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But if your B2B ecommerce site differs on any of those elements—high prices, large quantities, or a need to serve B2C and B2B buyers—things change. What works with the average B2C consumer won’t always work with B2B ecommerce buyers. A more complex salescycle. B2B salescycles can last for months, even more than a year.
Nielsen data on a B2C campaign found that native ads are more effective in driving “brand consideration”: ( Image source ). Compared to the B2C world, B2B attribution faces two challenges: Sales often take place offline. The salescycle may last for months, or more than a year. LinkedIn video ad metrics.
According to the Content Marketing Institute, more than 85% of marketers consider lead generation to be their top priority in 2016 – a telling statistic on the priorities of the modern marketer. How long is the salescycle for an ideal customer (week, month, year, etc.)? Where in the buying cycle is this lead (timeline)?
89% competed solely on customer experience in 2016. 2016: 5K ads a day. Bill Leake: Optimizing for the “Considered Purchase”: What Changes if You’re B2B or Expensive / Long SalesCycleB2C? Longer decision cycle. Krista Seiden: Best Practices for Testing, Adapting, and Personalizing the User Experience.
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