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.

Matching Webinar Content to the Buying Cycle: Evaluation and Purchase Stages

Oracle

According to Demand Gen Report’s 2014 B2B Buyer Behavior Survey , an effective content strategy can certainly influence the buyer journey. An overwhelming majority (82%) of senior executives said that content was a significant driver of their buying decisions. 61% of B2B buyers agreed that the winning vendor delivered a better mix of content appropriate for each stage of the purchasing process. Buying criteria.

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Buyerology Trend: Think Buyer Decision Model vs. Buyer Journey

Tony Zambito

This is the fifth in a series of articles looking at buyer trends that will influence marketing and sales in the near and foreseeable future.    We explored so far experience creation , BIG insights , demand fulfillment , and buyer networks.    This article looks at how buyer decision models are changing and how marketing and sales can think beyond the buyer’s journey or buying process to adapt. 

Include video content in your buyers’ journey

Biznology

If the people buying your products/services are NOT busy, then they will have the time to read your paperwork and figure things out, but if they ARE busy, then they would prefer that you have video on your website and as sales collateral (like video FAQs, business video case studies, and corporate profile videos) so that they can quickly understand your products, the culture of your company, and the people who makes your company great. Video FAQs that answer common buyer questions.

Why B2B Buying Cycles Are So Long

B2B Marketing Directions

Since then, the number of people in the average B2B buying group has increased, and buying cycles are getting longer. New research by the Aberdeen Group explains why long buying cycles are still a fact of life for B2B marketing and sales professionals.) The Original Post New research reveals what influences B2B buying decisions and explains why the B2B buying process is getting longer. Other findings explain why the buying cycle has gotten longer.

Get Ahead of the Buying Cycle

DemandBase

With over 70% of B2B buyers starting their research with generic search and regulations in Europe of the GDPR, understanding your buyer is critical. As a B2B Marketer based in the UK and operating in the EMEA region, the changes in regulation and how I was going to reach my buyers was a pretty daunting prospect and something that required a shift in focus. Let’s serve them content that is relevant to their business and where they are in the buying cycle.

7 Elements Of Customer Understanding The C-Suite Must Master

Tony Zambito

Changes in customer and buying behaviors continue to rock the very foundations of many industries. According to recent surveys by PWC, Forrester, IBM , and McKinsey, disruptive trends in customer and buying behaviors are expected to continue over the next five years. Organizations should strive to develop buyer personas , user personas, and customer personas. 4 – Customer Journey Mapping. 5 – Customer And Buying Scenario Mapping. by Yarden Gilboa.

How COVID Forever Changed the B2B Buyer Journey

Ledger Bennett

In early December 2019 the world began a new journey, the global impact of which could never have been predicted. The B2B buyer journey before and after COVID-19 In some respects B2B has been harder hit by the pandemic than B2C.

6 Different Types of Buyer Journey Maps

Kapost

Organizations that use a mapping program to manage buyer and customer journeys average a 79% increase in cross-sell and upsell revenue, marketing research from the Aberdeen Group reveals. In the new B2B marketing landscape, buyers are in control of their journeys. So understanding what customers are thinking and feeling at each stage of the journey is critical. While there is no single way to create a buyer’s journey map, below are a few that struck our fancy.

3 reasons to avoid Accelerated Mobile Pages (AMPs)

Biznology

They are built on intelligence of users and their journeys. In the simplest possible terms, tracking users through their information journeys is about matching their cookies to your pixels. Most user interaction with our site is earlier in their buyer journeys. We need to measure this behavior so that we can do a better job of helping users through their journeys. This might be okay for some B2C contexts, where people make impulse buys all the time.

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5 Content Marketing Strategies for Choosing Topics and Setting Goals

DivvyHQ

Content strategy should support specific business goals. The content you produce should support your strategy. Alignment of all this is easier said than done, though. Let’s dive into five content marketing strategies for choosing topics and setting goals.

How B2B CMOs Can Achieve Customer-Centric Marketing With Buyer Personas

Tony Zambito

In this same survey mentioned above, it was found 50% or more of marketers surveyed have not engaged in researching and creating buyer personas for their marketing efforts. Although the concept of buyer personas were founded nearly 14 years ago, the maturity of buyer persona development as a means to achieve customer-centric B2B marketing has some ways to go. 10 Essentials Of Becoming Customer-Centric With Buyer Personas. The same goes for buyer personas.

