Category: Uncategorized

  • B2B Buyers Prefer to “Do-It-Themselves” – Except When They Don’t

    One of the major themes in B2B marketing and sales over the past decade has been the emergence of empowered and independent buyers. Numerous research studies have shown that business buyers are using the wealth of easily-accessible information to perform their own research regarding potential purchases. Some research has also shown that many B2B buyers…

  • How to Show Buyers That Inaction Has a Price

    It will come as no surprise to B2B marketing and sales professionals that sales cycles are getting longer. In the 2017 B2B Buyer’s Survey by Demand Gen Report, 58% of the respondents said the length of their purchase cycle had increased compared to a year earlier, while only 10% said the length had decreased. Other…

  • Why “Handle With Care” Should Be the Watchword for A.I. in Marketing

    Artificial intelligence has been one of the hottest topics in B2B marketing in 2017. The hype surrounding A.I. and related topics, such as machine learning and predictive analytics, has been almost deafening. Many industry pundits are asserting that A.I. is already revolutionizing the practice of B2B marketing. While some of the claims made about artificial…

  • Why It’s Hard to “Manage” the Customer Experience

    Senior business leaders now recognize that providing outstanding customer experiences is a powerful driver of revenue growth and a critical component of competitive advantage. In the 2017 Digital Trends report by Econsultancy and Adobe, which was based on a global survey of more than 14,000 digital marketing and ecommerce professionals, respondents said that optimizing the…

  • Cracking the Code on Marketing Performance Management

    A few days ago, VisionEdge Marketing, Hive9, and Valid USA published the results of the 2017 Marketing Performance Management (MPM) Benchmark study. The 2017 study consisted of an online survey that produced 418 qualified responses. VisionEdge Marketing and various partners have conducted this study annually for the past 16 years. The primary goal of the…