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We’ve all wanted something we can’t have. Or maybe needed someone that didn’t need us back. Things change. People change. But how do you deal with it? We’re more than halfway through 2021, and how are your sales and marketing teams handling it – are they pining away for those lost customers, or moving on and building their Q3 and Q4 pipeline?

Give this classic by Cheap Trick a listen with me as we see what the experts are saying this week…

I Need You to Need… My Solution!

Demand Gen Report’s 2021 B2B Buyers Survey is out – maybe it sheds some light on how to get those buyers to want YOUR solution!

When researching new solutions, primary decision-makers, internal influencers and researchers agreed that the top three factors that influence buying decisions are:

• Easy access to relevant content that speaks directly to their company
• Easy access to pricing and competitive information
• Content that spoke directly to and demonstrated expertise around the needs of the organization’s specific industry

All three groups agreed that the first step of the buying process was conducting anonymous research. I wonder – how could intent data help to move these leads along sooner if that’s the case?

Also of note was how the B2B purchase timeline has changed, on average, compared to one year ago:

• Increased significantly – 21%
• Increased somewhat – 34%
• Stayed the same – 38%
• Decreased somewhat – 6%
• Decreased significantly – 2%

I think we can all agree that the past 18 months have been tough. There have been ups and downs, and the B2B world as we know it has changed. However – the process still works and there are many ways to continue moving buyers through their journey. The question is, Do they want you as much as you want them?

I’d Love You to Love… Some Top Musicians of 2020

Although Cheap Trick isn’t on this list, there are many musicians that are showing some big numbers in terms of earnings for 2020. Apparently we DO want them. And, we’re willing to pay for it!

Here’s the quick list of top paid musicians in 2020:

• Taylor Swift – $23.8 million
• Post Malone – $23.2 million
• Celine Dion – $17.5 million
• Eagles – $16.3 million
• Billie Eilish – $14.7 million
• Drake – $14.2 million
• Queen – $13.2 million
• The Beatles – $12.9 million
• YoungBoy Never Broke Again – $11.9 million
• Lil Baby – $11.7 million

An interesting mix of artists. And, as you’d imagine, streaming is a significant portion of each artist’s income. As things open up this year, it will be interesting to see how the list changes, and how the revenue mix changes for each artist.

How are you seeing your revenue split in your B2B world?

As always, I’m begging you to… call me to brainstorm or just say hello.

Looking forward,
Rick

Rick Endrulat, President | ricke@v-causeway.com | www.linkedin.com/in/rickendrulat

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