KoMarketing Associates

SEPTEMBER 11, 2018

B2B buying cycles can take up to 18 months , multiple touch points can occur, and on top of all of that, many businesses don’t have the right tools in place to measure marketing efforts. While SEO isn’t alone in feeling the pain of proving ROI, it does face some unique challenges. Because it’s important to their brand.

Top of Funnel 147

Top of Funnel Multi-Touch Attribution ROI SEO 147

B2B Marketing Directions

JULY 30, 2017

Fifty-eight percent of respondents said that the length of their purchase cycle had increased compared to a year earlier, while only 10% said that the length had decreased. Other findings explain why the buying cycle has gotten longer. 52% of respondents said the number of buying group members had increased significantly.

Buying Cycle 40

Buying Cycle Buy B2B Case Studies 40

Adobe Experience Cloud Blog

OCTOBER 21, 2016

Manufacturing companies need their marketing departments to lead from the front, supported by technology stacks, aligned with sales goals, and optimizing all activity to improve ROI. Interested in learning more about how you can increase productivity and ROI for your manufacturing organization?

Buying Cycle 48

Buying Cycle Buy B2B Thought Leadership Account Based Marketing 48

6sense

MAY 5, 2016

With the rise of predictive intelligence and the ability to make sense of large amounts of customer data, HP wanted to take their marketing analytics to the next level and begin targeting customers in active buying cycles. The Untapped Potential of Customer Data. Time-to-value.

Buying Cycle 48

Buying Cycle Activities Buy Ideal Customer Profiles 48

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. Use of very short-term metrics will almost certainly devalue those leads and the perceived ROI from the program.

Marketing Management 207

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 207

NuSpark Consulting

JULY 8, 2023

Attribution tracking allows businesses to understand which marketing channels and campaigns are driving the most value and return on investment (ROI). In this essay, we will explore the importance of tracking attribution for digital media buys and how it can help businesses make data-driven decisions.

Allocation 130

Allocation Efficiency Buy Media 130

Rev

JUNE 1, 2019

Remember how you followed that advice and got the hairs singed off of your ears when he bellowed his fiery disapproval at your ROI calculations and demanded more, now? Laura is a demand generation expert with one mission: conjure up a positive ROI for demand generation marketing and prove it to the fire breathing CFO. Meet Laura.

ROI 122

ROI B2B Marketing Demand Generation B2B 122

Walker Sands

AUGUST 12, 2022

Better understanding the role of audiences and their journey through the buying cycle is one of the best ways to optimize messaging and marketing activities. To maximize the impact of your 2023 B2B marketing strategy, use the next few months to set yourself up for success by prioritizing the following: Gather audience insights.

Top of Funnel 59

Top of Funnel ROI Marketing & Strategy B2B Marketing 59

SpotMe Blog

JULY 27, 2021

Here, we’re laying out 7 ways to measure and maximize your webinar ROI, with key webinar metrics to track to ensure every webinar you plan and host is a success. Catch the full episode with Babitz, Secrets to Maximizing Event ROI , and register to stay up to date on the latest episodes of The Event Marketing Show.

Webinar Metrics 94

Webinar Metrics Paid Content ROI Sales Qualified Leads 94

The Point

JULY 17, 2017

FINDING : 77% of respondents said they conduct a detailed ROI analysis before making a final decision – an 11% increase from 2016. IMPACT : Ensure that your content library includes relevant late stage content that proves demonstrable ROI (ex: ROI calculators, ROI white papers, case studies).

Paid Search Agency 241

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

B2B Marketing Analytics

FEBRUARY 4, 2019

Marketing Analytics and ROI are the 2 terms making a lot of noise across the marketing world to the point that they are almost beating “ ABM ” in the popularity. Though the definitions of such metrics vary there are 4 broad categories of metrics that define #MarketingAnalytics and #ROI.

Marketing Attribution 74

Marketing Attribution Multi-Touch Attribution Analytics ROI 74

Zoominfo

DECEMBER 28, 2020

What are examples of data-based buying signals. When you consistently identify and interpret B2B buying signals, you create more predictive strategies for both sales and marketing. And you improve your ROI. Here’s a snapshot of buying signals. How to respond to buying signals. Consider this.

