The buyer is in control of the B2B sales pipeline. In fact, 67% of the buyer’s journey is now performed online, as opposed to talking to a sales person. While a B2B sales pipeline in most instances has the same end goal of conversion, there are several factors that may influence and shape an individual’s purchasing decision. In fact, analysts Jennifer Ross and Marisa Kopec argued that there are three distinct buying scenarios at the recent SiriusDecisions Summit - a single buyer’s journey doesn’t exist.
Inbound 2015 is almost upon us! Without doubt the most prestigious event in any inbound marketer’s diary, the world-renowned Inbound brings together thousands of experts to discuss the latest in marketing innovation.
“The process of buying SaaS is quick, transactional and done”, argues Neil Patel of Kiss Metrics. While it may be true that the sales cycle leading up to a purchase is typically shorter, your work as a marketer is by no means done once a prospect signs on the dotted line.
Are you under the impression that LinkedIn is only for jobseekers and recruiters? You may be surprised to learn that 65% of B2B companies have acquired a customer through LinkedIn. Furthermore, LinkedIn drives more traffic to B2B blogs and websites than any other social network.
What is the key to B2B marketing success? Placing yourselves in the shoes of your buyers. However, this isn’t always as simple as it appears at face value. When a B2B prospect is going through the buyer’s journey, several factors affect their purchasing decisions. How can this business benefit us? How can they solve our problems? What are the risks involved? Do we have the budget for this service? By thinking about these questions, it is clear to see that in the complex B2B sales cycle, your product or service isn’t going to appeal to every business or every person within a company. This is why buyer personas are essential in a B2B lead generation strategy, as well as an important element in the management of HubSpot marketing activity. By implementing buyer personas, you can effectively relate to customers on a human level.
After making the strategic decision to outsource your marketing to an agency, actually choosing one can be daunting (click here for the traits to look out for).
In a B2B marketing strategy, the sales cycle is longer, buyers have many more factors influencing their decisions and most importantly, are not ready to buy straight away. With B2B services and products not typically bought off the page, buyers need to be nurtured before they buy – which can only be achieved by using the principles of inbound marketing.
A decade ago, content marketing for many B2B companies was an alien concept – with only a few businesses having an established online presence. How times have changed! Content marketing has been touted as the “the world’s hottest marketing platform in 2015” and it’s only set to grow in the future. 86% of B2B companies are now using some form of content marketing, while digital-only content marketing has witnessed a 27.7% surge in growth. Despite this high adoption rate, the Content Marketing Institute highlights how some marketers think their content marketing efforts aren’t as effective as they could be.
Topics: Content Marketing
After years practising the same product-driven approach to marketing, 97% of CMOs now believe that marketing must do things it hasn’t done ever before to be successful. ‘Storytelling’ can achieve the most difficult, yet rewarding goal in a B2B technology marketing strategy: humanise your brand.
We can almost guarantee that every piece of B2B marketing content you read online will highlight how:
1. Content marketing is essential to your business in the digital age.
2. Everyone is already using content marketing.