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

The Point

JULY 17, 2017

Demand Gen Report has published the results of this year’s “B2B Buyer’s Survey,” and the trends identified merit close attention for those marketers involved in B2B demand generation and content development. IMPACT : Use ABM strategies to deliver personalized, relevant content to specific buying roles within large accounts.

Paid Search Agency 241

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

Adobe Experience Cloud Blog

OCTOBER 21, 2016

McKinsey research shows that B2B buyers typically use six different channels throughout their decision-making journey, and almost 65% will come away from it frustrated by inconsistent experiences. With the increase in communication vehicles and channels, buyer expectations are simultaneously increasing. What’s the way forward?

Buying Cycle 48

Buying Cycle Buy B2B Thought Leadership Account Based Marketing 48

KoMarketing Associates

DECEMBER 8, 2021

They are more likely to research a problem (sometimes for weeks) before settling on a solution. And, they might not reach out to your company in person until they are ready to buy. The discovery phase of the buying cycle is when businesses realize they have a problem and begin looking for a solution. Discovery stage.

Top of Funnel 244

Top of Funnel Buyer's Journey Advertising Benchmark B2B 244

Martech

JULY 16, 2021

We hear a lot about how dramatically the pandemic has affected consumer purchasing behavior, but the business-to-business side of buying is less frequently discussed. At the same time, the number of influencers involved in B2B purchase decisions has increased, leading to a longer and more complex buying cycle.

Account Based Marketing 135

Account Based Marketing Work Management Marketing Management ABM 135

Sword and the Script | B2B

MARCH 26, 2024

The 2024 version is out so I spent some time perusing the report to write about it here. Some of them are buyers, which the report refers to as “decision makers” and the others come from sellers, which the report calls “producers.” Here’s what stood out to me in the report ( click images for higher resolution ).

B2B Thought Leadership 83

B2B Thought Leadership Thought Leadership Studies B2B 83

Inbox Insight

SEPTEMBER 10, 2020

According to our research, the typical timeline for all three phases of purchasing to be complete (research, buying cycle and implementation) is usually between 9 months and 3 years. Our unique content brings together the best content from vendors, brands and tech experts with research conducted by Inbox Insight.

Marketing Management 72

Marketing Management Marketing Automation Services Research Planning 72

DiscoverOrg

MARCH 5, 2018

True sales intelligence needs to include both information on the account, such as reporting structure, budgets and, technology install base data; as well as intelligence on the individual prospects, like job responsibilities, verified contact data, and predictive indicators around purchase intent. You’re not missing buying cycles.

Marketing Automation Services 265

Marketing Automation Services Purchase Intent Buying Cycle Marketing Prospects 265

Sword and the Script | B2B

SEPTEMBER 12, 2023

58% spending more time researching products before making purchasing decisions; social media has become increasingly important in B2B marketing The consumerization of business technology is probably one of the biggest driving forces in the development of B2B software. The full report is an interesting read that covers a lot more.

B2B Marketing 105

B2B Marketing Peer-to-peer B2B Paid Search Agency 105

Martech

JULY 14, 2022

Factors driving changes in ABM include shifts in buyer preferences and pre-purchase behavior, as well as the development of more sophisticated technology and data products that enable marketers to analyze behavior, identify in-market audiences, and craft experiences for a buying group or its individual members. The vendors respond.

Account Based Marketing 118

Account Based Marketing Enterprise Management Work Management Marketing Management 118

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. Data from Forrester Research shows how rapidly marketing metrics are changing. So, what metrics should marketers report on ?

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.” The report did not state a margin of error that I observed but it did say the report had a confidence interval of 95%.

B2B Thought Leadership 69

B2B Thought Leadership B2B Sales Studies Thought Leadership 69

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

Zoominfo

MAY 25, 2021

“These [systems] make direct sales and direct marketing more efficient by automating highly repetitive support tasks … and by reducing the time salespeople spend on non-selling tasks, like scheduling sales calls, compiling sales reports , generating proposals and bids, and entering orders,” the article proclaimed.

