B2B Sales Cycles are Getting Longer, Study Says

Sword and the Script

68% of B2B professionals surveyed say it takes longer to complete B2B sales cycles compared to a year ago They say recessions don’t start trends – they accelerate those that are already in motion. The trend has been more of everything in B2B.

Survey: B2B Marketers Working Against Longer Buying Cycle

KoMarketing Associates

As B2B marketers look to fine-tune the way they reach out to customers and prospects, new research suggests that B2B buyers are taking more time to think about potential purchases. This indicates that B2B buyers are taking their time when it comes to evaluating their options.


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Have You Adapted to the Modern Sales Cycle?


It’s no secret that the sales cycle has changed a lot over the past few decades. Some may even say that sales reps that are new to the game have a bit of an advantage when it comes to learning and onboarding; they are typically tech-savvy, have fresh and mold-able minds that aren’t bogged down by old methodology, and can adapt quickly to new sales models and techniques. How B2B buying has changed. Sales used to own the sales cycle.

How to Increase Your Manufacturing SQLs Using the Buyer's Journey

SmartBug Media

It’s not uncommon for many manufacturers to still be relying solely on traditional outbound sales and marketing methods, such as attending trade shows and other in-person events, sending out printed mailers, and using basic cold-calling tactics. Buyer’s Journey Stage #1: Awareness.

How Organizations are Leveraging Content Across the Buyer Journey


And it shows no sign of slowing down — in 2016, 88% of organizations claim to be using content marketing as a key B2B marketing tactic. However, content isn’t only effective in the strict “marketing” sense — content satisfies the entire buyer journey, from awareness, to engagement, to lead generation, to sales enablement, and even to customer success. But this is only the start of the buyer journey.

Three Buyer Insights To Consider When Engaging B2B Buyers In A COVID-19 World

Tony Zambito

It is being used to describe the effects of COVID-19 in shaping B2B buyer behaviors. Pre-pandemic, it was expected buyer behavior trends may evolve over a five to ten-year period. Gaining insight into how buyer behavior is changing. The three buyer insights are notable.

#3: B2B Buyer Journey – 7 things every CEO should know about marketing


This third blog post of the “7 things a CEO needs to know about marketing” series focuses on the B2B buyer journey. You may believe your company sells stuff to the market – like your products or services, however, that is your seller view and not a buyer view.

Sales Pipeline Radio, Episode 257: Q & A with Adriel Sanchez @Adriel_S

Heinz Marketing

If you’re not already subscribed to Sales Pipeline Radio , or listening live every Thursday at 11:30 a.m The show is less than 30 minutes, fast-paced and full of actionable advice, best practices and more for B2B sales & marketing professionals.

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Hacking the Buyer Journey – Remarketing for B2B Digital Marketers

The Lead Agency

However, while this is an almost impossible (not to mention expensive) exercise in real life, B2B digital marketing makes it easy. Why Remarketing is Particularly Effective for B2B Businesses. Remarketing is particularly effective for B2B businesses as B2B businesses sell more complex products, often at a very high price point. As part of the sales cycle, B2B buyers will comparison shop. Find out more about our B2B Remarketing services here.

5 Roadblocks Your Content Strategy Needs to Avoid in the Buyer's Journey


The B2B buyer’s journey consists of the actions that a prospect takes from discovery of the product to purchase of the product, and your marketing content has a great influence on that journey. Consider these two points: 67% of the buyer’s journey is now digital. Today’s buyer can be up to 90% of the way through their journey before they personally reach out to sales.

The Emerging Importance Of B2B Ethnography To Buyer Personas

Tony Zambito

Better, deeper, insightful, and well-rounded understanding of customers and buyers is on the top of the list for many CEOs and CMOs today. Redefining The Meaning Of Buyer Understanding. These three pressing concerns are causing CEOs and CMOs to reevaluate how to understand their buyers and their abilities to help buyers achieve their goals. In today’s robust evolution of digital technologies, CEOs and CMOs seek buyer understanding to address these three concerns.

5 Common Stages of B2B Lead Nurturing


by Jesse Noyes | Tweet this If you work in the complex b2b marketing industry, you know just how long the journey from prospect to closed deal can take. Lead nurturing provides a structural framework for delivering specific types of content that answers buyers’ questions when they ask them. It’s important that when sales passes back a lead they provide a reason. If you understand the issue, you can lead them down an alternative path until they are sales-ready.

The Power of Multi-Touch Attribution: Mapping Buyer Journeys To Enhance ROI

Walker Sands

In today’s digital world, the B2B buyer journey is increasingly complex, with a growing list of channels and touchpoints to track and measure. Understanding the Buyer Journey.

