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.

Shortening the Industrial Buy Cycle in 5 Simple Steps

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Shortening the Industrial Buy Cycle in 5 Simple Steps by Achinta Mitra on June 8, 2010 in B2B Lead Generation , Content Marketing , Industrial Marketing Strategies , Search Engine Optimization (SEO) , Website Design & Development The other day I read an interesting article titled “5 Steps To Shorten The B2B Buying Cycle” by Kerry Spellman , Client Relationship Manager at iProspect.


Sign Up for our Newsletter

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

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.

How Social Media Changed the Sales Cycle into the Buying Cycle


Back in prehistoric times (before the Internet, that is), b2b buyers learned about products and services by reading (print) magazines and (printed) analyst reports. Once they developed a short list of vendors for consideration, they contacted the companies (using phones, which were connected via wires) and the companies sent them (printed) sales collateral by mail (postal, that is). Then sales people would contact the prospects and use a “consultative&# sales process.

Deconstructing the Four Stages of the Industrial Buy Cycle

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Deconstructing the Four Stages of the Industrial Buy Cycle by Achinta Mitra on May 26, 2010 in B2B Lead Generation , B2B Marketing Collateral , Content Marketing , Integrated Industrial Marketing B2B marketers agree that lead generation and nurturing campaigns must deliver relevant content to their target audience to be successful.

Content Auditing and Mapping it to the Industrial Buy Cycle

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Content Auditing and Mapping it to the Industrial Buy Cycle by Achinta Mitra on September 3, 2010 in B2B Lead Generation , Content Marketing , Industrial Marketing Strategies , Integrated Industrial Marketing These days it is popular to say “Content is marketing currency.” How can you use marketing content to generate a decent volume of sales-ready leads at a low(er) cost?

B2B Sales Cycle: 4 steps to avoid the wasteful ‘no decision’

B2B Lead Generation

Tweet CSO Insights , which interviews thousands of chief sales officers to benchmark B2B sales best practices, has tracked an alarming trend. Jim Dickie, CSO Insight’s managing partner, says this should make any sales leader cringe. “It’s No deal = broken sales cycle. He says the escalating number of “no decisions” is a sure sign that sales cycles are broken. And your sales cycle must take that into account.”. Sales

Manufacturers, It’s Time to Take Back Control in the Buying Cycle


The Sales and Marketing Blind Spot. However, when it comes to sales and marketing, very little has changed despite significant changes in buyer behaviors—the result of which has decreased the volume of leads that sales receives. McKinsey research shows that B2B buyers typically use six different channels throughout their decision-making journey, and almost 65% will come away from it frustrated by inconsistent experiences. Modern Marketing b2b

What is business video content marketing and how to get started


Business decision-makers LOVE online B2B marketing videos because it gives them the most amount of information in the shortest amount of time. And what’s good for the company that makes an investment in online B2B marketing videos is that they are proven to increase metrics such as awareness, conversion rates, quality leads that go into the sales process, thought leadership, social metrics, open rates, and click-through rates in email campaigns.

Video 119

Using Content to Move Prospects Forward in the Sales Cycle

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Using Content to Move Prospects Forward in the Sales Cycle by Achinta Mitra on May 5, 2010 in B2B Lead Generation , B2B Marketing Collateral , Content Marketing , Industrial Marketing Strategies , Sales Strategies We often think of online content as the text on a web or blog page. Your sales team must report to marketing and put these leads back into the hopper for nurturing.

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.

5 Ways B2B Can Learn from B2C Marketers

Buzz Marketing for Technology

Posted in Buying Cycle Conversion Conversion Optimization Customer Customer Experience Personalization Strategy. And it’s obvious why: buying cycles are longer, buyer mentalities are different, and products typically require more investigation before a purchase. But the reality is that B2B buyers are very similar to B2C consumers— whether it’s buying a new car or new enterprise software, consumers want to be educated and informed.

B2C 201

Survey Finds Growth in Pipelines and Sales Cycles for B2B Lead.

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Survey Finds Growth in Pipelines and Sales Cycles for B2B Lead Generation by Achinta Mitra on May 11, 2010 in B2B Lead Generation , Content Marketing , Industrial Marketing Strategies , Sales Strategies I recently read a news release put out by Infogroup on their SalesPulse Survey of B2B sales professionals conducted jointly with OneSource , an Infogroup company.