Automation 252

Automation Marketing Automation Services Zoominfo Planning 252

Influitive

AUGUST 3, 2015

In fact, the 2015 B2B Buyer’s Survey Report (sponsored by DemandBase and Demand Gen Report), found the top three resources that buyers rely on when researching potential vendors were: In addition, access to all of this information is making the buying cycle longer. The answer: social proof marketing.

Peer-to-peer 100

Peer-to-peer Marketing Report Buy Process 100

NuSpark Consulting

DECEMBER 13, 2017

This means a large portion of the research that influences their decision happens before they click on any website. Artificial intelligence makes it possible to identify these prospects, determine their level of interest and position in the buying cycle. Unless you have an “insider” on your payroll (just kidding!)

Intent Data 160

Intent Data Intent Bombora Marketing Qualified Leads 160

Content4Demand

JULY 7, 2021

According to the recently released 2021 B2B Buyers Survey Report from Demand Gen Report, here are a few of the top trends: Buying committees continue to become more prevalent, and committees are growing larger. The buying cycle is less predictable; some cycles are longer while others are being accelerated based on need.

Account Based Marketing 121

Account Based Marketing Peer-to-peer B2B Content 121

NetLine

APRIL 14, 2022

Since 2016, we’ve published our annual content consumption report with a few core pieces of information with the goal of improving upon the prior year’s efforts. Introducing the 2022 State of B2B Content Consumption and Demand Report for Marketers. Introducing the 2022 State of B2B Content Consumption and Demand Report for Marketers.

Intent 97

Intent Webinar Metrics Peer-to-peer Intent Data 97

Madison Logic

OCTOBER 18, 2023

Yet more and more marketing leaders faced with larger buying committees and longer buying cycles are realizing the need for a balance and a stronger link between their brand and demand activities. Forrester research finds that 67% of B2B marketers say buyers are taking longer to commit to purchases than last year.

Paid Content 52

Paid Content Advertising Agencies Demand Advertisements 52

Martech

DECEMBER 19, 2023

Since then, I’ve not seen any reports or research that indicates hard bounces for permanently undeliverable email addresses have gone through the roof. But take a moment to check your post-send email activity reports more closely than usual. One that is in rhythm with your buying cycle.

Marketing & Strategy 111

Marketing & Strategy Opt-out CAN-SPAM Work Management 111

DealSignal

APRIL 27, 2023

Open-web research is then categorized across 6,000 B2B topics and three million companies. To prevent confusing large employment with intent , Bombora does not report actual event counts but sets a baseline average for each firm and company pair. Ultimately, this can help speed up the buying cycle and drive higher conversion rates.

Ideal Customer Profiles 52

Ideal Customer Profiles Account Based Marketing ABM Intent 52

Martech

SEPTEMBER 16, 2022

The consumer buying cycle is an increasingly self-serve process scattered across multiple touchpoints. About 91% of companies said they achieved some level of success with content marketing in 2021, according to Semrush’s 2022 State of Content Marketing Report. Why marketers should care about content marketing.

Digital Asset Management 131

Digital Asset Management Paid Content Work Management Marketing Management 131

Contently

DECEMBER 3, 2020

By occupying valuable real estate on search engine results pages, content was not only driving traffic to their websites, but also improving brand recognition at the crucial research stage of the buying cycle. Forrester research tells us that executive buyers look at an average of 17 pieces of content before signing a contract.

Lead Ranking 188

Lead Ranking Multi-Touch Attribution Lead Scoring ROI 188

SnapApp

JULY 18, 2019

In our research , we surveyed over 800 demand gen marketers about their goals and relationships with their sales teams. So in our research, we asked marketers what they thought sales would say about them…after a few drinks. Learn more about how demand gen marketers’ roles and goals are shifting in our full report.

Lead Ranking 59

Lead Ranking Marketing Qualified Leads Research MQL 59

Biznology

OCTOBER 11, 2017

It’s the kind of real-life, forward-looking content that buyers in the consideration phase of the buying cycle are eager to consume. The same is true for articles like research reports and white papers. Video can bring it alive and generate new returns on the considerable intellectual capital invested in the blog.

Top of Funnel 112

Top of Funnel Work Management Video Marketing Marketing Management 112

Biznology

DECEMBER 28, 2016

88% of companies report they are undergoing digital transformation (source: Altimeter Group ). 88% of companies report they are undergoing digital transformation (source: Altimeter Group ). In other words, many companies report they are undergoing digital transformation even though most don’t know how to go about it.

