B2B Marketing Directions

JULY 30, 2017

New research reveals what influences B2B buying decisions and explains why the B2B buying process is getting longer. Earlier this month, Demand Gen Report published the findings of the 2017 B2B Buyer's Survey. The 2017 survey findings reveal that B2B buyers' journeys are becoming longer and more complex.

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Buying Cycle Buy B2B Case Studies 40

Zoominfo

DECEMBER 28, 2020

Additionally, teams that harness the buying cues benefit from more precise and efficient sales cycles. These efficient processes are critical, considering that more than three-quarters of surveyed B2B buyers described a recent purchase as “very complex or difficult.”. How to spot buying signals. And you improve your ROI.

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Lead Ranking Buy Work Management Marketing Management 309

SalesIntel

APRIL 15, 2024

The B2B buyer experience is more complex and time-consuming than that of B2C. B2B buyers may spend months assessing an issue, researching solutions, and evaluating possible service providers before deciding on a vendor that fits their needs. This often results in a more intricate and extended buying process.

Enterprise Management 52

Enterprise Management Ideal Customer Profiles Marketing Management Top of Funnel 52

The Marketing Blender

APRIL 17, 2024

But industrial product and service companies can ONLY remain competitive through economic ups and downs if they take a big picture view and build a B2B industrial marketing strategy that includes the most effective tactics. Here’s an example of B2B industrial marketing for one of our clients. In one word: SIGNIFICANT.

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B2B Marketing Paid Search Agency B2B Advertising Agencies 52

Top Rank Marketing

SEPTEMBER 4, 2023

Complacency has never been an option in B2B marketing. The products we sell are highly complex, the clients we sell to are highly exacting, our buying cycle is (much) longer, there are fewer customers to go around, and our competition is fierce. 2023 has created something of a perfect storm for B2B marketing.

Enterprise Management 83

Enterprise Management Work Management Marketing Management B2B Marketing 83

Webbiquity

DECEMBER 4, 2018

Here are five tactics your B2B marketing team needs to master to empower sales people to close deals faster. Prospects love this, as research reveals that 87 percent of buyers select a vendor who provided them with relevant pieces of content at each stage of the buying process. Map Content to the Buying Cycle.

Sales Management 220

Sales Management Top of Funnel B2B Sales Tactics 220

Customer Experience Matrix

DECEMBER 16, 2018

It took some time for the vendors to realize that the database itself was ultimately more valuable than any one application, because the database was more central to their clients’ needs. But a more realistic explanation is that clients are always asking for new features and vendors are eager to oblige.

Enterprise Management 278

Enterprise Management Work Management Marketing Management Marketing Automation Services 278

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

Heinz Marketing

MAY 12, 2022

This meeting varies and is used to educate the team on new processes, share client work/projects, and meet with vendors. In the past few months, we’ve had the chance to meet with a few very cool tech vendors. Their in-app use case supports a Product Led Growth model which is increasingly popular in B2B marketing.

Work Management 103

Work Management Marketing Management B2B Peer-to-peer 103

The Point

JUNE 23, 2020

B2B marketing has seen a dramatic change in the last decade, driven by radical advances in marketing technology and the emergence of new channels. Even if you acknowledge that change as fact, however, it’s easy to become cynical (as I have) when vendors and thought leaders are constantly proclaiming the “death” of the old ways.

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Lead Ranking Enterprise Management Marketing Qualified Leads Account Based Marketing 264

xiQ

JANUARY 30, 2023

Adapt or Perish: The Evolution of B2B Sales in the Digital Age “The only constant in life is change” Heraclitus Greek philosopher This is especially true in the world of B2B sales and marketing these days. In the last 2 years in the post-pandemic world, B2B sales and marketing have drastically changed.

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B2B Sales Work Management B2B Marketing Management 126

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. Another 39% cite vendor websites.

Account Based Marketing 121

Account Based Marketing Peer-to-peer B2B Content 121

Martech

JULY 14, 2022

B2B marketers have employed account-based marketing (ABM) for well over a decade, of course, but the space has evolved rapidly over the past two to three years. Additionally, the COVID pandemic accelerated fundamental shifts in the B2B buying cycle by forcing events and in-person meetings to go virtual.

