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. IMPACT : Use ABM strategies to deliver personalized, relevant content to specific buying roles within large accounts.

Paid Search Agency 241

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

TrustRadius Marketing

OCTOBER 3, 2022

That’s changing, as one of the key ABM trends for brands is uniting the two practices. What’s driving this growing trend is the need to understand a more holistic view of the entire buyer’s journey. This includes capturing leads, nurturing to build pipeline, improving sales velocity throughout the buying cycle, and closing deals.

Account Based Marketing 52

Account Based Marketing Demand Generation Agencies Demand Generation ABM 52

Biznology

APRIL 9, 2018

Once there, they can engage with product and service content designed specifically for each point in the buying cycle. In addition, looking at this data longitudinally provides a clear view of content trends — which topics are rising in interest and which are falling — as well as seasonality. Diving deeper with intent modeling.

Paid Search Agency 184

Paid Search Agency Buying Cycle Classified Ads Keywords 184

Martech

JULY 16, 2021

Another driving force, which I mentioned at the start, are fundamental changes in the B2B buying cycle — shifts that the COVID pandemic accelerated as events and in-person meetings went virtual. The company expects this trend to become part of the “new normal” post-pandemic.

Account Based Marketing 133

Account Based Marketing Work Management Marketing Management ABM 133

Heinz Marketing

MAY 31, 2023

By Karla Sanders , Engagement Manager at Heinz Marketing In the fast-paced world of B2B marketing, businesses often face difficult times characterized by slowing win rates and longer buying cycles. Leverage data and analytics: Use data-driven insights to identify trends, monitor customer behaviors, and fine-tune sales strategies.

B2B Sales 95

B2B Sales B2B Buying Cycle Sales Qualified Leads 95

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. How B2B buying has changed.

Account Based Marketing 114

Account Based Marketing Enterprise Management Work Management Marketing Management 114

Valasys

NOVEMBER 21, 2019

The B2B marketing world is dynamic & trends here are subject to very negative sentimental connotation – partially because they are ephemeral & partially because it’s very tough for the brands to extract & keep abreast with the B2B marketing trends & studies that every marketer should know about in real-time.

Planning 58

Planning Studies B2B Marketing Trends 58

Customer Experience Matrix

DECEMBER 16, 2018

So far, we’ve seen two main trends emerge: extension of CDP product scope beyond the core of building the customer database itself and expansion into new industries. On the other hand, viewing CDP utility as a function of buying cycle does make sense. Both shed light on what we can expect to happen next.

Enterprise Management 278

Enterprise Management Work Management Marketing Management Marketing Automation Services 278

Tony Zambito

OCTOBER 27, 2010

.  Lauren further adds that a confluence of trends is changing the way buyers experience buying decisions and purchases.  One of the macro trends Lauren highlights is that buyers want content of real value.    Closely related to this trend is another, that buyers will not answer the phone. 

Trends 100

Trends Peer-to-peer Buyer Personas Marketing Automation Services 100

Webbiquity

JANUARY 15, 2010

And they no longer have time for that “consultative sale;’ just as they are coming to the sales conversation armed with a tremendous amount of information about the vendor and it’s offerings, they expect the sales person to know about their company, needs and industry trends as well.

Sales Cycle 100

Sales Cycle Buying Cycle Social Media Marketing Management 100

Marketing Insider Group

SEPTEMBER 2, 2020

With new trends, customer behaviors, and technologies transforming the industry at top speed, there has never been a better time to be in marketing. An understanding of customer habits and trends. Through data that the CTO and tech platforms can provide, CMOs have greater insight into: Customer behavior and buying cycle predictions.

Advertising Agencies 338

Advertising Agencies Planning Paid Search Agency CMO 338

ANNUITAS

APRIL 10, 2023

In our Behind the Buzzwords content series, ANNUITAS breaks down the complex jargon you see trending in go-to-market thought-leadership and helps you cut through the noise to contextualize it for your organization. This buzzword has been popularized in the past decade as a way to talk about how customers move through the buying cycle.

Ideal Customer Profiles 130

Ideal Customer Profiles Top of Funnel B2B Thought Leadership Lead Ranking 130

Valasys

AUGUST 2, 2019

The B2B marketers constantly endeavor to keep abreast with the changing dynamics of the industry, as missing out on any of the latest trends may pose a threat to the marketers – to be left behind their counterparts from the industry. Serving Personalized Pieces of Content: . Wrapping it up: .

