When planning for 2H, a lot of scrutiny is on reaching ever-important end-of-year goals. With a number of upheavals happening, from Oracle shuttering marketing and advertising products to Google shifting gears (again) on third-party cookies, many B2B buyers will be in-market for new solutions, which presents a big 2H opportunity for many B2B marketers.
So, how will you get in front of those in-market buyers? The answer is more complicated today than ever before.
Today’s buyer is involved in a months-long research process that involves multiple stakeholders and many twists and turns. Gartner describes today’s self-guided purchase process as “looping,” with people revisiting different buying phases multiple times as they get new information, mostly online. And the firm finds that 77% of B2B buyers rated their last business purchase as extremely complex or difficult.
Deciphering the millions of data points that B2B buyers generate during their purchase journey requires high quality analytics and sophisticated technology. Our intent targeting relies on AI and complex machine learning to determine who is truly in market vs. someone who is researching but not ready yet.
According to research, 90% of the B2B decision-making process is complete before someone connects with a sales person. Having access to accurate data is the critical competitive differentiator that B2B marketers need to reach people at the right time. If you don’t, it will be too late to make a difference. Anteriad helped OpenText go from generic outreach to highly-targeted intent-based outreach that dramatically improved their performance, and we can do the same for your marketing efforts.
As a truly global B2B marketing solution, we understand just how important it is to have quality data that works at a locally relevant level in many languages and cultures. Buyers in different regions behave differently, and we have the data to prove it. Whether you’re US focused, or have locations in Europe and APAC, we can deliver in-market buyer expertise. If you happen to be in Singapore in August, we’d love to see you at the B2B Marketing Leaders Forum, but I’m always happy to hear from you wherever you are based.