Seven Trends For Lead Nurturing

Seven Trends For Lead Nurturing

Seven Trends For Lead Nurturing and Demand Generation

What’s Required for Successful B2B Sales and Marketing Operations? 

The world of sales and marketing is transforming at an unprecedented rate. This change is being driven the B2B Buyer’s desire for a Digital First sales process. This article will discuss the seven trends for lead nurturing and B2B demand generation every business owner should know to help their business thrive.

This shift in B2B Buyer’s desires has caused businesses of all shapes and sizes to rethink how to sell more effectively. And the Fortune 500 moved to meet the Buyer’s desires first. To address this new set of expectations, Enterprise companies took responsibility for pre-sales education away from the traditional role/responsibility of the sales development rep and passed that accountability to the marketing operations team.

This change is so rapid, that according to a recent Adobe research project, 82% of marketing professionals overwhelming agree that marketing has changed more in the past two years than in the past 50.  And 89% to 92% of these same marketers agree on three other facts as they take on these new pre-sales education responsibilities:

  • You need to focus on digital education first
  • Marketing operations needs to educate Buyers much deeper in their buying process
  • Marketers will need to keep learning on the job as new trends and patterns emerge

Smart Decisions Require Understanding the Modern B2B Buyers’ New Behaviors 

In this current environment, it’s difficult enough for even the most skilled marketers to keep up with all these changes. As a result, business owners and sales professionals are at even greater disadvantage.  Most sales professionals are confused and struggle how to most effectively fill their sales funnel with well-educated Buyers in the short term while making critical long term strategic marketing and sales operations decisions that will allow them to thrive in the long term. 

Fortunately, for today’s small and mid-sized businesses owners, we now finally have a great deal of information about what these new Buyers want from Sellers, expect from Sellers and how these Buyer’s behave when their needs are met. 

And – after launching over 150 successful sales and marketing automation implementations and sales and marketing ops teams – there are two things we know about business owners and entrepreneurs.

  • First – once business owners understand the needs of their Buyers, they know how to meet the needs of their Buyer.
  • Second – once business owners are armed with the right information and insights, most can make smarter growth decisions quickly and can prioritize their budgets intelligently.

With both of these facts in mind, we wanted to share the most recent information on how the Digital First Transformation has permanently altered Buyer behavior. And why the Modern Buyer prefer.

 

The B2B Digital-First Sales and Marketing Trends Everyone Needs to Know and Address

One – Most Buyers Start Their Digital Education Months or Years Before They Are Ready to Buy

First, most Buyers are not ready to buy when they first start their digital education. Initially, most Buyers are just trying to figure out how to solve a problem. According to the most recent research by Aberdeen Research, less than 2% of initial email opens are close to being ready to buy. And even more surprisingly, less than 20% of your pay per click or SEO leads are active Buyers.  

On the negative side, this means ad hoc lead gen campaigns, awareness campaigns and appointment setting campaigns have lost a great deal of their effectiveness and impact.

But the positive fact is that about 80% of all these early-stage leads, we call them “Marketing Qualified Leads” (MQLs) will spend money within 3 to 18 months. So once a lead engages with you, even if they are not ready to buy immediately, you will have a short list of Buyers:

  • That you know will be spending money within the next 3 month to 18 months
  • That expect and want you to educate and nurture them for an extended period of time

You know these future Buyers are receptive to your thought leadership. You know that some will welcome your support as you help them move systematically through their buying process.

Two – Buyers Don’t Really Want to Talk to Sales Reps Until They Are Digitally Educated (And Ready to Shortlist)

According to Forrester, your typical Buyer now consumes 7-15 pieces of digital content prior to engaging with a sales rep. And they do this with 3 to 5 different solution providers.  And as noted in the intro of this article:

  • 80% of Buyers want to delay dealing with Sales Reps until they have completed their initial research and are ready to short list for a decision. (Marketing Sherpa)
  • 62% will try and reach a decision without talking to sales rep, if possible. (Content Marketing Institute)
  • And in 2022 33% to 44% want to avoid a sales rep completely, if possible. (Merkle B2B Study)

This further impacts the long-term effectiveness of ad hoc lead gen campaigns and means nurturing your later stage funnel is now required for Digital First success.

 

Three – Buyers Rarely Short List Sellers Without Sustained Lead Nurturing and Digital Pre-Sales Education

As Gartner’s latest survey and chart above clearly details, “Content is King”.  This now applies to the entire sales funnel. Success now requires Sellers to continue to market the entire funnel after the lead has been generated.  This means you need to use content marketing tactics through the pre-sales process because this pre-sales process is now often happening without the direct involvement of your Sales Development Rep.

This nurturing process is no longer optional because according to the 2022 Demand Gen Report,  95% of Buyers short list a solution provider that “Provides them with ample content to help navigate through each stage of the buying process”.

If your content marketing campaigns don’t move beyond the appointment setting and lead gen stage, it will be exceedingly difficult to survive and you will have little chance to thrive in the near future.

 

Four – Buyers Overwhelming Prefer Video and the Trend is Accelerating

During the pandemic lock downs, with face-to-face meetings impossible to execute and with Buyers moving to home offices (and with direct lines typically going straight to voice mail), video adoption was an experience all B2B Buyers and Sellers shared during the pandemic.

Zoom normalized video for all of us.  It also normalized video adoption for pre-sales education.  According to both Wistia and Vimeo, downloads jumped by 380% in 2020.  And if you thought this adoption would slow down exiting the pandemic, you would be wrong.  In the first quarter of 2022, video consumption increased by another 148%.  Video is growing because video works.

  • Video is more convenient for the Buyer – 64% of Buyers stated they prefer video because its more convenient for education. (Gartner)
  • Video drives better engagement – Video posts have the highest engagement in Social Media (AdWeek) and using video in the email subject line, boosts open rates by 19% and increases click through rates by 65%. (Pardot)
  • Video is preferred over text when exploring solutions – Given the choice between text and video, 75% of Buyers will choose video to learn more about a solution. (Hubspot)

And according Vidyard and Vimeo, this shift to video is going to continue to accelerate in 2022 and 2023.

