Last week, IDC’s Michael Fauscette joined us for a webinar in which he debuted research from a brand new IDC study. The study looks at what buyers expect from their B2B vendors during the buying process, and the results are enlightening.

One notable stat: 65% of B2B buyers usually engage a sales rep only after they’ve already made a purchase decision. And how long does that purchase decision take? For 75% of B2B companies, it takes one to six months.

At first glance, this might be pretty demoralizing for marketers. If you’re not engaging prospective customers in the time leading up to their decision, you could be missing out […]

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In January, Salesforce Marketing Cloud released their exhaustive 2015 State of Marketing report, which catalogued insights and responses from more than 5,000 marketers across the globe. This month, they’re back with their 2015 State of B2B Marketing, a more concise look at the marketing industry as it applies to B2B marketers.

After surveying more than 2,100 B2B marketers, the Marketing Cloud report identified the following as the top three challenges faced by B2B marketers in 2015:

1. New business development (33%)

2. Quality of leads (32%)

3. Demand and lead generation (27%)

Interestingly enough, creating personalized, cross-channel customer experiences and original content — two notable areas […]

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Marketing automation features like lead nurturing and email marketing get a lot of the glory — but what about another underemphasized feature: autoresponders?

Autoresponder emails are emails that are deployed automatically, typically in response to a prospect action like filling out a form. These emails provide another way to get a tracked touch point with prospects or customers and lead them to interact more deeply with your site.

Autoresponders can be used to welcome prospects to a mailing list, send a link to requested resources such as white papers, confirm event registrations, or simply acknowledge that you have received a prospect’s inquiry […]

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In the past six months, how much time have you dedicated to your customer retention strategy?

In all of the hype of attracting, nurturing, and converting prospects, it’s sometimes easy to forget the true key to sustainable growth: obtaining lifelong customers. The type of customers who will not only provide a consistent source of revenue and save on training and implementation costs, but will provide insightful recommendations for product enhancements and even bring in new prospects by giving testimonials and recommending your product to others.

Customer retention is a crucial aspect of any business’ strategy, and one that all […]

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Marketing automation offers a wealth of powerful features that make our lives as marketers a whole lot easier—as long as we use them correctly. Last month, Spear Marketing Group released The State of Marketing Automation Maturity, a report highlighting the results of their March 2015 survey of B2B marketing automation users. In the report, they found that B2B marketers are excelling in some areas but lacking in others.

In this blog post, I want to take a closer look at some of the biggest mistakes marketers are making with their marketing automation platforms. Let’s look at five key findings from the Spear Marketing Group report and […]

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Email isn’t dead — and Econsultancy recently released their 2015 Email Marketing Industry Census to prove it. With over 1,000 respondents participating, the Census took a look at the effectiveness of email marketing, resources required, industry trends, and more.

According to the study, 25% of companies rate email marketing as ‘excellent’ for ROI. In addition, respondents indicated that 20% of sales can be attributed to their email channel.

But in order to achieve these results — and grow your email programs over the next year — the Census also pinpoints a number of areas that marketers really need to focus on in […]

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