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The Telltale 8% Drop In Content Marketing Effectiveness

Tony Zambito

When the Dow tumbled in 2008, the largest single-day drop in the history of the Dow occurred on September 29, 2008. With the amount of hype, “content about” content marketing, growth of content marketing agencies/consultants, and the explosion of content marketing conferences, the instinctive thought process is this percentage should be increasing – not decreasing. by Aha-Soft.

Persona Centric Selling®: The New Science of Selling

Tony Zambito

For instance, buyers today may spend as much as three months researching products or services before ever engaging a sales professional into the buying process. The buyer is now capable of tailoring their own buying process to fit the goals and needs of their organization. Meaning that sales cycles that are developed in a vacuum to fit the selling organizations processes but are not in alignment with the buying cycle of the buyer will not be successful in today's new world order of sales and marketing. What the heck is going on? So, what is needed?

Where is the Future of Selling Headed?

Tony Zambito

Brian talks about how sales professionals can add value to the buying process by not being information providers but information filters who help the buyer to navigate the information overload. Buyer personas will need to be a part of every sales professional's knowledge base in the future. Having deep insight into who your buyers are and how and why they make purchasing decisions will need to be a part of every professional development plan. Brian brings up the notion that today's role for sales people has changed due to the advent of the Internet.

Two Buyer Trends Affecting Sales and Selling Profession

Tony Zambito

If you think about one of your most recent household purchases, such as a car, grill, or even a lawn mower, it is a safe bet you found yourself on the Internet. The trend that buyers will conduct research before purchases has been underway for a while. Sales and the selling profession today must ask itself: "If buyers today can research and configure their own solutions as well as find peer reviews and recommendations, what is the future role of sales in the buying process?" Herein lays one of two trends that are affecting sales and the selling profession.

Gluten-Free, Juicing & Veganism: Marketing Strategies Behind 3 Major Diets


It''s found primarily in bread, flour, beer, and many processed and packaged foods. In 2008, General Mills paired gluten-free editions of its well-known Chex cereals with a major marketing effort. In other words, it fits in well with their buyer persona. Vegan. Gluten-free. Paleo. Juicing. Mediterranean. We have a long history of food faddism in the U.S. and Europe. and France.

Content Auditing and Mapping it to the Industrial Buy Cycle

Industrial Marketing Today

Passive reading of your content will not move the prospect along in his/her decision making process. A content audit is a process of mapping out the content you already have and matching it to the content you will need as determined by your marketing goals and/or new site map. There is plenty of information out there about buyer personas. What is effective content marketing?

Crunchy, salty, nutritious news & views on B2B marketing for technology companies | Velocity - the B2B marketing acceleration agency for technology companies

delicious b2bmarketing

We’ve been working with the company and its CMO… Read more… Stan Woods | April 29th, 2009 | one comment Web personas and Mind Maps Like most good digital agencies, we’ve been exploring web personas for a while and we’ve found them to be a critical aid to great site design. … Read more… Doug Kessler | December 23rd, 2008 | 3 comments Papa’s got a brand new bag, maaan. Being… Read more… Doug Kessler | November 25th, 2008 | no comments Spamalot to the Holy Grail: a personal email journey Are you a spammer?

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4 Ways Social Can Enhance Your Marketing Campaigns

WindMill Networking

Through technology and social platforms, consumers are more connected with each other and empowered with a host of information resources to guide them through most any buying process. Digital dominates pre-purchase research, and with smartphones in hand, today’s consumer is conveniently poised at any moment to gather information, compare prices, and find product recommendations and reviews.

Media 31

Agencies Under Pressure to be More Digital


And many of them are realizing that the marketing world in 2016 is a very different place than it was in 2008 when last they really invested in their marketing efforts. According to Peter Levitan of WPP (who’s purchased a few agencies in his time), digital agencies tend to have a baseline value of 8x EBITDA. Marketing has changed more in the past five years than in the past 50.

Survey Says…Tech Buyers Read and Forward White Papers

Savvy B2B Marketing

A few reports include: How to Maximize the Use of White Papers in Your B2B Marketing and Sales Process , released by InformationWeek in February 2009. The Eccolo Media 2009 B2B Technology Collateral Survey Report is the latest to offer insight into the role that white papers play in the buying process. 89 percent of respondents said they share white papers with others.

ClickInsights: How can B2B marketers use content effectively for demand generation?

Connect the Docs

Eccolo Media 2008 B2B Technology Collateral Survey. When you create your content strategically, you have the ability to more accurately gauge how far along prospects are in their buying process based on which content they view. By creating valuable content mapped to the needs they have throughout their buying process, you both win. They must move the buying process forward.

Top 60 B2B Marketing Posts and Hottest Topics November 2010

B2B Marketing Zone Posts

But, just because we can push content out more rapidly than ever, doesn’t mean that your buyer’s pace for making a purchase decision will match your stride. This is up from 16% in 2008. Lead to Revenue Management with Andre Pino of Forrester Research - Modern B2B Marketing , November 10, 2010 I recently had a chance to sit down with Andre Pino, principal analyst for Forrester Research, to discuss lead to revenue management , a solution for overcoming the sales and marketing process gap. Really great content around B2B Marketing again this month. There better be.