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| | INDUSTRIAL MARKETING TODAY
SEPTEMBER 3, 2010 Content Auditing and Mapping it to the Industrial Buy Cycle
Passive reading of your content will not move the prospect along in his/her decision making process. 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?
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| | B2B MARKETING ZONE POSTS
DECEMBER 1, 2010 Top 60 B2B Marketing Posts and Hottest Topics November 2010
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. Why not use it?
| | SAVVY B2B MARKETING
SEPTEMBER 28, 2009 Survey Says…Tech Buyers Read and Forward White Papers
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.
| | MARKETING INTERACTIONS
MAY 8, 2008 Trade Show engagement is critical for marketers - Marketing Interactions
Think about these event-industry statistics from the RedBank 2007 Trend report for a minute: 82%of attendees have the power to recommend or make the purchase decision 55%of attendees plan to buy within the next year Since you’re spending an average of $159 on every person youpull into your booth, you need a planned approach for engagement. And, trade show spendingis slated to increase.
| | BUYEROLOGY
MARCH 27, 2008 Persona Centric Selling®: The New Science of Selling
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?
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BUYEROLOGY Where is the Future of Selling Headed?
| WEDNESDAY, APRIL 2, 2008
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. MORE >>
BUYEROLOGY Two Buyer Trends Affecting Sales and Selling Profession
| THURSDAY, APRIL 24, 2008
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. MORE >>
CONNECT THE DOCS ClickInsights: How can B2B marketers use content effectively for demand generation?
| THURSDAY, AUGUST 27, 2009
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. Your goals may revolve around this process
: Connect: get their attention. Designing content to answer your buyers differing needs as they work through their buying process
will. Eccolo Media 2008
B2B Technology Collateral Survey. MORE >>
MARKETING INTERACTIONS What are you doing with user-participation content?
| TUESDAY, NOVEMBER 25, 2008
It's easy to respond and move on, but to embrace participation, you need to consider all the ways what you learn and experience can be used to enhance your emarketing strategy, the relationships and credibility you establish, and the progress your prospects make toward purchase
. you do have to mean it, though) Tuning Personas
: If you take an aggregate view of interactions, what do you see? Take a look at a good sampling of your interactions and see what you can learn to refine your persona
and use those insights to improve the relevance of your content. MORE >>
B2B Marketing Zone can personalize the content based on your interests, your LinkedIn profile, what you share on Twitter and LinkedIn, and what content people similar to you are sharing. More on Content Personalization
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