In the B2B marketing realm, we’re hearing more and more about the shift of control from the seller to the buyer when it comes to conducting research. 67% of the buy cycle is completed online according to Sirius Decisions, thanks to the proliferation of content, and immediate access to peers afforded by social platforms. As a result, marketer’s are feeling the pressure to create more content, and leverage more outlets to promote it- according to the Content Marketing Institute and MarketingProfs, the use of all marketing tactics, with the exception of print, is up.
But, how do you know it’s really necessary? What does that research process really look like and how do you know when is the right time to reach out to your prospects? With the recent release of our IT Deal Alert™ product suite, and thanks to the insights of our Activity Intelligence™ platform, we were actually able to see the research process of a real, caller qualified enterprise technology project. We took a look at all the activity on our network, leading up to the day the project was qualified to help you, as B2B technology marketers, see just how important your presence, in various capacities, throughout the buy cycle really is.
For more information on this particular journey, or how you can leverage our intelligence solutions, please contact your TechTarget sales representative, or Courtney Kay- firstname.lastname@example.org.