- 24 Feb
Nine Types of Video to Help You Close Sales
In just a short time, video marketing has evolved. It has now become one of the most important selling tools in your marketing tool-belt. And this is not only because it’s an effective way to deliver a message but also because it allows you to really connect with your audience. And all in just a few seconds.
How Can Video Help Your Sales?
It has been shown that videos help customers’ decision to purchase a product. In fact, 64% say they are more likely to buy a product online after watching a video. That’s why videos are the type of content with the best ROI. And that is why marketers are including videos in their digital strategies.
To get the most out of your video investment, here’s how to create the right types of video for each stage of the buyer’s journey at MarketingProfs.com
NOTE: A Free Registration pop-up opens on this site. Registration is not required to read the article.
- 03 Feb
What Do B2B Buyers Want From Sellers, and Why Do They Go Elsewhere?
from Marketing Charts
The B2B e-commerce market is set to account for at least one-eighth of global B2B sales next year. That will make it a huge business opportunity.
Risk VS Reward
But on the flip side, an Accenture Interactive survey [pdf] of more than 700 global buyers illustrates a significant risk. It seems that some 44% of B2B buyers say they have switched sellers in the past 12 months.
So, what are the reasons behind this and what can sellers do differently? To find out, what some key reasons are, read the full article at MarketingCharts.com.
- 17 Oct
How to Create Effective Sales Enablement Content
In far too many businesses there is far too little connection between marketing and sales team members. And that’s a shame. Because everyone in those companies suffers as a consequence of this lacking.
Marketing and Sales Have Plenty to Offer One Another
Marketers drive interest in the product or service through the content they produce and publish. Salespeople nurture the would-be clients through the educational content and sales materials they share. But if the content coming from marketing is disjointed, prospective clients can quickly lose trust. And then, unfortunately, marketing content is often shelved after one use.
That can make it a costly investment. But, what if that content could have a second life, or third, fourth, and more. Well, its ROI would soar. So, to learn How to Create Effective Sales Enablement Content, boost sales and increase the value and return on your content, read the full article at MarketingProfs.com
- 24 Sep
What is Intent Data and Why Should I Care?
As a marketer, you know how important it is to get in front of the right prospects at the right time. Your sales team may be asking for more leads, or maybe they have the volume, but not the low-hanging fruit—those prospects that fit your target audience and are ready to buy. A technology that could alert you when your ideal prospect was ready to buy sounds too good to be true, right? This is intent data. You may have heard about intent data, but maybe you’re not quite sure what that is or why its beneficial.
Now This May Sound Too Good to be True . . .
Intent data is important because it shows when “high-fit” accounts or leads have been researching solutions that your company specializes in. When they do this, they leave digital footprints that can be tracked. Utilizing this kind of information can drastically increase the number of qualified leads and new sales opportunities for your company. And that permits your sales team to focus its energy on the most fruitful prospects at the right time.
In the world of B2B marketing, intent data is still a relatively new resource. But with it, there is an opportunity for your company to stay ahead of the tech curve and your competitors. To learn what you need to do to get started, read the full article at Heinz Marketing Blog
- 15 Aug
B2B Buyers Seem to Be Engaging Sales Reps Earlier in the Process
from Marketing Charts
A recently released Demand Gen Report’s 2019 B2B Buyers Survey Report [download page] has brought up evidence that runs counter to what we thought to be true. For the past few years, we have seen data that suggests that B2B buyers were not engaging with brands until very late in their buyer journey.
A Long-Held Assumption May No Longer Be Valid
However in this study, they found that currently nearly three-quarters of respondents report that they engaged far earlier now. They indicated that they spoke to a vendor within the first 3 months of their buying process. And, in fact, it went much deeper than that with them actually engaged with a sales representative from the vendor they selected in that period as well.
One key element brought out in this study is what buyers say they value most from vendors. Of prime consideration for vendors is being able to demonstrate knowledge of their buyers and their needs. This is the one thing that sets winning vendors apart from the others. And a big part of demonstrating knowledge of the buyer and their needs is being able to provide them with relevant content.
