By 2025, 60% of B2B companies will have fully adopted a data-driven approach to sales. But even among sellers that have already made this transition, data is not always being used to its full potential. While nearly nine out of ten B2B companies say that data quality is an important factor in their sales and marketing decisions, only 38% are leading with account-based marketing campaigns that rely on high-quality data and effective personalization. To succeed in the modern B2B marketplace,...
Lead generation is the most important goal for 85% of B2B content marketers. On the flipside, while Linkedin is popular, it’s also a very challenging platform with 46% of all lead gen ads failing. Even with compelling content to draw leads in and a persuasive sales team, filling the pipeline with high-quality leads is never an easy task. The question then becomes: how do you stand out from the crowd and get the right people to pay attention? Thankfully, there...
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 pandemic safety measures having normalized virtual events, hosting and attending events has become more convenient and affordable than ever. Getting together like human beings to socialize and learn from each other — even in digital spaces — is a big part of what makes event marketing worth the effort. The most successful event marketers realize that what’s even...
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...
Ask any leader of an enterprise-level company what's most important, and you'll probably get the same answer: it's the customers – without whom there are no sales, no revenue, and no business. Yet, many enterprise companies struggle to understand their customers and their concerns. They have issues communicating through the channels their customers are most interested in and delivering marketing content that moves the needle. Without the right tools to gather knowledge about your customers and leverage it appropriately, it's...
We've all heard the plaintive cry of the frustrated shopper stuck in customer service purgatory: "I just want to talk to a real human!" It's a relatable sentiment, but one you can expect to hear less and less of in the years ahead. AI-powered automation is becoming increasingly sophisticated and helpful – and not just for dealing with basic customer service inquiries. Even in the challenging environment of B2B, AI chatbots are finding use in sales and marketing applications. There,...
Debates about information gathering and privacy on the web may be far from over, but let's face it. The big data genie is out of the bottle, and he's not going back in anytime soon. Buyers have come to expect and appreciate marketing approaches that recognize them as unique individuals. That's especially true in B2B contexts, where long sales cycles and highly deliberative purchasing processes are the norm. In fact, personalized calls to action are more than 200% more effective...
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