8 Personalization Trends That Are Reinventing the Buyer's Journey


If we think about offline buyer/brand relationships, customer loyalty results (in part) when a brand can form a relationship with the buyer through acts of thoughtful remembrance. One of the big challenges businesses face today is creating this same experience for buyers online. Each buyer’s journey is unique because buyers are dynamic individuals with their own wants, needs and concerns; their own motivations and goals — the likes of which change constantly.

How to Do Market Research: A Step-by-Step Guide to Understanding Your Buyer's Journey


By now, you probably know that today's buyers hold all of the power when making a purchasing decision. Consider these recent statistics about B2B buyers from a 2015 study by Think With Google : 89% of buyers use the internet during the B2B research process. What's a marketer to do to make sure your buyers find you early and often? How to Do Market Research: A Step-by-Step Guide to Understanding Your Buyer's Journey. Step 2: Recruit Buyers.

How do you sell when your buyers can’t buy? Mounting dysfunction in the B2B buying process


Everyone is aware that B2B buying is complex. It involves multiple parties over long decision-making cycles. I interviewed Brent Adamson , Sales Principal Executive Advisor on Sales, Marketing, & Communications, and got the skinny. Your research found a lot of dysfunction in the B2B purchase process. At CEB, now Gartner, we’ve been studying sales and marketing for years, which means that we have deep insights into the challenges within these functions.

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How Conversion Funnels Create a Better Customer Journey + How to Optimize Yours


Conversion funnels are a fundamental concept in sales. Customers take a similar journey through your company's conversion funnel when evaluating whether or not to buy from you. In this post, I'll explain what conversion funnels are and how they impact your customer journey.

How to Solve the Top 5 Challenges of B2B Sales with Marketing


Considering that the major portion of a buyer’s journey takes place without his or her knowledge, salespeople have to rise above a long list of challenges, regardless of their industry. So, how can sales teams rise above? Today’s sales teams need a strategy, strong communications and up-to-date technology. Cutting-edge technology allows the sales professional to convey innovation and create a lasting memorable engagement. Understanding multi-buyers’ needs.

On the limited value of branded content


Audiences in digital are not captive; they’re self directed and impatient to get on with their journeys—their stories. They don’t typically start their journeys by looking for brands. They start their journeys by looking for solutions to their problems. And they piece their journeys together at multiple sites from multiple providers. It is one of the signals we look for in understanding how queries indicate where prospects are in their buyer journeys.

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Segmenting your content marketing


They don’t have one-size-fits-all content; they focus on the key characteristics of the buyer that allow them to target their content to the right person at the right time. B2B marketers need this, but so do B2C marketers that sell high consideration items with long sales cycles. My webinar yesterday was about how to make your content different from your competitors. Maybe you’ve jumped on the Content Marketing bandwagon, but are finding it rather crowded.

Expert Q&A: Transform Marketing With A Revenue-Relevant Customer Experience Strategy


by Amanda Batista | Tweet this The advent of social media, empowered buyers, and users bringing their own technology to work has now morphed B2B business models from product to services provision. This expands the sales cycle to a much longer and precarious customer lifecycle: the prospect becomes a buyer; who becomes a customer; and then becomes a potential prospect again for renewal or at least advocacy.

Does B2B Content Marketing Really Help Buyers Buy?

Digital B2B Marketing

In B2B marketing organizations, content marketing aims to help buyers buy. Content marketing provides the information buyers need to determine the type of solution they need, develop internal support for a change, create a short list of providers and address objections , all while positioning your company as a trusted resource. So before you start creating more content to move prospects through your buyers journey, step back and consider how to help prospective buyers buy.

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ABM Platform Trends Highlight the Need for Omnichannel Engagement


B2B marketing and sales has traditionally operated with the assumption of long and complex sales cycles. . While this still holds true, a transformation is afoot in the B2B sales cycle. B2B buyers are now demanding B2C-like buying experiences.

A Guide to Researching Leads Before a Sales Call


Not everyone’s a natural-born salesperson, and for a lot of professionals, the sales call is a daunting task. Why It’s Important to Research Your Sales Leads. In this fast-paced industry, buyer needs and demands are ever-evolving. As marketers and sales professionals, we have to adjust to behavioral shifts caused by a multitude of technological advancements and lifestyle transformations. Remember, all the actions your prospective buyer takes is driven by a goal.

Stitching Intent Data into Your Sales Strategy

DiscoverOrg Sales

?. Hey everyone, Jake Shaffren here, Director of Sales at DiscoverOrg. Today, we’re talking through the buying journey and intent data – from the perspective of my true-life example of buying a sewing machine for my fiancée. Step 1: Buyer research. Your buyers are doing this, too: They’re trying to get clear on what problem they’re trying to solve. The same is true for your B2B buyers. This is where buyer Intent Data comes in.