Lead Ranking 309

Lead Ranking Buy Work Management Marketing Management 309

Valasys

MAY 3, 2019

Intent data is a buzzword for B2B marketers & it reflects on the purchase intent of the potential customers at the different stages of their respective buying cycles. Are the visitors on the website really interested in buying products or services or are they majorly looking for after-sales services?

Intent Data 49

Intent Data Intent Analysis Top of Funnel 49

Webbiquity

JANUARY 19, 2023

B2B buyers tend to focus on tangible benefits that can be measured through ROI calculations or performance metrics. Buying Cycle In B2C marketing, the purchase decision is often made quickly by an individual looking to satisfy a specific need or desire.

Work Management 217

Work Management Marketing Management B2B Marketing B2B 217

The Point

SEPTEMBER 12, 2019

The OBM Framework (see graphic) provides a straightforward approach to ABM execution by helping companies 1) determine the appropriate channels and tactics for different stages in the buying cycle, and 2) demonstrate the value generated from an ABM investment. An Opportunity-Based Marketing Framework for #ABM Click To Tweet.

Account Based Marketing 170

Account Based Marketing ABM Planning Lead Ranking 170

Marketing Insider Group

SEPTEMBER 2, 2020

However, as a majority of businesses have shifted into the digital landscape, key stakeholders have discovered the power of marketing’s ability to deliver on impactful user experiences that drive ROI. Through data that the CTO and tech platforms can provide, CMOs have greater insight into: Customer behavior and buying cycle predictions.

Advertising Agencies 340

Advertising Agencies Planning Paid Search Agency CMO 340

ViewPoint

AUGUST 16, 2018

Often hot leads are really buying companies that have already been sold by another vendor. 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. Longer-term opportunities increase marketing ROI.

Lead Scoring 136

Lead Scoring Lead Ranking Sales Qualified Leads Leads 136

Contently

APRIL 20, 2023

This can result in a higher return on investment (ROI) over time. While paid traffic can provide quick results, organic traffic has long-term benefits and can result in higher ROI over time. This allows you to track the ROI of your content marketing efforts and make data-driven decisions to optimize your strategy.

Lead Scoring 125

Lead Scoring Lead Ranking Traffic Organization 125

Biznology

APRIL 14, 2017

Thus any money you spend will have a higher ROI because your SEO ranking and your conversion rate will improve. As the buying cycle may be long, these B2B sales videos can be used at higher stages of the buying cycle or deeper into the funnel.

Top of Funnel 139

Top of Funnel B2B Thought Leadership Video Marketing Lead Scoring 139

Biznology

JUNE 23, 2017

BUYING CYCLE: Top or bottom of the funnel? ROI: Return on ad investment? If you do, you will know the ROI of your ad investment with either Facebook ads or Google AdWords. Do you need help with your Facebook or Google ad buy ? Google AdWords, being more needs-based, is in the bottom of the funnel.

Adwords 175

Adwords Top of Funnel Cost Per Click Facebook 175

Conversica

APRIL 18, 2019

Any company involved in lead generation or lead purchasing may find the new marketing technology can dramatically improve marketing return on investment (ROI) and accelerate the sales process. Where is the lead in the buying cycle? Do they have buying authority? How soon do they plan to buy?

Marketing AI 40

Marketing AI Marketing Management Marketing Automation Services ROI 40

Lead Forensics

APRIL 11, 2024

Lead nurturing needn’t take place here, and time investment is likely to be minimal considering they’re pre-existing clients, so cross-selling and retention is likely to yield a more impressive ROI. What’s the ROI on this sales technique? Improve the buying cycle With IP tracking software you can identify the user’s journey.

Work Management 52

Work Management Marketing Management Software Sales Qualified Leads 52

Lead Forensics

APRIL 11, 2024

Lead nurturing needn’t take place here, and time investment is likely to be minimal considering they’re pre-existing clients, so cross-selling and retention is likely to yield a more impressive ROI. What’s the ROI on this sales technique? Improve the buying cycle With IP tracking software you can identify the user’s journey.

Work Management 52

Work Management Marketing Management Software Sales Qualified Leads 52

markempa

APRIL 8, 2012

The report reveals that companies that use lead scoring see an average 138% ROI on lead generation, and companies that do not use it see a 79% ROI. Examine how customers responded to your content as they progressed through the buying cycle. Select ingredients for the healthiest score. Lead scoring is a simple premise.