Quit Obsessing About the Customer Journey

The Point

And the more that your message and content reflect a prospect’s stage in the selling cycle, the better. Now, to be fair, we certainly have a better understanding of the B2B customer journey today, and it’s certainly true that there are valid, credible insights that can be drawn about the way in which business buyers behave in the aggregate. If Joe Prospect downloads a case study, is Joe further along in the sales cycle?

How HP Uses 6sense to Find Customers in Active Buying Cycles


As the Vice President and Global Head of Marketing Analytics for HP, Kevin Bolden is always looking for that extra edge that data-driven insights can offer his marketing and sales teams. 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 Power of Data-Driven Sales and Marketing.

Lead nurturing via email series and content marketing

B2B Lead Generation

However, the key channel for lead nurturing is email — particularly using email to send a series of relevant content pieces or offers to prospects as they move through the buying funnel. In previous B2B Lead Roundtable Blog posts, I’ve offered a group of MarketingSherpa case studies based around a particular content area. The program was based around a 12 to 18-month sales cycle and targeted C-suite executives and large financial institutions with at least $1 billion in assets.

Tips From Demand Gen Report’s 2014 B2B Buyer Behavior Survey


by Amanda Batista | Tweet this While the sales cycle is getting longer and buyers continued to wait to engage with sales, B2B buyers are more satisfied with the process than they were a year ago, according to Demand Gen Report’s 2014 B2B Buyer Behavior Survey. The annual survey also found that as many as 34% of respondents said the number of team members involved in the B2B purchase process increased over the past year.

The State of Demand Generation

The Effective Marketer

There are over 20 presentations available, ranging from Social CRM and Lead Generation, to Case Studies and Sales Enablement. Buying cycle control (you need to facilitate the buying process and understand what is required of you as a result). Best Practice B2B Company Rates: Inquiries to MQL: 9.3%. Create (generation of “original” demand, focusing on quality, i.e. generating a better lead for sales). The Customer Buying Cycle Framework.

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.

Sales 74

Buyer Experience Innovation: Why B2B CEO’s Must Make It Their Top Priority

Tony Zambito

The pressure to achieve top line revenue growth and profitable growth strategies remain as the key challenges B2B CEO’s face today.    For many B2B CEO’s, they are witnessing the conventional strategies associated with sales and marketing being dismissed and tossed aside by buyers at an alarming rate.    Today’s CEO’s must make Buyer Experience Innovation a top priority to succeed in the rapidly changing B2B marketplace. Image via Wikipedia.

Lead Nurturing – How to Develop a Solid Process for B2B Lead Management


Effective lead nurturing is crucial to successful b2b marketing. Lead nurturing can help you improve your lead conversions over time. ” “ Lead nurturing will generate an increase in sale opportunities up to 20%. ” “ Lead nurturing can help you build a trusted relationship with your economic buyer.” Ask yourself and answer these questions: Do I understand my buyers’ buying cycle? You need to be able to map out your typical buyer’s buying cycle.

The Importance of Buyer Personas to Lead-to-Revenue Management

Tony Zambito

A tough assignment for B2B marketers today is getting a handle on how buyers progress through the buying and selling cycles.    As Sirius Decision and CSO Insights have reported on often, buyers are progressing through 70-80% of the buying and sales cycle before engaging directly with sales.    Understanding what buyers are doing in the lead generation to sales cycle gap is proving to be a competitive difference maker.

Accelerate Slow Sales Cycles with More Sales Enablement Investments?

The ROI Guy

Two successive downturns over the past decade have resulted in buyers more skeptical of sales pitches than ever, and a condition called Frugalnomics – where buyers demand quantifiable proof of bottom-line impact for each purchase decision. The result of Frugalnomics has been a marked slowdown in the pipeline, and longer than ever sales cycles. So how is the sales enablement role evolving within b2b vendors?

Macro Trends Transforming the Buyer Experience

Tony Zambito

  Lauren notes that the B2B environment is faced with increasing challenges in marketing to as well as selling to the buyer.    Lauren further adds that a confluence of trends is changing the way buyers experience buying decisions and purchases.    It has been written about often over the past year that sales are not able to engage until further down the buyer journey and marketing has a tough job of “warming up” the buyer for sales engagement. 

5 Ways to Improve Your B2B Customer Experience with Sales Enablement Technology


Customer experience has long been a priority for B2C companies, but it hasn’t been a focus for B2B organizations until more recently. The B2B selling space is evolving, funnel dynamics are shifting, and buyers are becoming better informed. Perhaps the most significant changes are the shift in the balance of power in the B2B purchase process, from the vendor to the buyer, and the changing expectations that prospects have of sales reps and the sales experience.