Account Based Marketing 114

Account Based Marketing Enterprise Management Work Management Marketing Management 114

Biznology

DECEMBER 2, 2019

So let me plunge ahead with 7 bets on likely new developments in the world of B2B marketing. My crystal ball is on back order,” as B2B database expert Bernice Grossman is fond of saying. Voice search takes hold in B2B buying, for real. My guess is that some types of B2B social media posts are ripe for automation.

Enterprise Management 143

Enterprise Management Work Management Marketing Management B2B Marketing 143

Webbiquity

APRIL 10, 2018

Every B2B marketer knows we are in a period of rapid change. But how can B2B marketers most effectively achieve those results? Here are half a dozen insights from 27 B2B marketing stats facts compiled from recent studies, plus one key conclusion no B2B marketer will want to miss. Or at least, not important yet?

Marketing AI 246

Marketing AI Enterprise Management Stats Marketing Management 246

Webbiquity

MARCH 28, 2011

B2B marketing executives, however, tend to be a bit more skeptical. Though adoption is increasing, many b2b marketers still question the true effectiveness of social media for reaching business buyers. Still, social media is rapidly becoming an essential component of the b2b marketing mix.

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Social Media Vendors Media B2B 100

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. For HP, “6sense has been more than just a vendor…they’re a partner as well,” said Bolden.

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Buying Cycle Activities Buy Ideal Customer Profiles 48

Adobe Experience Cloud Blog

OCTOBER 21, 2016

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. As much as two-thirds of B2B deals are lost before a formal request for proposal (RFP) process even begins. The result? Take Back the Reins.

Buying Cycle 48

Buying Cycle Buy B2B Thought Leadership Account Based Marketing 48

Top Rank Marketing

JUNE 29, 2023

Being able to attend LinkedIn’s first B2B Marketing conference, B2Believe was a real privilege and amazing experience. Hearing from the wealth and depth of B2B marketing and business expertise that exists within LinkedIn was equally informative and inspiring. The remaining 95% are not actively engaged in the buying process.

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Rules Brand Identity Branding B2B 61

Martech

JULY 16, 2021

While researching the all-new updated MarTech intelligence Report on account-based marketing (ABM) solutions , which just launched, we learned about how B2B buyers are engaging with companies in the current environment, and how marketing technology providers are helping those companies turn prospects into customers.

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Account Based Marketing Work Management Marketing Management ABM 133

KoMarketing Associates

AUGUST 6, 2019

The most significant challenge B2B marketers face is in effectively communicating with target audiences and prospective buyers. B2B buyer personas provide a foundation for accomplishing the research and development of effective online marketing campaigns designed to achieve strategic marketing objectives. What Are B2B Buyer Personas?

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Buyer Personas Paid Content Online Marketing B2B Marketing 123

Exo B2B

SEPTEMBER 5, 2023

The B2B marketing landscape is changing rapidly. In a world where buyers are more informed and demanding than ever before, B2B sales reps must evolve to offer a fluid, personalized buying experience based on trust. The majority of the B2B purchasing process begins on the Web. It enriches them.

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B2B B2B Sales Multi-Channel Ad Exchange 52

Madison Logic

FEBRUARY 7, 2024

Resolution #2: Balance Personalization with Privacy Longer buying cycles and larger buying committees have increased buyer expectations around relevant and customized experiences. Resolution #4: Build Trust with Your Audience B2B marketing is not just about selling a product or service.

Marketing AI 52

Marketing AI Work Management B2B Marketing Marketing Management 52

Engagio

NOVEMBER 18, 2020

The world of B2B has been undergoing a significant evolution. B2B buyers are increasingly behaving like consumers, and vendors are struggling with delivering personalized experiences to those buyers. B2B brands will now have access to the industry’s best account identification and targeting capabilities at their fingertips.

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DemandBase Work Management Marketing Management Marketing Automation Services 96

Zoominfo

AUGUST 1, 2018

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. Keep reading!

