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. In fact, a failure to align offers with ad groups can be a prime culprit in poor conversion (click-to-lead) rates.

Marketing Management 207

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 207

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. But that’s exactly the kind of information buyers want. To download a free copy of the 2017 survey report, click here.

Paid Search Agency 241

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

SmartBug Media

MARCH 10, 2021

Have you ever been asked to report on your lead lifecycle? Here are a few different features and reports you should explore. The Revenue Cycle Model. If you are reporting on lead lifecycle stages as a Marketo user, one of the first steps you will need to take is building a Revenue Cycle Model (RCM).

Lead Ranking 77

Lead Ranking Marketo Marketing Qualified Leads Sales Qualified Leads 77

LeanData

JULY 13, 2020

billion annual revenue, long buying cycles of 18+ months, complex buying groups, and stakeholders across the globe. Due to the long, complex buying cycles, my team had to collect data from every touch point on the buyer’s journey across multiple stages from awareness, consideration, solution generation, and deal acceleration.

Multi-Touch Attribution 52

Multi-Touch Attribution Marketing Report Lead Ranking Marketing Attribution 52

DiscoverOrg

MARCH 5, 2018

Henry : Sales intelligence is actionable information on prospects, your target accounts. Sales intelligence includes information about events, contacts, structure of a department and technology stack – data that helps sales and marketing professionals prioritize who to target, in order to do their jobs more effectively.

Marketing Automation Services 265

Marketing Automation Services Purchase Intent Buying Cycle Marketing Prospects 265

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. At the same time, the number of influencers involved in B2B purchase decisions has increased, leading to a longer and more complex buying cycle.

Account Based Marketing 134

Account Based Marketing Work Management Marketing Management ABM 134

Martech

JANUARY 19, 2024

Dig deeper: The data disconnect: Why understanding your data landscape matters more than ever How CRM data processing influences marketing campaigns Real-time CRM data activations This approach involves using the latest customer information and promptly responding to it, especially in terms of customer behavior.

CRM 113

CRM Process Ideal Customer Profiles eCommerce 113

The Point

APRIL 22, 2020

However, as much as it has a reputation as a way to generate “guaranteed” leads, content syndication is not a cure-all, and indeed, more than most demand generation channels, is likely to generate sales leads that gravitate towards the early stages of the buying cycle. You can always swap out content if needed.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

Sword and the Script | B2B

SEPTEMBER 12, 2023

If you’ve ever tried to submit expense reports using Concur software, you know what I mean. While the software consolidated expense information for finance, which was beneficial, it was painfully difficult for the end user. This means selling cycles are long and getting longer , and typically involve more stakeholders.

B2B Marketing 105

B2B Marketing Peer-to-peer B2B Paid Search Agency 105

Sword and the Script | B2B

MARCH 26, 2024

The 2024 version is out so I spent some time perusing the report to write about it here. Some of them are buyers, which the report refers to as “decision makers” and the others come from sellers, which the report calls “producers.” Here’s what stood out to me in the report ( click images for higher resolution ).

B2B Thought Leadership 83

B2B Thought Leadership Thought Leadership Studies B2B 83

Webbiquity

JANUARY 15, 2010

Back in prehistoric times (before the Internet, that is), b2b buyers learned about products and services by reading (print) magazines and (printed) analyst reports. Detailed information about vendors and their offerings was still limited, enabling marketing and sales to act as gatekeepers of information.

Sales Cycle 100

Sales Cycle Buying Cycle Social Media Marketing Management 100

Influitive

AUGUST 3, 2015

With the wide array of technology options available, and the ability to easily get opinions from peers online, buyers have a lot of choice and information at their disposal. The study found that 80% of respondents were doing more research, and, as a result, 53% said the purchasing cycle had increased in length from the year prior.

Peer-to-peer 100

Peer-to-peer Marketing Report Buy Process 100

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. The vendors respond.

Account Based Marketing 124

Account Based Marketing Enterprise Management Work Management Marketing Management 124

NuSpark Consulting

DECEMBER 13, 2017

When they visit your website or click on links in emails, that information is 1 st party data that belongs to you. Intent data is information gathered using cookies that reviews and analyzes users’ topic searches, online behavior such as social media clicks, news articles read, and visits to competitor websites.

