When marketing business to business, a typical sales cycle may last six to 18 months, which means you must attract prospects into your pipeline and keep them there throughout the cycle – even beyond the purchase – to fully establish trust.
B2B typically involves marketing more sophisticated products or services to fewer and more segmented prospects. Meanwhile, those prospects base their decisions on more complex emotional motivators, like confidence in forecasted ROI and fear of making the wrong decision.
Dovetail adamantly researches, strategizes and plans efforts that will, even for the most technical or intangible products, focus on solving key pain points. Then we’ll attract decision makers through channels and messages that simplify, clarify and reinforce positive emotions – converting them into customers.