Digital Transformation 184

Digital Transformation Case Study Case Studies Studies 184

DiscoverOrg

JANUARY 22, 2019

Larger companies, typically, have more complex buying cycles, more sophisticated internal processes, and more specialization throughout their org. Even more confusing is the fact that most of our research analysts aren’t even on LinkedIn. A company with 100 employees probably doesn’t need an applicant tracking system.

Social Media 184

Social Media Contingency Planning Media Linkedin 184

KoMarketing Associates

FEBRUARY 12, 2019

Take some recent research from LinkedIn that found that B2C marketers are ahead when it comes to adopting marketing technology. Other research, like studies done by the Content Marketing Institute and Marketing Profs, found that B2B marketers have adopted marketing automation far more than their B2C peers.

Work Management 121

Work Management B2B Marketing Marketing Management Peer-to-peer 121

Valasys

JUNE 8, 2020

Strategic content mapping is an orchestrated plan to deliver the right content to the right people at the right time to help customers sail through the specific stages of their buying cycles and to figure-out the opportunities to better address the pain-points of your customers. Helps in Creating Content Catalog.

Buyer Personas 76

Buyer Personas Buying Cycle Content Template 76

Zoominfo

MAY 25, 2021

“These [systems] make direct sales and direct marketing more efficient by automating highly repetitive support tasks … and by reducing the time salespeople spend on non-selling tasks, like scheduling sales calls, compiling sales reports , generating proposals and bids, and entering orders,” the article proclaimed.

Automation 130

Automation Marketing Automation Services Zoominfo Planning 130

Zoominfo

JANUARY 11, 2021

Awareness Stage: Grab (and Keep) the Prospect’s Attention The first thing the B2B buyer will do after identifying that they need to solve a business problem is to jump online and start researching options. When the bug is fixed, an automated email alerts the customer about the resolution and thanks the buyer for reporting the problem.”

Tips 130

Tips Work Management Gartner Top of Funnel 130

Zoominfo

JANUARY 11, 2021

The first thing the B2B buyer will do after identifying that they need to solve a business problem is to jump online and start researching options. ZoomInfo’s founder and CEO, Henry Schuck says , “If a customer reports a bug on ZoomInfo’s sales intelligence platform, that report is linked to an engineering ticket.

Tips 130

Tips Work Management Gartner Top of Funnel 130

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. Gains reported by CMOs surveyed in the 2022 Gartner report have slipped from 9.5% of company revenue on average down to 9.1%

Enterprise Management 82

Enterprise Management Work Management Marketing Management B2B Marketing 82

Tony Zambito

MAY 13, 2011

Baseone, the London based B2B Marketing Agency, released its 2nd annual Buyersphere Report 2011 this   month.    The annual report is aimed at surveying the changing B2B buyer behavior. Channels : the report indicates that we should be careful about throwing the baby out with the bath water. 

Buyer Personas 100

Buyer Personas WOM B2B Paid Search Agency 100

Porch Group Media

MAY 11, 2022

According to research by V12 in partnership with The Harris Poll, 9 in 10 movers are willing to try new brands. Additionally, brands who use mover marketing are more than 2x more likely to report best-in-class success from their marketing strategies. Mover Marketing Targets Consumers Too Late in the Buying Cycle.

First-Mover Advantage 52

First-Mover Advantage Work Management Marketing Management Advertising Agencies 52

Inbox Insight

OCTOBER 27, 2023

According to our first party research conducted within our IFP community, 99% of B2B marketers have witnessed significant sales and ROI increases by harnessing the power of intent data. In summary, intent data tells you when a lead is actively researching online before making a purchasing decision. Where to find B2B intent data?

Buyer Intent 105

Buyer Intent Intent Data Intent Demand Generation 105

PureB2B

MAY 30, 2022

97% of consumers research products and services before making a purchasing decision. In its simplest form, intent data tells you when a lead is actively researching online before making a purchase decision. Most B2B buyers are already 57% of the way through the buying cycle by the time they reach out to a company for more information.

Buyer Intent 118

Buyer Intent Intent Data Intent Work Management 118