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...
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,...
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...
In this edition of The Journey, we decided to take a closer look at the levels of interaction a typical B2B buyer has on your website. More specifically, how many touchpoints on average does it require to convert visitors into Sales Qualified Leads (SQL) or any other bottom of funnel goal. See our analysis below to uncover how many pageviews, reads and sessions do these journeys usually require. But before we dive in, why is it even a question we...
In a world where most marketers put more effort into video campaigns, webinars, and identifying new opportunities to reach their clients, it's fair to ask, "Is email still a good marketing strategy?" Surprisingly, the answer is still yes, it is. The oldest online messaging channel is still the most effective. Need proof? There are about 4 billion people who use email daily and it will reach 4.6 billion by 2025. The email marketing market continues to grow and is expected...
Creating compelling, authoritative content takes time, and it can be costly. When you make great content, the goal is to put it out in the world, so it can rack up views and shares, elevate your brand authority, and generate positive ROI. The question is, how can B2B companies that invest in high-quality content production find an affordable way to reach a wider audience? Content syndication via third-party platforms is a very effective way to do just that. But there's...
We're proud to present you with the first ever edition of the “The Journey – Customer Journey Insights & Trends” blog post series. This initiative will educate, share industry insights, best practices and provide you with the must-read knowledge to enable a simple yet impactful journey orchestration on your website. Over the past 2 years, with Covid playing a key role – Digital transformation has accelerated dramatically how B2B’s are selling and buying technology online. Trendemon has a unique advantage...
Seven out of ten B2B buyers use the seller's website as a resource when they're researching a purchase. Websites can look pretty, load fast, and be full of exciting content, but none of these things are going to drive conversions for B2B sellers unless they're part of a coherent B2B website strategy. A strategy ensures that your website isn't just a pleasant diversion for buyers on the journey toward purchasing your product or service. Your strategy determines how and when...
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...
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