Intent data is now a critical tool in the armoury for sales teams when generating leads. All business-to-business (B2B) companies are constantly seeking new ways to generate high-quality leads and drive revenue growth. Intent data does exactly this.
At any particular time, 5% of companies are in market and buying. Identifying companies who are in market in normal times is a challenge. But in uncertain economic times, generating leads becomes even harder.
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The changing buyer. The increasing number of stakeholders. The Covid-19 pandemic. All have served to transform the sales environment. Buyers are increasingly digital natives and less responsive to cold contact. Today, they also spend much less time with sales in the buying process. This page keeps track of all the sales statistics to help you understand the current environment.
We continuously update this page so check back for the latest updates.
(Last updated: December 2024).
The sales and marketing environment looks very different today to three or four years ago.
Enterprise buyers are 57% of the way through the buying cycle before contacting a vendor with only 19% spent with all vendors combined.
Gartner
This combined with more stakeholders to nurture across more channels means change is a must. In turn, this has created an even greater need for more sales and marketing alignment. It has become a key topic as a result.
Creating joined up buying experiences that deliver in advance of first contact and right through to renewal increases and accelerates pipeline all while reducing churn.
Join us on 31st March at 11.30am BST to hear more on addressing sales and marketing alignment today. Attend here.
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Modern marketing programmes are built on data...But how well do you know your data?
Knowing which data you need – and more importantly when to invest in it is critical to sales and marketing today. Investing too early can mean that it is stale by the time you need it – investing too late and it will sit there unused.
Understanding your data is key and here are 3 questions you should be asking yourself about your data.
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When we started to pull this series together, we wanted to understand the individual. Specifically, how people consume, engage and buy from companies. The foundations that underpin marketing best practice. And yet, put a group of people together and suddenly the dynamics change.
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The past few months have seen focus on account based marketing increase thanks to its ability to focus spend and efforts on sectors that are not cutting back due to the coronavirus pandemic.
Dave Stephens from the Business Marketing Club sat down with myself, Riaz Kanani, Founder/CEO at Radiate B2B and Head of Business Marketing and CEX at O2, Zoe Hominick to discuss examples of account based marketing that we have seen.
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GDPR is the new EU-wide regulation rolling out on 25th May 2018 but so much of the content available online is vague and difficult to understand. You can only collect and use personal information if you have done so according to one of several different options. Some are not available to companies, one, consent is black and white and requires explicit consent whilst another, legitimate interests means deciding yourself whether you have a suitable reason to be able to collect or use personal information.
We have spent the last decade building out inbound marketing programs and are huge advocates of this marketing strategy. We have also spent longer building account based marketing campaigns.
What excites us is the potential to expand those account based marketing campaigns across larger and larger numbers of accounts, whilst still maintaining the stronger connection that happens when an account based marketing campaign targets a single account.
Riaz Kanani, co-founder here at Radiate B2B, was featured on the Internet Marketing Podcast discussing account based marketing.
He spoke about:
If the player does not work, click here to also listen to the podcast.
Account Based Marketing (ABM) is nothing new — it has been talked about since the early nineties. So why has it become the hot topic in B2B marketing now?
Account Based Marketing is the idea that you selectively target the accounts you want to talk to rather than the best practice approach today of driving as many people as possible to your content/website and placing them in a funnel watching for them to show any signs of a buying signal. As soon as they do, they get fired across to the sales team.
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