Marketing AI 40

Marketing AI Enterprise Management B2B Marketing Trends 40

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. Conclusion B2B marketing automation is not just a trend; it’s a strategic approach that reshapes how businesses engage with their clients.

Marketing Automation Services 155

Marketing Automation Services Ideal Customer Profiles Efficiency Marketing Automation 155

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.

Paid Content 52

Paid Content Advertising Agencies Demand Advertisements 52

Zoominfo

APRIL 20, 2022

Alison Rouse, VP of analytics at CS2 Marketing, also sees the shift as part of a broader trend toward more complicated deals. “Using marketing-sourced pipeline as a KPI oversimplifies the complexity of the B2B buying cycle,” she says.

Multi-Touch Attribution 130

Multi-Touch Attribution Zoominfo Account Based Marketing Lead Ranking 130

Biznology

DECEMBER 28, 2016

It was important for McDonald’s to have the ability to respond immediately to consumers and actively monitor social media trends in real time. NETSPRESSO : Had the desire with its digital transformation to win new customers, gain a deeper understanding of its customers, and manage complex buying processes.

Digital Transformation 184

Digital Transformation Case Study Case Studies Studies 184

Marketing Insider Group

DECEMBER 17, 2019

B2B buying cycles are also much longer than B2C and involve many different stakeholders, compared to B2C purchases, which are often instantaneous and involve one person only. It’s not just consumers who are interested in trending news and events. B2B marketers have additional challenges, of course. B2B doesn’t need to be boring.

Tactics 271

Tactics B2B Marketing Work Management Planning 271

Heinz Marketing

NOVEMBER 22, 2020

6sense is one of the best in the biz—their Account Engagement platform has the power to elevate any sales team, showing them exactly which companies are in the consideration and decision phases of their buying cycle. . 6sense will look for those trends in order to surface other companies that are following the same pattern.

Marketing Automation Services 134

Marketing Automation Services Work Management Marketing Management Buying Cycle 134

Heinz Marketing

MAY 31, 2023

By Karla Sanders , Engagement Manager at Heinz Marketing In the fast-paced world of B2B marketing, businesses often face difficult times characterized by slowing win rates and longer buying cycles. Leverage data and analytics: Use data-driven insights to identify trends, monitor customer behaviors, and fine-tune sales strategies.

B2B Sales 52

B2B Sales B2B Buying Cycle Sales Qualified Leads 52

Zoominfo

MAY 25, 2021

Figure 1 : These job requirements, culled from an open position at ZoomInfo, illustrate the trend toward aligning sales and marketing operations. Perhaps this drawn-out buying cycle explains why automation has taken so long to truly gain hold at companies despite Harvard Business Review’s early endorsement.

Automation 252

Automation Marketing Automation Services Zoominfo Planning 252

InsightSquared

JUNE 16, 2020

By analyzing rep activity and understanding the key buying cycle inflection points, your guided selling solution should automatically know when deals require additional insight and information to progress. Finding these key inflection points prevents conversation redundancy and delivers the necessary expertise to keep the deal moving.

Practices 177

Practices Best Practices Data Hygiene Buying Cycle 177

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. Stay informed on the latest content trends, industry insights, and news. We can’t always assume the last touch point was what clinched the deal. Use Single-Touch Attribution to Test Effectiveness.

Multi-Touch Attribution 130

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

Exo B2B

FEBRUARY 7, 2024

They help shape opinion and trends within the industry. The key is knowing when to expose them to your target companies in their buying cycle. Conclusion Navigating the B2B landscape with its multiple stakeholders and long sales cycles can seem daunting. B2B influencers are often industry experts, leading thinkers.

B2B 52

B2B Buyer Personas Work Management Case Studies 52

Hinge Marketing

JANUARY 11, 2016

That means it is time to prognosticate about the trends for the next twelve months. Here is my take on marketing trends in professional services for the coming year. Professional services marketers will continue to use content to walk their prospects through every phase of the buying cycle. I am ready to do just that.

Trends 48

Trends Service Planning Buying Cycle 48

Content4Demand

JULY 7, 2021

As B2B buying trends evolve, it’s important that your content keeps up. 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. What are buyers searching for?