Intent Data 160

Intent Data Intent Bombora Marketing Qualified Leads 160

Martech

SEPTEMBER 16, 2022

sign up for a newsletter, place an order, ask for more information, etc.). The consumer buying cycle is an increasingly self-serve process scattered across multiple touchpoints. Sales: Content is used to accelerate the sales process by providing prospects with the information they need to make a purchase.

Digital Asset Management 136

Digital Asset Management Paid Content Work Management Marketing Management 136

Zoominfo

MAY 25, 2021

“These [systems] make direct sales and direct marketing more efficient by automating highly repetitive support tasks … and by reducing the time salespeople spend on non-selling tasks, like scheduling sales calls, compiling sales reports , generating proposals and bids, and entering orders,” the article proclaimed. What were their interests?

Automation 252

Automation Marketing Automation Services Zoominfo Planning 252

NetLine

APRIL 14, 2022

Since 2016, we’ve published our annual content consumption report with a few core pieces of information with the goal of improving upon the prior year’s efforts. Introducing the 2022 State of B2B Content Consumption and Demand Report for Marketers. million first-party registrations—a 9% increase YOY. In analyzing these 4.6

Intent 97

Intent Webinar Metrics Peer-to-peer Intent Data 97

Content4Demand

JULY 7, 2021

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. The buying cycle is less predictable; some cycles are longer while others are being accelerated based on need.

Account Based Marketing 121

Account Based Marketing Peer-to-peer B2B Content 121

Brandpoint

JULY 1, 2021

As an example, McKinsey reports that in China, “there has been a 55% increase in consumers intending to permanently shift to online grocery shopping.” According to a recent report by Salesforce , one of the common themes of the pandemic has been to pull back on ad spending and double down on creating useful content.

Digital Transformation 169

Digital Transformation Ideal Customer Profiles Paid Search Agency Planning 169

Martech

DECEMBER 19, 2023

Since then, I’ve not seen any reports or research that indicates hard bounces for permanently undeliverable email addresses have gone through the roof. But take a moment to check your post-send email activity reports more closely than usual. One that is in rhythm with your buying cycle.

Marketing & Strategy 116

Marketing & Strategy Opt-out CAN-SPAM Work Management 116

Marketing Insider Group

SEPTEMBER 2, 2020

Siloed from other major departments, such as finance, technology, and HR, there was little collaboration or visualized long-term data to report on. Through data that the CTO and tech platforms can provide, CMOs have greater insight into: Customer behavior and buying cycle predictions. Plan a campaign.

Advertising Agencies 338

Advertising Agencies Planning Paid Search Agency CMO 338

DealSignal

APRIL 27, 2023

ABM intent data is about ABM marrying Ideal Customer Profiles, Buyer Personas, high-quality contact information, and intent data into a strategic go-to-market strategy for B2B firms. No personally identifiable information is gathered as third-party intent is tracked anonymously and rolled up to the account and topic level.

Ideal Customer Profiles 52

Ideal Customer Profiles Account Based Marketing ABM Intent 52

Tony Zambito

MAY 13, 2011

Baseone, the London based B2B Marketing Agency, released its 2nd annual Buyersphere Report 2011 this   month.    The annual report is aimed at surveying the changing B2B buyer behavior. Channels : the report indicates that we should be careful about throwing the baby out with the bath water. 

Buyer Personas 100

Buyer Personas WOM B2B Paid Search Agency 100

Madison Logic

NOVEMBER 15, 2023

For Erica Kavanagh, Director of Demand Generation at ContinuumCloud, finding target accounts and personalizing messaging and content across the channels they visit the most is key to accelerating the buying cycle. ” The Results Erica believes the data she gains from Madison Logic is foundational to her team’s success.

Account Based Marketing 52

Account Based Marketing ABM Efficiency Allocation 52

Valasys

JUNE 10, 2019

This starts with Account-Based Analytics which encompasses executive level revenue reporting, omnichannel reporting & campaign analysis. The ABM executing team should focus on reporting the key trends from Account-based analytics on a quarterly basis to keep abreast with conversion trends & to fix any existing loopholes.

