Sword and the Script | B2B

JANUARY 23, 2024

Forrester analyst Lori Wizdo wrote those words eleven years ago. All these years later, a new report by 6sense, penned largely by a former Forrester analyst, has come to the same conclusion: when buyers first contact a seller, they are “69% of the way through a buying cycle.”

B2B Thought Leadership 69

B2B Thought Leadership B2B Sales Studies Thought Leadership 69

ClickDimensions

APRIL 15, 2021

This finding from Forrester is particularly important to organizations since the onset of the pandemic. And yet, in our recent customer benchmarking survey, The State of Marketing in Microsoft Dynamics Today , there were some surprising results related to cross-selling and upselling marketing efforts. Happy Marketing!

Cross-Selling 119

Cross-Selling Campaigns Effectiveness Tips 119

Top Rank Marketing

SEPTEMBER 4, 2023

The products we sell are highly complex, the clients we sell to are highly exacting, our buying cycle is (much) longer, there are fewer customers to go around, and our competition is fierce. Gains reported by CMOs surveyed in the 2022 Gartner report have slipped from 9.5% Complacency has never been an option in B2B marketing.

Enterprise Management 83

Enterprise Management Work Management Marketing Management B2B Marketing 83

Televerde

DECEMBER 27, 2017

Having the right technology, and knowing how to use it, is the essential first step in getting the kind of results attributed to modern marketers in a Forrester survey of marketing decision makers which shows, among other things, that 94% of modern markers attain significant market share, with 49% holding the market-leading position. [1].

Planning 58

Planning Top of Funnel Buying Cycle Buyer's Journey 58

The Mx Group

AUGUST 8, 2018

Email open rates are five times higher for companies using personas (Forrester). Listen: Leverage 1:1 phone interviews, online surveys or in-depth conversations with experts to gain buyer insights. Detailed insights into the buying process and each persona’s role in the final decision. High-level buy-cycle insights.

Buyer Personas 86

Buyer Personas Budget Programs Buying Cycle Deliverability 86

Sword and the Script | B2B

SEPTEMBER 24, 2020

68% of B2B professionals surveyed say it takes longer to complete B2B sales cycles compared to a year ago They say recessions don’t start trends – they accelerate those that are already in motion. The publication surveyed 212 B2B professionals and found 68% say the B2B sales cycle has increased compared to a year ago.

Sales Cycle 57

Sales Cycle B2B Sales Studies B2B 57

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.” Why we care.

Account Based Marketing 92

Account Based Marketing Buy Process Marketing Automation Services 92

Valasys

NOVEMBER 21, 2019

According to a prediction by Forrester by the year 2021, 48% of the B2B marketing organizations will be organized to support customers’ journeys. The magical & mystical B2B marketing landscape crystal holds that the competition amongst the B2B brands will be fiercer in the year 2020 than it has ever been before.

Planning 58

Planning Studies B2B Marketing Trends 58

Madison Logic

AUGUST 26, 2020

Forrester Research Principal Analyst Mary Shea predicts that because of COVID-19 and social distancing, face-to-face interactions in a sales cycle will decrease to 5-15% of the total engagement a seller has. It helps Sales and Marketing predict account behavior and anticipate needs based on actual online activity and volume.

Budget Programs 52

Budget Programs Paid Search Agency Tools Top of Funnel 52

ViewPoint

MARCH 6, 2012

Stephanie Tilton is a content-marketing consultant who helps B2B companies craft content that engages prospects and customers, nurtures leads and advances the buying cycle. Source: Forrester, Metrics that Matter for B2B Marketers, October 26, 2011. i Source: Forrester, Metrics that Matter for B2B Marketers, October 26, 2011.

Buyer Personas 120

Buyer Personas Forrester Lead Ranking Peer-to-peer 120

TrustRadius Marketing

OCTOBER 3, 2022

This finding aligns with a Forrester SiriusDecisions survey that found over 50% of participating marketers’ “desired future state” was to be “‘broadly aligned’—sharing people, processes, and tools” on ABM and demand gen. . Demand gen and ABM share a common goal of driving sales through a focused blend of inbound and outbound efforts.

Account Based Marketing 52

Account Based Marketing Demand Generation Agencies Demand Generation ABM 52

Hubspot

AUGUST 30, 2023

In our survey, 49% of salespeople said they don’t wholly trust AI tools such as ChatGPT, which sometimes provides false and inaccurate information. The same survey shows that 19% of sales reps are sure AI will replace them in the next few years. For example, some sales reps are skeptical about the accuracy of AI.

