DiscoverOrg

MARCH 8, 2017

Vendors vow you’ll have direct access to hundreds of buyers (if not thousands) for cheap. The low-cost initial investment will help deliver an astronomical ROI. Hidden costs just keep popping up. Where are your leads in the buying cycle? Are they considering other vendors? Are they ready to buy?

Contacts 240

Contacts Top of Funnel CAN-SPAM Deliverability 240

ViewPoint

AUGUST 9, 2016

Often hot leads are really prospective buyers 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. Leads at every stage of the buying cycle are essential for a healthy pipeline.

Sales Qualified Leads 120

Sales Qualified Leads Lead Scoring Lead Ranking Demand 120

Top Rank Marketing

SEPTEMBER 4, 2023

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. Meanwhile, the few B2B companies that are meeting personalization expectations are quickly establishing themselves as the vendors-to-beat.

Enterprise Management 83

Enterprise Management Work Management Marketing Management B2B Marketing 83

QuanticMind

AUGUST 10, 2023

Starting in Q4 this year, the cinema advertising company will sell movie screen inventory through programmatic guaranteed and PMP deals, as well as on the open exchange through vendors like Place Exchange—a programmatic SSP for digital out-of-home and place-based media.

Transparency 52

Transparency Paid Search Agency Ads Ad Exchange 52

SalesIntel

APRIL 15, 2024

B2B buyers may spend months assessing an issue, researching solutions, and evaluating possible service providers before deciding on a vendor that fits their needs. Closing substantial deals with large decision-making teams results in protracted sales cycles. The B2B buyer experience is more complex and time-consuming than that of B2C.

Enterprise Management 52

Enterprise Management Ideal Customer Profiles Marketing Management Top of Funnel 52

Inbox Insight

AUGUST 30, 2020

Marketing technology buyers are results-driven and often choose vendors that are leaders in their field. Our latest research pulls together essential data about the way decision makers reach their outcomes, giving vendors and demand generation managers the inside track. Buying timelines. Download the full report, here.

Work Management 98

Work Management Marketing Management Research Allocation 98

Webbiquity

APRIL 10, 2018

How can they optimize that experience, without incurring excessive costs that can’t be passed along to price-sensitive buyers? Simplifying and personalizing the buying process is now the key differentiator. It’s not your imagination: B2B buying cycles are getting longer and more complex. KoMarketing ).

Marketing AI 246

Marketing AI Enterprise Management Stats Marketing Management 246

eTrigue

DECEMBER 2, 2021

Since customers set the cadence of the buying cycle, marketers must be able to respond with the right information at the right time. A key vision for the demand center is to help transform the marketing function from a perceived cost center to a vital revenue-generating engine for the enterprise.

Demand 78

Demand Sales Qualified Leads Marketing Automation Services B to B 78

PureB2B

JULY 14, 2020

By establishing yourself as a thought leader early in the buying cycle, you can help them not only identify their problem more quickly, but build a solution. The number of vendors in almost every technology category is expanding exponentially, but search traffic isn’t growing at the same clip.

Demand Generation 62

Demand Generation Demand Planning Allocation 62

PureB2B

JULY 14, 2020

By establishing yourself as a thought leader early in the buying cycle, you can help them not only identify their problem more quickly, but build a solution. The number of vendors in almost every technology category is expanding exponentially, but search traffic isn’t growing at the same clip.

Demand Generation 62

Demand Generation Demand Planning Allocation 62

PureB2B

JULY 14, 2020

By establishing yourself as a thought leader early in the buying cycle, you can help them not only identify their problem more quickly, but build a solution. The number of vendors in almost every technology category is expanding exponentially, but search traffic isn’t growing at the same clip.

Demand Generation 62

Demand Generation Demand Planning Allocation 62

DealSignal

APRIL 10, 2024

Comparing vendors on a third-party review website. This is something not typically provided by vendors—you would get this from your internal tech stack. This can be vendor comparison guides, case studies, and more. For example, Bombora and Demand Gen Report would be typical vendors of third-party intent data.

Intent Data 52

Intent Data Ideal Customer Profiles Intent Marketing Automation Services 52

DiscoverOrg

NOVEMBER 17, 2016

Holger Schulze is an experienced B2B tech marketer and advisor for SaaS, marketing / sales automation and cybersecurity vendors. Another big change driving tech adoption is the balance of power shifting to the buyer who is now in control of the buying cycle, making it more complex from the seller’s perspective.

