B2B marketing is not for the faint of heart, even if you have an incomparable product. First, winning over skeptical buyers burned in the past by slick marketing campaigns and overblown promises is an uphill battle. Then, before buyers step into your sales funnel, they spend a long time in the dark funnel doing independent research without engaging directly with brands. This results in ever-lengthening sales cycles, making it challenging to figure out the best ways to market to them....
A few years ago, we noticed that as we added more features, configuration options, and units to the Trendemon platform, our customers' usage stats (time spent on our system) was steadily growing. Great, right? Well… After taking a closer look, we saw a different picture: our customers were spending more and more time creating, managing and optimizing their website personalization campaigns. The more options they had, the more time they had to spend to operate the system. In fact, when...
Competition is fierce for B2B marketers. Buyers conduct their research anonymously, deftly avoiding your best lead-capturing tricks. Closing a deal means winning over an entire purchasing team, not just one or two key decision-makers. To connect with potential customers and bring successful close sales, you have to adapt your approach to meet the needs of today's buyers by using account-based marketing (ABM) techniques backed up with artificial intelligence and big data. With more than 70% of sellers purporting to have...
Buyers call the shots in the highly competitive world of online B2B sales. The best way for B2B sellers to hold their attention is to show them that you really, truly get them. That means understanding their big-picture pain points and feature wish list, of course, but also who the people behind the company are, how they like to make their purchasing decisions, and where they're at in their buyer journey. To reach buyers at this level, you need an...
The previous edition of The Journey presented a 3-step process for maximizing conversion rates for target accounts: Segmentation, Identification and Activation. Today we take it one step further and discuss a significant, yet often overlooked factor in ABM strategies - Intent data. Intent - the disruptive factor behind ABM Let’s start with the bottom line - According to ABM research by Inbox Insight, 88% of B2B marketers claim ABM has improved their conversion rates. There’s no doubt ABM has changed...
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 marketing methods and practices become more and more complex, measuring the whole process is more important than ever. B2B marketing attribution does precisely that. Marketing attribution is a practice designed to evaluate the marketing touchpoints along the buying/selling cycle, determine which channels and content had the most significant impact, and lead to the best conversion results. As 60% of B2B sales organizations will transition to a data-driven selling approach by 2025, correct B2B marketing attribution will become more critical....
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...
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