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. 66% of respondents said that the winning vendor provided higher-quality content. Buying criteria.

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.

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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

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.

Right vs. Wrong – B2B Sales People and Additional Thoughts About the SiriusDecisions B2B Buyer Research

ANNUITAS

Citing sources from their own research and that of Forrester and Corporate Executive Board (CEB ) that show how the majority of B2B buying cycles are self-driven, digital endeavors, Sirius then showed additional research that said these research backed statements – including their own – may not be completely accurate. Sirius went on to show additional research that shows the importance of the sales rep at all stages of the buying cycle.

Survey: B2B Buyers are Changing How They Assess Marketing Solutions

KoMarketing Associates

With the wide array of marketing solutions available to them, B2B decision-makers are now refining the purchasing process and buyer journey. The “ B2B Buyer’s Survey ” from Demand Gen Report recently shed light on how B2B marketers are changing the way they purchase products and services. About 59 percent say they now have formal buying groups or committees to review purchases. B2B Buyer Preferences in 2016.

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5 Steps to B2B Marketing Success

Everything Technology Marketing

By Holger Schulze Major shifts are taking place in B2B marketing that started a few years ago but have accelerated in recent months – in the marketplace as well as inside vendor organizations. In the “old days”, the mainstream marketing approach was to interrupt and engage prospects, educate them on the vendors offering and move them through the sale cycle towards a transaction – a very vendor and product centric approach.

3 Steps To Waltz Your Way To Lead Generation Success

The Forward Observer

Are you overwhelmed with all the elaborate moves in the lead generation buyer-seller dance? This three-step process must occur at every step of your buyer’s journey , from awareness, to consideration to decision. The awareness stage is where a buyer is expressing the symptoms of a problem or an opportunity. At the decision stage , the buyer has defined their solution strategy, method, or approach. Guide them further along the buyer’s journey.

Is Your Content Marketing Missing the Mark?

ANNUITAS

We have white papers for every buying stage, but we just can’t get enough people to download them.”. A Content Map plots your buyer personas against your buyer journey for their information needs at each stage. A general representation of this concept is below: Of course, the first step is to understand your buyer journey and the personas involved. So…the odds are pretty good you don’t have “a” buyer. Do any of these statements sound familiar? “We

How Landing Pages Are Like Having Your Own NSA For B2B Marketing

The Forward Observer

Website landing pages can provide B2B marketers 24/7 information gathering to help increase leads, shorten the sales cycle and close more sales. And of those, Gleanster Research estimates that 50% of leads are not qualified to buy. Since all leads are not created equal , it’s important to synch up landing pages with buying cycle steps and timing , which vary by industry. Establishing Buying Criteria. Evaluating Vendors.

Announcing The 2015 B2B Web Usability Report

KoMarketing Associates

Google Analytics and other reporting tools can tell you a great deal about what buyers do once they get to your website – which pages they click, the flow from one page to another, conversions, etc. But B2B marketers also need to know what buyers actually want from a vendor website. And most importantly, what website factors will encourage the prospective buyer to take the next step in the sales process? It also helps with establishing a vendor’s credibility.

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The Proof Is in the Revenue. How Does Your Intent Data Compare?

TrueInfluence

Intent data more accurately isolates organizations who are in an active buy cycle and provides access to key decision makers that can influence the deal. Intent signals flare up constantly online — billions every day — and behind many of those signals are in-market buyers.

You Don’t Know the Buyer, JACK!

ANNUITAS

If Si Robertson , one of the the “Duck Commanders” on A&E’s hit show “Duck Dynasty” , were to assess today’s B2B Marketer on how well they know their buyer, I can imagine he’s sum it up by saying, “Hey! You don’t know the buyer JACK”! Yes, a lot has been written lately on the use of buyer personas, or how content marketing “starts with the buyer, or the importance of mapping the buyer journey. What does the buyer look like?

Top 10 Amazing B2B Marketing Trends to watch out for in 2020

Valasys

Forrester predicts that progressive marketers will be more proactive in their engagement with buyers in 2020. According to Forrester by the year 2021, 48% of the marketing organizations will be organized to support customers’ journeys.