Account Based Marketing 60

Account Based Marketing Top of Funnel ABM Marketing Report 60

Zoominfo

JANUARY 11, 2021

According to Gartner, the typical buying group for a complex B2B solution involves six to 10 decision makers ‚ each armed with four or five pieces of information they’ve gathered independently and must deconflict with the buyer group. This slows the buying process. This makes the sales rep’s job easier.

Tips 130

Tips Work Management Gartner Top of Funnel 130

Zoominfo

JANUARY 11, 2021

According to Gartner, the typical buying group for a complex B2B solution involves six to 10 decision makers ‚ each armed with four or five pieces of information they’ve gathered independently and must deconflict with the buyer group. This slows the buying process. This makes the sales rep’s job easier.

Tips 130

Tips Work Management Gartner Top of Funnel 130

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. Thirty percent of VPs and other functional leaders spend more than seven hours a week reviewing business topics and trends.

Paid Content 52

Paid Content Advertising Agencies Demand Advertisements 52

Valasys

JULY 17, 2020

In a knowledge economy, inbound methods of lead generation concentrate on providing value and information to the customers. According to a report by Financesonline.com, the B2B enterprises with mature lead generation processes are able to generate 133% more revenue compared to the average enterprises.

Lead Generation 97

Lead Generation Lead Scoring Lead Ranking Generation 97

NuSpark Consulting

APRIL 29, 2017

Examine historical data to get the value of former “good” deals and the typical length of the buying cycles for each one. Look for scope for cross-selling and upselling to existing client, which will help to inform your understanding of opportunities with new, similar prospects. 4: Personalize the Approach.

Account Based Marketing 159

Account Based Marketing Ideal Customer Profiles Budget Programs Enterprise Management 159

PureB2B

MAY 30, 2022

Intent data is information collected about a person’s behaviour online. 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. Purchase intent (the final step in the buying cycle). What is intent data? Bing Webmaster Tools.

Buyer Intent 118

Buyer Intent Intent Data Intent Work Management 118

Biznology

DECEMBER 28, 2016

88% of companies report they are undergoing digital transformation (source: Altimeter Group ). 88% of companies report they are undergoing digital transformation (source: Altimeter Group ). In other words, many companies report they are undergoing digital transformation even though most don’t know how to go about it.

Digital Transformation 184

Digital Transformation Case Study Case Studies Studies 184

Launch Marketing

JUNE 23, 2021

It’s easy to view these reports only at a surface level, but a thorough analysis and periodic verification of the marketing data you collect and report on is important to ensure your actions are informed by the best information possible. Up to 71% of buyers use social media in the research phase of their buying journey.

Tips 93

Tips Marketing Analytics Tools Buying Cycle B2B Sales 93

ClickDimensions

NOVEMBER 16, 2022

Here are 3 key facts you need to know about changing B2B buying behaviors and how you can use them in your customer strategies. . 80% of businesses no longer rely on calendarized buying cycles to purchase software – Source . This methodology is what Gartner calls Solution Exploration : .

Buy 97

Buy B2B Budget Programs B2B Sales 97

Binary Demand

JUNE 21, 2023

These buying signals may manifest as industry keyword research, booking demonstrations, or downloading reports. Third-party intent data providers collect, analyze, and share essential information with their clients about consumer preferences. This knowledge empowers you to position your product as the optimal choice.

Intent Data 98

Intent Data Ideal Customer Profiles Intent B2B 98

Adobe Experience Cloud Blog

FEBRUARY 11, 2020

An Accenture study on B2B organizations found that 96 percent reported higher profitability and 97 percent reported increased market share from these efforts. This information can be gathered through existing contact forms, sign-ups for special offers, and newsletters. And the buying phase often requires their sign-off.

Lead Generation 174

Lead Generation Lead Ranking Ideal Customer Profiles Lead Scoring 174

6sense

APRIL 13, 2016

In their March Tech Go-to-Market report, Gartner notes that “predictive lead scoring is now a “must have” for B2B technology marketing leaders with high volumes of leads from inbound channels and events.” Over the past decade content marketing has improved the buying experience of B2B decision makers. Prioritizing SDR Follow-Up.

Lead Ranking 48

Lead Ranking Gartner Marketing Qualified Leads Marketing Report 48