Our perspective at VantagePoint

An easy way to shorten sales cycles

How do you shorten sales cycles? Simple: be where your customers are looking. MarketingSherpa recently investigated how decision makers and influencers get information about products and services, and their findings show that customers are looking in different places than before – which has important implications for marketers.

How buyers get product information

How B2B buyers get product information

According to MarketingSherpa’s research, the most notable shift has been from face-to-face events and trade shows to virtual events and trade shows. These address budget restrictions that many companies have had this year, while technology has made it easier to produce an interactive and highly effective online experience.

Other digital resources with increased usage include search engines, business news/info websites, vendor websites and technology B2B websites. Marketers with strong online strategies should continue to be well-served.

While social media is a new consideration for many B2B marketers, respondents said they are increasingly accessing these media sites.

With longer sales cycles affecting many B2B companies, never before has it been more critical to be present where buyers are looking for information about your products and services. How can you find the most effective marketing mix to support your business? Simply ask customers and prospects “How do you learn about new products and services?”.

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  • aditya452010 says:

    All great ideas but I would also add another item to it: consider doing a virtual event/meeting. Virtual events and meetings are a great way to stay in front of customers, generate new leads and help close business already in the pipeline. These solutions are being deployed so rapidly by companies that the market is projected to exceed $18 billion by 2015. If you are interested in how you can use virtual environments attend the Virtual Edge Summit Feb. 22-23 (virtually or in-person if you are in/near Silicon Valley). There is no registration fee if you take a short survey.

    Virtual Edge Summit 2010 is the only event that focuses exclusively on providing education, training and solutions for planning and producing virtual events, meetings and communities. Over 2 days, 80 experts will share their experience with you, and be available for one-on-ones. The event also offers a rich program for featuring experts from Cisco, Stanford, IBM, Disney SAP, Oracle, Intel as well as top virtual technology and service providers like InXpo, ON24, 6Connex, Stream57, CGS VirtualEvents365, George P. Johnson, Unisfair and Digitell.

    When: February 22-23, 2010 8am until 6pm

    Where: At the Santa Clara Convention Center in California and virtually in browser based virtual environments offering 2D and 3D experiences.

    Register at http://www.VirtualEdgeSummit.com

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