  • In 2022 80% of the Fortune 500 is moving towards internal vs. external production.
  • Video is being used later in the sales funnel, with the average video created coming in at 9 minutes and 48 seconds in length.
  • And the average company that has been using video as part of their nurturing process is planning to double to triple their use of video in 2023.

To learn more about how to leverage video as part of your sales and marketing operation check out our two articles –  Six Important Videos to Fill Your Sales Funnel with Sales Ready Leads and What Videos Are Most Effective B2B Lead Scoring and Sales Automation.

 

Five – Buyers Reward Sellers Committed to Digital First Lead Gen, Pre-Sales Education and Lead Nurturing

B2B Buyers are already dramatically rewarding Sellers for a Digital First sales and nurturing process:

Sellers have more opportunities to do business – Businesses that implement a content workflow and use marketing automation to nurture prospects, experience a 451% increase in qualified leads in 9 to 18 months. (ANNUITAS Group)

Sellers win more business – 95% of Buyers chose a solution provider that “Provided them with ample content to help navigate through each stage of the buying process.” (DemandGen Report)

Sellers win more business more frequently – You are 2X as likely to win business over your competitor if you provide a substantive digital education experience for your prospects throughout their buying process. (McKinsey)

 

The Impact of Lead Nurturing vs. Lead Gen on Your Business (Watch Time 4:00 Min)

 

Watch this 4 minute video to learn what the sales impact is of an effective lead nurturing and demand gen engine

Six – Enterprise Companies are All In on Digital First

According to McKinsey’s survey, “The Future of Sales”, close to 9 in 10 enterprise companies confirmed that the new Digital First go-to-market sales practice was going to be a fixture of their business moving forward.  And 85% stated they were going to stay committed to this process throughout 2023 and beyond.

They are committed to this process because it works; i.e., it meets the desires of their Buyers.

Trends For Lead Nurturing

And they plan to accelerate the adoption of this Digital First process by their Buyers because they are planning on almost doubling their spend over the next 4 years. 

Seven – This Will All Lead to Pre-Sales Automation

Among the important trends for lead nurturing is the combination of B2B Buyers preference for Digital First pre-sales education over speaking with a sales rep, combined with the success of this process, and the investment being made by the Fortune 500 is why:

“Gartner’s Future of Sales research shows that by 2025, 80% of B2B sales interactions between Suppliers and Buyers will be automated and occur in digital channels”

Conclusion

Replacing your historical sale rep driven process and ad hoc lead gen tactics with a comprehensive content marketing strategy and nurturing process  is not an “if” decision – it’s a “when” decision.  The B2B Buyer and the Enterprise market are both driving towards Sales Automation and the cost savings that this shift will represent.

Many small businesses, young companies, mid-size companies, and even under-resourced sales and marketing groups are struggling to keep up with this Digital First transformation.  Many have an initial lead gen program in place, but that program is not producing the results it used to, or it’s not producing to expectations.

In many cases, SMBs struggle to craft a solid strategy deeper into the funnel, or they’re flying blind with a scattershot strategy.  They lack the bandwidth to make informed decisions around the right marketing and sales tech to leverage.  They lack the talent and resources to create quality content on a consistent basis, or they lack the time or can’t afford to assemble an experienced team of proven sales and marketing operation experts that are required to run a sales engagement engine consistently.  To learn even more about the advantages of outsourcing you lead nurturing and demand generation process you can read Why Outsource Demand Generation and Lead Nurturing.

When you’re ready, we have developed Digital Demand Center™ , a turnkey solution designed specifically for SMBs that turns the Digital First Transformation into an opportunity for SMB Sellers to survive and thrive.

 

How it Works – Turnkey  Lead Nurturing and Demand Gen with Digital Demand Center

 

(Watch Time – 5:00 Minutes) – Quick overview of how a our turnkey demand generation engine fill your CRM with well educated sales ready leads.

If you feel like you would like a much deeper crash course on all challenges and tactics required for success, we invite you to check out our Educational Video Series on The Digital First Transformation.

B2B Lead Nurturing Videos — The Most Effective for Sales Automation

B2B Lead Nurturing Videos — The Most Effective for Sales Automation

Best B2B Lead Nurturing Videos

What Videos Are Most Effective for B2B Lead Lead Nurturing, Lead Scoring and Sales Automation?

Quick Background on Lead Scoring and Lead Nurturing

The B2B sales process has historically relied on one-on-one sales meetings between a buyer and a sellers. This process was driven by sales reps sharing presentations, stories and answering frequently asked questions to move buyers through the stages of their sales process. Now, with the digital first transformation, more and more buyers now prefer digital content to steward them through their buyers’ journey. These B2B Lead Nurturing Videos will help you understand the digital transformation.

 

B2B Lead Nurturing Videos

B2B buyers expect a content driven process deeper into the sales funnel to make it easier for the buyer to buy. And video is now overwhelming the most preferred type of content at every stage of the sales funnel.

This means successful sales and marketing operations now requires sellers to share educational content — not only to generate the lead but also to automate a buyers’ pre-sales education. Seller’s need campaigns that supply educational content that support a buyers’ journey through their “consideration”, “preference” and “decision” stages. This also means you need technologies and a lead scoring process/system to track a buyers’ engagement with this content.

B2B Lead Nurturing Videos

VLead scoring is the process of scoring and predicting a leads interest in products or solution based on their digital behaviour.

At its most basic level the type of content a buyer engages with and the tie they spend with that content can predict their interest. The deeper and more time a buyer spends exploring your solution the higher the predictive score. This is why successful B2B marketing and sales operations also need to implement a predictive lead scoring solution to:

  • Track a buyers’ digital conversation
  • Predict a buyers’ sales readiness
  • Pre-qualify a buyer for authentic interest
  • Predict a buyers’ purchase intent
  • Prioritize leads for sales

 

    Watch Demo Video of a Lead Scoring Software In Action

    Nurturing, Lead Scoring and How it Works with Digital Demand Center™ (3:25)

    The Most Effective Types of B2B Lead Nurturing Videos for Predictive Lead Scoring

    The goal of effective lead nurturing is to make it easy for the buyer to buy. This means you need to make it easy for the buyer to access consideration and preference content (see Predictive Content Engagement chart above). This can be done most effectively with emails delivered to existing leads with marketing automation tools.