Account Based Marketing 121

Account Based Marketing Peer-to-peer B2B Content 121

Webbiquity

JANUARY 31, 2019

It should help you more effectively capitalize on trends and address pressing problems in your industry. Take Dacia , which after looking at previous data, decided to start using targeted boosted posts based on where users were in the buying cycle. Distinguish Good Investments from Waste.

Social Media 243

Social Media Media Word of Mouth Analysis 243

ClickDimensions

NOVEMBER 16, 2022

For B2B businesses, the pandemic acted as a catalyst speeding up slow-growing trends and forcing all businesses to adapt quickly or risk being left behind. Even though the pandemic’s influence has lessened, changed buyer trends have remained and are beginning to evolve.

Buy 97

Buy B2B Budget Programs B2B Sales 97

Engagio

MAY 3, 2021

This is an indicator of an account’s level of interest in your company or category, and trends can show when accounts are entering into an active buying cycle. Intent (Demandbase) : Uncovers the topics that companies are actively consuming across the web.

InsideView 127

InsideView DemandBase Enterprise Management Work Management 127

Trade Press Services

SEPTEMBER 25, 2023

Decision #5: About the time to buy. Buyers want to know if the time is right to make a purchase and are influenced by industry trends, market conditions and their own buying cycles. These five determinations shape the complex and winding path that shapes most B2B buying decisions. Timing is crucial in B2B sales.

Lead Ranking 52

Lead Ranking Buying Cycle B2B Sales Pricing 52

NetLine

APRIL 14, 2022

With access to the largest B2B content library on the web, we were able to analyze nearly 25k individual responses from the past year, yielding 72k first-party buyer-level intent insights revealing where B2B professionals actually reside within the buying cycle. Learn More About 2022 B2B Content Marketing Trends.

Intent 97

Intent Webinar Metrics Peer-to-peer Intent Data 97

Biznology

DECEMBER 2, 2019

As business buying becomes more complex, with larger buying groups and longer buy cycles, marketers will continue to embrace the contributions they can make in market coverage, sales enablement and ABM. Voice search takes hold in B2B buying, for real. B2B marketers embrace current-customer marketing.

Enterprise Management 143

Enterprise Management Work Management Marketing Management B2B Marketing 143

Zoominfo

MAY 30, 2018

From understanding behavioral consumption patterns to forecasting future trends, predictive content analytics helps content marketers in a number of ways. Identify existing trends: Predictive analytics can help generate new content ideas, but they can also be applied to your existing repository. Here’s where things get interesting.

Analytics 167

Analytics Content Lead Ranking Buying Cycle 167

Choozle

AUGUST 11, 2020

And how has the buying cycle changed in 2020? Trends to know for back-to-school advertising. Trends to know for back-to-school advertising. 40 percent said they are planning to buy fewer traditional back-to-school supplies this year as they invest in digital resources to supplement their children’s education.

Advertisements 97

Advertisements Advertising Buying Cycle Education 97

Litmus

OCTOBER 25, 2021

B2B (business-to-business) buying cycles can be complex—and email plays a critical role nurturing leads, retaining customers, and winning back lost deals. Consumer buying habits shift regularly—meaning email marketers need to not only keep up on changes to email clients and design trends, but also what’s happening in the market.

Multi-Channel 88

Multi-Channel Paid Search Agency Email Campaigns Buying Cycle 88

Tomorrow People

NOVEMBER 21, 2018

Most thought that emotional marketing had no place in B2B’s rational, long, complicated buying cycles and committees. Read The Future of Content Marketing: 10 interviews with leading CMOs on the trends they’re using to disrupt in 2019. It tugs on heartstrings and responds to the consumers’ primitive needs and desires.

Planning 136

Planning B2B Thought Leadership Campaigns Thought Leadership 136

Paul Gillin

JANUARY 26, 2016

I was delighted when B2B Marketing Zone – a website and newsletter that I devour – asked me to be one of 25 contributors to its “ B2B Marketing Trends for 2016 ” e-book. They’re adopting buyer personas, content targeting and matching content to stages of the buying cycle.

Peer-to-peer 50

Peer-to-peer B2B Marketing Trends Sales Qualified Leads 50