Lead Scoring 120

Lead Scoring Lead Ranking Sales Qualified Leads ROI 120

Martech

JULY 30, 2021

Although inbound marketing remains critical to B2B lead generation, many marketers are increasing their use of account-based marketing (ABM) to take back some control of the process and speed up the buying cycle. Executing personalization at scale and proving ABM program ROI also pose significant challenges for many B2B marketers.

Account Based Marketing 116

Account Based Marketing Work Management Marketing Management Planning 116

Webbiquity

APRIL 18, 2024

Image credit: Spiceworks Dynamic content enables you to tailor your messaging and content to each recipient’s specific interests, behaviors, and stage in the buying cycle. By continually testing and optimizing your emails, you can improve engagement, increase conversions, and maximize your ROI.

Marketing Automation Services 159

Marketing Automation Services Ideal Customer Profiles Efficiency Marketing Automation 159

The ROI Guy

JANUARY 13, 2016

If you think your clients are more ROI focused, and that your ability to deliver financial justification can assure greater success, new research proves you right. In fact, the demand for ROI calculations has increased more than 50% over the past five years. The reason for the increased importance on ROI? Customers have changed.

ROI 40

ROI Buying Cycle Case Studies Case Study 40

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. Longer-term opportunities increase marketing ROI. Leads at every stage of the buying cycle are essential for a healthy pipeline.

Sales Qualified Leads 120

Sales Qualified Leads Lead Scoring Lead Ranking Demand 120

The Point

APRIL 26, 2018

B2B is much different, for a number of reasons: One, the buying cycle is longer in B2B. Two, since the buying process involves many more people, you can’t just retarget the one person who was on a webpage. You need to influence and nurture people in multiple departments who have a say in the buying process.

Intent Data 209

Intent Data Intent Bombora Account Based Marketing 209

Martech

SEPTEMBER 16, 2022

The consumer buying cycle is an increasingly self-serve process scattered across multiple touchpoints. Content marketers are increasingly focused on other measures like engagement, conversion rates and ROI. How to measure content marketing ROI and ROE : Why Return on Effort is an essential metric for content marketers.

Digital Asset Management 131

Digital Asset Management Paid Content Work Management Marketing Management 131

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. Why we care.

Account Based Marketing 117

Account Based Marketing Enterprise Management Work Management Marketing Management 117

LeadSloth

AUGUST 17, 2009

Both books cover lead nurturing and ROI calculations, and Silverpop also explains lead scoring. Lead Management ROI. The word “ROI&# is often abused, but not in these workbooks. Silverpop presents a 5-step process for proving the ROI. and the stages in the buying cycle (e.g. awareness and evaluation).

Lead Management 100

Lead Management Lead Scoring Lead Ranking ROI 100

Biznology

JANUARY 3, 2014

The other day, I had the pleasure of discussing the challenges of marketing ROI with Jim Obermayer, CEO and executive director of the Sales Lead Management Association , on his Internet radio show. Our conversation got me thinking: Why is the holy grail of marketing ROI so tough to achieve in business markets?

Multi-Touch Attribution 80

Multi-Touch Attribution ROI Cost per Acquisition B2B Marketing 80

Inbox Insight

OCTOBER 27, 2023

According to our first party research conducted within our IFP community, 99% of B2B marketers have witnessed significant sales and ROI increases by harnessing the power of intent data.

Buyer Intent 105

Buyer Intent Intent Data Intent Demand Generation 105

Martech

NOVEMBER 21, 2023

Attribution data can be valuable when defining which role each of your channels plays throughout the customer journey or buying cycle and pointing out where the customer experience may be broken. Since attribution data comes from UTM tracking tags, marketers can help in this area.

Top of Funnel 109

Top of Funnel Marketing Funnels Multi-Touch Attribution Marketing Attribution 109

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

Ambal's Amusings

NOVEMBER 12, 2010

Measuring ROI on content marketing is not straightforward; that is why most firms put measurement on the back burner. Share one example of ROI tool/strategy that has worked either for you or your client." B2B buying cycles are lengthening. One of the top challenges for any marketer is measuring marketing ROI.

ROI 100

ROI Top of Funnel Work Management Marketing Management 100