    The goal of predictive leading scoring is to make it easy for marketing operations to alert sales when a buyer looks like they are “Sales Ready”.

    Below you will find multiple examples, pulled from Digital Demand Center™ and Gabriel Sales’ video production library. Gabriel Sales and our production partners have produced 1000s of affordable videos to automate our clients’ sales processes.

    In this sample set we share the 7 different types of videos that are extremely effective to specifically help you to nurture and score leads. These videos also make it easy for you to automate sales by making it easy for buyers to move into the later stages of their buyers journey without requiring the intervention of sales development rep.

    In the examples below we also share:

    • The predictive score you can give each piece of content as it correlates to buyers’ depth in the funnel.
    • Tips on who and how to record, and/or what content to reuse in order to maximize your budget and control costs.
    • Different approaches between screen casts and camera shot videos.
    • Different types of production value (with most leveraging talent inside the company to keep costs down).
    • Videos that are leveraged specifically in nurturing campaigns after the your leads have become aware of your product and are already in your early stage sales funnel.

    Product Demos  – Predictive Score 100 to 250

    Once a buyer understands the basic problem your solution solves and the buyer feels like they may be a fit, they typically want to see the solution in action. Product demos are must have videos for sellers that need to demonstrate their product or solution in action.

    Process and Software Screencast

    A combined explanation of the managed services in action and how software is used by the end user

    Software as a Service (SAAS) Screencast

    Straight forward media software demo with overview of all the features

    Hardware and Tech Demo

    A quick explanation of all the features and customizable specs of a low-cost tablet

    Hardware Deployment Demo

    An overview of how easy it is to use an industry leading construction tech tool in the field that can double as initial training video

    B2B Lead Nurturing Videos – Predictive Score 100 to 250

    Almost every successful sales team has a sales deck presentation they leverage that explains the problems they solve, details about the features of the solution and at least a rough approximation of the investment required. Historically this requires a one-on-one meeting.

    Recording and making this presentation available to the buyer to watch on their own time:

    • Allows the buyer to return to important points
    • Allows the buyer to share your story with their peers that will help make or influence the decision
    • Saves the seller time

    Companies can create these videos with internal resources. It is often valuable to use executives or product specialists when you record these videos to give the buyer a sense of the thought leadership team they will be gaining access to if they purchase from your business.

     

    Managed Services and Software

    Here is Digital Demand Center’s™ initial sales presentation. Its designed to explain the problems we solve, who we solve these  problems for and what types of companies benefit most to pre-qualify buyers

    Enterprise Software and Consulting

    Scripted presentation delivered by a professional voice over actor. Designed for executive decision-makers to compare and contrast this solution to other solutions

    Hardware and Software

    Company overview that shows the products, and introduces the engineers, the service team  and satisfied customers that is also leveraged in dozens of tradeshow booths annually

    Use Case Videos and/or Case Studies – Predictive Score 250

    Most buyers initially look for and purchase a solution to solve a specific problem that specific has been identified as an issue (and already has a budget allocated). Once a buyer understands how your product works, and the problems it solves, use cases and case studies can set you apart so a buyer “prefers” and seriously considers your solution.  

    In contrast to a specific Use Case, some solutions, especially software solutions, can be deployed in multiple verticals for multiple uses. If this is true for your product or solution it’s often helpful to do a deep dive into how your solution can solve this problem for that specific vertical.

    You can use both screen casts and/or headshot videos for use case and case study videos. When possible it’s great to get product specialists and customers to participate if possible.

     

    Mobile App Use Case

    How a software tackles one specific job to be done

    Enterprise Software Case Study

    How the solution addresses multiple challenges in one business vertical

    End User Demo & Use Case

    A product specialist walks you through a daily use case

    Client Testimonial & Case Study

    Have one client walk viewer through the solution start to finish discussing the experience

    KPI and Return on Investment Videos – Predictive Score 500

    When a buyer is ready to make a decision and commit to a solution, they want to be confident that their purchase will ultimately produce a return on investment. To increase this confidence they will want to:

    • Understand what Key Performance Indicators they will use to measure results
    • Understand what return they should expect from their investment, how long it will take and how that return can be calculated

    In the two videos below we share both for Digital Demand Center.

    Key Performance Indicators (KPI)

    A detailed explanation of the key performance indicators and the timelines you can expect

    Return on Investment (ROI)

    A detailed explanation of the investment required and the hard financial returns you should expect from the investment

    Testimonial Videos – Predictive Score 250 to 500

    Previous buyers can be a powerful asset to influence potential buyers. Your existing clients can provide social proof and context for how your solution impacted their business and how your solution solved their problem.

    Buyers typically engage with these videos after they have a basic understanding of your solution and are looking for verification that your claims are accurate. Testimonial videos can be indispensable to increase a buyers’ level of trust. Depending on your solution there are four different ways we recommend building testimonials.

    Multiple Clients Tell Your Story

    Multiple clients blended together to confirm your value props and differentiators

    Problem and Solution Testimonial

    Have one client walk you through the solution start to finish discussing the experience

    One Client Shares Thier Story

    Explains the problem they wanted to solve, the solution and the results.

    Call to Action Testimonial

    Client encouraging a conversion and meeting with a Sales Rep

    FAQ Headshot Videos – Predictive Score 250 to 500

    Your sales reps and/or sales engineers will tell you that they get asked a similar set of questions by almost every buyer as they move deeper into the sales funnel. Digitizing these questions to make it easy for the buyer to prefer your solution is a cost-effective way to save time and money.

    FAQs can quickly expand into a library that helps buyers and stakeholders with different concerns quickly decide if you are a fit for their needs. FAQs are “buying” questions. They can also help to pre-qualify your solution before you invest time and energy selling to buyers that are not the right fit.

    In addition, as buyers get deeper into their buyers journey they also become curious about the people behind the product. It’s for this reason we recommend you make the appropriate senior resource or product specialist available to digitally answer these FAQs.

