B2B marketers attempt to win over buyers by creating vast digital worlds of design and content. However, the most challenging part of the job is proving that you actually generated sales. Brand awareness is one of a marketing campaign's least measurable outcomes and perhaps the most important. It can directly affect every other performance indicator that matters. The hard-to-grasp nature of increasing brand awareness is reflected in two key statistics. 84% of marketers list increasing brand awareness as their most...
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...
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...
B2B marketing attribution is critical for knowing which of your marketing efforts are driving results. Without it, you may be spending money on the wrong marketing channels and missing out on key insights. But here’s the challenge… Attribution in B2B marketing can be tricky. Long sales cycles, multiple touchpoints, and complex customer journeys make it hard to track what’s working. This is especially true for businesses trying to manage top-of-the-funnel campaigns and correctly assign credits across different channels. The good...
Marketing to businesses just isn't the same as marketing to consumers. Nobody's impulse-buying B2B solutions at one in the morning because they saw a hilarious viral ad. B2B sales are driven by the conscientious nurturing of qualified leads, and running out of leads means no more deals on the horizon. That's why B2B sellers must generate an ample supply of leads on an ongoing basis. Lead generation is a high priority for 85% of B2B companies, and more than six...
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...
Today, businesses have access to more data than ever before. The sophistication of online metrics, data tracking, and customer analytics has changed how businesses interact with their customers for the better. Tools like Google Analytics and Search Console help businesses understand how customers interact with the online world, enabling them to act and react differently based on data patterns. 72% of business leaders in the B2B space say that the universal push toward digital transformation has created more data reliance...
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...
In this edition of The Journey newsletter, we’re about to shine a light on the dark buyer journey. More specifically, we’ll share data about how many touch points, sessions and page reads do buyers actually go through before sharing their real contact information. Flying Blind A 2022 Gartner CMO survey found that 67% find that orchestrating buyer journeys today is significantly more complex and difficult than just a few years ago. It’s a bit puzzling considering that marketers today have...
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