B2B Marketing Directions

JULY 30, 2017

Fifty-eight percent of respondents said that the length of their purchase cycle had increased compared to a year earlier, while only 10% said that the length had decreased. Other findings explain why the buying cycle has gotten longer. 52% of respondents said the number of buying group members had increased significantly.

Buying Cycle 40

Buying Cycle Buy B2B Case Studies 40

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.

Marketing Management 207

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 207

Adobe Experience Cloud Blog

OCTOBER 21, 2016

The case is clear that it’s time to build evidence-based sales processes and practices that are suitable for rising buyer expectations, rather than relying on gut instincts. The result? As much as two-thirds of B2B deals are lost before a formal request for proposal (RFP) process even begins. What’s the way forward?

Buying Cycle 48

Buying Cycle Buy B2B Thought Leadership Account Based Marketing 48

KoMarketing Associates

DECEMBER 8, 2021

Here are a few stats that highlight the differences in the B2B buyer’s cycle: The B2B buying cycle is six to twelve months, much longer than the few weeks most consumers take to make a purchase. The discovery phase of the buying cycle is when businesses realize they have a problem and begin looking for a solution.

Top of Funnel 244

Top of Funnel Buyer's Journey Advertising Benchmark B2B 244

The Point

SEPTEMBER 23, 2020

Given the business case on which most Account-Based Marketing (ABM) strategies are founded – namely, that ABM increases opportunities and revenue from high-value accounts – the temptation for marketers is to measure the success of those programs on similar, high-value criteria: namely, opportunities, revenue, and average deal size.

Account Based Marketing 290

Account Based Marketing ABM Lead Ranking Sales Qualified Leads 290

Industrial Marketing Today

JUNE 8, 2010

Even though her article is about the B2B buy cycle in general, it is a perfect follow up to my earlier post “Deconstructing the Four Stages of the Industrial Buy Cycle.” She has focused on identifying the problem and providing a 5-step solution to shorten the buy cycle. How can you accomplish all that?

Buying Cycle 60

Buying Cycle Buy Work Management Marketing Management 60

Webbiquity

JANUARY 19, 2023

In B2B marketing, decisions are often made by a committee or group within the company that involves several stakeholders who have an impact on the buying decision. This typically takes more time than in the case of individual consumer purchases where one person makes a simple decision based on their own needs and wants.

Work Management 217

Work Management Marketing Management B2B Marketing B2B 217

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.”

Buying Cycle 60

Buying Cycle Buy Marketing Budget Web 2.0 60

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. No more bait-and-switch ebook opt-ins.

Efficiency 104

Efficiency Marketing Automation Services Lead Ranking Brand Identity 104

KoMarketing Associates

SEPTEMBER 18, 2013

A recent survey of US agency executives from RSW/US , as covered by eMarketer , revealed that client case studies and content marketing were the top two self-promotional tactics used to generate leads, as indicated by 62% of respondents. Case studies can be difficult to obtain. There is value in their development.

Case Study 120

Case Study Case Studies Studies Peer-to-peer 120

The Point

JULY 17, 2017

IMPACT : Ensure that your content library includes relevant late stage content that proves demonstrable ROI (ex: ROI calculators, ROI white papers, case studies). FINDING : 89% of respondents stated that winning vendors provided content that made it easier to show ROI and/or build a business case for the purchase.

Paid Search Agency 241

Paid Search Agency Demand Marketing Automation Services Peer-to-peer 241

Biznology

APRIL 14, 2017

If you look at your marketing and sales process you do a mixture of activities like run-advertising and marketing campaigns to build awareness, send out email marketing, create sales brochures, white papers, case studies, and constantly crank out blog posts and new website content.

Top of Funnel 139

Top of Funnel B2B Thought Leadership Video Marketing Lead Scoring 139

Heinz Marketing

MAY 31, 2023

By Karla Sanders , Engagement Manager at Heinz Marketing In the fast-paced world of B2B marketing, businesses often face difficult times characterized by slowing win rates and longer buying cycles. These challenges can be particularly daunting, but they also present opportunities for growth and innovation.

B2B Sales 105

B2B Sales B2B Buying Cycle Sales Qualified Leads 105

6sense

OCTOBER 27, 2016

The first blog of our two-part series tackled the marketing use cases of predictive intelligence. We discussed how predictive-powered account-based digital advertising and account-based lead generation allows B2B marketing teams to target audiences in active buying cycles, improve conversion rates and optimize how they budget.