Why B2B Buying Cycles are Getting Longer

B2B Marketing Directions

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. Other findings explain why the buying cycle has gotten longer. B2B Buyers B2B Buying Process B2B Marketing

5 Content Marketing Strategies for Choosing Topics and Setting Goals

DivvyHQ

Content strategy should support specific business goals. The content you produce should support your strategy. Alignment of all this is easier said than done, though. Let’s dive into five content marketing strategies for choosing topics and setting goals.

Plan Before You Execute

Televerde

With technology in place, the next step toward modern marketing success is to build an engagement strategy that stretches across the buying cycle, from inquiry to close. Because such an engagement strategy should serve as the foundation for all your marketing and sales activities, both parts of the business must share a common language and agree on goals around lead qualification, buyer personas, and more. Build Buyer Personas and Map Buyer Journeys.

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3 Ways CMOs Can Achieve Deeper Insights Into The Customer Journey

Tony Zambito

As CMOs look ahead, gaining greater clarity into how buying behaviors are changing is becoming one of their most important aims. Such pressing concerns have CMOs seeking better ways to understand the entire buying cycle, as opposed to marketing’s traditional concern with building awareness. The idea of understanding the customer journey or buyer’s journey has come into vogue during the past couple of years. 3 New Perspectives: Goal-Directed Journey.

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

Oracle

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.

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. Marketing has to adjust to the fact that buying habits and patterns are changing.

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

Heinz Marketing

So all the things about putting buyer needs first, and really understanding the personas that you’re marketing to, and making sure that you are starting with value and benefit oriented messaging, and all of the tactics that have been used in the public sector, a lot of them transfer over.

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Importance of Context to Understanding the New Social Buyer Persona

Tony Zambito

These strategy areas include content strategy, social marketing, marketing automation, social selling, demand generation, and buyer experience marketing.    Obtaining contextual understanding of the new social buyer persona will be a key element of formulating strategies that are successful and embraced by buyers. The first definition points to reaching an understanding of the behavioral framework that surrounds the new social buyer persona. 

How Ready is Your Organization for the New Social Buyer Persona?

Tony Zambito

  The new social buyer is an outcome of this evolution and it has forever changed the dynamics of the seller and buyer relationship. Buyer behavior most certainly will continue to undergo major transformations each time a new technology is introduced that alters the seller and buyer relationship.  This issue and the surrounding complexities call into question, for organizations today, their readiness for adapting to the new social buyer persona. 

The 4 B’s of Buyer Experience Innovation (2nd Rendition)

Tony Zambito

   Perplexing executives as well is the rapid infusion of digital and social media that buyers are engaging with at an increasing rate yet with no clear discerning picture of what the future holds.    Viewing what each function is capable of in isolation and missing the harmonizing around the buyer experience.    Such a composition can be written and designed when executives can harmonize around the 4 B’s of Buyer Experience Innovation. 

Four Steps to Reinventing the B2B Buyer Experience

Tony Zambito

One of the clearest mandates being heard from B2B buyers today is the desire for buying experiences that offer more than just a product or service sale.    This puts enormous pressure on B2B organizations to not only understand what buyers wish to buy, how they want to buy, and why they buy – but also how to provide an enriching buying experience that creates loyalty. Create informing buyer personas that teams can respond to.

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

Tony Zambito

  Compounding these challenges is the rapid transformation underway in the buyer-seller relationship brought on by the advent of digital marketing and social media technology.    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.  Why must B2B CEO’s make Buyer Experience Innovation a top priority?  Image via Wikipedia.

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.

Do Your Personas Need a Makeover?

ANNUITAS

Even if you, personally, know your buyers, can you say the same of every team member who could benefit from that knowledge? It’s true that it takes a village now more so than ever to make a purchase, but that buying committee does have a limit, and personas will help you narrow your focus to those audiences. If you’ve built solid personas, reviewing their goals and motivations when there is dissension can help to move in the right direction for your buyers.

