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.)

Matching Webinar Content to the Buying Cycle

Modern Marketing

As prospects increasingly self-educate through the buying cycle, webinars have become a primary source of information that buyers turn to before making a purchase decision. Consideration-stage webinars should focus on vendor-neutral, solution-based themes.

Content Auditing and Mapping it to the Industrial Buy Cycle

Industrial Marketing Today

They are: Buyer Personas – deep insights on the people who buy your products and services Buying Process – the steps buyers go through to acquire your products and services Buyer personas go a lot deeper than just demographics.

How Manufacturers Can Align Digital Content with Buying Cycles

Fathom

According to the Chief Marketing Officer Council , 87% of B2B buyers say that online content has either a major or moderate impact on their vendor preference and selection. … Read the rest The post How Manufacturers Can Align Digital Content with Buying Cycles appeared first on Fathom. B2B Content Creation & Strategy Manufacturing Industry buying cycle content content strategy manufacturing industry manufacturing online marketing

Matching Webinar Content to the Buying Cycle: Evaluation and Purchase Stages

Modern Marketing

An overwhelming majority (82%) of senior executives said that content was a significant driver of their buying decisions. 66% of respondents said that the winning vendor provided higher-quality content. Buying criteria.

Why B2B Buying Cycles are Getting Longer

B2B Marketing Directions

New research reveals what influences B2B buying decisions and explains why the B2B buying process is getting longer. Other findings explain why the buying cycle has gotten longer. 52% of respondents said the number of buying group members had increased significantly.

How Social Media Changed the Sales Cycle into the Buying Cycle

Webbiquity

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).

Five Sales Enablement Tactics B2B Marketers Need to Master

Webbiquity

Prospects love this, as research reveals that 87 percent of buyers select a vendor who provided them with relevant pieces of content at each stage of the buying process. Map Content to the Buying Cycle. Guest post by Mary Ade.

Shifts in B2B Buyer Behavior Support New Priorities for Demand Gen Content

The Point

Here are just some of the key findings, along with what I believe these trends mean for demand generation marketers: FINDING : 59% of respondents say they now have formal buying groups or buying committees in place to review purchases.

How HP Uses 6sense to Find Customers in Active Buying Cycles

6sense

With the rise of predictive intelligence and the ability to make sense of large amounts of customer data, HP wanted to take their marketing analytics to the next level and begin targeting customers in active buying cycles. With data driving the next wave of innovation, HP began looking for a partner who could help them improve their ability to predict timing and identify prospects in active buying cycles.

Convert articles and blog posts to video

Biznology

In the case of tech solution vendors, blogs are full of middle-of-the-funnel stuff that responds to customer concerns with a minimum of hype and marketing-speak. Buying committee members don’t like to appear to be advocating too hard for anything new.

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Variety of Content is the Key in the Early Stages of the.

Industrial Marketing Today

In Needs Awareness and Research phases, the first two stages of the industrial buy cycle (see my earlier post Deconstructing the Four Stages of the Industrial Buy Cycle ) your prospects and customers use a variety of online content to find solutions to their current problems and needs.

Why Social Media Matters for B2B Vendors

Webbiquity

There is, so far, no b2b version of Yelp , and its unlikely there will be anytime soon, as many companies worry about the legal liability entailed in either endorsing or disparaging a specific vendor. 85% of B2B buyers say they want B2B vendors to engage and interact with them online. •

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Best B2B Marketing and Sales Strategy Guides and Insights of 2011

Webbiquity

Social media, content aggregation and curation , user-generated content and other developments have dramatically changed the B2B buying cycle over the past few years. Prospects often don’t surface until much later in the buying process than they did just a few years ago.

The State of Demand Generation

The Effective Marketer

Buying cycle control (you need to facilitate the buying process and understand what is required of you as a result). The Customer Buying Cycle Framework. According to SiriusDecisions, buyers go through three stages and six steps during their buying process.

Marketing Automation Vendors Are Not Delivering On Marketers’ Needs For Reporting And Analytics. Here’s Why.

InsightSquared

This is what the findings were in a study done by Heinz Marketing and InsightSquared titled, Marketing Automation Platform (MAP) Satisfaction Survey 2018: Are Marketing Automation Vendors Still Meeting the Needs of Today’s Marketer?

Five Ways B-to-B Marketers Need to Change Their Game

Biznology

The Internet has driven dramatic changes in business buying behavior. Just as no one buys a car anymore without first checking prices and features online, business buyers now research and educate themselves online, months—even years—before ever seeing a sales person.

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Best Random but Interesting B2B Marketing Posts, Articles and Resources of 2010

Webbiquity

The pieces presented here range from an extensive list of marketing cliches to avoid and tips to shorten the B2B buying cycle to guidance on branding, presentation skills, freelancing, job hunting and more. 5 Steps To Shorten The B2B Buying Cycle by Search Engine Land.

