B2B marketing is changing. Diving into the hard sell no longer cuts the mustard. Buyers want to feel empowered to make the journey themselves. 60% of prospects search for a brand before buying, so businesses need to create informative content that guides stakeholders along the path to purchase—and down the sales funnel. Top-of-funnel (TOFU) marketing helps you grab the attention of buyers unfamiliar with your brand, product, or service. You can generate leads by appealing to a wide audience across...
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...
For B2B marketers, the big question about sales funnels is: do you prefer your funnel right-side up or upside down? In the traditional lead generation model, you seek to bring in lots of leads through the top of the funnel, nurturing them down to the narrow end where you're left with a few well-qualified leads ready to convert. With account-based marketing, you start with one carefully-selected lead at the top, identify the key decision-makers you need to win over, and...
For many B2B companies, account-based marketing is one of the most effective ways to cultivate high-quality leads. However, your marketing system's advantages can evaporate if you hand these leads off to a sales team that hasn't fully adapted to an account-based strategy. The solution is to make sure they use a complementary approach: account-based sales. Account-based marketing (ABM) has been around for a long time, but big data has ushered in a true renaissance for this marketing method. In 2021,...
While there may be bountiful customer data sources all around us, it's not always easy to find meaningful signals amidst all the noise. The accuracy and relevance of data are a significant concern. 72% of organizations are convinced that data quality issues affect how their customers trust and perceive them. Rich, high-quality customer data is needed for your sales team to make deep customer connections that convert. While basic tools like lead capture forms can help you amass reliably accurate...
Email marketing proves just how much you can accomplish with old-school techniques. While email may not be the hottest tech around, it still generates a whopping 4,200% ROI. For B2B sellers especially, email remains the preferred communications channel to reach key decision-makers. In order to utilize email’s vast potential, marketers have to develop ways to cut through the noise and get their audience to not just click on their emails so they technically count as “read,” but actually engage with...
We 've recently invited Beth Hanson to speak with us on how they orchestrate buyer journeys on their website. Beth shared their playbook, along with interesting learnings on what they saw work and what didn't. Here is a recording of that webinar together with the slides that we presented, enjoy! https://vimeo.com/649831029 The presentation slides: https://www.slideshare.net/AvishaiSharon/how-perforce-orchestrates-buyer-journeys-on-their-website-webinar
Does event marketing work? More than nine out of ten marketers believe that in-person events help them achieve their business goals, with event marketing examples across industries showcasing just how impactful this channel can be. With pandemic safety measures having normalized virtual event marketing and online event marketing, hosting and attending events has become more convenient, cost-effective, and accessible than ever. Getting together like human beings to socialize, share experiences, and learn from each other — even in digital spaces...
There's a good chance you spent more time consuming video content in the last two years than ever before — and you’re hardly alone. Video marketing is having a real moment in the sun in 2021, with viewership of B2B webinars and similar online events increasing by ten percentage points over last year. For B2B sellers, webinars can be particularly effective, especially at the top of the sales funnel (TOFU), where participating in a webinar can entice 62% of buyers...
In a recent Gartner survey, nearly 60% of business leaders admitted that lead generation is their biggest challenge. Finding quality leads remains to be particularly challenging for many B2B marketers. With the digital space littered with tailored content that consumers barely have to struggle to find, and rife content syndication, B2B marketers find it hard to make their content generate quality leads. However, being challenging doesn't make lead generation any less important to the success of B2B companies. The right...
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