To see more of the data and insights and for some tips on how this information can help your B2B sales cycle, read the full article at MarketingCharts.com
- 26 Feb
The Optimal Sales Cadence: Frequency and Duration Benchmarks
by Ayaz Nanji
How many times should salespeople contact prospects? And, how long should outreach last? Or, what is the optimal spacing between contact attempts? And, how quickly should sales reps respond to prospects?
Great Questions, So What Are The Answers?
To find the answers to these questions, InsideSales.com conducted a study. They examined data from more than 1,456 sales cadences. As part of the study, they examined full-range sales cycles. Additionally, all were start-to-finish direct attempts by salespeople in various verticals. And, with each being designed to engage sales prospects. And what they came up with are some interesting answers to those questions.
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- 01 Feb
So What’s the Typical B2B Sales Cycle Length?
from Marketing Charts
It’s commonly assumed that generating B2B leads is primarily a marketing responsibility. However, data stretching back to 2014 and published in a new report [download page] from CSO Insights, a division of Miller Heiman Group, reveals some great insights that can be applied to improve your sales cycle.
But, How Long Do B2B Deals Take to Close?
But, exactly how long is the typical sales cycle is for new and existing customers. The study results indicate that three-quarters of B2B sales to new customers take at least 4 months to close, with almost half taking 7 months or more. Now that may not seem very surprising. But, the sales cycles for existing customers are considerably shorter. For existing customers, 60% of all deals closing in 3 months or less. And more than 1 in 5 take less than a month to be signed off.
To see more of the data, insights and charts, read the full article at MarketingCharts.com.
- 05 Nov
B2B Salespeople Say They Get the Best Results From Referrals
from Marketing Charts
We know that word-of-mouth is the most powerful purchase influencer for consumers. But, what is not so obvious is that it works in B2B too. A new study [download page] from ValueSelling Associates finds salespeople consider referrals as the most effective method for reaching prospects. And this is far ahead of any other method.
Prospect Engagement is the Key Here . . .
Studies show that getting targeted prospects to engage is and obstacle. In fact, it is the top B2B demand generation challenge. And, recently, Bizible also found that word-of-mouth/referrals were said to have the biggest impact on revenue. But, interestingly, these studies show an interesting twist. They indicate that prospects were even more likely to initially engage with a vendor if the salesperson offered target-specific information as well.
To see more of the data and insights, read the full article at MarketingCharts.com
- 16 Apr
14 Highly Effective B2B Marketing and Sales Tactics Based on Emotions
by Bob Oord
For a long time, B2B marketers assumed that business decisions were based primarily on rational motivations. The prevailing logic was that emotion was an exclusive territory for B2C marketers. However, it’s becoming increasingly apparent that emotion plays an important role in B2B as well.
Feel or Think? They are not Mutually Exclusive
Emotion and reason are two human traits. And together, sometimes in agreement, but sometimes in conflict, lead to decisions. It’s not one or the other, black or white. And, after all, humans are what you are selling to even in a B2B transaction. And, so even in B2B marketing, different emotions trigger different behavior.
So, to influence buying decisions, you can consider the following 14 marketing tactics at MarketingProfs.com
- 03 Mar
Pain Points: A Guide to Finding and Solving Your Customers’ Problems
by Dan Shewan
In the world of marketing and sales, we have focused for generations on “customer paint points.” How to identify them? How to address them? And how to connect them to what we are selling? These have been the focus of our efforts, energies, research and work.
But, What Are Customer Pain Points?
And how you can position your company as a potential solution? Well, the short answer is – a pain point is a specific problem that prospective customers of your business are experiencing. In other words, you can think of pain points as problems, plain and simple. And like any problem, customer pain points are as diverse and varied as your prospective customers themselves.
However, not all prospects will be aware of the pain point they’re experiencing. And, that can make marketing to these individuals difficult. First, you effectively have to help your prospects realize they have a problem. And, then you need to convince them that your product or service will help solve it.