A Conversation on 7 Buyer and Sales Trends to Watch in 2011

Tony Zambito

  My recent post entitled Seven Buyer and Sales Trends to Watch in 2011 is one of those instances for me personally.    They come from two plus years of doing qualitative interviews with buyers on behalf of three Fortune 50 organizations.    We all know buyer behavior has changed so much that the B2B business world has to find ways to adapt or be left in the dust.    Okay, so you think he is having a good buyer experience? 

Is it Time to Reframe the Sales and Marketing Alignment Debate?

Tony Zambito

  While we can point to recent reports showing that there is payoff in alignment, such as the recent Aberdeen Research Study showing improved results when sales and marketing are aligned, the debate appears to be caught in a spiraling cycle on the same points about sales repurposing the work of marketing, sales not effectively following up on leads, marketing not generating leads, and the many so called “points” that would make any political organization proud. 

The 4 B’s of Buyer Experience Innovation

Tony Zambito

   Perplexing executives as well is the rapid infusion of digital and social media that buyers are engaging with at an increasing rate yet with no clear discerning picture of what the future holds.    Viewing what each function is capable of in isolation and missing the harmonizing around the buyer experience.    Such a composition can be written and designed when executives can harmonize around the 4 B’s of Buyer Experience Innovation. 

How to Market and Sell to the B2B Buying Committee

Heinz Marketing

Today, I want to continue the conversation and talk about how to map the B2B buying committee. What is the B2B buying committee? The B2B buying committee is a group of people involved in a purchase decision. And as organizations grow larger, so too will their buying committees.

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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.  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. 

The Four Elements of Buyer Experience Ecosystem Thinking

Tony Zambito

  Embracing buyer experience strategies and experience design in the B2B world is like discovering a new frontier.    Buyer Experience Innovation pays particular attention to the customer acquisition aspects of the B2B buyer experience cycles and how companies can embrace design thinking to create innovative buyer experiences.    Most buyers will have a hard time articulating exactly and precisely how they wish to be engaged. 

Why Understanding Pain Is the Key to Customer-Centric Marketing

Contently

Maybe you reviewed existing buyer personas and journey maps, or created your own from scratch. to record an interview and ask below-the-surface questions about their buying process. At Monster, we’ve recently created new customer journey maps on both the B2B and B2C sides of the house. This exercise forced us to view the buyer’s experience through a lens of empathy. Is emotion a part of your customer journey maps? Would you buy this product?).

3 Ways To Connect With Today’s B2B Buyers

Tony Zambito

This is part 4 of a limited series on why buyer choice modeling is the new view B2B Business must adopt to improve revenue performance and develop long lasting relationships with buyers. Connecting with today’s B2B buyers is on the minds of most CEO’s and their teams today. Not too long ago, reaching and connecting with B2B buyers was a straight forward proposition. The idea of connecting to B2B buyers has gone from straight forward to major league complex.

Messaging Maps: Lighting the Way to Buyer-Focused Content

Content4Demand

You have personas for your target buyers. You’ve laid out the assets you want for each stage of the buyer’s journey. Messaging maps are the missing link that will make sure your content aligns with the thought processes of your buyers and addresses their concerns as they move along the buyer’s journey. Rather, they seek to capture the thoughts, questions and concerns of your buyers as they look for solutions to a problem. Okay, content marketers.

Is There Room for Emotional Marketing in B2B Circles?

Navigate the Channel

At the beginning of the B2B customer journey, a business cannot truly quantify the quality of a potential partner. The B2B buying cycle is much longer than the consumer buying cycle. Learning the difference between the two journeys is essential to B2B companies that want to keep potential customers engaged. The world of B2B is stereotypically based on an overload of reason and logic, almost to a fault.

7 Nurture Programs You Need To Have

Digital B2B Marketing

Long-term nurture programs allow you to establish awareness and educate tomorrow’s buyers (who may even be with another employer at that time!) For many companies, simply maintaining visibility and increasing mindshare between buying cycles will be more valuable than actively pushing towards a change and the start of a new buying process. Until now, nurture content hasn’t actually been mapped to the buyersjourney.