Wednesday, July 3, 2013

B2B Survey: 43% See Longer Sales Cycle

More than 4 in 10 businesses say their business-to-business sales cycle has lengthened in the last three years, according to a survey developed by Crain's BtoB Magazine and business audience marketing company Bizo, with a focus on online marketing. Longer sales cycles create headaches for b-to-b marketers under the gun to boost brand awareness and to capture and nurture leads through a prolonged buying process. And that's just one of their b-to-b challenges. The study also found that only 40% of respondents said their online marketing mix is meeting the needs of the sales pipeline. At the same time, one-third of respondents reported their biggest online marketing challenge is accurately measuring and attributing online conversions to the correct marketing channels. And while 79% said differentiating on brand is a priority, 60% also admitted that they are not fully satisfied (neutral or dissatisfied) with their current efforts to differentiate on brand. For more on the study results, see the story at

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