    Who We Are

    Founder shares his passion and explains why the company was founded

    Why Us and Benefits for You

    Founder explains the benefits of solution and why its the right choice

    Customer Service Approach

    Explains the level of service a buyer should expect

    Pricing Model

    Founder explains pricing model at scale

    < strong>Onboarding Process, Timelines and Delivery Model Videos (if applicable) – Predictive Score 500

    When a lead is getting close to a shortlisting sellers they want to work with they need to understand and start to visualize what their experience will be like working with your solution and organization. They start to think about: How will you onboard them, how will teams integrate? These are all especially important questions that need answers before buyers of professional services, software development shops and management consulting companies will make a decision.

    • These videos should be transparent to proactively give your buyers clear insights into how you ensure success and how long it will take.
    • If a lead watches this type of video the predictive score needs to jump accordingly.  

     

    Launch Process and Timelines

    Quick overview of launch process and timelines

    Pricing Model

    Software Dev Shop explains capabilities and different models for delivery

     

    About Digital Demand Center™

    When you are ready to get started integrating video into your lead generation, lead nurturing process and sales automation process Digital Demand Center™ can help. Our parent company, Gabriel Sales  has specialized in leveraging video to automate sales processes and for over seven years. And video is critical feature of our turnkey solution designed specifically for SMBs that turns the Digital First Buyers into Sales Ready Leads. Watch the video below to learn more about our approach and solution.

    Watch this 10 minute video to learn how to meet the needs of the Modern B2B Buyer with Digital Demand Center to provide your sales team with a steady flow of well educated “Sales Ready” Leads.

     

    Six Important Videos for Lead Nurturing and Demand Generation

    Six Important Videos for Lead Nurturing and Demand Generation

    Six Important Videos for Lead Nurturing and Demand Generation

    Six Important Videos for Lead Nurturing and Demand Generation

    Can the right videos really help improve your sales funnel, reduce your costs of sales and make it easier for your buyers to buy?

     

    Introduction

    If you are consistently closing B2B deals, you already know how to target markets and are skilled at explaining what makes your solution unique, what problems your solution solves and how your solution solves that problem.  This is how your sales team builds trust.

    Building this trust requires that you systematically educate buyers. This pre-sales education process that builds trust over time (supported in large part by educational videos) is what differentiates a lead generation process from a demand generation process.

     

    The Difference Between Lead Generation and Demand Generation

     This 90 second video explains the difference between lead gen vs. demand gen.

    Historically this trust building pre-sales education was accomplished by Sales Development Reps (SDRs) meeting with the buyer in one on one meetings.  But exiting the pandemic, video became the breakout star to educate buyers and nurture leads (as we detailed in Key Video Trends for B2B Sales and Marketing Operations).

    Videos replaced SDRs because one on one meetings were time consuming and expensive for the seller. And this process could be inconvenient for the buyers–because this process requires the lead to schedule a meeting with and SDR to learn more – even if the early stage leads are not certain the product is the right solution to solve their problem. This is why videos are now a required part of any sales and marketing process.

    Here are several key insights from Salesforce and Wyzowl that explain how buyers now leverage video and content and why video is now required to develop sales ready leads.

    According to Wyzowl

    • 86% of Buyers now prefer to use educational videos to learn about a solution
    • And 94% of the United States top B2B Sellers now use videos to explain their solutions

    According to a recent Salesforce study:

    • 87% of sellers reported that video gives them the most positive ROI as part of their lead nurturing process
    • More than 99% of current video marketers told us they’ll continue using video in this year, and two-thirds plan to increase or maintain their spend.
    • And why 79% of marketers that don’t currently use video, told Salesforce they expect to start. (10% higher than last years figure of 69% and 20% higher than the previous year before that.)

    It’s clear video is now a required tool to ensure you meet the pre-sales education needs of your buyers.  You need videos to consistently fill your sales funnel with “sales ready” leads and opportunities for your sales team to develop and win.

     

    The 6 Types of Sales Education Videos You Need for Lead Nurturing

    The six types of B2B videos that any company can use to make it easier for their buyer to self-educate, and increase production of sales and marketing are: 

    1. Awareness and Explainer Videos
    2. Problem and Challenges Videos
    3. Tips Videos
    4. Teach the Shopper How to Shop Videos
    5. Demo Videos
    6. Who We Are and Why We Do This Videos

    The examples we are sharing below were produced by our parent company Gabriel Sales. Watched episodically they  allow buyers to self educate as they move from the “awareness” and “consideration” stages of their buyers journey. 

    For additional samples of later stage videos designed for your buyers’ “preference” and “decision” stages we invite you to check out What Videos Are Most Effective Late Stage B2B Lead Scoring and Sales Automation.

    When taken as a whole these early stage sales education videos will help to automate your buyer’s pre-sales journey helping them to understand:

    • What problems you solve
    • Why you solve them
    • How you solve them
    • Who you are
    • How they will benefit

    Notes on Production

    These early-stage lead nurturing videos don’t need to be expensive and over-produced. They can be shot on camera, as screencasts or a blend of the two.

    These videos need to address the pre-sales education needs of the buyer. These videos should replicate and meet the needs of the buyer as they move through the sales funnel from “awareness” through “consideration” towards their “preference” stage.  

     

    1 – Awareness/Explainer Videos

    Short videos, explaining the problem and how you solve the problem.  Keep these video succinct and under three minutes if possible to frame the situation your target buyer faces,  the complications it creates and how you help the solves thier problem.  These are designed to help them become aware of who you are and how you can help.

     

    Educational Software

    Compliance Software & Services

    B2B Ecommerce and Managed Service

    2 – Problem and Challenges Videos

    Clearly state the challenge your target market faces.  These videos prove you understand their potential problems and starts the empathetic dialogue around solving a problem.  Creating this common ground and goal is a first step to move a buyer towards serious consideration of your solution.

    The Risks of Bring Your Own Device

    Data Challenges Faced by Marketers

    3 – Tips Videos

    State the problem and how it is solved.  These videos are a great way to introduce some of your thought leaders as you move buyers from their early awareness of you solution to starting to trust your approach as they start to seriously consider your solution.

    Three Tips for Scaling a Process…

    Five Key Ingredients for a Success…

    4 – Teach the Shopper How to Shop

    For many solutions the buyer understands the problem they are trying to solve, but they don’t know what’s important or how to frame solving the problem. In some cases they have never bought this type of solution before. This is your opportunity to help them do that.  These videos allow you to influence what a buyer needs to consider when making a decision.  It helps buyer to prefer you solution. 

