Great B2B Marketing

B2B Sales and Marketing Trends for 2015

Great B2B Marketing

This report is based on our experience with our B2B clients as well as relevant industry research. You can see a lot of the Global Web Index research here. My company, Fusion Marketing Partners, has conducted extensive research on short- and long-term B2B buying patterns.

Trends 117

Lower the Cost and Boost the Productivity of B2B Sales

Great B2B Marketing

In other words, the buyer’s funnel has replaced the sales funnel as clients/customers conduct product research, read reviews, discover pricing details and generally equip themselves in a way that make themselves tougher to manipulate, but easier to sell. Last month, David Brock, president of Partners in Excellence, published an excellent article titled A Frightening Look At the Cost Of a Sales Person.

Cost 80

Trending Sources

The Economic Value of Your Company Brand

Great B2B Marketing

On the other side of the coin are brands with declining value like Sears, Blackberry, (which used to be Research in Motion), H&R Block, Yahoo, and JC Penny.

Why You Need to Be Hooked on Your Customers

Great B2B Marketing

It is especially important that the information and resulting strategies presented in Bob Thompson’s book are based on a decade and a half of research on what separates the customer-centric (and thereby successful) firms from those that are customer neutral or hostile.

Marketing Analytics – Measuring What Matters in B2B

Great B2B Marketing

For example, research from our friends at MarketingSherpa shows that only about one quarter of B2B companies have a lead generation and follow-up process that is routinely followed. One of the things that drives me batty is when otherwise smart B2B marketers focus relentlessly on marketing analytics that measure things that are not important, while neglecting the big picture – a classic example of missing the forest for the trees.

Market Research – 8 Strategies for Getting it Right, Quickly

Great B2B Marketing

Market ResearchI had a really good conversation with a business colleague who is launching his products into a new channel, with […].

B2B Sales and Marketing Trends for 2014

Great B2B Marketing

Research has shown that delaying a follow-up call by a few hours can have huge implications for your close rate. One of the great things about my job is the opportunity to work with some of the leading B2B companies in the US and worldwide.

B2B Marketing Trends – What You Don’t Know Can Hurt You

Great B2B Marketing

B2B Marketing Market ResearchWe just published our 2017 B2B Marketing and Lead-to-Revenue Trends Report, available for download here. At the close of each calendar […].

Pull Marketing vs. Push Marketing – The Shifting Battleground

Great B2B Marketing

Unsolicited telephone calls are still an annoyance — except they are now from so-called “market researchers” and charities, who are exempt from the privacy requirements. Even though I make my living as a marketer, I get as bothered as any other consumer by the constant intrusiveness of unwanted promotions. The abundance of unsolicited marketing pitches from TV, radio, Internet ads and other media exasperates me daily.

Cable 61

Why Your Allies and Actions Are Crucial in B2B Marketing

Great B2B Marketing

Research is short and inexpensive because you know that the true test of whether something is going to work is at the point of purchase, not in a focus group or survey questionnaire.

8 Reasons Why We Fail to Make the B2B Sale

Great B2B Marketing

My company, Fusion Marketing Partners , has conducted extensive research on short- and long-term B2B buying patterns. I mostly write about B2B marketing issues, but am often asked by my clients to consult on issues related to sales performance.

BANT: Is it Still a Useful Tool for B2B lead Qualification?

Great B2B Marketing

Conduct some research. I just read, and commented on, a thought-provoking article titled Lead Gen: A proposed replacement for BANT. Written by David Green, the premise of the piece is that the BANT formula, for the most part, is no longer relevant. Green’s article has some great advice on how to apply a new model with courtesy and relevance. To refresh your memory, BANT stands for Budget, Authority, Need and Timing.


Five Ways You Can Get Big Value from LinkedIn

Great B2B Marketing

Jill Konrath (author of SNAP Selling) has done extensive research in this area and reports that top-earning sales reps use LinkedIn far more than their peers. I talk about social media quite a bit in my blog posts, articles and conference presentations.

