State of the Buyer Report: Future of Work Edition

Are you targeting the right B2B buyers? 

Data the is the backbone of any successful account-based marketing (ABM) program. All software organizations are executing on account-based strategies and the market has never been more competitive to drive sales. Having more insight into in-market accounts, and knowing who to target within those accounts, gives you the biggest opportunity to differentiate and gain an advantage to shorten sales cycles.   

Our “State of the Buyer Report: Future of Work Edition” illustrates how marketers can leverage data to develop a better ABM strategy that prioritizes the right accounts and engages them with personalized messaging and content. It examines five topic areas impacting purchase decisions surrounding today’s hybrid workforce—cloud infrastructure, hybrid work, enterprise networking, artificial intelligence (AI), and cybersecurity—, and provides actionable takeaways for marketers to reach the buying centers that are researching and actively engaging with relevant content and advertising.   

The report leverages proprietary data from ML Insights, a combined dataset that provides global enterprise B2B marketers with a holistic view of companies demonstrating the highest propensity to purchase. When prioritizing accounts to engage using ML Insights, marketers improve ROI and drive higher conversion rates. On average, sales and marketing teams see a 17% increase in pipeline volume, 33% lift in pipeline value, and 25% faster pipeline velocity with Madison Logic over other accounts.  

Key findings from the report include:  

• Marketers are significantly targeting content related to the future of work to C-suite executives, but all five topic area findings reveal that director roles are engaging with content 25% to 40% more. With data showing that the typical buying committee consists of 6-10 decision makers, marketers need to be more comfortable engaging accounts across multiple channels with the best message for each decision-maker.  

• Across nearly all topic areas, small to medium-sized businesses (SMBs)—those with 50-199 employees—were not only one of the top groups researching future of work technologies, but also demonstrated the greatest lift in research over the last year. With many vendors continuing to aggressively target XX large and large companies, ML Insights data reveals an opportunity for markets to target SMBs with more content and advertising.   

• The Education vertical shows aggressive buyer research for technologies to help them provide more accessible, interactive experiences for students in virtual and classroom learning but are largely under-targeted for these solutions. As education groups continue to navigate the future of education, marketers would benefit from targeting this group with more content and advertising aimed at aiding their digital transformation.  

• With up to 90% of the buyers journey complete before a prospect reaches out to a salesperson, the most effective marketers are engaging with their prospects throughout the entire funnel—from problem identification to the selection of a vendor. Leveraging data to match content to the buyer’s mindset within their customer journey allows marketers to balance the brand-building necessary for long-term revenue growth.   

The insights and data in the “State of the Buyer Report: Future of Work Edition” takes the guessing game out of ABM and can help you cut through the noise and reach the right targets with the right messaging and content. With commentary from our partners at LinkedIn and Merkle B2B, it is among the most comprehensive look at how data can accelerate the buyer’s journey.

Need this level of intelligence to optimize your ABM strategy? Download the report today.