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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.) Other findings explain why the buying cycle has gotten longer.

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The false allure of B2B intent data

Martech

Through exposure to marketing, research into categories, conversations with peers and insights from sources of influence, a shortlist of vendors emerges. This list, an average of five vendors , is also where the decision is made in most situations. The sole act of identifying vendors doesn’t mean they are in-market yet.

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What's Next for the CDP Industry?

Customer Experience Matrix

It’s been quite fascinating to watch the Customer Data Platform industry develop over the past few years. So far, we’ve seen two main trends emerge: extension of CDP product scope beyond the core of building the customer database itself and expansion into new industries. Both shed light on what we can expect to happen next.

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Why B2B Buying Cycles are Getting Longer

B2B Marketing Directions

The 2017 research was based on a survey of 283 C-level executives, VPs, and Directors across several B2B industries. 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.

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7 takeaways from a study on B2B thought leadership; why it works or doesn’t

Sword and the Script | B2B

Yet buyers also use these materials to evaluate vendors. In other words, thought leadership helped them to see themselves in the very problem the vendor was solving. For example, a company that puts out low-quality content may cause customers to re-evaluate their relationships with that vendor.

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Manufacturers, It’s Time to Take Back Control in the Buying Cycle

Adobe Experience Cloud Blog

Among the many customers we work with in the industrial manufacturing sector and in adjacent sectors like automotive, medical devices, electronics, and aerospace, the commonality is that their approach to sales leads is no less rigorous than their approach to engineering. Take Back the Reins.

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Simplifying your martech stack: From pipeline efficiency to brand affinity

Martech

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. It worked so well for Salesforce that the whole industry copied it. Let’s stop optimizing for marketing vendors. There’s a big difference.