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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. This shift from a reactive to proactive marketing approach is working well for many B2B companies.

Account Based Marketing 116

Account Based Marketing Work Management Marketing Management Planning 116

Martech

MARCH 11, 2024

In reality, B2B buying committees have grown in size and different members will be at different stages of the buying cycle. If they’re in a buying cycle at all. Evangelizing the product For folks in a buying cycle, we must talk about the product quite a bit. There’s a big difference.

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Efficiency Marketing Automation Services Lead Ranking Brand Identity 79

Marketing Interactions

JANUARY 25, 2022

The beginning of the year is an appropriate time to take a stand about the payoffs of commitment in B2B marketing strategies. The beginning of the year is when a lot of B2B companies look at what they want to accomplish this year as a clean slate. B2B marketers must stop thinking about “campaigns” in response to change.

B2B Marketing 69

B2B Marketing B2B Budget Programs Marketing & Strategy 69

Sword and the Script | B2B

SEPTEMBER 24, 2020

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. On the heels of the current slowdown, it seems it’s going to take still more.

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Sales Cycle B2B Sales Studies B2B 57

Industrial Marketing Today

SEPTEMBER 3, 2010

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.”

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Buying Cycle Buy Marketing Budget Web 2.0 60

Sana Commerce

FEBRUARY 21, 2023

Many B2B companies worry that turning to online sales will hurt their long-standing customer relationships. Personalized marketing in B2B e-commerce is a great way to maintain these business relationships by treating your buyers as individuals online — just as you would offline. So clearly expectations are not being met.

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Personalization B2B Sales Qualified Leads Business 98

Valasys

DECEMBER 5, 2019

With the proliferation of technology & the Internet of Things (IoT), the B2B marketing world has transformed & evolved. Marching to an ecosystem that is ever-transcendent & dynamic, the B2B marketers need to learn about the amazing B2B marketing trends for 2020. The Key B2B Digital Marketing Trends for 2020.

Marketing AI 110

Marketing AI Trends B2B Marketing Top of Funnel 110

Webbiquity

JANUARY 15, 2010

Back in prehistoric times (before the Internet, that is), b2b buyers learned about products and services by reading (print) magazines and (printed) analyst reports. Detailed information about vendors and their offerings was still limited, enabling marketing and sales to act as gatekeepers of information. Share this on Mixx. Tweet This!

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Sales Cycle Buying Cycle Social Media Marketing Management 100

Marketing Interactions

SEPTEMBER 26, 2022

Only 16% of B2B marketers rate their current lead nurturing initiatives as excellent, per the 2022 Lead Nurturing & Acceleration Benchmark Survey. Further, the downsides of regret are many, including slower buy cycles, frustrated teams, and lower retention or growth for those accounts. Buying committees are getting bigger.

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Ideal Customer Profiles Buyer Personas Marketing Analytics Tools B2B 80

ViewPoint

AUGUST 16, 2018

It may seem counter intuitive, but there are three key reasons why B2B companies need to pay more—not less—attention to opportunities not yet ready to close: 1. Often hot leads are really buying companies that have already been sold by another vendor. Leads at every stage of the buying cycle are essential for a healthy pipeline.

Lead Scoring 136

Lead Scoring Lead Ranking Sales Qualified Leads Leads 136

PathFactory

MAY 3, 2022

Everyone has a hot take on how the traditional B2B sales model has died, changed, morphed, or remains relevant – alive and kicking. The first is “ Traditional B2B Sales and Marketing Are Becoming Obsolete ” posted on The Harvard Business Review by Brent Adamson, Vice President at Gartner. So, How did we get here? Our reason?

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Ideal Customer Profiles B2B Sales Top of Funnel Account Based Marketing 59

The Point

APRIL 22, 2020

However, as much as it has a reputation as a way to generate “guaranteed” leads, content syndication is not a cure-all, and indeed, more than most demand generation channels, is likely to generate sales leads that gravitate towards the early stages of the buying cycle. A Nurture Strategy for Content Syndication Leads Click To Tweet.

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