Marketing AI 59

Marketing AI Top of Funnel Lead Ranking Work Management 59

Madison Logic

OCTOBER 11, 2022

In fact, a 2020 Forrester survey finds that 77% of B2B marketers are using intent data in their ABM programs, with 11% making plans to implement it in their future ABM campaigns. . Intent data is a valuable tool to support your ABM strategy, and B2B marketers are taking notice. First party vs. Third-party Intent Data .

Intent Data 52

Intent Data Intent Marketing Budget Buyer Intent 52

The ROI Guy

NOVEMBER 29, 2010

Fueled by a wealth of on-line resources and social networks, buyers have seized control of the buying cycle, engaging with sales representatives later and later, and further elongating sales cycles. Evidence of this shift can be found in IDC’s 2010 Customer Experience Survey.

Peer-to-peer 40

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

The ROI Guy

SEPTEMBER 3, 2010

According to sales and marketing analyst firm SiriusDecisions, “Successful reps know that establishing credibility and providing value to a prospect or customer throughout the buying cycle is the difference between closing the deal and losing it. April 2009.

Effectiveness 40

Effectiveness Forrester B to B Sales Cycle 40

Tony Zambito

NOVEMBER 22, 2015

Changes in customer and buying behaviors continue to rock the very foundations of many industries. According to recent surveys by PWC, Forrester, IBM , and McKinsey, disruptive trends in customer and buying behaviors are expected to continue over the next five years. by Yarden Gilboa.

Buyer Personas 100

Buyer Personas Lead Ranking Buy Research 100

The ROI Guy

SEPTEMBER 17, 2010

The question any marketer needs to ask - Are your marketing efforts adding to the clutter, or driving a valuable dialogue and as a result, connecting meaningfully with prospects to advance the buying cycle? These three issues are having a measurable impact on marketing.

Interactive Marketing 40

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

Valasys

JULY 29, 2019

Writing blog posts after researching the most common keywords being searched for by the prospects during their buying cycles helps the marketers in evoking positive emotions such as trust in the minds of customers. According to Forrester, brand equity is considered an important metric by 15% of the B2B executives.

Analytics 49

Analytics Marketing AI Work Management WOMM 49

The ROI Guy

SEPTEMBER 3, 2010

Successful demand generation programs are uniquely challenged today, and must address a changing landscape where: Economics are driving more decisions; The Internet is fueling a prospect driven buying cycle, and; Prospects are faced with information overload resulting in shorter attention spans than ever.

Demand Generation Agencies 40

Demand Generation Agencies Demand Generation Peer-to-peer Demand 40

Industrial Marketing Today

MAY 14, 2010

Here are seven content marketing strategies that you can use to engage your prospects and move them forward in their buying cycle. Match the content to the prospect’s buying cycle to ensure you can nurture them around the cycle (see below). Try polls and surveys to gather data.

Webinar Metrics 60

Webinar Metrics Marketing & Strategy Marketing Strategy Product 60

The ROI Guy

DECEMBER 6, 2010

At the same time, B2B buyers are taking advantage of the wealth of information available via the Internet and social media to become more empowered, taking charge of the buying cycle. These two market drivers will have important implications into 2011 and beyond for B2B sales enablement and marketing strategies and budgets.

Work Management 40

Work Management Marketing Management ROI Marketing Automation Services 40

The ROI Guy

NOVEMBER 4, 2010

As a result, sales is being invited later into the decision making process, sales cycles are extending and deals are stalling. IDC’s most resent customer experience survey of over 200 key IT decision makers reveals that Frugalnomics is indeed in full effect.

Work Management 40

Work Management ROI Marketing Management Marketing Budget 40

The ROI Guy

MARCH 30, 2011

Marketing luminary Seth Godin indicates that "No business buys a solution for a problem they don't have." Value Selling – coined by several industry leaders including Alinean, helping to facilitate the customers buying cycle by proving the tangible value a solution can deliver at various decision points: 1.

Enterprise Management 40

Enterprise Management Work Management Marketing Management Practices 40

Online Marketing Institute

MAY 24, 2009

Buying Cycle – You have a customer – now what? Buying Cycle – What happens after you close the de. The primary research doesn’t have to be a major expense – a well constructed online survey can provide good data. What do your C-Level Execs want from Marketing?

Psychographics 40

Psychographics Work Management B2B Sales B2B Marketing 40

Hubspot

MAY 16, 2017

If the only actions you're tracking are email clicks, webpage visits and other engagements with your company , you are only tracking leads that are "in-market", or actively in the buying process. In reality, the majority of the B2B buying cycle is over by the time a buyer lands on your website.

