B2B Marketing

e-Strategy Trends’ continually-updated collection of B2B marketing research, statistics and trends for marketing, public relations, advertising and strategic communications professionals.

B2B Buying Timeline [TABLE]

Table: B2B Buying Timeline

Almost half of B2B buyers indicate that they’re spending more time researching purchases. Fully 69% spoke to and engaged with a sales representative from the vendor they selected within the first 3 months of the process.

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Why Companies Use Events [TABLE]

Table: Why Companies Use Events

B2B and B2C companies approach events with different goals in mind, though they do share some primary objectives. Both groups look to drive sales revenue as well as educate customers, prospects and attendees, but B2C companies are more focused than their B2B counterparts on raising brand awareness.

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Sales’ Top Source Of Leads [CHART]

Chart: Sales Top Source of Leads

Salespeople are more likely to believe that leads sourced directly from sales are the top source of leads for their organization than leads from marketing. While salespeople surveyed for the report in the aggregate saw the sales organization as the top source of leads, that wasn’t true for all respondents.

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Top Marketing Topics Consumed By Employees [CHART]

Chart: Top Marketing Topics Consumed by Employees

‘Social’ is the intent topic that is currently most buzz-worthy across B2B marketing, according to an analysis performed for MarketingCharts by Bombora. To arrive at its conclusions, Bombora looked into the content consumption behavior of employees at 2.8 million businesses around the world during Q1. The analysis revealed that ‘social’ was the leading topic of the 346 topics monitored related to marketing.

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B2B Buyers’ Customer Experience Expectations by Generation [CHART]

Chart: B2B Buyers' Customer Experience Expectations by Generation

More than 8 in 10 business buyers want the same experience as when they’re buying for themselves, reveals Salesforce Research in its second annual State of the Connected Consumer report. The study indicates that the customer experience is hugely important to business buyers, 8 in 10 of whom say the experience a company provides is as important as its products and services.

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