Leads are the lifeblood of B2B. When you're selling high-value business solutions, every purchase counts. The only way to keep the revenue stream flowing is to find viable leads for your sales team. The leads you want to focus on have already shown some interest in purchasing, categorized as either Marketing Qualified Leads (MQLs) or Sales Qualified Leads (SQLs). Everybody agrees that the key distinction between MQLs and SQLs is that SQLs are more interested and prepared to purchase than...
If there's one thing we know for sure about B2B buyers, it's that they rarely make an on-the-spot decision. Instead, they search Google to weigh their options, where they might come across your business in the process–or they might not. During their journey, B2B buyers don't want surprises and confusion. 80% appreciate content that helps them learn about a product or service during their research stage. This explains why B2B marketing is about providing the right content and information at...
So far we’ve explored the importance and methods for measuring MarTech ROI and Uplift. Now, we’d like to dive deeper on how to maximize conversion rates of target accounts visiting your site into pipeline opportunities. Like many things in life and in marketing, the theory is simple enough, but it's all about the execution. The theory has 3 parts: Segmentation, Identification and Activation. Each of those sections can make or break the effectiveness of the entire process. Segmentation - Breakdown...
As we’ve discussed in our previous post on measuring MarTech ROI , evaluating the impact of tech on business is hard. In this edition of the journey we’ll zoom in on one key component required for this evaluation - uplift. We will show how here at Trendemon we analyze it and reveal some interesting benchmarks and correlations around this topic. A recent survey by DemandGen Report states that only 10% of B2B marketers think they have an excellent ability to measure and analyze marketing performance and impact. 54% of B2B...
The B2B buyer's journey involves many interactions with the company that eventually gets the sale. Succeeding in today's competitive, multi-channel selling environment requires orchestrating the buyer journey, anticipating the turns, and providing relevant information to guide the buyer toward the right solution. Effective journey orchestration requires ongoing tracking of your leads at the account and individual levels. It also demands a deep analysis of their behaviors and interactions to generate insights into their journey’s progress and their purchasing intentions. With...
In this edition of ‘The Journey’ we’ll discuss how to measure Martech’s true ROI and share our own brand-developed ROI Calculator. Simply plug in your numbers and get a clear view of ROI multiples and payback period for your MarTech solution or vendor of choice. ROI Measurement The ability to measure ROI is amongst the top 3 factors marketers cite as the most important when choosing a Marketing Technology solution replacement and had the largest change across the years according...
Personalization is no longer optional—it’s a must for both B2B and B2C companies. But here’s the thing: while both sectors rely on personalization to engage customers, their approaches are worlds apart. In B2B marketing, personalization revolves around long-term relationships and tailoring content for specific decision-makers. Meanwhile, in B2C marketing, it’s all about creating instant gratification for individuals.Understanding these differences in B2B vs. B2C personalization is crucial for driving conversions and maximizing marketing impact. And that’s exactly what we’ll dive into...
Monitoring the sales processes for your business isn't easy. There's so much data to collect, so many metrics to track, and even more answers to find. But what if you could optimize your B2B sales pipeline to gain better visibility over your prospects' buying journeys or deal stages? Tracking the deal stages in your sales pipeline isn't just essential for maximizing conversions. The data you gather can also help you forecast, set KPIs, and ensure that your sales team feels...
Many successful B2B companies are embracing the idea of working smarter, not harder. It's become clear that there must be a better solution than casting a wide net with your marketing efforts to herd leads into your funnel and hoping that one or two will emerge as customers at the other end. Now, sellers are adopting Account-Based Marketing (ABM) as their strategy of choice. Seven out of ten marketers use ABM, and 87% say that it outperforms their other marketing...
For many years, marketers had a dependable solution to serve online content to their audience: web-based Content Management Systems (CMS). Now, marketers are finding that CMS is a product of its time. CMS was built around the assumption that most people were browsing their internet on desktop PCs and laptops, doggedly plugging in search keywords and reading static web content. Unfortunately for CMS users, legacy web pages built with legacy systems are not driving conversions in 2022. The user experience...
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