Marketing Automation Services 120

Marketing Automation Services Blast Campaigns Work Management Marketing Management 120

Inbox Insight

SEPTEMBER 10, 2020

They are buying more MarTech products than ever before, and they are constantly on the lookout for the next big thing. For vendors, knowing more about how their buyers think and what technologies they’re interested in is key to successful content delivery. Looking at marketing tech in general, the biggest focus is on data.

Marketing Management 72

Marketing Management Marketing Automation Services Research Planning 72

Zoominfo

AUGUST 1, 2018

Shorten your sales cycle. The B2B buyer’s journey is long and complex compared to the B2C buying cycle. In B2B deals, the buying committee consists of multiple stakeholders. And, the market offers a number of lower-cost tools for marketers who want to work their way slowly into the world of VR/AR.

B2B 154

B2B Zoominfo B2B Sales B2B Marketing 154

ClickZ

OCTOBER 22, 2020

Other important features include (but aren’t limited to) ease of use/usability, security including role-based access to the platform, and vendor support. increase in sales, while saving them $11 million in marketing costs. #3 SBD needed technology to help them engage with end users across the entire buying cycle.

Enterprise Management 133

Enterprise Management Marketing Automation Services Marketing Management Marketing Automation 133

DealSignal

MAY 15, 2022

When used correctly, intent data can provide buying signals across tens of thousands of websites that will help your team prioritize qualified accounts that are active in a buying cycle, positioning you to be the first in line to make your pitch. What is the cost and are there any guarantees?

Intent Data 52

Intent Data Intent Marketing Automation Services Ideal Customer Profiles 52

Golden Spiral

FEBRUARY 8, 2017

The number of vendors vying for their business continues to expand exponentially, while providers’ resources and processes for vetting them have essentially remained the same. They transform the market and make previous alternatives seem outdated, clunky, inefficient, costly, or painful. Healthcare providers are swamped.

Case Study 97

Case Study Case Studies Vendors Buying Cycle 97

Marketing Interactions

SEPTEMBER 26, 2022

Further, the downsides of regret are many, including slower buy cycles, frustrated teams, and lower retention or growth for those accounts. But an even bigger indication that your buyer personas may need a refresh is that Gartner also found that 67% of people involved in technology buying decisions are not in IT.

Ideal Customer Profiles 80

Ideal Customer Profiles Buyer Personas Marketing Analytics Tools B2B 80

markempa

JANUARY 21, 2013

Yet, many companies still measure marketers on cost-per-lead metrics when such metrics are inadequate for measuring face-to-face interactions at trade shows. Consider this: The cost of having one qualified face-to-face meeting with a prospect is often hundreds of dollars; it’s often $30 to $100 to have a phone conversation.

Trade Show 120

Trade Show Lead Scoring Lead Ranking Sales Qualified Leads 120

Terminus

NOVEMBER 14, 2023

It’s time to let go of the “growth at all costs” mentality and show how budget savvy marketers can impact the bottom line in a positive way. A new or adjusted cost should make sense as a practical addition to your department — within a reasonable budget allotment. Even then, CFOs are killing martech deals late in buying cycles.

CMO 29

CMO Budget Programs Marketing Budget Allocation 29

MarketJoy

JULY 27, 2018

The maturation of the internet has changed the B2B buying cycle forever. Whereas consumers have no problem switching from one vendor to the next at the drop of a hat, companies don’t have the same agility. Typically, businesses seek out long relationships with their vendors. B2B Buying Process. Online Buyers.

Purchase 64

Purchase Peer-to-peer B2B Buyer Personas 64

MarketJoy

NOVEMBER 26, 2019

Focus on the complete buying cycle. Buying cycle is not the same as it uses to be years back; it’s changing. Talk about the benefits of your product and services – how it will solve your customers’ problem but at all costs, avoid committing to something you won’t be able to deliver.

B2B Sales 59

B2B Sales B2B Buying Cycle Sales Cycle 59

Biznology

AUGUST 11, 2016

Focusing just on leads causes misaligned goals with sales (leads vs. revenue) and marketing teams optimizing for cost per lead rather than true business growth. By focusing on the top of the funnel, you may get a low cost per lead, but your cost of business growth will be high (and that’s the metric that should count!).

