The long and winding path-to-purchase

by Nicola Hodd - October 20, 2016
The long and winding path-to-purchase

The B2B buying cycle is complex – taking into account multiple decision-makers that may have differing needs or requirements and sometimes tricky budget approval or internal bureaucracy leading to typically longer buying cycles.

Marketing automation can help you navigate this path and it starts with data & insight. How well do you know your target audience? Read these key elements of success to find out more.


The new buyer dynamic has fundamentally altered the roles and responsibilities of marketing and sales. Today’s B2B marketers are under pressure to engage and nurture leads over a longer and more convoluted timeframe. They handle a larger portion of the buyer journey than before. And they need to understand the paths individual buyers will take, finding ways to answer the needs they encounter along the way.


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