The traditional B2B buying journey looked reassuringly simple. Awareness → Consideration → Decision Real B2B buying was never quite that tidy. Today, it’s even less so. Buyers can research solutions, compare vendors, read reviews, ask AI tools for recommendations, watch demos, evaluate pricing, talk to peers, and build an internal business case before ever speaking with your sales team. And “the buyer” often isn’t one person. Forrester’s 2026 research found that the typical business buying decision now involves 13 internal stakeholders and nine external influencers, with even larger groups involved in complex or strategic […]
B2B sales is built on touchpoints. The more touches you can make with each prospect over the sales cycle and beyond, the greater the likelihood that the prospect will turn into a loyal customer with a high lifetime customer value. SMS offers the potential to ramp up your B2B sales touchpoints with each prospect, at a much lower cost than most other forms of marketing. SMS is probably the most interactive, personal and immediate form of marketing communication. It can’t replace email, social media or other channels, but it can […]
By now, it should come as no surprise that the use of personalization significantly improves campaign performance. However, while 95% of B2B marketers agree with that statement, only 62% of the marketers surveyed in our State of Email Marketing B2B Perspective report plan on including greater personalization efforts in their 2022 strategies. If marketers understand the importance of personalization, why aren’t we seeing more of it? The truth is, there are many reasons why there hasn’t been a larger adoption of personalization strategies in the B2B space—a lack of confidence, […]
As B2B marketers, it’s our job to guide our customers on a journey. This journey should take them from the point of discovery, along a route that inspires and informs, until they reach a destination where a commercial arrangement formalizes the relationship. While many people speak of their incredible adventures in business, you should never confuse your customers’ journey as an adventure. By nature, an adventure is chaotic, longwinded, and potentially dangerous. This isn’t a route you want to take your clients along. While every customer journey is different, there […]
It’s every email marketer’s least favorite inbox, and yet for B2B email marketers, the Outlook inbox is the most likely place our emails will land. Outlook is notorious for wreaking havoc on design elements, blocking attractive images, and making email marketers cry, but despite the problems it causes, it’s still the fourth-most popular inbox in the world, according to Litmus’ http://emailclientmarketshare.com/: While we can’t change the fact that Outlook is the bread and butter inbox for B2B, we do hope our B2B email marketer’s guide to Outlook can ease […]
