Path-to-Purchase

What More Than 100 Buyer Interviews Say About B2B Buyer Behavior In 2015

As we hit the middle of this decade, B2B buying behavior is about to undergo more significant changes.  It will change not only in whom we identify as buyers, but also in how B2B buyers interact to make purchases. Last year, in well over one hundred buyer interviews conducted on behalf of several B2B organizations involved in …

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7 Big Questions For B2B Marketing Leaders in 2014

The New Year is underway.  The first quarter is nearing an end.  Some of the best-laid plans have already vaporized due to unexpected events.  While some plans are either tracking on-target – or – will be missed.  Each year, B2B business must meet the challenge of our time – keeping up with rapid new developments …

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7 B2B Buying Behavior Trends To Watch In 2014

Like a runaway train, B2B buyers continue to evolve and reshape their buying behaviors.  Adapting to new channels as well as technologies to solve critical problems, reach goals, and accomplish more.   My conversations with B2B marketing and sales leaders indicating it will be tougher for B2B Marketing and Sales to keep pace in both customer …

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Why Are 76% of Content Marketers Forgetting Sales Enablement?

24%.  That is it.  At the recent Hubspot Inbound Conference in August, this percentage was mentioned.   It represents the percentage, from Hubspot’s recent State of inbound Marketing report, of marketers surveyed who do have agreements with sales on defining lead responsibilities.  Very surprising and no wonder there have been increasing indications of content marketing ineffectiveness. …

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