B2B Trade Show Marketing Circa 2013: Everything is the Same, Everything is Different

Great B2B Marketing

My assignment was to gauge the marketplace, understand the key trends, research what competitors are doing, and gain insight from prospects and partners. A large percentage of attendees have done a bit of pre-conference online research, perhaps at your website. Last week, I attended a major technology conference on behalf of a B2B software client.

Make it Easy for People to Buy

Great B2B Marketing

In the meantime, I researched the market online and found a great set of policies. Every day it seems that another business I deal with violates the principle of making it easy for prospects to buy. Roadblocks are thrown up where none are necessary and the buying process is often stopped dead in its tracks. Remember that buyers make the decision of whether or not to purchase based on the perceived value of the offering minus the financial cost, time and risk.

B2B Lead Generation – How Much Information Should You Capture?

Great B2B Marketing

My research suggests that between 20 and 50 times more people download free content. I just read an interesting article at Web Ink Now, titled New B2B Lead Generation Calculus. Noted marketing thought leader David Meerman Scott revisits that often-debated topic of whether it is better to collect opt-in data before allowing people to download your content, or to make that content available without requiring anything from the website visitor.

Marketing Statements that Show Your Company is Out of Touch

Great B2B Marketing

For example, according to , in the B2B arena, 80 percent or more of the product research is done by the potential buyer before they interact with you. As B2B marketing outsource providers , we get to hear some interesting statements about marketing. Some of these statements indicate a philosophy that can be detrimental to achieving your marketing and sales objectives.

Paper 21

Lousy B2B Lead Generation Habits to Avoid

Great B2B Marketing

The most carefully researched plans don’t work out when exposed to the marketplace. I talk a lot about what you need to do to be successful in B2B marketing. But it is helpful to understand what not to do as well. Here are five habits to avoid in B2B lead generation. Lousy Habit 1: Waiting until conditions are “just right.” With some exception, the world can be divided into two classes of people, those who are prone to analysis and those who are prone to action.

Five Questions Every B2B Marketer Needs to Ask – by Christopher Ryan

Great B2B Marketing

According to HubSpot, 78% of Internet users conduct product research online. technology) the percentage of web researchers is even higher. B2B Marketing is a tricky business with a lot of moving parts. To do it right, you need the answers to the appropriate questions. Here are five to get you started: Is what you offer a commodity or a differentiated product or service? This is a critical question because it will determine how you must market to be successful.

Marketing Clichés Part Two

Great B2B Marketing

A good way to do this is to make sure you do your research before launching campaigns and look for any potential failure points. In my last post on marketing cliches , I talked about the origins of six commonly used clichés that have meaning in many areas, including B2B marketing.

Marketing Life Lessons

Great B2B Marketing

Sometimes it is hard to decide what to do and sometimes research is needed. There are some lessons learned in life that apply strongly to marketing (and vice versa). Here are five for your consideration. Lesson 1: What you don’t know can hurt you. As a marketer, you need to have better and more current information about marketing than your CEO and sales VP.

Why You Need a Strong Web Presence to Meet Your Lead Objectives

Great B2B Marketing

After all, it’s faster and cheaper to build a short list of vendor candidates with a little online research than it is to orchestrate a long parade of outside sales reps and hold innumerable vendor meetings.

Don’t Major in the Minors of B2B Marketing – by Chris Ryan

Great B2B Marketing

Examples include: creating content, lead generation projects, optimizing your website, meeting with sales counterparts, business social media, competitive research, strategic public relations, and lower-level partner meetings. One of the worst ways to spend your day as a B2B marketer is to “major in the minors.” By this, I mean spending your time on activities that have little or no impact on results. . As I write this, it is snowy in Colorado.

Overcoming The Content Personalization Challenge With Buyer Persona Research

Tony Zambito

Buyer Persona Research. For example, use of marketing and content technology requires us to bring a design methodology to buyer persona research. Critical to buyer persona research is the use of qualitative research. by icon 54.

5 Ways B2B CMOs Can improve Audience Development With Buyer Persona Research

Tony Zambito

Research has proven that goals can vary immensely. Utilize The Right Buyer Persona Research Approach. To achieve such understanding, it is important for B2B CMOs to be able to distinguish between authentic goal-directed buyer persona research from that of faux buyer personas.

