Navigate the Channel

JULY 27, 2023

According to a recent study by Forrester Research, Inc., Mapping the Customer Journey: The purchasing process for building products often involves extensive research and consideration. Hence, content must be strategically placed throughout the buying journey to keep customers engaged and informed at every stage.

Database Marketing 65

Database Marketing Product Ad Building Content Marketing 65

Madison Logic

FEBRUARY 7, 2024

Resolution #1: Leverage AI the Right Way Generative AI (genAI) has completely changed the game by offering B2B marketers opportunities to enhance their strategies and streamline time-intensive tasks such as campaign design, audience or competitor research, and content ideation.

Marketing AI 52

Marketing AI Work Management B2B Marketing Marketing Management 52

EveryoneSocial

JULY 31, 2018

In fact, being the most effective at your efforts requires your organization to focus heavily on content research. This most likely falls into the marketing departments laps, but sales teams should also have a part in helping with the content research process. What is Content Research? What is Content Research?

Research 78

Research Effectiveness Brand Identity Branding 78

The Mx Group

AUGUST 8, 2018

Email open rates are five times higher for companies using personas (Forrester). Buyers’ questions, and corresponding content needs, at each stage of the buying cycle. For complex buying cycles and large buying groups, it’s best to understand your full buyer ecosystem. Number of personas : 2–4.

Buyer Personas 86

Buyer Personas Budget Programs Buying Cycle Deliverability 86

Sword and the Script | B2B

SEPTEMBER 24, 2020

According to the findings: “47% of buyers indicated they had been forced to put off purchases due to budget freezes, but more than half said the current COVID-19 crisis had not disrupted purchase plans.” click image for higher resolution) More stakeholders in purchase decisions There are more stakeholders involved too.

Sales Cycle 57

Sales Cycle B2B Sales Studies B2B 57

Oktopost

JANUARY 5, 2021

After all, we live in a world of hyper connectivity, one where up to 67% of B2B buyers are already halfway through the buying journey before they speak with an actual salesperson. We are all familiar with such statistics from people much smarter than I am, the likes of CEB, Forrester and Gartner. billion, are active social media users.

Buyer Personas 131

Buyer Personas Top of Funnel Enterprise Management Marketing Budget 131

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. In fact, 77% of B2B buyers even said they wouldn’t make a purchase at all without this kind of personalized approach.

Enterprise Management 85

Enterprise Management Work Management Marketing Management B2B Marketing 85

Conversica

SEPTEMBER 6, 2018

According to Gartner, customers are already 57% through the purchase process before they approach a supplier. Forrester Research reports that 74% of business buyers conduct more than half of their research online before making an offline purchase. Length of the Sales Cycle. MQL-to-Opportunity Rate.

Lead Ranking 65

Lead Ranking Marketing Qualified Leads Top of Funnel MQL 65

ANNUITAS

MARCH 19, 2013

Recent research as well as the collective experience at ANNUITAS indicates that Si would be right. . What steps does the buyer take when purchasing my product or service? At some point, this persona is going to begin the buying process. What are they researching? You don’t know the buyer JACK”!

Buyer Personas 100

Buyer Personas Buying Cycle Forrester Buyer's Journey 100

Martech

DECEMBER 8, 2021

. “I think the other dynamic is that you’ve got a new generation of buyers who don’t buy like previous generations — on the B2C or B2B level — and they have budget. We have to meet them where they are and how they want to show up in the buying process.” — to targeted accounts. Why it’s hot. Why we care.

Account Based Marketing 69

Account Based Marketing Buy Process Marketing Automation Services 69

The ROI Guy

FEBRUARY 14, 2011

With two recessions over the past 10 years, research reveals that B2B buyers have become focused on quantifiable bottom-line proof points. The reign of the economic-buyer is called Frugalnomics, where buyers require significant ROI, fast payback and superior value from each purchase.

Allocation 40

Allocation Research Practices Forrester 40

Kaon

NOVEMBER 3, 2015

Even though people are using the Internet to get through the buying cycle before reaching out to a sales person, that does not mean face-to-face meetings are unnecessary. In fact, real data proves that in-person meetings are the most important part of a customer’s buying experience. Even more than digital marketing.

Effectiveness 100

Effectiveness Allocation Interactive Marketing Customer Satisfaction 100

TrustRadius Marketing

OCTOBER 3, 2022

Research from Demand Gen Report shows that almost 60% of B2B marketers are already blending ABM and demand gen initiatives. This includes capturing leads, nurturing to build pipeline, improving sales velocity throughout the buying cycle, and closing deals. Combining ABM and demand gen without martech bloat.

