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We recently invited Israel Blechman, CEO of TLM Marketing to speak with us about "Technology Buyer Journeys In 2022 And Where We Are Heading In 2023." Some of the topics that we covered were: Conversion rate benchmarks of B2B websites. How long does it take to convert from anonymous website visitor to SQL? Time & Touchpoints How are marketers changing their approach in 2023? Please enjoy a recording of the webinar together with the slides that we presented: https://www.youtube.com/watch?v=t1dm6Im2xfo The...
Google has announced that they will begin to phase out their Optimize service starting on September 30, 2023. This news has caught the attention of many marketers who have been using the service to improve their website and online campaigns. In this blog post, we'll discuss the sun setting of Google Optimize and how marketers can prepare for this transition. What’s Google Optimize? Google Optimize’s website optimization platform helped marketers test and personalize their website to improve user experience and...
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...
B2B buyers are champions of effective time management, which is why they hate wasting time receiving generic ads from businesses that don't solve their problems or soothe their pain points. As a marketer, the ideal way to avoid irritating B2B buyers is by delivering relevant, informative content when they need it most, such as when they search for your business or visit your website. And what's more relevant than personalized content? 70% of buyers now expect to receive personalized content,...
The B2B buyers' journey can be a long one, with plenty of winding turns. When a company is looking for critical equipment or an enterprise software solution, the purchasing process can take many months and involve multiple decision-makers within the organization. This journey poses challenges for sales and marketing teams. It doesn't do much good to serve up content that shows off your product's best features. Why? Because that buyer is already familiar with your product's best features and is...
When B2B buyers research their purchasing options, they always have specific questions to address. They're looking for detailed, useful information – and they're going to spend more time engaging with sellers who can provide it to them. Content marketing is the umbrella term that captures all of the processes for creating and distributing this information. The individual responsible for shaping it all into an effective strategy is the content marketing manager. Almost two-thirds of successful B2B organizations have a defined...
Man oh man, ‘22 was a funky, roller-coaster of a year. Hopefully, ‘23 will be a chill year, I think we all earned it, no? Anyway, as everyone braces for the new year or just out for their holiday off-time, we took a look back at how b2b journeys looked in ‘22. Let's check out some figures: How did B2B websites convert in 2022? As part of our annual benchmarks analysis (stay tuned for the full report in the coming...
How do B2B businesses find clients? They have marketing and sales teams, of course. But if you reverse the question, the response is not so obvious: Your B2B marketing and sales teams find clients, but how do clients find you? 41% of B2B buyers read three to five content pieces before engaging with a sales representative. In response, B2B businesses are making their brand and expertise more visible by producing the valuable educational content buyers are actively looking for. And...
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....
What exactly is B2B marketing personalization, and why are more companies turning to this approach? In simple terms, B2B personalization tailors content, messaging, and the overall experience to individual buyers based on their behaviors and pain points. It matters because B2B buyers now expect highly relevant, personalized content—no more one-size-fits-all marketing. Here’s why that’s important: Companies are realizing that personalized marketing increases engagement, boosts conversion rates, and creates better customer experiences. With the right personalization strategies, businesses can deliver targeted...
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