Article
Why Buyer Enablement is Critical in the B2B Buying Process
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
Article
Why Your Buyers Have Ghosted You
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
Article
How to Get Your Buyers to Contact You First
As uncertainty and buyer scrutiny continue to shape the B2B buying process, organisations 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
Case Study
INFUSE Surpasses Kepler’s Expectations with Precision Targeting and Demand
Founded in 2012 with just six members, Kepler Group has grown into a team of over 600 across 11 global offices. Named in honor of the astronomer Johannes Kepler, the agency is dedicated to what it describes as demystifying complexity, guiding the way forward, and emphasising what truly mat
Case Study
INFUSE Builds a Robust Demand Pipeline for Mindfire Solutions with Precision Targeting
Mindfire Solutions is a B2B software development and testing company specialising in developing solutions for small and medium-sized businesses. With 24+ years of experience in the B2B space, their portfolio spans a diverse range of industries and niche markets.
Article
Top Challenges Your B2B Buying Group Are Facing (and How to Overcome Them)
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
Article
How to Drive Your Performance with Channel Partners
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
Article
How to Develop Demand-Generation-Ready Content
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
Article
Demand Generation Anti-Trends
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
Article
5 Ways to Revolutionize Your B2B Digital Experience
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
Article
5 Steps to Futureproof Your Demand with First-Party Data Ahead of Cookie Changes
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 organisations have been relucta
Guide
How to Drive Your Revenue with B2B Content Marketing
Establishing a clear connection between content marketing and revenue can be challenging, especially when considering the length of B2B sales cycles, which are ever increasing, with ever larger buying committees. However, there are frameworks and best practices that can support you in
Guide
Channel Expert Roundup: What is the Future of Partner Marketing in 2024?
2023 opened with optimistic forecasts for the channel space from analysts, including Canalys, which indicated a trajectory of four-year double-digit growth from the previous year. Already a growing sector, these projections not only sparked interest in the channel’s potential to drive...
Article
How to Develop a Compelling UVP for Competitive Displacement
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
