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
13 Marketing Statistics Summarizing 2021
73% of respondents are willing to pay more for a product or service from, businesses they trust – and other marketing statistics summarizing 2021 Every year this blog breaks down the results and covers dozens of marketing surveys and studies. As the...Read More
B2B Sales Cycles Get Longer and Involve More Decision Makers
About half of B2B buyers say the sales cycle has gotten longer for new vendors; one in five say the number of decision-makers involved has grown B2B sales cycles are getting longer – and the process involves more decision-makers. That’s...Read More
Pump and Dump: Fake Press Releases Crossing the Wire [PR Tech Sum]
Fraudulent press releases go out on two major wire services; IR comms platform Q4 has $100M IPO; internal comms tech strives to overcome email deluge; Innodata CEO talks up AI in Agility PR on an earnings call Twenty-nine months ago,...Read More
