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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...
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...
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