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The Art Of Deal Enablement: Aptos’ Dave Bruno Shares Insights On Impacting Closed/Won

1davebrunoblogThe later stages of engagement are where deals are often won or lost. That’s why more B2B organizations are stepping up their investments in tools and tactics to support late-stage decision-making.

In an interview with Demand Gen Report, David Bruno, Marketing Director at Aptos, discusses the challenges marketing teams face to keep consistent brand messaging throughout the buying cycle, as well as tips and tactics to better align messaging across marketing and sales.

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Marketers Look To Channels, Buying Stages When Measuring Content ROI

shutterstock 154962107Content has become a beneficial marketing tool for companies of all sizes looking to engage buyers, collect valuable behavioral data and educate prospects. While content can be a precious asset if used correctly, many marketers are struggling to understand its impact on the company’s overall revenue.

Although marketers can obtain a large amount of data from buyers’ interactions with content, it is important to focus on performance by channel and stage in the buying cycle, observers explained.

2013 B2B Buyer Behavior Survey: Buyers Happier But Still Waiting To Engage With Sales

2013 B2B Buyer Survey CoverWhile B2B buyers strategically browse social media discussions during their research, web search remains a top source of information.

Additionally, nearly two thirds of buyers indicate that content had a significant influence on a decision. While the buying process is getting longer and buyers continued to wait to engage with sales, B2B buyers are more satisfied with the process than they were a year ago.

Those are just some of the preliminary results of Demand Gen Report’s2013 B2B Buyer Behavior Survey. A total of 150 B2B buyers were involved in a major purchase during the past 12 months, revealing some striking trends observed during the purchasing process.

B2B Content2Conversion Takeaway: Poor Marketing-Sales Alignment Is Costly

C2C 13 Sales EnablementWhen sales and marketing fail to collaborate, it has a big impact on the bottom line. That was one of the key messages from the Sales Enablement Strategies panel at the B2B Content2Conversion event.

Moderator Jon Russo, Founder and CEO of B2B Fusion Group, told the audience that poor sales-marketing alignment costs $14 million a year at a $1 billion firm. “For every 650 leads, one deal is closed in 19 months and sales cycle times have increased by 10% over the past three years, from five months in 2010 to 5.4 months in 2012,” he said, citing figures from Gartner, IDC, Alinean and DiscoverOrg.

Demand Gen Report Unveils Third Annual B2B Buying Survey Showing Preferences Built Prior To Sales Engagement

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Demand Gen Report, a leading digital publication covering the sales and marketing automation space, has released the findings of its third annual Bt2B Buying Survey. The report, underwritten by Act-On Software, and titled “Inside The Mind Of The B2B Buyer,” found the buying cycle is increasing in duration, buyers are conducting extensive research before reaching out to sales reps and are increasingly dissatisfied with the buying experience.

More than 170 B2B buyers polled were involved in the purchase of a solution in the past year, unveiling several noteworthy trends:

Marketing Analytics Move Closer To Revenue As Focus Shifts From Leads To Opportunities

Under increased pressure to help drive revenue during this challenging business climate, many advanced marketers are beginning to look beyond ROI metrics like Cost Per Lead and are digging at deeper analytics like Cost Per Opportunity. Of course, these advanced measurements require more sophisticated lead management and closer alignment between sales and marketing departments, but the trailblazers in these areas are seeing significant payoffs in closed deals.

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