Linkedin 80

Linkedin Top of Funnel Marketing Automation Services Sales Qualified Leads 80

NuSpark Consulting

JANUARY 16, 2013

Coming up with really good long-tail keywords for your SEO or pay-per-click campaigns can sometimes be daunting if you don’t understand how buyers use Google, what buying cycle they are in, and how your content or offers align with those search terms people use to look for what you do. C-level audiences have bottom-line thinking.

Adwords 100

Adwords Keywords Work Management Paid Search Agency 100

SalesIntel

JULY 30, 2021

Prospects respond to software vendors that can solve their problems more so than by you knowing their favorite baseball team. The key highlights include: Calculating the True Cost of a Lead. The Cost of Lead Generation for Digital Platforms. The Cost of Lead Generation for Telemarketing. Try Our Data for Free.

Sales Management 52

Sales Management Top of Funnel Webinar Metrics Digital Marketing Funnels 52

NuSpark Consulting

NOVEMBER 6, 2015

For technology to be effective in decreasing costs or increasing revenues, people and processes have to be in place first. 57% of a buyer’s journey occurs before he or she contacts a vendor. How can you possibly know what’s going on in the front end of the buying cycle when you’re not involved? It makes sense.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Planning 100

Customer Experience Matrix

MAY 27, 2009

At a minimum, it keeps the company in the consideration set during the early stages of the buying cycle. Prospect Profiler’s claim to fame, so near as I can tell, is that it also presents summaries and trends of the prospect activity, per this very nice screenshot from Eloqua: I don’t recall the other vendors doing that.

Eloqua 120

Eloqua Paper Profiling Marketing Automation Services 120

6sense

NOVEMBER 3, 2015

Using intent data, teams can pinpoint the prospects that are in an active buying cycle and use data about their predicted buying stage to inform messaging and medium. When looking at vendors, pick an organization and team that truly understands your business, your role and the challenges you’re facing.

Lead Ranking 48

Lead Ranking Marketing Qualified Leads Lead Scoring Top of Funnel 48

Valasys

MARCH 5, 2019

Other reasons are: The software company pipeline has a long buying cycle that requires an extended time to propose, close, and fulfill new sales Their focus shifts from lead generation to supervision of new product development or implementation of services The interest to build a second lead generation channel wanes as the effort increases.

Enterprise Management 49

Enterprise Management Work Management Marketing Management Budget Programs 49

Marketing Insider Group

FEBRUARY 23, 2012

The content’s goal is to educate and inform, at different stages of the buying cycle. and some is more relevant for later stages (solution identification, vendor short list.). And we can only do this with a sound content strategy and cost-effective, inbound marketing approach. We need to generate leads.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Lead Generation Work Management 100

Customer Experience Matrix

AUGUST 10, 2010

So far, his main points have been that the role of B2B marketing has expanded to cover the entire buying cycle from initial lead generation through closed deals and that new technology must be accompanied by changes in people, process and content to have an impact. Just thought I’d throw that in there.)

Process 120

Process Marketing Management Marketing Automation Services Demand Generation 120

Vidyard

NOVEMBER 20, 2017

Some 54 percent of B2B buyers report that much of the marketing materials that vendors give them, including video, is useless. How does video influence buying cycles? While many companies are adopting video, they’re doing it carelessly and still facing poor results. What’s the disconnect?

Planning 60

Planning Forrester Digital Marketing Funnels Paid Search Agency 60

MarketJoy

DECEMBER 26, 2018

Focus on the complete buying cycle. Buying cycle is not the same as it uses to be years back; it’s changing. Talk about the benefits of your product and services – how it will solve your customers’ problem but at all costs, avoid committing to something you won’t be able to deliver.

B2B Sales 49

B2B Sales B2B Buying Cycle Sales Cycle 49

Webbiquity

FEBRUARY 14, 2010

This changes the role of marketing; instead of generating the lead and moving on, today’s marketers must synchronize their marketing throughout the buying process, providing potential buyers with high quality content that is contextually relevant.&# ( Scott Albro ).

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Sales Qualified Leads 100

Marketing Insider Group

DECEMBER 5, 2013

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. There are more potential buyers in the middle of the buying process than in the latest stages.

Content Marketing 100

Content Marketing Marketing Budget Marketing Budget Creation Content 100

The Effective Marketer

AUGUST 30, 2010

The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking Marketing Content That Sells When talking with lead nurturing and marketing automation vendors they all make it seem very easy. That reminds me of what I see when I visit most B2B companies’ websites.

Work Management 100

Work Management Marketing Management Marketing Automation Services Planning 100