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Study: B2B Buyers Open To Relevant Vendor Outreach

Generic Sales HandshakeWhile B2B buyers continue to self educate before interacting with a salesperson, a recent report shows that 83% of respondents said they were receptive to outreach from vendors if the interactions were relevant and contextual.

The study, Selling to the Information Driven Business, was commissioned by Salesforce Pardot and conducted by IDC.

While they are open to more personalized interactions with salespeople, 63% of the 200 businesses surveyed said that they contact sales professionals only when they made a purchase decision.

B2B buyers continue to do a majority of their buying research on their own, the study revealed. Respondents noted that peers and colleagues are the most trustworthy information sources (95%), as well as independent content (86%).

Other findings from the report include:

  • 42% of respondents stated that their purchase decision takes one to three months, while roughly 33% stated their buying decision is four to six months long;
  • When asked to rank what influences purchase decisions, colleagues (38%), industry experts (22%) and relevant vendor content (14%) were impactful; and
  • Almost one quarter (22%) of those surveyed noted that the biggest obstacle to making a purchase decision was that vendors didn't properly understand their needs.

"As B2B marketing and sales continue to evolve, this relevancy is going to become even more critical to success," said Adam Blitzer, SVP and GM for Salesforce Pardot, in a blog post spotlighting the study.

Click here to download a full copy of the report.

Marketing Automation Enables – Not Drives – Optimized Lead Generation Programs


Learn why integration of actionable data, content messaging and human touch has a direct impact on the output of your lead generation programs, and how marketing automation technology helps to enable – not drive - sales results.

10-24_calRecent research reveals that 75% of B2B CMO’s report their biggest challenge is generating high quality leads. Despite this, only 19% have fully implemented a marketing automation solution, and among them only 15% state they’ve fully optimized it. The reason? Because it’s not as easy as the vendor hype would lead us to believe. Building a lead generation machine is far more complex that just installing automation software. And besides, marketing automation is not the silver bullet to lead generation nirvana. Learn how leading B2B companies like Trend Micro and Dell SonicWALL are optimizing their results through a more disciplined approach to lead generation and nurturing that features a sensible integration of actionable data, a relevant messaging framework, and human touch teleprospecting. And hear from the VP of Research for IDC’s CMO Advisory Service why integration of automation practices with the personalized, high-touch sales factor removes hurdles by expressing respect for buyers that assists them in their process.

  • Published in General

Marketing Automation Enables – Not Drives – Optimized Lead Generation Programs


Learn why integration of actionable data, content messaging and human touch has a direct impact on the output of your lead generation programs, and how marketing automation technology helps to enable – not drive - sales results.

10-24_calRecent research reveals that 75% of B2B CMO’s report their biggest challenge is generating high quality leads. Despite this, only 19% have fully implemented a marketing automation solution, and among them only 15% state they’ve fully optimized it. The reason? Because it’s not as easy as the vendor hype would lead us to believe. Building a lead generation machine is far more complex that just installing automation software. And besides, marketing automation is not the silver bullet to lead generation nirvana. Learn how leading B2B companies like Trend Micro and Dell SonicWALL are optimizing their results through a more disciplined approach to lead generation and nurturing that features a sensible integration of actionable data, a relevant messaging framework, and human touch teleprospecting. And hear from the VP of Research for IDC’s CMO Advisory Service why integration of automation practices with the personalized, high-touch sales factor removes hurdles by expressing respect for buyers that assists them in their process.

  • Published in General

Marketing Automation Enables – Not Drives – Optimized Lead Generation Programs


Learn why integration of actionable data, content messaging and human touch has a direct impact on the output of your lead generation programs, and how marketing automation technology helps to enable – not drive - sales results.

10-24_calRecent research reveals that 75% of B2B CMO’s report their biggest challenge is generating high quality leads. Despite this, only 19% have fully implemented a marketing automation solution, and among them only 15% state they’ve fully optimized it. The reason? Because it’s not as easy as the vendor hype would lead us to believe. Building a lead generation machine is far more complex that just installing automation software. And besides, marketing automation is not the silver bullet to lead generation nirvana. Learn how leading B2B companies like Trend Micro and Dell SonicWALL are optimizing their results through a more disciplined approach to lead generation and nurturing that features a sensible integration of actionable data, a relevant messaging framework, and human touch teleprospecting. And hear from the VP of Research for IDC’s CMO Advisory Service why integration of automation practices with the personalized, high-touch sales factor removes hurdles by expressing respect for buyers that assists them in their process.

  • Published in General

Marketing Automation Enables – Not Drives – Optimized Lead Generation Programs


Learn why integration of actionable data, content messaging and human touch has a direct impact on the output of your lead generation programs, and how marketing automation technology helps to enable – not drive - sales results.

10-24_calRecent research reveals that 75% of B2B CMO’s report their biggest challenge is generating high quality leads. Despite this, only 19% have fully implemented a marketing automation solution, and among them only 15% state they’ve fully optimized it. The reason? Because it’s not as easy as the vendor hype would lead us to believe. Building a lead generation machine is far more complex that just installing automation software. And besides, marketing automation is not the silver bullet to lead generation nirvana. Learn how leading B2B companies like Trend Micro and Dell SonicWALL are optimizing their results through a more disciplined approach to lead generation and nurturing that features a sensible integration of actionable data, a relevant messaging framework, and human touch teleprospecting. And hear from the VP of Research for IDC’s CMO Advisory Service why integration of automation practices with the personalized, high-touch sales factor removes hurdles by expressing respect for buyers that assists them in their process.

Sales Enablement Emerging As Top Priority As Reps Struggle To Sustain Dialogue With Changing Buyer

BtoB companies' inability to align sales and marketing teams around the right processes and technologies has cost them upwards of 10% or more of revenue per year, or $100 million for a billion-dollar company, according to IDC.

With BtoB buyer behavior continuing to evolve, industry research points to an emerging skills gap within sales organizations, as reps are finding it more difficult to sustain a dialogue with prospects. These trends have pushed sales enablement to a top priority for BtoB organizations are challenged to empower sales teams to deliver relevant, high-touch interactions.

“Buyers are saying they have critical timeframes that have to be met, and the sales folks they are working with are not meeting these timelines,” noted Michael Gerard, VP Sales Advisory Service, IDC. “It might be the result of sales folks dropping the ball, or a lack of skills. Don’t overlook the fact that it might be a lack of support within the organization. We have to help make those connections.”

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