How Social Media Changed the Sales Cycle into the Buying Cycle


Once they developed a short list of vendors for consideration, they contacted the companies (using phones, which were connected via wires) and the companies sent them (printed) sales collateral by mail (postal, that is). Then sales people would contact the prospects and use a “consultative&# sales process. The sales process benefited from electronic communications, but remained largely the same. This is not necessarily bad news for sales.

B2B Sales Cycles are Getting Longer, Study Says

Sword and the Script

68% of B2B professionals surveyed say it takes longer to complete B2B sales cycles compared to a year ago They say recessions don’t start trends – they accelerate those that are already in motion. Marketing has to adjust to the fact that buying habits and patterns are changing.


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Content Auditing and Mapping it to the Industrial Buy Cycle

Industrial Marketing Today

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.” How can you use marketing content to generate a decent volume of sales-ready leads at a low(er) cost?

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


The Sales and Marketing Blind Spot. However, when it comes to sales and marketing, very little has changed despite significant changes in buyer behaviors—the result of which has decreased the volume of leads that sales receives. 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. It’s time to invite sales and marketing to the party.

Expert Q&A: Transform Marketing With A Revenue-Relevant Customer Experience Strategy


This expands the sales cycle to a much longer and precarious customer lifecycle: the prospect becomes a buyer; who becomes a customer; and then becomes a potential prospect again for renewal or at least advocacy. What are some of the implications of this shift on the marketing and sales processes? The best thought leadership content is where the vendor takes a definite position, communicates a point of view, about that business issue they solve or improve.

Your Sales Cycle Dilemma in 2013

The ROI Guy

With more financial constraints, more stakeholders, and more scrutiny on each purchase, buying cycles have been extended by almost 10% over the past three years. As a solution provider, the lengthening decision cycle can be frustrating and costly to you, as deals stall and critical sales revenue is delayed. In our recent ValueStory™ roadshows , attendees have indeed confirmed lengthening decision cycles.

The State of Demand Generation

The Effective Marketer

There are over 20 presentations available, ranging from Social CRM and Lead Generation, to Case Studies and Sales Enablement. Buying cycle control (you need to facilitate the buying process and understand what is required of you as a result). SiriusDecisions says that to drive best-in-class performance, sales and marketing must align around five waterfall-based jobs: Seed (use of traditional and social media to set the stage for demand creation). Sales Programs.

Tips From Demand Gen Report’s 2014 B2B Buyer Behavior Survey


by Amanda Batista | Tweet this While the sales cycle is getting longer and buyers continued to wait to engage with sales, B2B buyers are more satisfied with the process than they were a year ago, according to Demand Gen Report’s 2014 B2B Buyer Behavior Survey. Eloqua: The report notes that respondents are waiting a longer period to initiate engagement with vendors. Are vendors doing a better job at guiding the journey through content?

Accelerate Slow Sales Cycles with More Sales Enablement Investments?

The ROI Guy

Two successive downturns over the past decade have resulted in buyers more skeptical of sales pitches than ever, and a condition called Frugalnomics – where buyers demand quantifiable proof of bottom-line impact for each purchase decision. The result of Frugalnomics has been a marked slowdown in the pipeline, and longer than ever sales cycles. So how is the sales enablement role evolving within b2b vendors?

A Nurture Strategy for Content Syndication Leads

The Point

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.

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5 Ways to Improve Your B2B Customer Experience with Sales Enablement Technology


Perhaps the most significant changes are the shift in the balance of power in the B2B purchase process, from the vendor to the buyer, and the changing expectations that prospects have of sales reps and the sales experience. These changes are evident throughout the sales funnel, from awareness to post-purchase. With easy digital access to information and products, the traditional buying process is no longer viable. Customize the sales process.

What is Revenue Performance Management? A Whiteboard Session


Whether it be through websites, social media sites, or third-party vendors, buyers a using the readily-available information to cut out the middleman. Which in this case, would be Sales). Buyers want to connect with sales much later in the buying cycle than ever before. One of the single most important concepts behind RPM is that marketing and sales transform the way they work – and work together – to create a single revenue cycle.

Is it Time to Change the Universal Definition of a Lead?