    What’s Most Important When…

    The Features You Need…

    Five Things to Consider When…

    5 – Pitch Videos and Demo Videos 

    As buyers move deeper into the funnel, they are open to understanding your value propositions, features and benefits and how you solve their problems. These pitch videos can be longer because the buyer is now willing to invest more time as they start to seriously consider what solution they prefer.

    Managed Services and Software

    Here is Digital Demand Center’s™ initial sales presentation. Its designed to explain the problems we solve, who we solve these problems for and what types of companies benefit most to pre-qualify buyers

    Hardware and Technology

    Company overview that shows the products, and introduces the engineers, the service team, value props and satisfied customers that is also leveraged in dozens of tradeshow booths annually

    5 – Who We Are and Why We Do This

    The pitch videos frame your solution. These help you to increase trust by explaining the “Why” of the product and the people behind the solution.  They are also a great way to introduce founders and executives.

    Who We Are and Why We Founded…

    Why and the Benefits for Stakeholders…

    About Gabriel Sales™ and Digital Demand Center™

     

    Gabriel Sales was founded as an outsourced sales and marketing company in the early 2000s in San Francisco. Gabriel Sales started leveraging video and marketing automation in 2012 and since then has helped build, launch and deploy more than 150 sales and marketing engines for companies ranging from the Fortune 100 to start ups.

    In 2020 Digital Demand Center™ was developed as a turnkey demand generation and lead nurturing solution designed specifically for small a mid-sized B2B sales organizations compete more effectively to win more business from the modern digital first B2B Buyer. We are passionate about help our clients compete for and win more business. You can learn more about how and why we designed this solution on our About Us page.

    Digital Demand Center’s™ parent company Gabriel Sales continues to help companies of all shapes and sizes grow and flourish in this digital first environment with:

    • Go-to-Market Strategy Consulting
    • Sales Automation and Deep Funnel Content Production

    You can learn more about Gabriel Sales’™ team and our approach to help you grow sales and improved marketing operations on our About Us page. You can learn more about our services at www.gabrielsales.com

     

    Key Video Stats for B2B Sales and Marketing

    Key Video Stats for B2B Sales and Marketing

    Key Video Stats for B2B Sales and Marketing Operations

    Video Trends for B2B Sales

    The expanded use of of video to help buyers buy more effectively and sellers sell more effectively is common knowledge for most B2B sales and marketing operation teams. And its already common knowledge that exiting the pandemic, video was one of the breakout tools of the Digital First Transformation.  

    But what are the latest video trends for B2B sales that small business owners need to be aware of right now?  What are the trends your Sales and Marketing Operations team need to be aware of?  And what should you be thinking about as you craft your short and long-term sales strategies for the coming quarters and years?

    Buyers Continue to Watch More Video

    If you thought the pandemic was going to be the high point of video, you would be wrong.  Buyers continue to engage with video at an increased rate.

    Video Trends for B2B Sales

    Video Still Drives the Most Initial Engagement

    • Using the word video in an email subject line boosts open rates by 19%. (Syndacast)
    • Video offers increase click-through rates by 65%, and reduces unsubscribes by 26%. (Syndacast)
    • Video users have 27% higher click-through rates and 34% higher web conversion rates. (Pardot)

    Video continues to be one of the most productive ways to improve the performance of your email marketing and nurturing campaigns.

     

    Video is Great For Lead Scoring

    • Video plays are one of the three most effective ways to score leads (Pardot)

    Watch a Quick Video on How Lead Scoring Works

    Watch this quick video to learn more about “Lead Scoring” and how your sales team can leverage video insights to close more business

    Video Doubles the Time Spent on Your Website

    • The average time spent on pages with video is 6 minutes, the average time spent on pages without video is 2.4 minutes.

    If you invest time and money driving traffic to your website, you lose over 50% real engagement by not offering access to video on as many pages as possible.

    Buyers Prefer “Video” Education over “Text” Articles When Learning About a Solution

    • Where both video and text are available on the same page, 72% of people would rather use video to learn about a product or service. (Net-Results)

    As mentioned above, Buyers are continuing to increase video consumption and some of it has to do with the preference for video over text.

    Video is Preferred When Nurturing Buyers and for Pre-Sales Education

    • 80% of business decision-makers prefer to get company information from a series of videos and articles versus just articles. (Forester)
    • 91% of Buyers believe that the pandemic made video even more important for understanding the specific value of a brand, product and/or service. (McKinsey)

    Buyers continue to increase their use of video as part of their pre-sales education.

    Buyers Are Watching Longer Videos and They Are Watching More of the Video

    According to Vidyard and Syndacast, when videos are less than one minute, most Buyers watch 68% of the video.  But now, even when normalizing for videos between 30 seconds to 1 hour: 

    • 54% of viewers now watch a video all the way to the end. (That’s up from 45% in 2020.)
    • The average length of videos increased to 9:48 seconds in 2021. (That’s up from 4:50 seconds in 2022. )

    Buyers are becoming conditioned to videos as part of their Buyer’s Journey. Sellers can now break up longer presentations and use video to replace many of the presentations that were historically done during one-to-one meetings as part of the pre-sales education process.

    User Generated Video is Now “In”

    • 80% of all videos created in 2021 were user-generated videos, versus just 60% in 2020. (Vidyard)
    • Two-thirds of user-generated videos were either screen recordings (capturing just what’s on-screen) or “hybrid” videos (which include a webcam feed in the corner of the screen recording to show the presenter’s face at the same time). (Vidyard)
    • 81% of the videos created by companies under 200 employees were user-generated. For companies over 600 employees, 75% of all videos were user-generated. (Vidyard)
    • Large and medium companies moved away from external video creation, focusing instead on leveraging a combination of internal and external resources. (Vidyard)

    User- generated video has a few distinct advantages: It’s quicker to create, it’s cheaper, and it shows the relatable humanity of the person behind the screen.   This is great news for the small business owner and sales and marketing operations team because it gives them parity and makes it easier for them to compete with larger competitors.