5 Essential Books to Understand B2B Sales 2.0


by Katie Byrnes To effectively build relationships with prospects, sales teams need to learn to leverage evolving sales strategies. Without utilizing social networking, content marketing and other strategies, sales teams are likely leaving money on the table. To understand how next-generation sales helps boost revenue and build relationships with customers, consider the following 5 essential books to understand Sales 2.0 : 1. Sales 2.0.

16 B2B print advertising tips

Sales Lead Insights

Is one of your advertising goals to generate sales leads for your salespeople, representatives, distributors, or resellers? Consider these proven sales lead generation techniques gleaned from working with over 170 companies and some of the best marketers in the business. This kind of advertising may do a lot to improve the company’s image, but these ads don’t generate sales leads. Many of your prospects may want to try your product before they buy it.

The Risks of Over-Reliance on Late-Stage Content

The Point

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.

3 Tips to Stop Leads from Falling Through the Cracks


The industry wide statistic of 70% of leads never receiving effective sales follow-up is astounding. Send pertinent messages related to where your prospect is in the buying cycle offering them information to help move them from one stage to the next. Automation sifts through leads, qualifies them and keeps them in follow up mode until they move forward or drop from the buying cycle. When during their buying cycles did they enter the marketing funnel?

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. Let’s examine today some key behavioural traits that characterize our new age B2B buyer. 6 Characteristics of the B2B Buyer and How to Manage Expectations . Averse to a Sales Pitch and Avoids the Salesperson.

10 Ways to Empower Channel Partners and Drive Sales Growth


One of the most common misconceptions among B2B manufacturers is that their channel partners will create demand for their products. As a B2B manufacturing organization, you must realize that the purpose and goal of channel partners is to make money and profits from selling your products. And ultimately, boost sales through their channel to drive revenue growth for their own organization as well as yours. 10 Essential Steps to Boost Sales Through Channel Partners.

What is Revenue Performance Management? A Whiteboard Session


Which in this case, would be Sales). Buyers want to connect with sales much later in the buying cycle than ever before. One of the single most important concepts behind RPM is that marketing and sales transform the way they work – and work together – to create a single revenue cycle. A lot of companies are focused only on the sales cycle. A single integrated revenue cycle is a key element of revenue performance management.

Is it Time to Change the Universal Definition of a Lead?


So do we need to revisit the universal definition of a lead in the world of sales and marketing? Here’s What HAS Changed with B2B Lead Generation: Building volume at the top of the funnel is easier. As marketers realize the importance of distinguishing between buyer personas, there is more than one sales funnel you need to fill, filter your leads through and manage in order to drive conversions. What steps have you taken to unite sales and marketing?

Leads 67

The B2B Content Marketing ROI You Should Care About.

Sales Engine

Measuring content marketing’s return on investment in B2B companies can be a complex calculation, especially if your solution is expensive, requires committee-based decisions, and has long and unpredictable sales cycles. Determining that the prospect was qualified and motivated, it turned into an opportunity that was funneled through the sales process and closed. Sale intelligence includes information such as: Who is involved in the decision?

ROI 188

Best B2B Marketing and Sales Strategy Guides and Insights of 2011

Webbiquity SMM

Social media, content aggregation and curation , user-generated content and other developments have dramatically changed the B2B buying cycle over the past few years. Marketers need to think like publishers not only to improve their company’s visibility in search (which is where 93% of B2B buying cycles now start ) but also to address the differing information needs of buying team members, at different stages during the decision process.

The B2B Marketer’s Guide to Virtual Reality


53% of surveyed adults said they would buy from a brand that uses VR over a brand that doesn’t ( source ). Sales of VR and AR devices will reach $1.8 While B2C brands have embraced VR/AR on a large scale, B2B marketers have been slower to adopt this new technology. But, VR/AR is already making its impact on the B2B world, and will only continue to grow more prevalent in the coming years. But, here are a few of the most important benefits for B2B marketers: 1.

B2B Sales vs B2C Sales


What is B2B Sales? Business-to-business (B2B) describes a commercial relationship between business entities. Building on that definition, B2B sales is the process by which B2B companies engage decision makers at other companies to sell products or services. In general, it involves high price points, long and complex buying cycles, and direct outreach and follow-up to prospects via multiple communication channels. Sales Process.

B2C 74