The B2B buying journey

Your buyers do a lot of homework before they ever talk to sales. They search, read articles, compare options, and check reviews, sometimes for months, and every step is a chance for your brand to stay in the picture.This eBook follows one B2B marketer through the process of choosing a new CRM, from the first hint of a need to the renewal decision a year later. Along the way, you'll see which digital advertising tactics reach buyers at each stage and how display and search work together to keep your brand in consideration.

What’s inside:

• The five stages of the B2B buying journey and what buyers are thinking at each one
• How tactics like persona targeting, search retargeting, and geo-fencing reach buyers at the right moment
• Why display advertising and search engine marketing work better together
• How to stay in front of current customers for upsells and renewals