    B2B Companies That Need to Demonstrate “Thought Leadership” or “Demo” Product Create the Most Videos

    • Technology Companies, Consulting and Professional Services Companies create the most videos for both awareness and nurturing. (Vidyard)
    • These same B2B Sellers increased their average video production in 2021 by 334% compared to 2020. (Wisita)

    Now that user-generated videos have reached mainstream adoption, combined with all the advantages of video for increased engagement and pre-sales education, B2B sales competitors with more complex sales cycles are bullish on the value of video to make their Buyer’s Journey as frictionless as possible.

    Buyers Convert to Sales Ready Leads After Watching Three or More Videos

    • 80% of Buyers that convert to Sales Ready Leads have watched 3 or more videos. (Patel Industries)

    Pushing the play button is an “active” action vs. the “passive” act of clicking through ad offers and scrolling through a web page.  Buyers that are interested in considering your solution will typically engage in three or more active acts.   This makes video one of the most effective ways to prioritize  potential opportunities for your sales team.

    Conclusion

    Successful Sales and Marketing Operations, especially for Pre-Sales Education, now requires leveraging video at every stage of your sales funnel.

    This means you need to strongly consider leveraging video for your awareness and pre-sales education process to replace your historical rep driven process The B2B Buyer now expects you to leverage video to help them learn about your solution and the Buyer rewards the Seller for this process. This is the main takeaway regarding video trends for B2B sales.

     

    About Digital Demand Center™

    When you are ready to get started  integrating video into your lead generation, lead nurturing process and sales automation process Digital Demand Center™can help.  Video is critical feature of our turnkey solution designed specifically for SMBs that turns the Digital First Buyers into Sales Ready Leads. Watch the video below to learn more about our approach and solution.

     

    Watch Now: The Digital First Buyer and Digital Demand Center™

    And if you are new to video marketing and the Digital First Transformation and feel like you would like a much deeper crash course on all challenges and tactics required for success, we invite you to check out our Educational Video Series on The Digital First Transformation and Small and Medium Sized Businesses.

    Lead Scoring for B2B Demand Gen & Lead Nurturing

    Lead Scoring for B2B Demand Gen & Lead Nurturing

    Lead Scoring for B2B Demand Gen — a Critical Tactic for Lead Nurturing Success

    Background – The Adoption of Demand Generation and Marketing Automation

    During the pandemic we witnessed a dramatic shift towards content marketing and the pursuit of multiple digital channels to generate leads. And according to Gartner’s latest survey, we also witnessed a dramatic shift to a Digital First sales process to replace the historical pre-sales education tasks of the Sales Development Rep with extremely positive results. That’s where lead scoring for B2B demand gen comes in.

     

    Lead Scoring for B2B Demand Gen

    The Impact on Leads

    As a result, Buyers have now started their digital education far in advance of being ready to buy.

    • Less than 5% of Email Click Throughs are Ready to Buy – 96% of leads are not ready to buy when they first hit your website or landing page. (Aberdeen)
    • Less Than 25% of Inbound Form Fills are Ready to Buy – 78% of buyers requesting information on your company today will not purchase for at least 3 to 6 months – and 28% will take 12 or more months to buy. (Sirius Decisions)

    And simultaneously, Buyers started to expect Sellers to provide digital pre-sales education much deeper into the sales funnel.

    • Buyers conduct over half their pre-sales education online. 74% of business buyers conduct more than half of their research and solution education online before engaging with a sales rep.
    • 80% of Buyers want to avoid Sales Reps until they have done their pre-sales research. 80% of Buyers want to delay dealing with sales reps until they have completed initial research and are ready to shortlist for a decision. (Marketing Sherpa)

    Lead Nurturing and Marketing Automation Are Now Requirements

    As a result, successful marketing operations teams have moved beyond content marketing for lead gen and are now accountable for providing well educated buyers to their sales reps as part of an integrated pre-sales and content marketing process. These marketing teams now implement Digital Demand Generation programs to nurture buyers through the pre-sales process to provide their sales team with well-educated buyers.  

    Lead Scoring for B2B Demand Gen

    According to Gartner, over 58% of successful B2B sales and marketing operation teams are now leveraging a marketing automation platform to manage this nurturing process (and another 12% are planning to implement an automation platform within the next twelve months).

    They use a marketing automation platform because it is the central technology required to successfully execute Demand Generation with the sustained nurturing that is now required for success.  A marketing automation platform is critical for demand generation because it allows you to do four things:

    • Email Marketing – Send sustained email nurturing campaigns to targeted leads
    • Track a Buyer’s Digital Engagement – The platform allows you track the digital engagement of your lead’s activities, as well as their interaction with specific pieces of online content
    • Lead Scoring – Allows you to score leads and they engage with your digital content and nurturing campaigns
    • Alert/Prioritize Sales to Hottest Leads – Send alerts, notifications and prioritize leads for your sales team once a lead is “Sales-Ready”

    What is Lead Scoring for B2B Demand Gen and How Does it Work?

    Lead scoring is the process of giving each lead a numerical score to predict and rank the sales-readiness of each lead.

    That numerical score is calculated in three ways:

    1. Explicit Contact Data
    2. The Buyer’s activity
    3. Predictive Content Engagement

     

    Video – Nurturing, Lead Scoring for B2B Demand Gen and How it Works with Digital Demand Center™

    (Watch Time – 3:00 Minutes)

    One – Explicit Contact Data

    Targeting the right market should already be a top priority for your sales and marketing operations team. Great targeting leads to better results and a better ROI on your marketing investment. A well-built database of targeted leads can help make this easier, but having a perfect lead database is not a realistic goal.

    If you are targeting a broad market or generating a great deal of suspect PPC inbound leads, the first step is to give the best targets a higher score. This can be done directly in the Marketing Automation Platform based on your ideal fit. Below is a quick example of the customization that can be programed in the Marketing Automation Platform.

    Two – The Buyer’s Activity

    Lead scoring allows you to track a Buyer’s activity in a number of ways including:

    • Email Opens
    • Email Clicks
    • Video Plays
    • Duration of Video Watched
    • Form Visits
    • Number of Page Views
    • Visits to Your Website
    • Repeat Visits
    • Time on The Website

    These scores continue to accrue over time every time your potential buyer comes back to your site(s).

