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The peer-led buyer: why trust trumps pitch
Buyers don’t want your pitch—they want proof. Today’s retail tech decision-makers are self-educating, peer-influenced, and allergic to outdated sales tactics. Over 80% of their journey happens before they speak to a vendor. So if you’re not showing up in the places they trust—content, conversations, and events—you’re not in the running. In this article, we explore how B2B buyers research, why peer-led content and events outperform traditional marketing, and what vendors can do to build trust before the sales cycle even starts.
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Community-Attributed Revenue (CAR): How to Measure the Revenue Impact of Your Community
As an account-based marketing agency, we’re lucky in that we get to chat to B2B technology businesses every week. Recently, SaaS vendors that “get’ marketing consistently tell us that building a community is vital. They’re right – if you can measure it correctly. Community-attributed revenue (CAR) is a little unexplored but not at all uninteresting. In this article, we outline the 6 areas to measure to start attributing revenue to your community.
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How to measure demand generation success (so it doesn’t become lead generation)
Our privileged position as an account-based marketing (ABM) agency, means we often get the chance to have a nosy around vendor and SI land. And we’ve noticed a trend. What looks like a demand generation is often really a dressed-up lead generation program (and almost never true ABM). Measuring demand generation by the wrong metrics is where businesses usually trip up. So this article will outline the differences between demand generation and lead generation, how to measure demand generation success and what it means for your marketing and sales teams.
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What are the 3 biggest challenges eCommerce merchants face in 2023?
As an account-based marketing (ABM) agency, we’re lucky enough to spend our days chatting with eCommerce merchants about what challenges they face. ABM means we listen with a sympathetic ear, and now we’re sharing what we hear. This article outlines the biggest challenges eCommerce merchants in 2023, what that means for vendors, and how that might inform your sales strategy and positioning.
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Making the most of your Outbound Demand-Generation Efforts
More and more companies are considering an Account-Based Marketing (ABM) approach, and with very good reason. A recent 2019 survey carried out by Digital Kungfu revealed that 47% of ICT companies have been successfully using ABM for at least a year and the number of companies using ABM strategies has doubled over the past 12 months. Alongside this, 85% of marketers (according to Marketo research) said that ABM provided significant benefits to retaining and expanding existing client relationships.
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The Ever-evolving Relationship Between Sales and Marketing
Sales and Marketing are often seen as two separate divisions within a company. At BuyingTime this isn’t the case – we believe that although the daily operations of these teams are focused on different aspects of the customer relationship, they should function together as a single unit. The relationship is completely intertwined, and recognising where each team specialises and how they can aide one another to generate business growth is certainly at the forefront of what we deliver at BuyingTime.
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Halfway - New Start or Kickstart? - How to make real headway going into Q3, Q4 and beyond…
As we all reach the halfway mark for 2019 and start rolling towards the second half of the year, have you put in the work with prospects already in the pipeline to frontload Q3/Q4 or are you behind and even having to start from scratch? Maybe you’ve been so focussed on hitting those short-term monthly and quarterly targets that not enough forward preparation has been done going into the latter part of the year…
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"But that's the way we did it before..." – Be Human Again - Learn, Adapt and Evolve
So, you have a fresh round of funding and new investors onboard, meaning there’s targets to REALLY hit and ROI to TRULY deliver. You’ve recruited a full sales team - two senior sales folks, two sales managers, four junior sales reps - to go along with your all-encompassing marketing programs, bought-in data, target account programs, nurture programs, and fancy new website…
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Top of the funnel content - What? How? Why?
"Account-Based" Marketing Programs are "de rigueur" in 2019. Many of these programs are content-based, but to get straight to the point - we see far too many companies using their existing content engines for these projects, serving from their regular flow of Case Studies, White-papers, thought leadership articles and, of course, videos from their sales kick-off conferences…
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Utilising 'True' Insight to Deliver Better Engagement
All marketeers and sales professionals have their favoured means of engaging with prospects, but one thing’s for certain - any successful sales or marketing campaign needs to have some degree of personalisation. However, a few things still remain open to opinion…
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4 ways you (vendors) can build trust in business relationships
Successful businesses are dependent upon a number of things, including a network of positive relationships. Business relationships that have been built on combined success and trust have a distinct competitive advantage because trust with your clients or suppliers is so valuable and takes time to build.
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The End of "Buy or Goodbye" In The Technology Sector?
The unswerving focus on quarterly sales targets, which in turn drives slightly strange behaviour from marketing and sales alike (most of which goes against the human instinct of building relationships) is truly killing trust and long-term revenue growth across most technology sectors
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