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Experimentation in B2B Marketing Is Hell. Here’s How to Fix It

Convert

Experimentation in B2B marketing is much harder than in B2C, greatly because of the long sales cycle and its implications. In a long sales cycle, the metrics most closely correlated to revenue are lower-funnel metrics. It might mean an entire lost sales cycle! Here’s why.

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Lead Nurturing: A Step-By-Step Guide

Marketing Insider Group

Three Stages of the Sales Funnel to Nurture Leads Through Here’s the thing: Our customers don’t see our funnels. They only have the aggregate experience of what they see, hear, and feel from us. Yet, it’s helpful to notice that all customer buying cycles fit into three distinct funnel stages. Let me explain.

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How Masergy Built an Award-Winning ABM Strategy from the Ground Up

Terminus

First, Masergy needed a way to uncover best-fit accounts in an active buying cycle. As a result, sales is no longer wasting time working accounts that aren’t in an active buying cycle, and marketing is no longer wasting budget marketing to them. 10% sales cycle reduction. 50% higher opportunity MRR.