking for information; initial research on what firms or products are out there. Later stage buying cycle: Convinced of needs; looking for specific solutions; has already done initial research; closer to purchase. Search query is general.

SEO 100

SEO Content Marketing Lead Scoring Lead Ranking 100

NuSpark Consulting

AUGUST 26, 2011

There are two kinds of searchers: Early stage buying cycle: Looking for information; initial research on what firms or products are out there. Later stage buying cycle: Convinced of needs; looking for specific solutions; has already done initial research; closer to purchase. Search query is general.

SEO 100

SEO Content Marketing Lead Scoring Lead Ranking 100

Martech

DECEMBER 8, 2021

“I think the other dynamic is that you’ve got a new generation of buyers who don’t buy like previous generations — on the B2C or B2B level — and they have budget. We have to meet them where they are and how they want to show up in the buying process.”

Account Based Marketing 67

Account Based Marketing Buy Process Marketing Automation Services 67

B2B Marketing Analytics

AUGUST 31, 2021

For the marketing teams, it is critical to have an engaging and relevant nurture strategy customized for different persona who are in different phases of the buying cycle from awareness, consideration, preference to purchase. Pipeline influence data models also provide details into the metadata for nurture campaigns.

Lead Nurturing 52

Lead Nurturing Lead Ranking Analytics Top of Funnel 52

PureB2B

MAY 30, 2022

For most companies, this data provides deeper insights into the buying process to better tailor marketing strategies to their target audience. Product comparison and review pages. Most B2B buyers are already 57% of the way through the buying cycle by the time they reach out to a company for more information.

Buyer Intent 62

Buyer Intent Intent Data Intent Work Management 62

NuSpark Consulting

APRIL 3, 2018

Or are you seeking people considering buying? These individuals are at distinct phases of the buying cycle and, thus, will ask different questions. Marketing automation comparisons (Consideration). For instance, are you advertising an e-book and looking for people researching a topic? Awareness).

Adwords 169

Adwords Paid Search Agency Lead Scoring Lead Ranking 169

SnapApp

MAY 7, 2018

For this reason, competitor comparisons and qualification campaigns are used to facilitate the hand-off between marketing and sales ; a prospect with more knowledge of your product benefits is a prospect more likely to buy. . Competitor comparison campaigns. . Example: Formstack. . .

Top of Funnel 89

Top of Funnel Marketing Funnels Work Management Marketing Management 89

PureB2B

NOVEMBER 22, 2021

The intent is a powerful tool that assists B2B marketers in precisely targeting prospects based on their behavior throughout the buying cycle. It includes information on a buyer’s thoughts, preferences, usage patterns, experiences, discussions, purchases, analysis, and comparisons.

Intent Data 117

Intent Data Intent Marketing AI Lead Ranking 117

Hubspot

MARCH 14, 2018

Let me show you a comparison. You can imagine this makes them kind of boring in comparison -- truthfully, most people don't actually want to read whitepapers, but they do it anyway to build their knowledge of an operation they need more insight on before making their next move.

FAQ 99

FAQ Case Studies Case Study Comparison 99

Biznology

NOVEMBER 15, 2012

Rather, it’s where your prospect is in his or her buying cycle. Prospects who are early in the buying cycle aren’t going to want to make the time or mental commitment of talking to you just yet. Where Is Your Prospect? The metric I’m talking about isn’t location, exactly. Tackling The Problem.

Allocation 80

Allocation Buying Cycle Content Aggregators 80

SnapApp

MAY 7, 2018

For this reason, competitor comparisons and qualification campaigns are used to facilitate the hand-off between marketing and sales ; a prospect with more knowledge of your product benefits is a prospect more likely to buy. Competitor comparison campaigns. Here are some of the most effective middle funnel B2B campaign types.

Top of Funnel 89

Top of Funnel Marketing Funnels Work Management Marketing Management 89

Everything Technology Marketing

APRIL 8, 2010

They want to be able to engage with a vendor when they are ready and actively seek out advice, often very late in the buying cycle, and have the vendor guide them through a complex buying and problem solving process - outsourcing part of the buying process to the vendor community if you will.

Marketing Automation Services 100

Marketing Automation Services B2B Marketing Buying Cycle Lead Ranking 100

Sharpspring

MAY 6, 2021

Provide product comparison guides and relevant podcasts or videos with expert interviews to keep your brand alive. Nudge them with incentives like limited-time discounts or free shipping for “buying today.”. Look at each phase of the buying cycle and figure out where you can automate. Convert Customers.

Marketing Automation Services 86

Marketing Automation Services Paid Search Agency Advertising Agencies Marketing Automation 86

LeadSloth

OCTOBER 26, 2010

Relevant content is not just about the content the user cares about, but also what is important to them at the phase of the buying cycle they are in. For instance, is it about thought leadership or feature comparisons? This helps a company automatically meet the buy cycle phase that the lead is in.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Management Practices 100

Scoop.it

MARCH 26, 2019

For example: Invaluable to salespeople who come across competitor objections on a regular basis, this UpLead content provides a detailed comparison against one of their competitors. Sales is then empowered to effectively curate their own sales presentations based on the industry, persona type and stage of the buying cycle.

Curation 59

Curation Top of Funnel Case Studies Case Study 59

KoMarketing Associates

MAY 3, 2016

But the real win was realizing that this gain exceeded performance from previous year over year comparisons, when traffic improvements were at an all time high. Key Takeaway: As platforms and reporting tools continue to improve, it becomes that much more important to analyze lead performance all the way through the buying cycle.

Analysis 120

Analysis Online Marketing Marketing Analytics Tools B2B Thought Leadership 120

6sense

MAY 23, 2016

Inevitably, the conversation leads to a discussion about what data is truly predictive of a prospect or account being in an active buying cycle. Sales will tell you they hope the timing is right and that the account is in an active buying cycle when they reach out and try to connect with a decision-maker.

Enterprise Management 48

Enterprise Management Work Management Marketing Management Lead Ranking 48

Tony Zambito

APRIL 7, 2008

Product comparisons are like splitting hairs. Buyers want to engage in the buying cycle on their own terms. Therefore, companies must be in synch with the buying cycles and processes of the markets they serve. So herein lays a few reasons why sales forces must change today: Buyers research more than ever today.

Buying Cycle 100

Buying Cycle Comparison Buyer Personas Marketing Management 100

B2B Marketing Analytics

AUGUST 2, 2020

These 2 KPIs are very influential when it comes to evaluating the market mix across marketing tactics and channels in different phases of the buying cycle. It is based on the timelines of the first marketing engagement in comparison with the sales engagements within an account.

Marketing Attribution 91

Marketing Attribution Resource Management Multi-Touch Attribution Analytics 91

Martech Advisor

AUGUST 28, 2019

Marketers need to be able to go from 20,000 feet (the abstract and the sublime) down to sub-sea level (using technical demos, comparisons, and trials) all the way through the buying cycle. Buyers won’t remember the benefits of your product unless you can tell your product story in a compelling and desirable way.

Storytelling 75

Storytelling Business Television marketing Buying Cycle 75

The ROI Guy

SEPTEMBER 13, 2011

Quantitative content can be established to communicate unique the benefits and value of proposed solutions, and could include: Estimations on derived benefits Configuration and pricing estimates Quick ROI calculations T CO competitive comparisons.

Paper 40

Paper Co-Registration Buying Cycle Comparison 40