LEADERSHIP

Buyer enablement is a vital strategy for adapting to the evolving B2B purchasing process, as it increases in complexity as a result of economic uncertainty and heightened buyer scrutiny. This has driven the expansion of buying committees and the lengthening of sales cycles, with 77% of

With conversion rates commonly ranging between just 1-3% (First Page Sage, 2024), strategies to reduce buyer drop-off are frequently discussed in B2B marketing. While some attrition is unavoidable, investigating the specific reasons why your buyers might be disappearing from the B2B sale

As uncertainty and buyer scrutiny continue to shape the B2B buying process, organizations must innovate their approach to engage the entirety of buying groups and motivate them to take action. Buyers contact vendors 70% into the B2B buying journey, with 84% conducting the sale with their f

Successfully engaging B2B buyers requires a deep understanding of the specific challenges they encounter in the buying process. Buying committees have adopted a defensive stance as a result of heightened scrutiny on spending and a greater need to demonstrate return on investment (ROI). Th

The channel space is an untapped market with the potential to deliver substantial ROI due to its resilience to macroeconomic uncertainty, currency volatility, supply chain unpredictability, and even IT industry pressure. In fact, according to Canalys, the channel space saw full-year doub

Economic uncertainty, the consequential rise in client scrutiny and expanding buying groups (INFUSE Voice of the Buyer, 2024) have made delivering a high-quality digital experience a top priority. With 80% of clients believing that the client experience (CX) a company provides is as

This is largely due to the current state of demand generation content. According to a Demand Gen Report survey, 51% of buyers revealed that the content they received was too generic and irrelevant to their needs in 2024, while just 38% had the same grievance in 2023. Even as far back as

Since announcing the death of cookies in early 2020 (CNBC), Google has postponed the technology’s phase-out three times, with the most recent delay in April 2024. Currently, Google plans to end the use of cookies in 2025. Facing these unexpected delays, B2B organizations have been relucta

Economic uncertainty, the consequential rise in client scrutiny and expanding buying groups (INFUSE Voice of the Buyer, 2024) have made delivering a high-quality digital experience a top priority. With 80% of clients believing that the client experience (CX) a company provides is as

What UVPs and competitive displacement strategies are, and why they are important for your business. Five steps for effectively conveying your UVPs to your audience. Demand generation techniques to empower competitive displacement programs

Despite the challenging economic climate, IT spending is projected at $5.06 trillion (Gartner, 2024), with channel marketing enjoying significant growth and optimistic forecasts. Indeed, Canalys predicts that the channel software market will reach $11.08 billion by 2028. This continued vit

As B2B buyers and buying groups continually evolve in line with the shifting market and tech landscape, so must an organization’s lead generation and lead qualification process. Generating qualified leads requires carefully orchestrated marketing and sales strategies implemented across...

More often than not, even the most qualified leads are not yet ready to buy when they discover your brand. This is where lead nurturing comes into play. By educating your target accounts and presenting the value of your solutions, lead nurturing enables companies to prime prospective buyer

Determining the factors that lead to the success (or failure) of a demand strategy is not always straightforward due to the long-term nature of campaigns and the average duration of B2B sales cycles. However, there are five common reasons as to why a demand strategy might not meet expectat