B2B Marketing Statistics and Notes from 7 Recent Reports
Buyers of B2B software want published pricing: according to a study by McKinsey, 68% want prices published online without negotiation (and other useful B2B marketing statistics) Regular readers know I frequently dive into surveys and studies about B2B marketing, sales...Read More
3 Simple Tips for Getting Better Coverage of Your Surveys
The point of surveys is to discover things you didn’t know previously not to artificially create a conclusion that readers should buy your product I noticed a survey put out by a large technology company the other day. A press...Read More
Is Video Worth the Cost in B2B Marketing?
93% of buyers “video builds trust in a brand” but success with video in B2B marketing requires a clear purpose, a plan to promote and measure results If you want to experiment with content, copy or messages, it’s easy to...Read More
B2B Sales Cycles Require 27 Interactions both Digital and Human [Study]
Deals in B2B are increasingly complicated and more likely to be scrutinized by top executives and the finance department “Buyers now exercise more due diligence than ever before, conducting more research and engaging in more conversations with vendors and third...Read More
The 6 Top B2B Content Formats Buyers Find Most Valuable
Research reports, cases studies and webinars are among the content formats B2B executives say are most helpful to them when researching a purchase Nearly three-quarters (72%) of B2B buyers say they consume three or more pieces of content before engaging...Read More
15 CX Action Items B2B Companies “Must Do” According to McKinsey Research
The consulting firm polled 3,000 B2B decision-makers and found customers want an always-on, personalized, and omnichannel customer experience (CX) or they’ll leave “B2B loyalty is up for grabs,” according to a new report from McKinsey & Co. The consulting firm...Read More
Stop Smearing Goldfish: That Attention Span Statistic is Dubious
In spreading an untrustworthy statistic about the attention span of humanity, we’ve been smearing goldfish as well That goldfish statistic just won’t die. The statistic goes like this: A 2015 Microsoft study shows that the average consumer has an attention...Read More
Business is Not the Panacea for Trust, but Candor Makes Powerful Content [roundup]
Businesses should strive to build trust by being ethical and responsible in deed – and candid, consistent and reliable in content It’s been a long minute since I published a roundup. However, there’s been a flood of worthy ideas and...Read More
“Skepticism” is the “New Normal;” Survey Finds B2B Tech Has Trust Issues
This might sound crazy, but being candid and honest is a surefire way for B2B tech solution providers to differentiate themselves from ~75% of the market Most buyers of B2B technology don’t believe vendors are completely honest. That’s according to...Read More
The Average Cost of a B2B Content Asset is $2,791 [Data Analysis]
Content costs soared last year, according to a data study by PathFactory; B2B video content costs the most at $8,448 while blogs cost the least at $1,959; people do actually binge on B2B content Software-as-a-service (SaaS) platforms have given us...Read More