So do we need to revisit the universal definition of a lead in the world of sales and marketing? As marketers realize the importance of distinguishing between buyer personas, there is more than one sales funnel you need to fill, filter your leads through and manage in order to drive conversions. Marketing automation vendors only have to prove that their product has better features and functions at a more attractive price point than their competitor, and companies want it.

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6 Distinguishing Traits of the New Age B2B Buyer —And 6 B2B Lead Generation Tips to Engage


B2B Marketing Tip #1: Publish relevant content and make sure it is found by your prospective buyer in a variety of access and touch points throughout the buying cycle. . A recent CMO Council study of B2B buyers indicates that 87 percent of buyers believe that online content impacts their buyer journey from vendor selection to purchase decisions. Averse to a Sales Pitch and Avoids the Salesperson.

Best B2B Marketing and Sales Strategy Guides and Insights of 2011

Webbiquity SMM

Social media, content aggregation and curation , user-generated content and other developments have dramatically changed the B2B buying cycle over the past few years. Marketers need to think like publishers not only to improve their company’s visibility in search (which is where 93% of B2B buying cycles now start ) but also to address the differing information needs of buying team members, at different stages during the decision process.

The Risks of Over-Reliance on Late-Stage Content

The Point

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.

How to Recognize and Respond to Buying Signals (and Close More Deals!)


You’re armed with your prospect’s buying signals, right? What are customer buying signals? By definition, buying signals are the actions potential customers take that indicate they’re close to making a purchase. Your marketing and sales teams need both.

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Report: Why Demand Marketers Should Expand their Focus Beyond the Lead

The Point

Even if you acknowledge that change as fact, however, it’s easy to become cynical (as I have) when vendors and thought leaders are constantly proclaiming the “death” of the old ways.

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B2B Lead Nurturing Myths That Promote Sales Pipeline Leaks


You Can Nurture a Complex Sales Cycle with Email Alone. Probably the best way to nurture is to use emails for leads which you believe are in the early stages of the buying cycle. So you might want to use this tactic when it appears as if someone is closer to buying. First, your leads are all in different phases of the buying cycle. You can better understand where the prospect is in the buying cycle and the problems they are trying to tackle.

Top 10 ABM Mistakes

The Point

When so many technology vendors claim to be an “ABM solution,” what are the smartest investments? In later stages, the measuring stick is more likely to be Sales Qualified Accounts, Meetings, or Pipeline. ABM is typically best-suited for companies selling complex solutions to buying committees at large enterprises. Failing to get sales sufficiently involved (planning, engagement). Ignoring the buying cycle.

The B2B Content Marketing ROI You Should Care About.

Sales Engine

Measuring content marketing’s return on investment in B2B companies can be a complex calculation, especially if your solution is expensive, requires committee-based decisions, and has long and unpredictable sales cycles. Determining that the prospect was qualified and motivated, it turned into an opportunity that was funneled through the sales process and closed. The focus is very narrow for “Buy GoPro Camera” and therefore, you might be able to compete for that term set.

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Lisa’s App of the Week: 6sense

Heinz Marketing

6sense is one of the best in the biz—their Account Engagement platform has the power to elevate any sales team, showing them exactly which companies are in the consideration and decision phases of their buying cycle. .

5 Steps to B2B Marketing Success

Everything Technology Marketing

By Holger Schulze Major shifts are taking place in B2B marketing that started a few years ago but have accelerated in recent months – in the marketplace as well as inside vendor organizations. In the “old days”, the mainstream marketing approach was to interrupt and engage prospects, educate them on the vendors offering and move them through the sale cycle towards a transaction – a very vendor and product centric approach.

How to Choose the Right Predictive Analytics Tool for Account-Based Marketing


” What to Look for in a Vendor. Most predictive analytics vendors make use of multiple data points to help “feed” the models and forecast potential high-value accounts. With lead scoring based on having as much information about prospects as possible, fleshing out gaps in a customer profile delivers a level of enrichment and accuracy that can be useful determining the prospects’ position in the sales funnel. Research Vendors.

B2B Sales vs B2C Sales


What is B2B Sales? Building on that definition, B2B sales is the process by which B2B companies engage decision makers at other companies to sell products or services. In general, it involves high price points, long and complex buying cycles, and direct outreach and follow-up to prospects via multiple communication channels. B2C sales can refer to any sales process that sells directly to consumers, though it tends to refer specifically to retail sales.

