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![The Role of Authenticity in the Online Path to Purchase [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/230525-infographic-lg.jpg)
This infographic looks at the role reviews/ratings and customer service play in conveying brand authenticity, and how that authenticity translates into sales and loyalty. more
How do you analyze your company's customer success to find out what areas need improvement? This article offers an effective "recipe" for understanding customer health. more
Most Americans say they are concerned about the impact artificial intelligence could have on jobs and society, though most also say they haven't yet used generative AI programs such as ChatGPT, according to recent research from Ipsos. more
How many leads does your company lose as a consequence of awkward form fields or a bad user experience? Learn how to increase online form conversions. more
Most senior marketers say that customer strategy is not equally owned by Marketing and Sales in their organization, according to recent research from the CMO Council and KPMG. more
People say they become most annoyed with SMS messages when messages come too often, when they come from brands they don't know, and when they aren't relevant, according to recent research from Validity. more
The classic marketing funnel isn't designed to include the vital steps that come after initial purchase in recurring revenue companies such as SaaS. The Bow Tie model can help. more
The podcast audience in the United States has more than tripled in size over the past decade, according to recent research from Edison Research. more
To keep up with evolving buyers, sellers need to better understand the new customer journey. Here's what that means in 2023. more
B2B buyers say they want chatbots from vendors to provide accurate and relevant answers—and to provide those answers very quickly, according to recent research from Conversica. more
Americans age 50 and older have increasingly embraced technologies such as smartphones, smart televisions, and social media over the past few years, according to recent research from AARP. more
Not many people talk about "going into the office" anymore because so many offices are at home. Marketers need to refine their targeting strategies accordingly—to reach beyond job-related channels and meet prospects as they engage in everyday activities. more
Perceptual maps are the only way to understand what your position is in the market and how the market views you vs. your competitors. In fact, if you don't have a perceptual map, you're flying blind. more
We all know about the "Great Resignation," but survey results have uncovered a "Great Customer Resignation" as well. Churn is at an all-time high. Luckily, implementing data and good tech can mitigate the problem. more
The marketing funnel is supposed to map out the process of bringing a customer on board. But there's a mysterious no-man's land where those people hang out and share information before they even reach your map. Here's how to take that dark portion of the funnel into account. more
B2B service buyers cite a vendor's reputation, online reviews, and pricing/service as the factors that most influence their purchasing decisions, according to recent research. more
This article explores how to nurture potential B2B clients through the awareness journey, from Marketing-qualified lead to Sales-qualified lead, using the Awareness Cascade. more
This article explores why it's important to build campaigns that elicit the behaviors you wish to see your leads displaying, and how to do that effectively—through marketing automation. more
Most people say they worry that brands are collecting data without their permission and they do not trust brands to protect their personal data, according to recent research from Twilio Segment. more
Although it's impossible to give an absolute value to abstract concepts such as loyalty, there are metrics that can indicate customers' willingness to return to your company. Here's what to track. more![How to Adapt to Changing B2B Tech Buyer Behavior [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/220920-infographic-lg.jpg)
B2B technology buyers are increasingly turning to digital channels to gather information during decision-making and to actually make purchases. How can you ensure changing buyer behavior doesn't derail your growth? more
Most Americans are uninterested or wary about the metaverse/virtual worlds, according to recent research from Ipsos. more
Convincing ourselves that our customer engagement tactics are working may feel great, but it isn't always helpful. That's why you should avoid relying too much on these three metrics. more
B2B technology buyers are turning to vendor representatives less than ever and are increasingly relying on self-service resources, according to recent research from TrustRadius. more
This article explores sales intent behavior, helping you understand precisely where and when your sales team should get involved with leads—and when you should be nurturing them instead. more
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