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How to leverage intent and engagement in the buying cycle

Martech

It can come from product reviews, message boards, blog comments, case studies, general news articles and more. Here are three ways marketers can better understand and leverage this valuable intent data to improve the customer buying cycle. Review your brand’s customer buying cycle. Source: Hussam AlMukhtar.

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How Planful uses customer intent to speed up the B2B buying cycle 

Martech

Tonkin needed more reviews in more places, but he also wanted to streamline Planful’s marketing strategy to focus on in-market buyers — the people who had done their research and were close to making a purchase. Today’s B2B buyer cohort, made up largely of millenials, is much more inclined to research products and solutions online.

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Why B2B Buying Cycles Are So Long

B2B Marketing Directions

Since then, the number of people in the average B2B buying group has increased, and buying cycles are getting longer. New research by the Aberdeen Group explains why long buying cycles are still a fact of life for B2B marketing and sales professionals.) Other findings explain why the buying cycle has gotten longer.

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Toluna expands product insight methodologies

Martech

With these new tools, marketers can tap vetted consumer panels for marketing strategy as well as product development. For example, Sony wanted to make sure that customers were satisfied with new TVs post-purchase, so they loaded their 4K TV purchasers into the system. They can also help guide the development of new products.

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B2B vs B2C Marketing: 10 Key Differences Every Marketer Should Know

Webbiquity

B2B marketing targets buying groups within businesses. Companies that are looking for products or services with which to assist their own operations will typically have or assign a “product champion” to conduct research on solutions and manage the sales relationship.

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12 Essential Benchmarks for Understanding The B2B Buyers’ Journey

KoMarketing Associates

Unlike consumers, B2B buyers won’t make a purchase on a whim standing in the checkout line. And, they might not reach out to your company in person until they are ready to buy. According to the Gartner Group, between 11 and 20 people are involved in B2B purchase decisions. Purchase stage. Discovery stage.

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Content Marketing and Your Buying Cycle

Biznology

But one important way you may not have thought about segmenting your audience is by where they are in the buying cycle. Here’s where your content needs to be highly targeted to the keywords your audience is using when they search for the products/services you offer. SEO to the rescue.