To learn how you can do this, and do it well, read the full article at WordStream.com
- 15 Feb
Surprise! B2B Buyers Say They Want to Hear From Vendors Early in the Buying Process
from Marketing Charts
All those statistics about how much of the purchase journey is complete before a buyer connects with a vendor. We have all seem them, right? However, perhaps B2B vendors shouldn’t take them too much to heart.
Surprise! Surprise! Surprise!
Recent research [download page] from the RAIN Group Center for Sales Research finds that buyers prefer to hear from vendors earlier than later in the buying process. The report indicates that an overwhelming majority of byers said they want to hear from vendors when they’re looking for new ideas and possibilities to drive stronger results to improve their business.
To see more insights and to download the original report, read the full article at MarketingCharts.com.
- 20 Dec
Why Inbound Marketing Fails (and How to Guard Against It)
- Dec 20, 2017
- Dan Hoff
- Content Marketing, Conversion Strategies, Demand Generation, Digital Marketing, Lead Generation, Sales Enablement
by Brad Smith
There’s no doubting the power of inbound marketing. It’s safe to say that inbound has revolutionized the way marketing works in today’s world. That is, when it works.
But Many Times, it Doesn’t or it Takes Too Long
Inbound marketing tends to pull in a very specific type of buyer. And it’s great for driving certain kinds of leads. But, many of those are unqualified and can take months to convert. And you can’t risk spending months or years producing content only to see a trickle of unqualified, small deals roll in your door.
Here’s why inbound your marketing may be failing and how you can guard against it at WordStream.com
- 13 Nov
Complete Beginner’s Guide to Account-Based Marketing (ABM)
- Nov 13, 2017
- Dan Hoff
- Account Based Marketing, Marketing for Small Business, Marketing Strategies, Sales Enablement
Account-based marketing is a “trending” topic in the digital marketing world. And according to a study done by Sirius Decisions in 2016, it is growing fast.
Is This Just Another Marketing Fad or is it Really Working?
They found that more than 70% of B2B marketers are ramping up ABM specific programs. That compares to 2015, when only 20% of companies had AMB programs in place. And according to ITSMA, about 85% of marketers who measure ROI describe account-based marketing as delivering higher returns than any other marketing approach!
With all of this growing popularity, there are some critical questions that come up if you are a business leader. What exactly is account-based marketing? Should you implement account-based marketing? And, what is the best way to get started?
To find the answers to these questions, read the full article at WordStream.com
- 06 Nov
Five Mistakes That Are Costing You Precious B2B Leads
- Nov 06, 2017
- Dan Hoff
- B2B Marketing, Conversion Strategies, Lead Generation, Lead Nurture Strategies, Sales Enablement
by Rohan Ayyar
Generating qualified B2B leads is a challenge, to say the least. It can be much more difficult than capturing B2C leads. Some niches are notoriously tough to penetrate. Some prospects are tough taskmasters. And some buying cycles are painfully long.
It Takes A Village . . . and Not Just Ads
And it takes significantly more than just running a few ads to reel in and validate your B2B leads. It takes a rigorous process. And it involves carefully thought-out components, all working in unison. B2B leads also typically require more nurturing in the middle of the sales funnel.
This is much easier said than done. And it’s easy to make mistakes along the way. Here are five inexcusable ones that you can, and should, avoid at MarketingProfs.com
NOTE: A “Free Registration” pop-up opens on this site. Registration is not required to read the article.
- 26 Oct
Low Sales? Here’s How to Read Minds to Close More Deals
- Oct 26, 2017
- Dan Hoff
- Conversion Strategies, Marketing Communications, Marketing Strategies, Sales Enablement
by Brad Smith
People either do what you want. Or they don’t. And there’s not a whole lot you can do about it.
Except react. And follow-up based on a new set of rules.
It doesn’t mean you can’t predict it, though. And it doesn’t mean you can’t manipulate it. Nor, does it mean you can’t choreograph it ahead of time. The good news is that you can do it in advance. You can determine what happens, before it happens, so the message they receive next is always the right one.