Account Based Marketing Strategies: 7 Tactics to Improve Campaign Performance

DealSignal

For example, you may choose to segment email lists based on what the recipient’s role is at their company, what stage they are in the buyer journey, or even a combination of data points.

3 Steps To Waltz Your Way To Lead Generation Success

Marketing Insider Group

Are you overwhelmed with all the elaborate moves in the lead generation buyer-seller dance? This three-step process must occur at every step of your buyer’s journey , from awareness, to consideration to decision. The awareness stage is where a buyer is expressing the symptoms of a problem or an opportunity. At the decision stage , the buyer has defined their solution strategy, method, or approach. Guide them further along the buyer’s journey.

How B2B Buyer Personas Influence Online Marketing Campaigns

KoMarketing Associates

The most significant challenge B2B marketers face is in effectively communicating with target audiences and prospective buyers. Goals become more complicated to achieve as evolving marketing technology continues to promise an opportunity to target more specifically and create unique customer experiences buyers demand. What Are B2B Buyer Personas? The Seven Phases of the Buyer Experience Journey.

3 Ways To Create Content That Converts

ANNUITAS

When a program has really good high level, thought leadership content, but if that’s all, there’s nothing to support the buyer in the middle and later stages of the buyer journey. It’s just not that simple to buy most B2B solutions. To think one asset could answer all of the questions that need answering when buying today’s complex solutions is unrealistic. Your buyers could get whiplash. It can’t be overstated to start with the buyers.

10 Secrets To Help You Succeed In B2B Content Marketing

Marketing Insider Group

Doing so will not only help sell the product but also work toward establishing a better relationship with vendors, partners, and clients. Marketing facilitates a dialogue between those that sell and those that buy. Ease Buyer Pain.

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Are Your Buyers Scrutinizing More Before Purchasing In This New Normal?

Unbound B2B

The pandemic has shifted B2B buying preferences and habits significantly and companies around the world are taking steps to adjust to the new normal. In ordinary times, B2B buyers are known to spend more time researching before they make purchase decisions. A Longer Buying Cycle.

Inbound Marketing: Do You Have A Content Destination?

Marketing Insider Group

And the reason is simple: the decision making process in B2B is a bit more complicated than buying a pack of gum. To meet the needs of today’s buyers, we need dynamic content destinations that deliver educational, helpful and rewarding experiences to meet the needs of our buyers’ earliest questions. Vendor content in B2B Marketing should go beyond the need to simply explain your product, the strategy behind it and the features and benefits that support it.

Why B2B Marketers Need To Think About Demand Generation In a Customer Experience Context

VisumCX

This should come as no surprise as B2B buyers continue to become more sophisticated in their approach to buying. Multiple studies show that buying committees continue to increase in number and the result is that buying cycles are taking longer and becoming more complex. Due to the continual change in B2B buying, B2B marketers certainly have their hands full with the design and implementation of demand generation programs that align to these buyers.

The 2014 Content Marketing Imperative

Marketing Insider Group

We’ve heard it time and time again: according to the Corporate Executive Board (CEB) almost 60% of the buyer journey is complete before prospects reach out to vendors. It may even hurt us in the buying process. Because our buyers are too smart. They are looking for brands that put buyers first. Content marketing meets the needs of your buyers across ALL phases of the buying cycle: There is the largest number of potential buyers in the early stages.

The Brave New World of B2B Marketing - Are You Ready?

Everything Technology Marketing

It is now harder than ever for B2B vendors to get the attention of our audiences. Power Shift Knowledge is power, and the balance of power is clearly shifting from vendors to the customer. B2B buyers are more sophisticated than ever. They educate themselves on the nature of their business problem, possible solution options, available vendors and products. How do they impact the buying process? What stages do your buyers go through?

What does intent data mean for the data-driven marketer?