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Sales and Marketing: The technology behind CRM

B2B Lead Generation

However, the most expansive definition takes a total end-to-end look at every interaction a person has with a company from simply becoming aware of the company at the very top of the sales funnel, all the way through customer service contact after the final conversion to a closed deal. With a complex sale, many personal touch points in customer relationship management are present – such as directly answering a question posted on social media or an online forum.

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How Landing Pages Are Like Having Your Own NSA For B2B Marketing

The Forward Observer

Website landing pages can provide B2B marketers 24/7 information gathering to help increase leads, shorten the sales cycle and close more sales. Landing pages are like your digital sales reps, gathering information for marketing and sales about your prospects that help move them through the process of purchasing a product or service. And of those, Gleanster Research estimates that 50% of leads are not qualified to buy. Establishing Buying Criteria.

Marketing in quarantine: How can Tech companies stay relevant in a world in lockdown with marketing automation


Most companies in the technology sector evolve in a very competitive environment, and leads generated by Marketing represent more than 50% of the opportunities signed by sales representatives.

The B2B Marketer’s Guide to Virtual Reality


53% of surveyed adults said they would buy from a brand that uses VR over a brand that doesn’t ( source ). Sales of VR and AR devices will reach $1.8 Personalized marketing has become critical in today’s crowded marketplace, as customers demand a buying experience that is tailored to their specific needs. Shorten your sales cycle. The B2B buyer’s journey is long and complex compared to the B2C buying cycle.

Why Your B2B Buyer Personas Are Not Helping to Increase Lead Conversions


And sales cycles linger endlessly. If you let them guide the way, you likely will fail to create content that attracts buyers and directs them step by step through the buying journey. There are logical reasons why they don’t understand the full buying cycle and what’s going on inside the buyer’s brain. You’ve probably heard the oft-cited statistic that buyers don’t reach out to a vendor until they are 57% through the buying cycle.

Top 10 Amazing B2B Marketing Trends to watch out for in 2020


There will be some groundbreaking changes in the ways the brands have been engaging with their audiences & driving them to sales. The conventional structure of the buying funnel is dead. Learn more on How B2B Brands can invigorate Voice Search SEO to Scale-up their Sales Revenues.

How to Reach, Engage and Convert IT Buyers: Research Deep Dive

Inbox Insight

In a time where global health issues are impacting buying decisions, it’s more important than ever to get to know your audience – understanding how they think will help you run effective campaigns that convert. The buying trends you need to know . Length of the sales cycle.

How to Boost Your B2B Sales Quickly in 2020


If you sell to other businesses, you know how challenging it can be to close a sale. Because closing a B2B sale requires you to connect and convince not just one buyer, but several of them. Now the question is how can you convince people and boost your B2B Sales?

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5 Useful Lead Nurturing Tactics to Get More Opportunities

B2B Lead Generation

Yet, it’s helpful to notice that all customer buying cycles fit into three distinct funnel stages. At this stage, you’re moving them from being a lead to a sales qualified opportunity. This is where the hand-off from marketing to sales takes place and where people ultimately make the buying decision. Read on for five lead nurturing tactics that will help you move people who’ve expressed interest into sales-qualified opportunities.

What is the ROI of Lead Management?


Both books show how you can increase sales by nurturing all leads, from inquiry to opportunity. A proper follow-up ensures that leads are nurtured until they are ready to talk to a sales person. And - because of the nurturing - they are much better educated, making the sales person’s job a lot easier. Because you can follow up with 100% of your leads, and because your sales people can be more effective, you will turn more inquiries into sales.

5 leading providers of enterprise marketing automation solutions


This list is not inclusive of every enterprise-level provider, but is meant to present an overview of best-in-class tools that exist in the market today, including tangible examples of how organizations are using them to improve their marketing, sales, and customer experience initiatives.

Top 5 proven B2B Marketing Strategies for Business Growth


Accordingly, the marketers need to strategize their B2B marketing strategies to optimize users’ experiences by delivering them with tailored pieces of content at each stage of their buying cycles. The modern B2B landscape is majorly buyer-centric.