Here’s how to get this insight and react in real-time to give people exactly what they want, when they want it at KISSmetrices.com
- 23 Oct
Which Factors Most Influence B2B Purchase Decisions?
by Ayaz Nanji
For B2B marketing and sales there is one, common core question. And that question typically surrounds what are the key product/service elements that can be presented to best persuade your buyers. So, in an attempt to answer this question Aberdeen and PJA Advertising conducted a study [download available] on the topic.
A Hint of What it is That Best Persuades
They based their report on data from a survey conducted in August 2017. They sampled 250 B2B buyers who work in a wide range industries. And what they found was rather surprising.
To see the data, insights and to download the original report, read the full article at MarketingProfs.com
- 16 Aug
Sales Cadence Benchmarks: How Often Reps Contact Leads
by Ayaz Nanji
Talk About Leaving Money on The Table
What the researchers from InsideSales.com found was that, on average, leads were contacted four times by sales teams. And that’s a good thing. However they also found that 39% of the leads examined were never contacted. And 18% were contacted only once by a sales representative. That means that 57% of the sales leads that came from marketing were underutilized.
To see more of the data, read added insights and to download a copy of the report, read on at MarketingProfs.com
NOTE: A Free Registration pop up opens on this site. Registration is not required to read the article.
- 14 Aug
Getting the Most Out of B2B Tech Videos
- Aug 14, 2017
- Dan Hoff
- B2B Marketing, Conversion Strategies, Lead Generation, Sales Enablement, Video Marketing
by Fabio Matsui
Marketers of B2B technologies have always dealt with distinct challenges. From the need to clearly and succinctly explain complex technical products and services to their customers and partners. To planning for sales cycles that can last years. And even to preparing for the fact that, by 2020, 85% of the customer’s decision-making will be completed without human interaction.
The True Impact of Video is to Reduce Complexity to it’s Simplest Form
With its capability to communicate the nuances of complex technology and more readily explain product differentiation, video continues to rise. It is proving to be an appropriate and powerful medium for B2B technology marketers. Video in B2B environments has succeeded by giving clarity to very technical subject matter and rendering it significantly more accessible to potential buyers. In fact, a Content Marketing Institute report found that 70% of B2B marketing experts named video as more effective than any other form of content when converting qualified leads. In short, buyers are people, and people simply prefer watching something to listening to a wordy salesperson.
Given that backdrop, the big question becomes one of “how”. How do marketers of B2B technologies get the most bang for their buck from their videos? To find out, read the full article at ChiefMarketer.com
- 06 Jul
How to Generate Online B2B Sales Leads That Convert
- Jul 06, 2017
- Dan Hoff
- Lead Generation, Marketing for Small Business, Marketing Strategies, Sales Enablement
by Bob Bly
The problem with online B2B lead generation today is that many marketers who do it are not, in fact, generating sales leads — they are just generating inquiries and giving away free whitepapers and other content to everyone who asks for it.
What’s the difference?
An inquiry is a request for free information from virtually anyone on the planet. A sales lead, by comparison, is an inquiry from a qualified prospect — someone who has the money, authority and desire to buy your product. Now, anyone can generate an inquiry or response by giving away free stuff. After all, people love free stuff and they don’t have to make any type of commitment.
So to learn How to Generate Online B2B Sales Leads That Convert, read the full article at Target Marketing.com
- 11 Apr
Quality Drives Decisions to Buy Local
A majority of US adults claim to buy local at least half the time they shop for products. And one-quarter of those adults say they buy local most or all of the time. This was according to an AYTM survey of 1,000 US respondents. Perceived quality of goods was the top reason for choosing to shop local. That was followed by convenience and economic impact. Of note, economic impact seems to be of greater importance than environmental impact.
Local Market? Need a Business Driver? Project High Quality
The perception of quality is the biggest driver of people seeking locally sourced ingredients. Indeed, 69% believe that buying local gives them access to more quality products. Convenience and economic impact are also consistently important factors, with economic impact counting a bit more when it comes to food. And while the vast majority of respondents agree that buying local can help the economy, far fewer said they are willing to pay a bit more for it.
To see all of the data, charts and additional insights, read the full article at MarketingCharts.com