Use Buyer Persona Research To Improve B2B Customer Experience

Tony Zambito

Recent research by SiriusDecisions found that for 80% of B2B buyers surveyed, customer experience counted as the top significant reason why they chose to work with a specific provider over another. Understanding How Customers Desire and Perceive Experience Through Buyer Persona Research.

The 17 Best Keyword Research Tools for SEO and SEM


That’s where keyword research comes in. So once you or your team have developed topic ideas, planned content , and researched those subjects, it’s time to use keyword research tools to find the best phrases to match up searcher intent with your approach to each topic.

Study Confirms Importance Of Qualitative Research To Success With Buyer Personas

Tony Zambito

A recent survey conducted by Cintell*, entitled 2016 Benchmark Study On Understanding B2B Buyers , indicates that high performing organizations utilized qualitative research for their buyer personas. While 82% of those who exceeded their revenue goals conducted qualitative research.

Nine Lessons in B2B Thought Leadership [Research]

Marketing Insider Group

The post Nine Lessons in B2B Thought Leadership [Research] appeared first on Marketing Insider Group. We surveyed over 200 senior executives at FTSE 350 organisations to better understand how they view and use content marketing.

Research: Effective B2B Content Marketing

Type A Communications

October 6, 2015 What’s success look like for you? That’s a critical question, and one that B2B marketers need to ask more often. It’s a big message that came out. read more. B2B Marketing Content Marketing Content Strategy

New Research on How B2B Marketers Get More Leads


Because lead generation is so important, there’s quite a bit of research that’s been done about it. This post will walk you through the highlights of that research. It will also offer suggestions on how to apply what the research shows to your day-to-day marketing efforts.

What Makes Effective B2B Content Marketing? [Research]

Marketing Insider Group

The research found that there are four key things that the most effective content marketers are doing differently compared to their peers: They understand what successful content marketing looks like. Research] appeared first on B2B Marketing Insider.

Is Twitter Using Research to Mislead Marketers?

Digital B2B Marketing

Like so much of the research in social media today, Twitter and Deloitte are jumping to the conclusion that correlation means causation. What does the research actually find? Game quality and media coverage are not directly included in the research.

Retail Systems Research: IoT in retail between belief and barriers


Internet of Things Research Retail industryWhile many retailers are setting up flagship stores or testing technologies in a selected number of stores, others have already implemented a range of technological innovations to enhance in-store experiences and optimize processes.

ScribbleLive Spark: Automate Content Research with Watchlists


This week we dive inside ScribbleLive Insights and discuss how to use influencer research to fuel your content ideation. In ScribbleLive Insights, our content ideation and research engine, there is a section called ‘watchlists.’ One solution is extensive research.

What Successful B2B Content Marketers Are Doing Differently [Research]

Marketing Insider Group

This was just one of the key findings from the seventh annual B2B Content Marketing Benchmarks, Budgets, and Trends research from Content Marketing Institute (CMI) and MarketingProfs released last month.

Making the Case for Content Marketing: Research & Statistics


In this same light, research by PageFair and Adobe shows that of those not currently using ad blocking, 41% say they would consider using the tool if the quantity of ads increased from what they typically see — 57% for those aged 18-34.

B2B market research – 10 unique features

The B2B Research Blog

Is B2B market research really that different from B2C? In this blog post Circle’s Andrew Dalglish explores the 10 key differences that make B2B research unique. These unique features of B2B markets have important implications when conducting B2B market research.

New Research: B2B Content is a Dead End

Digital B2B Marketing

According to research from the Content Marketing Institute , B2B marketers are now spending 26% of their budget on content marketing. Best Practice: Enable Self-Directed Research Many B2B websites enable prospects to find the information they need, and they should.

New B2B Persona Research From Salesforce and LinkedIn Study

B2B Lead Generation Blog

What motivated you or inspired you to do this research? What surprised you most as you analyzed the data from this research, and why? What can marketers do based on this research for their email? Brian: So what’s the best way for people to stay in touch with you, or to keep up with your research? The post New B2B Persona Research From Salesforce and LinkedIn Study appeared first on B2B Lead Blog.