    Three – Predictive Content Engagement – The Most Critical Lead Scoring Step

    Not all types of activities and engagement are created equal. An effective demand generation program requires that you nurture a buyer deeper into their pre-sales journey using different types of content to meet the buyers increasing needs as they get closer to a decision.

    The deeper the buyer moves into the sales funnel the higher the numerical score associated with that that specific type/piece of content becomes.

    Lead Nurturing Engagement Model

    Your marketing automation platform then allows you to weight your content score based what stage the content indicates they engaged with as part of their Buyer’s Journey. If the buyer is still at the “Awareness” stage that engagement will get a score of 10. If they move on to checking out a piece of content (like a Demo Video) that indicates they are at the “Preference” stage they will get an additional score of 250”.

    In addition to prioritizing leads that may be “Sales Ready” directly in your CRM. Lead Scoring also allows your marketing team to trigger alerts for leads that are Buyer that are demonstrating buying signals for quick and/or immediate follow up so they never miss an opportunity.

    One of the most effective ways to score leads and predict when a buyer is ready to buy is a buyer’s  engagement with video.  You can learn more about this in our article –  What Videos Are Most Effective B2B Lead Scoring and Sales Automation.

    These alerts are typically shared via email and are predominantly one of three types of notifications.

    • Predictive Engagement – The lead is engaging with content that typically indicates they are moving from “Consideration” to “Preference” or “Decision” stages.
    • Predictive Score – The lead is engaging with digital education in a meaningful way. The “Buyer” is becoming a “Well Educated Buyer” and their engagement and activities indicates they are trying to solve a problem in a way in which your solution looks like a potential fit.
    • Inbound Request – Sales team is immediately notified when any inbound requests are made by a potential Buyer.

    Conclusion

    Lead Nurturing is quickly becoming critical to the success of B2B Sales and Marketing Operation because B2B Buyers reward Sellers for a Digital First Pre-Sales Education process.

    • Businesses using marketing automation to nurture prospects experience a 451% increase in qualified opportunities.
    • 95% of buyers short list a solution provider that “Provided them with ample content to help navigate through each stage of the buying process” (DemandGen Report)
    • You are 2X as likely to win business over your competitor if you provide a substantive digital education experience for your prospects throughout their buying process (McKinsey)

    And Leads Scoring is the critical process to capture the most sales value from this process. Nurturing without Lead Scoring is like ordering food and then leaving the table when it’s time to eat.

     

    About Digital Demand Center™ (and Gabriel Sales)

     

    Gabriel Sales has been helping companies build successful sales and marketing operations for over 20 years.  As part of these efforts, we have implemented marketing automation platforms over 150 times for companies ranging in size from Start Ups, through Small and Mid-Market businesses as well as serving the Fortune 500.

    Digital Demand Center is a turnkey solution designed specifically for the small and medium sized businesses.  Our cost effective solution is engineered for companies that are serious about meeting the challenges and capturing the rewards of executing an automated digital first sales process.   DDC allows us to deploy our expertise and lead scoring best practices (cross pollinated) across all the successful organizations we support and serve.  For a detailed overview of the needs of the modern buyer, more about the problems we can help you solve and how that happens you can watch the video below and read our quick article Why Outsource Demand Generation and Lead Nurturing?.

     

     

    Video – The Modern Digital First B2B Buyer and Digital Demand Center™

     

    (Watch Time – 10:00 Minutes) Learn How to Successfully Meet the Needs of the Modern B2B Buyer with Digital Demand Center™ and Provide Your Sales Team with a Steady Flow of Well Educated “Sales Ready” Leads

    If you are still not convinced nurturing, pre-sales automation and lead scoring is critical or feel like you would like a much deeper crash course on all challenges, budget, technology and tactics required for success, we invite you to check out our Educational Video Series on The Digital First Transformation.

     

    Key B2B Demand Generation Stats

    Key B2B Demand Generation Stats

    Key B2B Demand Generation Stats You Need to Know

    “Gartner’s Future of Sales” research shows that by 2025, 80% of B2B sales interactions between suppliers and buyers will be automated and occur in digital channels

    Introduction

    What is required for successful sales has changed more in the last 3 years than the previous 50 years. The modern B2B Buyer now expects you to provide content and support to help drive their pre-sales education deep into their Buyer’s Journey. Here are 39 key B2B demand generation stats to help you understand why a content marketing process that includes Digital First Pre-Sales Education and sustained Lead Nurturing is critical for long term success.

     

    key B2B demand generation stats

     Here Are the Key B2B Demand Generation Stats Your Marketing Operations Team Should Know

    Inside Sales and Cold Calls Statistics

    • In 2012 it took 7 attempted calls to reach a prospect. Today it takes 18 attempted calls to reach a prospect. (Call Hippo)
    • 44% of salespeople give up calling leads after 1 attempt. (CSO Insights)
    • Making 8 or more call attempts to scored leads can boost conversion rates by up to 70%. (Salesforce)
    • Only 33% of an inside sales rep’s time is spent actively selling. (CSO Insights)
    • Sales reps can spend up to 40% of their time looking for somebody to call. (Inside Sales Report)
    • 74% of an inside sales reps pipeline comes from marketing efforts, and inside sales average dials are consistently down 20% year-over-year (Bridge Group Inc)

    Insights and Action: Calling and connecting is hard. You need to help your Sales Reps call smarter and help them to make the most of the call when they do connect. If, on a regular basis, a company can help a sale rep prioritize who to call, and provide insights about what to call about, you are going to see an increase in conversions. Always track results and collect/aggregate data in your CRM.

     

    Leads and Lead Generation Statistics

    • 97% of visitors who come to your website for the first time aren’t ready to buy. (Marketo)
    • 78% of inbound leads requesting information on your company today will not purchase for at least 3 to 6 months – and 28% will take 12 or more months to buy. (Sirius Decisions)
    • 90% of buyers attend tradeshows to learn about new solutions. (Tradeshow Network)
    • 70% of your buyers prefer to learn about new solutions by email with introductory digital education. (Marketing Sherpa Survey)
    • 24% are open to first learning about a new solution in Social Media. (Content Marketing Institute)
    • 93% of B2B companies say content marketing generates more leads than any other traditional marketing strategies. (CSO Insights)
    • Targeting users with content relevant to their problem yields 73% higher conversion rates. (Gartner)

    Insights and Action: Generating the initial lead and building awareness is still the first step in the process, and you can and should consider using multiple channels. Your initial content should focus on highlighting statistics, challenges, pains and problems. But lead generation is only the first step in the process.

