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#SPS19: Tackling Your 2020 Content Plan With The Customer In Mind

Having a well-thought-out content plan for the New Year is essential to delivering a top-notch buyer and customer experience no matter where they are in their journey. During Demand Gen Report’s 2019 Strategy & Planning Series, a variety of experts from companies such as Content4Demand, ON24 and Uberflip shared tactical tips and best practices for making the most out of your content and engaging customers and buyers with the proper messaging to accelerate deals.  

InsightSquared Acquires Olono

InsightSquared, an AI-powered revenue intelligence platform, has agreed to acquire Olono, a guided-selling solution for B2B sales teams, to bring real-time actionable intelligence to their revenue operations platform. Terms of the deal were undisclosed.

Study: Audience-Centric Marketing Most Impactful For Each Buying Scenario

New research from SiriusDecisions — based on B2B buyer behavior over the past year — has revealed that taking an audience-centric approach to marketing throughout each stage of the buying decision has a positive impact no matter the buying scenario — an individual, a consensus or a buying committee. Other than previous experience with the vendor, the top-two decision drivers were the influence of customer references or testimonials and the abilities for vendors to meet the specific buyer’s needs.

Longer Buying Cycles, Shifting Expectations Cause B2B Marketers To Rethink Strategies

The B2B buyer’s journey continues to grow longer and more complex: Almost half of the B2B buyers surveyed for Demand Gen Report’s 2016 B2B Buyer’s Survey said their purchasing cycles have increased somewhat since last year. That’s because there are more people getting involved in the buying process, they’re taking more time to evaluate products and they’re demanding more proof of ROI upfront, according to the survey.

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