Ignite Tech

As big data increasingly becomes more accessible, marketers are looking for ways to make it more scalable and actionable in order to better target prospects in various stages of the buyer journey. Nonetheless, it’s a topic that will continue to gain steam as more companies look for new ways to identify and predict where customers are in their buying journey. This byline by Infer’s Sean Zinsmeister was originally published on Marketing Land.

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

LEADership

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. 6 Characteristics of the B2B Buyer and How to Manage Expectations .

How to Create Marketing People Love with Marketing Automation

Marketo

Buyers, (even those empowered by easy access to information) are still humans – which means they make decisions based on emotional connections , stored memories, images and feelings more than rational evaluations. It lets you align your marketing to the buyer’s journey. Marketing automation is aware of the buying cycle. This means you can map your marketing interactions to what is most appropriate to the buyer in each stage.

What is Intent Data? The Predictive Sales Trifecta

DiscoverOrg Sales

The average B2B buyer is 67% of the way through the buyer journey before they ever engage with a salesperson ( SiriusDecisions ). So, how do you intercept buyers in the early part of their journey? Marketers can expand their reach by buying leads from some content publishers or advertising on some third-party sites, but budget and accessibility to third-party sites can limit reach. B2B buyers – they’re just like the rest of us!).

PowerViews with Jeff Ernst: Marketing & Sales Must Work Together

Pointclear

” Marketing automation makes sense because vendor competition is bringing price points down and because of greater recognition of the nurturing model value. Both marketing and sales acknowledge that you can’t just go after those five to ten percent of people that might be in an active buying cycle and that that you need to nurture them until they are ready to buy. The importance of inbound and content marketing early in the buying cycle.

How the Recommendation Engine Explosion is Changing Martech and Content Consumption

Content Standard

Content that’s created can be surfaced to interested audiences by topic or by buying stage. ” For marketers, there’s the risk of continuing to recommend a static set of content that’s focused on the same issues—and failing to advance that content as customers become more sophisticated in their knowledge or move further along the buying cycle. So many vendors and recommendation engines can only influence content consumption.

What is Intent Data? The Predictive Sales Trifecta

DiscoverOrg Sales

The average B2B buyer is 67% of the way through the buyer journey before they ever engage with a salesperson ( SiriusDecisions ). So, how do you intercept buyers in the early part of their journey? Marketers can expand their reach by buying leads from some content publishers or advertising on some third-party sites, but budget and accessibility to third-party sites can limit reach. B2B buyers – they’re just like the rest of us!).

15 Need-To-Know Lead Qualification Stats for B2B Marketers (with Takeaways)

SnapApp

Sales teams are spending too much time working leads that aren’t ready to buy, or don’t have any to work at all. Marketing can create targeted content to fill gaps at pivotal points in the sales cycle. Sales have all the content needed to close qualified prospects who are deep in the consideration phase of the sales cycle. Leads : These people are unqualified prospects that are showing signs of interest or buying intent. You’ve heard the saying, “time is money”.

Paul Slack: B2B Digital Marketing Has Never Been Easier

B2B Digital Marketer

15:15 – The B2B buying cycle. Buying awareness for B2B and super-targeted awareness has never been easier than it is right now.”. So our job is really to communicate to our buyer, Hey, we solved this problem. How do I buy this technology?

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73 Experts Reveal B2B Marketing Trends to Leverage in 2017

SnapApp

Instead of launching a new content platform, consider buying a media platform or blogger site that your audience is already engaged in. Buyers are tuning out (or blocking completely) self-serving promotion and ads. For marketing practitioners 2017 will see the combination of the power of Marketing Automation, and Content Marketing, to deliver quality and relevant content personalized to the buyer journey. B2B buyers are people too, just like you.

Trends 136

Sales Pipeline Radio, Episode 136: Q&A with Tracy Eiler @tracyleiler

Heinz Marketing

We have experience buying smaller things that we might be wanting to add to our stacks, but buying something that’s really monumental, and often a six figure investment. We have a lot of learnings about our particular buying group that we figured out that, on average, 34 people were interacting with our content before a six figure deal was signed. Both vendors were coming back to us with a 7% uplift. Are we doing those things for our buyers?