Intent Data: A Direct Line into Prospects Ready to Buy Your Product or Service

SmartBug Media

It’s not as simple as a magical button on your browser homepage—but it is a very real set of data analytics based on consumer behavior across the web (not just on your website) that: Gives you a front-row seat to live buyer activity, shows you the buyer’s pain points. By the time the average B2B buyer connects with any particular vendor, they’re already more than 70 percent of the way through the Buyer’s Journey —and 67 percent of that journey is digital.

Are You Going All In, In the Dark? 3 Tips for B2B Sales


B2B sales cycles are almost always on the spectrum of “lengthy” and “complicated”. This isn’t new news, but despite being completely commonplace, navigating this maze still stumps even expert sales leaders across sectors, industries and leadership methods. How can Sales find a better path? Buyer's Journey B2B Sales

Authentic connections in a digital buyer’s journey


As B2B buyers we want a personalized experience that recognizes our history with a brand and delivers relevant content and recommendations. And to personalize at scale, many marketing organizations are using AI and analytics to understand past buyer behaviors and anticipate future ones, so they can craft effective engagement strategies prospect by prospect. The post Authentic connections in a digital buyer’s journey appeared first on Televerde.

Jewel, a CFO and 2,500 B2B Marketers Walk Into a Room…


As the CFO of a software company, the prospect of attending a three-day B2B marketing conference can be daunting. That type of skyrocketing growth is not something we often see in B2B marketing and sales. Some of us have sales cycles that take longer than Jewel’s rise to fame. So, much like a sales cycle for B2B sales and marketers , building a music career took time. What a four-time Grammy nominee and B2B marketers have in common.

6 Distinguishing Traits of the New Age B2B Buyer —And 6 B2B Lead Generation Tips to Engage


As B2B marketers, it would be of tremendous value to us to get a similar insight into the B2B buyer’s mind. There’s only one problem here—the B2B buyer is far more complex and changing more dynamically than the B2B marketer ever can or will. Companies try to study and analyze buyers in many different ways. Let’s examine today some key behavioural traits that characterize our new age B2B buyer.

Evolving Sellers From Pitch to Purpose

The ROI Guy

The bad news for B2B sales cycles everywhere is that 84% of B2B buyers report that purchase decisions take longer than expected – twice as long for most. One reason for the delay is that modern B2B buyers want help accelerating the decision process and assuring decision success. Every time a B2B buyer considers a purchase, they face internal struggles.

ABM is Becoming a Way of Life, But Its Potential Can’t Be Fully Realized Without Journey Mapping


For B2B companies, their internal sales cycle is a reflection of their customers’ buying journey. This buyer’s journey involves multiple people within an organization (or account) vs. a single person. Buyer's JourneyThis group of individuals consists of collective decision-makers who all influence purchasing in different ways, in different degrees, and at different times on behalf of their company.

B2B Marketing 2021 Trends

The Lead Agency

B2B marketing has undergone a dramatic change in the last 5-10 years. Previously, the key focus of B2B marketing was networking with the objective of securing a face-to-face meeting with the relevant C-level executive in the target company. B2B Marketing

How to Create a Comprehensive Content Calendar for Your B2B


We can’t promise anything groundbreaking or innovative, but we do promise the most comprehensive, no-nonsense guide to creating a content calendar for your B2B organization. A comprehensive content calendar takes all buyer personas, marketing channels, and stages of the sales funnel into consideration. As your B2B organization grows, your marketing team will inevitably evolve. A content calendar that only speaks to one buyer persona or channel at a time is incomplete.

AI and Intent Signals Fire Up Post-Pandemic B2B Marketing


AI and intent signals are a welcome combination as B2B marketers cautiously move into 2021. As businesses of all kinds prepare for a post-pandemic marketplace, leads and customer acquisition remain B2B marketers’ biggest challenges. 360° Buyer Views: AI and Intent Signals Together.

Measuring Customer Experience for B2B Marketers


B2B organizations often are remiss in remembering B2B buyers are just B2C consumers wearing a different hat. For B2B, this means buyers expect a personalized, well-developed, enticing customer experience (CX) from first learning of your brand until closing a sale.

How do B2B and B2C Marketing Funnels Differ?

The Lead Agency

The marketing funnel is a representation of the customer/buyer journey, from a sales/marketing perspective. Business-to-business (B2B) and business-to-consumer (B2C) marketers aim to capture the attention of two distinct audiences. B2B Marketing

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