Intent Data 69

Intent Data Intent Lead Ranking Campaigns 69

KoMarketing Associates

NOVEMBER 10, 2021

Many of them come to the platform to learn , which is a key step in the B2B buying cycle. . According to Forrester, 68% of people don’t think brands share interesting content. . While TikTok has a reputation as being a more effective platform for B2C companies, there are opportunities for B2B marketers , as well.

Social Media 276

Social Media Budget Programs Cost Per Thousand Statistics 276

B2B Marketing Directions

NOVEMBER 13, 2022

The stereotypical view we have of B2B commerce is that it involves expensive and/or complex products or services, large buying groups and long buying cycles. More than half (55%) of the respondents said the length of their buying cycle has increased somewhat or increased significantly compared to the previous year.

Marketing Strategy 52

Marketing Strategy Marketing & Strategy Buying Cycle Planning 52

Madison Logic

DECEMBER 14, 2023

Forrester predicts that over 70% of buyers will complain about the collateral vendors share due to growing frustration over poor personalization and failure to demonstrate understanding their business needs. Marketers must now build multiple nurture paths for members of a company’s buying committee—which can include upwards of 14 people.

Marketing AI 52

Marketing AI B2B Marketing Marketing Automation Services Work Management 52

Zoominfo

AUGUST 23, 2022

Between 70-80% of B2B decision-makers surveyed by McKinsey indicated a strong preference for remote sales interactions and self-service functionality. In addition, many companies are choosing to involve salespeople later and later in the buying cycle. GTM Plays Automated go-to-market plays that can rapidly scale your business.

B2B Sales 100

B2B Sales Trends Zoominfo B2B 100

Mereo

MARCH 6, 2024

These changes in the initial buying cycle have caused sellers to reassess how they can best serve buyers in prospecting and how they can do so as effectively as possible. Yet a recent Forrester Research survey revealed that only 8% of buyers believe sellers put the buyer’s interests ahead of their own.

Buying Cycle 41

Buying Cycle Forrester Opt-out Work Management 41

Adobe Experience Cloud Blog

JUNE 21, 2019

If done well, that can lead to winning—also known as accelerated buy cycles, reduced marketing costs, increased customer loyalty, and increased revenue. The survey revealed that business buyers and consumers have similar behaviors and needs. In B2B, historically sales drove the buyer journey.

B2B Marketing 133

B2B Marketing B2B Forrester B2B Thought Leadership 133

ViewPoint

APRIL 13, 2012

In this second episode of PowerViews, I have the pleasure of talking with Jeff Ernst who provides advisory services to CMO and marketing leadership professionals as Principal Analyst at Forrester Research. Jeff joined Forrester after spending 20 years in sales and marketing.

Work Management 120

Work Management Marketing Management Planning Paid Search Agency 120

Valasys

NOVEMBER 4, 2019

The experience-economy is in turn driven by a knowledge-based answering framework – wherein the marketers need to research their ideal personas & serve them with personalized content at each stage of their respective buying cycles to improve their experiences & ultimately accentuate the bottom-line conversions.

Marketing AI 45

Marketing AI B2B Marketing Personalization Marketing Budget 45

BDB

JANUARY 20, 2023

2 Integrating 3D video into your marketing and communications strategy is an incredibly effective way to enhance your customer experience at every stage of the buying cycle. With people proven to engage with 3D imagery almost 50% more compared to 2D, why are you still debating whether to invest in it? Online Video Marketing Strategies.

Video Marketing 26

Video Marketing Top of Funnel Marketing & Strategy Buying Cycle 26

Webbiquity

MAY 23, 2017

According to recent research from Forrester, digital marketing spend in the US will reach $120 billion by 2021. An additional benefit of interactive content is how it can be used in different stages of the customer’s buying cycle to drive conversion. Guest post by Cheryl Joy.

B2B Marketing 257

B2B Marketing Marketing Strategy Marketing & Strategy B2B 257

Tony Zambito

MARCH 4, 2012

Depending on surveys from such sources as IDC , IDG Connect, DemandGen Report , Forrester , and more, we know that buyers are remaining invisible to B2B businesses and spend only a quarter of their time talking directly to sales when making purchase decisions.

Top of Funnel 100

Top of Funnel B2B B2B Sales Wikipedia 100

Delivra

NOVEMBER 14, 2018

Forrester has predicted that spending on marketing automation will hit $25 billion by 2023 , signaling a 14% annual growth rate since 2017. Of 2,190 professionals surveyed, 55% indicated that they used it in their strategies. Likewise, through an automated lead scoring system, you can identify prospects who may not be ready to buy.

Marketing Automation Services 45

Marketing Automation Services Marketing Automation Automation B2B Marketing 45