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 Marketingprofs.com story at http://www.marketingprofs.com/charts/2013/10556/b2bs-struggling-with-online-marketing-mix-sales-cycle-gets-longer
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