Top of Funnel 48

Top of Funnel Lead Ranking Buying Cycle Telemarketing 48

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.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

Martech

JANUARY 19, 2024

To support real-time CRM use cases, you should have an ongoing, relevant stream of behavior data through your digital properties (i.e., Think of B2B companies with long buying cycles and complex sales processes that can take months and involve multiple people. It is also beneficial for online customer care teams.

CRM 115

CRM Process Ideal Customer Profiles eCommerce 115

The Point

APRIL 26, 2018

B2B is much different, for a number of reasons: One, the buying cycle is longer in B2B. Two, since the buying process involves many more people, you can’t just retarget the one person who was on a webpage. You need to influence and nurture people in multiple departments who have a say in the buying process.

Intent Data 209

Intent Data Intent Bombora Account Based Marketing 209

ViewPoint

AUGUST 16, 2018

In many cases hot opportunities are already baked. Often hot leads are really buying companies that have already been sold by another vendor. They’ve indicated they have a short buying cycle and they’re eager to talk, but what these buyers may be doing is validating a decision already made.

Lead Scoring 136

Lead Scoring Lead Ranking Sales Qualified Leads Leads 136

SmartBug Media

JANUARY 23, 2023

Now, with the help of progressive profiling and tech capabilities of most automation platforms, you can use the same form for different stages of the buying cycle and content offers without sacrificing lead intelligence or conversion tracking. For example, a form field for one persona may not be relevant to another persona.

Profiling 98

Profiling Marketing Automation Services Buying Cycle Sales Qualified Leads 98

Martech

DECEMBER 19, 2023

One that is in rhythm with your buying cycle. We’ve been working with one of our clients to help them prove to the business that their buying cycle is beyond the arbitrary two-year cut-off point that they’ve applied and that the sunsetting policy should be beyond this date, not before it.

Marketing & Strategy 117

Marketing & Strategy Opt-out CAN-SPAM Work Management 117

Exo B2B

FEBRUARY 7, 2024

The answers to these questions will help you personalize your communications (blog posts, case studies, demos, etc.) In this case, you need to have as much business intelligence as possible about this persona. The key is knowing when to expose them to your target companies in their buying cycle.

B2B 52

B2B Buyer Personas Work Management Case Studies 52

The Point

JUNE 23, 2020

Still, in their newest report: “ It Was Never About Leads: Why Adapting to Buying Groups Is a Must ,” the experts at SiriusDecisions make their most compelling case yet for why measuring leads, if not quite dead, may be less relevant than ever. Report: Why Demand Marketers Should Expand their Focus Beyond the Lead Click To Tweet.

Lead Ranking 264

Lead Ranking Enterprise Management Marketing Qualified Leads Account Based Marketing 264

Heinz Marketing

MAY 3, 2023

By Win Salyards , Senior Marketing Consultant at Heinz Marketing Developing an accurate and actionable understanding of the B2B buying committee and the buyer personas that make it can be challenging, especially when your buying cycle is complex. In this case, a concern is the focus of a persona’s actions.

Buy 101

Buy Buyer Personas Validation Buying Cycle 101

B2B Marketing Directions

NOVEMBER 14, 2021

The predominant view of B2B buying is that it involves expensive and/or complex products or services, large buying groups and long buying cycles. That's why marketing leaders should define relevant buying scenarios as part of their planning for 2022.

Buy 94

Buy Planning Marketing Management Buying Cycle 94

Martech

NOVEMBER 21, 2023

In these cases, you can use a proxy at this step (until you get the actual conversion data), so data moves through the loop into the next step. Attribution data can be valuable when defining which role each of your channels plays throughout the customer journey or buying cycle and pointing out where the customer experience may be broken.

Top of Funnel 122

Top of Funnel Marketing Funnels Multi-Touch Attribution Marketing Attribution 122

Webbiquity

APRIL 18, 2024

Image credit: Spiceworks Dynamic content enables you to tailor your messaging and content to each recipient’s specific interests, behaviors, and stage in the buying cycle. Automation helps you offer personalized content at scale. And this significantly increases the engagement and the likelihood of conversion.