     

    B2B Buyers Stats

    key B2B demand generation stats
    • According to Forrester Research, 74% of business buyers conduct more than half of their research and solution education online before engaging with a sales rep.
    • Your typical buyer consumes 6-12 pieces of content prior to engaging with a sales rep. (Forrester)
    • 80% of Buyers want to delay dealing with Sales Reps until they have completed initial research and are ready to shortlist for a decision – moving from consideration to preference stage. (Marketing Sherpa)
    • 62% of buyers say they try to make a business decision based on online content alone. (Content Marketing Institute)
    • In a typical firm with 100-500 employees, an average of 7 people are involved in most buying decisions. (Gartner)
    • B2B buyers are 57%-70% through buying research before agreeing to meet with sales. (Forrester)
    • 9 out of 10 B2B buyers say online content has a moderate to major effect on purchasing decision. (Content Marketing Institute)
    • 67% of the buyer’s journey is now done digitally. (Sirius Decisions)
    • 80% of business decision-makers prefer to get company information from a series of videos and articles versus articles. (Forrester)

    Insights and Action: Lead nurturing and content marketing is no longer optional. Buyers now required sustained content marketing and nurturing to support their entire pre-sales Buyer’s Journey.  

     

    B2B Video Stats

    Where both video and text are available on the same page, 72% of Buyers would rather use video to learn about a product or service. (Hubspot)

    • Using the word “video” in an email subject line boosts open rates by 19%, click-through rates by 65%, and reduces unsubscribes by 26% (Syndacast). Video users have 27% higher click-through rates and 34% higher web conversion rates. (Pardot)
    • Video downloads increased 380% in 2021. (Wistia)
    • Video downloads continued to increase by 180% the first quarter of 2022. (Vidyard)
    • Webinar attendance increased by 330% in 2020. And 20% to 40% of first-time registrants (not even attendees) convert into opportunity within one year. (On24)
    • 91% of buyers believe that the pandemic made video even more important for understanding the specific value of a brand, product and/or service. (McKinsey)
    • 81% of the videos created by companies under 200 employees were user-generated. (Vidyard)
    • 54% of viewers watch a video all the way to the end. And the average length of videos increased to 9:48 seconds in 2021. (Vidyard)
    • Technology, Consulting and Professional Services Companies create the most videos for both awareness and nurturing. (Vidyard)
    • Multiple video views are the number one way to predict purchase intent (Hubspot)

    Insights and Action: Video has emerged as the most powerful type of content for buyers awareness and education. Long term success requires a commitment to video to support your entire pre-sales education process.

    If you want learn more about the specific types of videos you can create for lead nurturing check out samples in our article:  Six Important Videos for Lead Nurturing and Demand Generation.

    Lead Nurturing

    • Nurtured leads produce, on average, a 20% to 40% increase in calls to connect ratios versus non-nurtured leads. (DemandGen Report)
    • 79% of marketing leads never convert into sales. Lack of lead nurturing is the common cause of this poor performance. (Source: MarketingSherpa)
    • Companies excelling at lead nurturing generate 50% more sales opportunities at 33% lower cost. (Source: Forrester Research)
    • Businesses using marketing automation to nurture prospects experience a 451% increase in qualified opportunities. (Gartner)
    • 95% of buyers short list a solution provider that “Provided them with ample content to help navigate through each stage of the buying process”. (DemandGen Report)
    • You are 2X as likely to win business over your competitor if you provide a substantive digital education experience for your prospects throughout their buying process. (McKinsey)
    • 79% of most successful companies have been using marketing automation for 2 or more years before they see maximum results. (Forrester)

    Insights and Action: Lead nurturing is now a requirement. Sellers that implement lead nurturing solutions win more business, more frequently over competitors that don’t. Consider allocating Sales Development Rep budget to Lead Nurturing as soon as possible.

    Conclusion

    These key B2B demand generation stats demonstrate that replacing your historical rep driven process and Ad Hoc lead gen tactics with a lead nurturing process is not an “if”, but a “when” decision. The B2B Buyer now rewards sellers for this process.

    Many small businesses, young companies, mid-size companies, and even under resourced sales and marketing groups are struggling to keep up with this digital first transformation. Many have an initial lead gen program in place, but that program is not producing the results it used to, or it’s not producing to expectations. In many cases, they struggle to craft a solid lead engagement strategy deeper into the funnel, they’re flying blind with a scattershot strategy or they are completely reliant on inbound leads. They lack:

    • The bandwidth to make informed decisions around the right marketing and sales tech to leverage.
    • The talent and resources to create quality content on a consistent basis. or
    • The time or can’t afford to assemble the experienced team,

    What they need is a proven sales and marketing operation expert to run a sales engagement engine consistently.

     

    About Digital Demand Center™

    After over successful sales and marketing automation systems implantation Gabriel Sales™ developed Digital Demand Center™ to help small and mid-market businesses compete more effectively for the modern Digital-First buyer.

    We designed DDC™ as a turnkey solution to help SMB sellers quickly thrive.  For a more detailed overview of what buyers want and how you can help your sales and marketing operations drive a sustained flow of well-educated buyers into your funnel we invite you to watch our short educational webcast below.

     

    The Modern Digital First B2B Buyer and Digital Demand Center™

     

    Watch this short video to learn about the specific needs of the Digital First B2B Buyer. How meeting these needs helps you build a sustained sales funnel of well-educated “Sales Ready” Leads.  Also learn how Digital Demand Center™ (DDC™) can help you succeed faster, better and at a surprisingly affordable investment

     

    To learn even more about the challenges and opportunities this shift presents and for a comprehensive and detailed crash course on all challenges and tactics required for success, we invite you to check out our Educational Video Series on The Digital First Transformation and Small and Medium Sized Businesses.  And if you are curious if we can can help check out our summary of some of the advantages of outsourcing demand generation and lead nurturing.