Account Based Marketing 52

Account Based Marketing Demand Generation Agencies Demand Generation ABM 52

ViewPoint

MARCH 6, 2012

Stephanie Tilton is a content-marketing consultant who helps B2B companies craft content that engages prospects and customers, nurtures leads and advances the buying cycle. Overall, it requires an understanding of the purchase process from the buyer's point of view. Champion Content Marketing.

Buyer Personas 120

Buyer Personas Forrester Lead Ranking Peer-to-peer 120

Hubspot

AUGUST 30, 2023

HubSpot conducted research on the “State of AI,” with over 1,350+ specialists reporting on how AI affects their business. HubSpot’s research says that sales professionals spend 2+ hours daily to automate repetitive tasks. Outgrow ’s research claims that companies saw a 67% increase in sales after implementing chatbots. “I

Marketing AI 62

Marketing AI Top of Funnel Lead Ranking Work Management 62

Madison Logic

OCTOBER 11, 2022

Within this time, they are using content and research to inform their decision to meet with a provider, so marketers need to be sure that buyers have the content they need to move forward in the buyer’s journey. This type of intent data can be highly predictive of purchase intent. . Use Cases for Buyer Intent Data .

Intent Data 52

Intent Data Intent Marketing Budget Buyer Intent 52

NuSpark Consulting

NOVEMBER 6, 2015

That means doing research and talking with them in-depth. We don’t have time for research,” you’re saying. Or, perhaps you’re in the school of, “We don’t need research. If you haven’t done your research, you don’t know how the buyer moves through their buying journey. Forrester Research).

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Planning 100

NuSpark Consulting

FEBRUARY 5, 2017

According to a 2015 report from Forrester Research, 83 percent of companies who tried using predictive analytics for insights had positive outcomes. Improved understanding of customers and purchasing motivations. Research Vendors. These included: Ability to reach the right buyers. Evaluating new market opportunities.

Account Based Marketing 100

Account Based Marketing Marketing Automation Services Marketing Management Top of Funnel 100

Integrated B2B

FEBRUARY 3, 2020

New equipment investment decisions are becoming more complex, requiring industrial equipment companies to adapt to longer buying cycles influenced by people within each account – most of whom they may never directly interact. The basic structure of sales and marketing departments hasn’t moved much, either.

Account Based Marketing 52

Account Based Marketing Work Management Marketing Management ABM 52

Tony Zambito

NOVEMBER 22, 2015

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. by Yarden Gilboa.

Buyer Personas 100

Buyer Personas Lead Ranking Buy Research 100

Industrial Marketing Today

JUNE 19, 2010

The chart below from a research study done by Forrester illustrates this point very clearly. What marketing content you serve at each phase of the buying cycle also matters. That is pretty much the mantra of B2B content marketing. Transforming that concept into an actionable reality is a very different story.

Relevance 60

Relevance B2B Marketing CMS Development Buying Cycle 60

The ROI Guy

JANUARY 5, 2011

Even though a recovery is at hand, there remains significant pressure to do-more-with-less, and the economic buyer is firmly in control, demanding even more financial accountability on each purchase. to buy only what they need at the lowest possible price.” to buy only what they need at the lowest possible price.”

Allocation 40

Allocation Forrester Buying Cycle Sales Cycle 40

The ROI Guy

NOVEMBER 29, 2010

Fueled by a wealth of on-line resources and social networks, buyers have seized control of the buying cycle, engaging with sales representatives later and later, and further elongating sales cycles. Two economic downturns over the past decade have made buyers more spendthrift, and more skeptical of vendor claims.

Peer-to-peer 40

Peer-to-peer Marketing Automation Services Spending Marketing Budget 40

6sense

JUNE 14, 2016

Inevitably, the conversation leads to a discussion about prediction theory and what data is truly indicative of a prospect or account being in an active buying cycle. Sales will tell you they hope the timing is right and that the account is in an active buying cycle when they reach out and try to connect with a decision-maker.

Enterprise Management 48

Enterprise Management Segmentation Intent Work Management 48

Hubspot

MAY 16, 2017

Research shows that the number one reason users unsubscribe from email lists is because they get too many emails in general , not necessarily because they don't like the content. While intent-based marketing has been around for awhile now, marketers have traditionally just focused on buying intent. What is Intent-Based Marketing?

Intent Data 72

Intent Data Intent Lead Ranking Campaigns 72

The Effective Marketer

MAY 9, 2011

The power of marketing automation is the ability to target your marketing database with specific content based on their behavior and stage in the purchasing process. Marketing Directors and Managers on top, Marketing Coordinators, Marketing Specialists in the middle, followed by Copywriters, Designers, Web Masters, and more at the bottom.