Marketing Automation Services 155

Marketing Automation Services Ideal Customer Profiles Efficiency Marketing Automation 155

Webbiquity

DECEMBER 4, 2018

Map Content to the Buying Cycle. Gathering insight into the customer journey involves knowing which messaging prospects see during a demo, the case studies they access, and the content pieces they read before committing to a deal, as well as the common objections that must be addressed for a deal to advance.

Sales Management 220

Sales Management Top of Funnel B2B Sales Tactics 220

ANNUITAS

NOVEMBER 22, 2023

Competitive Landscape Drift continues to see competition from companies such as Intercom, and for Salesforce users, Qualified is becoming a compelling conversational marketing tool when customer support use cases are less of a concern.

Ideal Customer Profiles 130

Ideal Customer Profiles Positioning Marketing Analytics Tools Lead Ranking 130

Zoominfo

APRIL 20, 2022

A more nuanced understanding of marketing’s effect on the sales cycles, a better case for increased budgets, and another step forward in the age-old struggle for better sales and marketing alignment. “Using marketing-sourced pipeline as a KPI oversimplifies the complexity of the B2B buying cycle,” she says.

Multi-Touch Attribution 130

Multi-Touch Attribution Zoominfo Account Based Marketing Lead Ranking 130

Sword and the Script | B2B

JANUARY 23, 2024

All these years later, a new report by 6sense, penned largely by a former Forrester analyst, has come to the same conclusion: when buyers first contact a seller, they are “69% of the way through a buying cycle.” If you’ve done thought leadership well, you’ve set your sales team up for success.

B2B Thought Leadership 69

B2B Thought Leadership B2B Sales Studies Thought Leadership 69

Martech

AUGUST 9, 2021

Marketers know that in many cases digital transformation has shortened the buy cycle. If a company’s development team is in the ideation stage, they can turn around research in a matter of days, and move the product forward to the next step in the lifecycle. It can do the same for product development and research, as well.

Product 109

Product Buying Cycle Digital Transformation Analysis 109

Engagio

AUGUST 15, 2023

That’s not the case at Demandbase. It only serves ads to people associated with a target account, and prioritizes impressions to the buying group members in an active buying cycle. That still doesn’t mean the company as a whole is in a buying cycle. How does it do that? But not necessarily so.

Paid Search Agency 62

Paid Search Agency DemandBase Ads Ideal Customer Profiles 62

Heinz Marketing

MAY 31, 2023

By Karla Sanders , Engagement Manager at Heinz Marketing In the fast-paced world of B2B marketing, businesses often face difficult times characterized by slowing win rates and longer buying cycles. These challenges can be particularly daunting, but they also present opportunities for growth and innovation.

B2B Sales 52

B2B Sales B2B Buying Cycle Sales Qualified Leads 52

Sword and the Script | B2B

MARCH 26, 2024

Comment: A separate survey, which I covered recently, found that B2B prospects are “ 69% of the way through a buying cycle ” before they ever speak to a sales representative. 43% said it “offers concrete guidance and case studies.” This means prospects are doing their own research and making a short list all on their own.

B2B Thought Leadership 83

B2B Thought Leadership Thought Leadership Studies B2B 83

Brandpoint

JULY 1, 2021

In many cases, this was just fine. In many cases, content creation is now equal to ad budgets. Dive into what problems your audience has and how your service/product solves it, then go step by step in the buying cycle to create content to fit into each section (awareness, consideration, etc.). That’s unprecedented!

Digital Transformation 169

Digital Transformation Ideal Customer Profiles Paid Search Agency Planning 169

The Point

NOVEMBER 12, 2019

In other words, would you only ever want marketing leads from prospects pre-determined to be actively researching your category, solution, use case, etc.? If you could layer third-party intent data into every lead gen program you run, would you do it? My argument: no, you wouldn’t. . Effective demand generation.

Intent Data 149

Intent Data Demand Generation Agencies Intent Paid Social Agency 149

Trade Press Services

SEPTEMBER 25, 2023

It’s important to showcase organizational successes, strengths and industry reputation through case studies, testimonials, industry awards and accolades. Provide proof of concept through case studies, success stories, data and published content, but most importantly, by connecting with the prospect personally.

Lead Ranking 52

Lead Ranking Buying Cycle B2B Sales Pricing 52