Remove B2B Remove Marketing Remove Metrics
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84% of B2B Sales Start with a Referral — Not a Salesperson

Harvard Business

Outbound B2B sales are becoming less and less effective. Meanwhile, 84% of B2B buyers are now starting the purchasing process with a referral, and peer recommendations are influencing more than 90% of all B2B buying decisions. First, three out of four B2B buyers rely on social media to engage with peers about buying decisions.

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B2B Salespeople Need to Act More Like Travel Agents

Harvard Business

According to the travel and leisure marketing firm MMGY, the use of travel agents increased by 50% from 2014 to 2015. A similar sequence has happened with B2B buying. See More Videos > See More Videos > Surely B2B purchasing hasn’t become that bad. A marketing automation company creates bespoke presentations.

B2B 119
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4 Ways to Improve Your Content Marketing

Harvard Business

In the past decade, content marketing has become a widely established practice. Companies have hired writers and Chief Content Officers to run departments, create blogs and other materials, and, in the process, some have assured sales people that content marketing can mean the end of cold calling. HBR Staff/Chris Minerva/Getty Images.

Marketing 133
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What Creativity in Marketing Looks Like Today

Harvard Business

What makes marketing creative? Is a creative marketer more artist or entrepreneur? Historically, the term “marketing creative” has been associated with the words and pictures that go into ad campaigns. But marketing, like other corporate functions, has become more complex and rigorous.

Marketing 134
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Best Practices for a Marketing Database Cleanse

Multiple industry studies confirm that regardless of industry, revenue, or company size, poor data quality is an epidemic for marketing teams. Download ZoomInfo’s latest data-driven eBook aimed to help marketing leaders understand the best practices around choosing a B2B contact data provider.

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4 Ways for B2B Businesses to Keep Their Customers

Harvard Business

According to Gallup , only 29% of B2B customers are engaged with the companies they do business with. Too many companies ignore the voice of the customer, blast cookie-cutter emails to all the names in their marketing spreadsheets, and lack the right survey and interview tools to gauge the health of their customer relationships.

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How B2B Software Vendors Can Help Their Customers Benchmark

Harvard Business

ADP, a leading provider of payroll capabilities, allows customers to use its DataCloud tool to compare themselves to other firms not only how much employees are paid, but also metrics like their average job tenure, attrition rates, how much they invest in retirement accounts, and at what age they retire.