Planning 100

Planning Marketing Budget Creation Work Management Marketing Management 100

The ROI Guy

SEPTEMBER 3, 2010

As defined by Forrester, "Sales enablement is a strategic, ongoing process that equips all client-facing employees with the ability to consistently and systematically have a valuable conversation with the right set of customer stakeholders at each stage of the customer's problem-solving life cycle to optimize the ROI of the selling system.”

Allocation 40

Allocation Budget Programs Forrester Bundling 40

The ROI Guy

MARCH 15, 2011

Empowered Buyers: Fueled by the Internet, with access to a wealth of resources, research, discussions, product and pricing information, buyers are self-empowered to drive the buying cycle, inviting sales later and later into the decision making process, if at all. Commodity sales professionals are being disinter-mediated.

Forrester 40

Forrester Lead Ranking Cross-Selling Peer-to-peer 40

Adobe Experience Cloud Blog

JANUARY 3, 2014

At a recent webinar with Cory Munchbach, analyst at Forrester Research, and Jon Miller, Marketo’s co-founder and VP of Marketing, the two speakers clarified exactly that. When customers make purchases today, they no longer take linear, predictable, easily influenced paths. Which channels do they research your product on?

Ideal Customer Profiles 48

Ideal Customer Profiles Multi-Channel Lead Scoring Lead Ranking 48

Adobe Experience Cloud Blog

JANUARY 3, 2014

At a recent webinar with Cory Munchbach, analyst at Forrester Research, and Jon Miller, Marketo’s co-founder and VP of Marketing, the two speakers clarified exactly that. When customers make purchases today, they no longer take linear, predictable, easily influenced paths. Which channels do they research your product on?

Ideal Customer Profiles 48

Ideal Customer Profiles Multi-Channel Lead Scoring Lead Ranking 48

The ROI Guy

DECEMBER 6, 2010

At the same time, B2B buyers are taking advantage of the wealth of information available via the Internet and social media to become more empowered, taking charge of the buying cycle. From our research and best practices work with leading B2B sales and marketing groups, Alinean provides its top 5 predictions for 2011: 1.

Work Management 40

Work Management Marketing Management ROI Marketing Automation Services 40

The ROI Guy

SEPTEMBER 3, 2010

Formally defined, Demand Generation is the use of targeted marketing programs to address four key objectives for B2B marketers: Building awareness of a company’s products and services; Establishing relevance to a prospective buyer/end user; Supporting validation for the purchase; and Mitigating customer concerns.

Demand Generation Agencies 40

Demand Generation Agencies Demand Generation Peer-to-peer Demand 40

The ROI Guy

NOVEMBER 4, 2010

In this session we discussed some important value selling and content marketing research for technology marketers, much of which extends to other B2B segments, with trends and advice you need to excel in 2011. In this blog post, I present a few of the key research metrics and advice.

Work Management 40

Work Management ROI Marketing Management Marketing Budget 40

The ROI Guy

SEPTEMBER 17, 2010

email pitches per week, up 32 percent from 2006 according to sales and marketing research firm SiriusDecisions. The question any marketer needs to ask - Are your marketing efforts adding to the clutter, or driving a valuable dialogue and as a result, connecting meaningfully with prospects to advance the buying cycle?

Interactive Marketing 40

Interactive Marketing Marketing Automation Services Peer-to-peer Buying Cycle 40

Valasys

JULY 29, 2019

explicitly & implicitly) to understand the mood of a person & his attitude towards a prospective purchase. Recent research from searchcustomerexperience.techtarget.com depicts that the facial recognition & emotional analytics technology market will grow from $3.37 in the year 2016, when it began, to a figure of $7.76

Analytics 49

Analytics Marketing AI Work Management WOMM 49

The ROI Guy

MARCH 30, 2011

Marketing luminary Seth Godin indicates that "No business buys a solution for a problem they don't have." B2B buyers are now relying on industry analysts, peers and trusted 3rd party publications, but not on vendors, to help them facilitate important purchase decisions. Commodity sales professionals are being disinter-mediated.

Enterprise Management 40

Enterprise Management Work Management Marketing Management Practices 40

Adobe Experience Cloud Blog

JULY 12, 2010

Forrester Research shows that 59% of consumers open email based on their individual interests and 51% open emails based on their needs at that time. Those who click yet have not purchased. Purchases of a specific product/category/service. Cross sell to purchases of a specific product. Buying Expensive.

Email Marketing 48

Email Marketing Practices Lead Scoring Lead Ranking 48