Harvard Business Review

MARCH 7, 2017

A similar sequence has happened with B2B buying. By 2012, our research shows, nearly 60% of a typical B2B purchasing decision — researching solutions, ranking options, benchmarking pricing, and so on — was happening before the buyer even had a conversation with a supplier. Related Video. The 8 Types of Salespeople.

B2B 12

B2B Travel CIO Benchmarking 12

Strategy Driven

AUGUST 30, 2019

Serving Customers Better: Whether it’s disposable consumer goods or high-end B2B services, every business wants to give its customers what they want. Thus, the relevant question becomes: How can forecasting be implemented in a way that provides solid ROI and improves efficiency, rather than simply prognosticating?

Efficiency 58

Efficiency Disaggregation B2B Uncertainty 58

Strategy Driven

NOVEMBER 16, 2023

How do you get from point A—spending on ads, to point B—seeing a measurable ROI? This is why it’s always worth reading up on this year’s B2B tech marketing trends. Are you B2B? Utilise Email Marketing Believe it or not, email marketing still has one of the highest ROIs out there. What solutions are they seeking?

Marketing 110

Marketing B2B Audience ROI 110

Harvard Business Review

SEPTEMBER 25, 2018

He’s an emerging technology influencer based in Sydney who partners with global technology brands like Ericsson, Telstra, and Dimension Data to educate B2B buyers about their solutions, through conducting interviews with company executives, collaborating on customer webinars, and producing live social media broadcasts of corporate events.

Influence 13

Influence B2B Globalization Webinar 13

Harvard Business Review

NOVEMBER 5, 2015

In the end, analytics effectiveness boils down to two questions: Do marketing analytics improve profits or ROI? For marketing ROI, the figure is 0.61%. This use metric has a positive and significant effect on both outcomes even after controlling for marketing analytics spending, product vs. service, and B2C vs. B2B.

Marketing 8

Marketing ROI Metrics B2C 8

Harvard Business Review

MARCH 31, 2015

Three of five marketers use no tools to measure event ROI, and most companies plan and execute events without specific business objectives. Yet, after sales force costs, events are the biggest line item in many marketing budgets, especially for B2B firms. .” But it’s far from moneyball when it comes to event marketing.

CRM 8

CRM ROI Budgeting Public Relations 8

Harvard Business Review

FEBRUARY 22, 2016

At one global B2B sales organization, for example, sales people perennially complained about the burden of filing detailed reports on sales calls to accounts and prospects alike. Freeing up top salespeople was a terrific investment; empowering average and/or typical salespeople delivered poor ROI. The bottom line?

Compliance 8

Compliance B2B Report ROI 8

Harvard Business Review

MARCH 22, 2017

Brocade’s Net Promoter Score went from 50 (already a best in class score) to 62 (one of the highest B2B scores on record) within 18 months. Each outbound communication is measured individually for immediate ROI. Later, Brocade followed up with these customers to report on progress against these objectives. The results?

Creativity 15

Creativity Marketing Agility Budgeting 15

Harvard Business Review

JANUARY 18, 2016

There is also immediate ROI for investments in basic services as population moves in, because they capture new revenues from new users. Alibaba Escrow, a unit of Chinese e-commerce giant Alibaba, holds buyer payments for B2B transactions until goods are received satisfactorily, and then releases the cash to the seller.

Real Estate 8

Real Estate Entrepreneur Finance Innovation 8

Harvard Business Review

APRIL 25, 2014

Digital channels have upended the well-trod ruts of sales and marketing organizations — already, nearly a third of all B2B purchases are done digitally. Our analysis of 73 B2B technology companies shows that across sectors, the top 25% of companies achieve more than twice as much return on sales investment compared to the bottom 25%.

Marketing 14

Marketing ROI B2B Team 14

Harvard Business Review

APRIL 19, 2018

Buyers, especially B2B buyers, want to know what others are doing with your product, not what they might do to improve productivity or other outcomes. Especially in B2B contexts, buyers must justify a decision to others in the organization who have competing priorities for limited funds. Don’t follow the herd.

Content 14

Content Marketing Case Study B2B 14

Harvard Business Review

NOVEMBER 3, 2014

Indeed, according to my research into 351 mid-market B2B companies , except for companies in software, the adoption rate of marketing technology is very low: companies in other industries are using a median of just 2 out of 9 major marketing technology programs that I identified. This is a wasted opportunity.

Technology 12

Technology Marketing Company CRM 12

Harvard Business Review

NOVEMBER 3, 2014

Indeed, according to my research into 351 mid-market B2B companies , except for companies in software, the adoption rate of marketing technology is very low: companies in other industries are using a median of just 2 out of 9 major marketing technology programs that I identified. This is a wasted opportunity.

Technology 8

Technology Marketing Company CRM 8

Miles Anthony Smith

NOVEMBER 7, 2019

TopRank Marketing TopRank Marketing has been doing innovative and impactful work with interactive content and B2B influencers for huge brands like SAP, Dell, LinkedIn, 3M, and Oracle for over 18 years. A deep understanding of ABM in B2B is its super-power. If you want your B2B content to be great, invite your community to participate.

Marketing 105

Marketing Content Audience Brand 105

Harvard Business Review

APRIL 20, 2016

In the B2B world, it’s all about lead generation: getting people to hand over their email addresses and phone numbers so that you can spam and telemarket them into submission, where “submission” means actually buying your product. Which is exactly why I think Lyons is right to pillory these kinds of practices.

Cost 8

Cost Marketing Content Media 8