Plan for the Social Buyer Before It’s Too Late

Tony Zambito

  An even more profound and sobering fact is that 80% of business buyers today say that they found their vendors as opposed to vendors finding them.  Image via Wikipedia. To say things are changing is an understatement. 

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

Modern Marketing

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. 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.

9 Search Marketing Tips for Effective B2B Lead Generation

LEADership

Statistics from the Consumer Executive Board show that buyers are typically 2/3 of their way into the buying cycle before they even engage with a company they would potentially buy from. This may not apply in very early stages of the buying cycle.

A 6-Point Email Marketing Checklist for B2B Lead Generation

LEADership

Each of them will have certain individual traits that will influence the buying process. 4. Tailor emails to fit into buying stages. We know that the B2B buying cycle is complex and runs across different stages.

10 Event Marketing Tips to Accelerate B2B Lead Generation

LEADership

Which events and what type of interaction resulted in the highest conversion/buying actions? Different types of events will trigger buying decisions in different ways. Demand generation cycles will vary in these situations. Concluding the Back-to-School B2B Primer—Part Four.

What is Revenue Performance Management? A Whiteboard Session

Modern B2B Marketing

Whether it be through websites, social media sites, or third-party vendors, buyers a using the readily-available information to cut out the middleman. Buyers want to connect with sales much later in the buying cycle than ever before.

5 Marketing Lessons From Ballpark Vendors

Hubspot

Here are 5 key lessons from these vendors to watch for the next time you're sitting under those bright lights enjoying America's pastime. 5 Marketing Lessons From Ballpark Vendors. That toss is a simple but important way the vendor maximizes his sales and tips.

What's Next for the CDP Industry?

Customer Experience Matrix

It took some time for the vendors to realize that the database itself was ultimately more valuable than any one application, because the database was more central to their clients’ needs. On the other hand, viewing CDP utility as a function of buying cycle does make sense.

Marketing Content That Sells

The Effective Marketer

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.

Reaping the Value of Long-term Leads

ViewPoint

Often hot leads are really buying companies 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.

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Survey: B2B Buyers are Changing How They Assess Marketing Solutions

KoMarketing Associates

About 59 percent say they now have formal buying groups or committees to review purchases. In addition, 52 percent claim that their number of buying group members has increased significantly. During the decision-making process, 72 percent of respondents stated that they go with vendors that respond promptly to their inquiries. B2B buyers also prefer vendors that show a strong knowledge of the solution area (70 percent).

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It’s All About the (Challenger) Customer

ANNUITAS

The dialogue during the event was incredibly rich, as are the contents of the book that explores the concept that the buyers are driving today’s buying cycles and that these cycles are being driven by buying committees.

Buying Triggers and Why They Matter

ANNUITAS

As consumers, if we are not in an active buying cycle, we are in a passive buying cycle. In terms of B2B marketing, we know the buyer’s journey can be long and is often complex, involving many different buyers and typically buying committees from across an organization.

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.

New Research on the Attributes of Complex Buying Decisions

B2B Marketing Directions

For example, a majority of survey respondents have been reporting that the length of their buying cycle is increasing for at least the past four years, as the following table shows: Demand Gen Report presented the survey panels with several statements describing various aspects of their purchasing process. For example: 42% of the respondents said they spoke to and engaged with vendor reps in the first month of their buying process (up from 33% in the 2018 edition of the survey).

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What is a Marketing-Qualified Lead? What MQL Really Means

Act-On

For example, I just received a call the other day from an unnamed CRM vendor. I have high interest in CRM products, love to study the market, and probably exist in every CRM vendor’s CRM as an MQL somewhere. We are talking with an influencer in that buy cycle.

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Long-Term Leads Demand Attention Now

ViewPoint

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. A longer-term lead may lack urgency, but it makes up for it by giving your team a very real chance to form relationships with decision makers, and in fact define and manage the buying process (including designing the RFP).

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Are We Torching Our Leads?

The Content Factor

A survey by Spiceworks reveals that IT pros--key influencers in B2B buying cycles--are increasingly resistant to downloading white papers, because of the registration forms. In an interview on the Savvy B2B Marketing blog*, Jay Halberg of Spiceworks says:Those that do share their [contact information when downloading a white paper] obviously don't mind doing so, but they DO mind a pesky vendor.

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Announcing The 2015 B2B Web Usability Report

KoMarketing Associates

But B2B marketers also need to know what buyers actually want from a vendor website. In our 2014 survey, we learned that social media activity had minimal impact on the buying process and that left us both surprised and confused.

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