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Podcast: Why sellers don’t have the right tools to help buyers buy

B2B Lead Generation Blog

spoke with Morgen recently to ask her about her take on the question and her new book Dirty Little Secrets: why buyers can’t buy and sellers can’t sell and what you can do about it. wanted to speak with Morgen because I was intrigued with the advice she lends to help with B2B’s major dilemma: How can we successfully work with people from the time they express interest until they decide to buy? Once sellers learn how to help the buyer manage and solve these issues they can help speed along the buying process. What are we doing as sellers that keeps us from closing sales?

what's your marketing approach?

The Effective Marketer

An interesting post by Steve Johnson talks about marketing not being a list, but rather an approach to solving customers problems and helping buyers to buy. This entry was posted on Wednesday, July 29th, 2009 at 8:29 pm and is filed under Communication , Marketing Management , Marketing Strategy. The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking What’s Your Marketing Approach? As marketers, we sometimes fall victims of the routine day-to-day tactical activities and forget why we are doing them.

Is social media effective for B2B lead generation?

Sales Lead Insights

Yet many of these same companies eventually come to the realization that not every prospective customer is ready to buy now. So they grudgingly develop programs to proactively follow up with and try to influence these longer-term prospects to move forward in their buying process and to consider the company’s products or services as they approach their purchase decision points. I’m probably biased, but I believe the primary objective of business-to-business marketing is driving sales of the company’s products and services. about a survey they recently conducted.

Rick Short Explains How to Turn Staff Into Prolific Bloggers

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Posted by Magdalena Georgieva on Mon, Jun 29, 2009 @ 07:40 AM COMMENTS Been searching for an answer.everyone (nearly) agrees that blogs are a great way to bring eyes to your pages. posted on Monday, June 29, 2009 at 10:02 AM by Jack Leblond Jack - thanks for the comment. posted on Monday, June 29, 2009 at 11:25 AM by Rick Short Rick, Great blog topic - enjoyed reading. Wrong.

Lead Generation Checklist - Part 2: Sales and Marketing – One Team

B2B Lead Generation Blog

Your organization’s way of selling and marketing must confirm to the customer’s buying process, driven by a clear understanding of both the needs and the impact of those needs on both the company and your customers. Keep in mind that each customer will have a slightly different buying process. I’ve started an eight-part series I’m calling the ‘Lead Generation Checklist.’ Each post in the series addresses a step that will help to make your lead generation campaigns work like a well-oiled machine. In the first installment , I discussed tackling your organization’s mindset.

5 tips to build more relevant and engaging lead nurturing emails

B2B Lead Generation Blog

Stage in the buying process : Be sure to provide different kinds of information to your prospect based on what point they are in the buying process. What part to they play in the buying process (influencer, decision maker, information gather). For example, our experience shows that a decision maker is heavily involved at the very start and the very end of the B2B buying process, but leaves the middle of the process up to the influencers. This is hugely important because most marketers rely on email as their main lead nurturing tactic. Tip 2. Tip 3.   Tip 4.

B2B Marketing | Business to Business Marketing Information Portal

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B2B Marketing News SMEs flock to BT Tradespace 10 June 2009, 11:30 GMT BT Tradespace has announced 400 per cent year-on-year growth. buy (or rent) business data A 15 point plan on what to look for when sourcing data What techniques could help you take your brand forward? Edward Appleton 15 June 2009 Alternative marketing goes mainstream Scot McKee 11 June 2009 Dont hurt me Arch.Im Tap into the resources in the Data section of the Knowledge Bank to get the biggest bang from your data buck. But too few marketers understand how to use it as a strategic route-to-market.

7 Reasons Why Marketing Automation Projects Fail

LeadSloth

If possible, create personas for all people involved in the buying process. 2. Even more: the content should match the phase in the buying process, from awareness to validation. Needless to say, Marketing Automation software is very popular today. It can be used for email campaigns, drip marketing, lead nurturing, lead scoring, landing page management and for brewing coffee.

Adobe Buys B2C Marketing Automation Leader Neolane: One Gap Filled, But Where's CRM?

Customer Experience Matrix

That frankly didn’t take much insight, but I’ll brag a bit more about having pegged Adobe as needing to add marketing automation as far back as this post in 2009 and again in 2010. Adobe today announced plans to acquire Neolane , the largest remaining independent B2C marketing automation vendor (excluding email-focused providers like Responsys and Silverpop ). Price was $600 million, which is roughly in line with the 8x revenue paid for ExactTarget and Eloqua recently. The deal is not particularly surprising.

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B2B Social Media Strategy: 5 Steps to Gaining Executive Buy-in.

B2Bbloggers

And according to Morgan Stanley, social media users surpassed email users in July of 2009 but social media usage surpassed email in November of 2007 (based on time spent).  With executive buy-in of your b2b social media strategy, you are now on your way to becoming a social media rock star. After all, who else can lead your company down the path to social media success but you?

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10 Things Fashion Can Teach Us About Marketing

Savvy B2B Marketing

Just because it's on sale doesn't mean you should buy it: I know they were a really, really great deal; but that still doesn't mean that three-inch chartreuse pumps with embossed flames on them are a good idea. My inner girlie-girl wanted to come out and play. Here are ten fashion rules reinterpreted for the world of marketing. Let's test your catwalk savvy. 1. and cliffs. 8. " 10.

What is Your Unique Buying Proposition?

Content Marketing Today

think it’s much better to focus on the buyer with a unique buying proposition as the basic foundation for your content marketing strategy. What is a unique buying proposition and why should you care? A UBP is a first cousin to a USB. Toss Out the Company-Centric USP and Bring In the Customer-Centric ‘UBP’ to Underlie Your Content Marketing Strategy. Don’t get me wrong.

On Lead Nurturing - thinking beyond the send

B2B Lead Generation Blog

Also, for those who own a copy of my book be sure to check out the " buying process map " (table 5-1) in Chapter or you can search my book for free via Google Books. The challenge today is not in generating leads, but truly connecting with them. That's why lead nurturing matters. This is why I found this post by my friend Ardath Albee titled, " Strategy Beyond the Send " helpful. Ardath's post gives some useful ideas on how we can better connect by thinking, "like your prospects do when they set out to solve a problem.

The Top 3 Priorities for 2010 Marketing Budgets

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About | Advertise | Submissions | Write for Us CrowdsourcedFRD Home Advertising Branding Design PR SEO-SEM Social Media Strategy More testchannel AdROCK eBooks Educational Facebook Guest Posts Twitter The Top 3 Priorities for 2010 Marketing Budgets November 2nd, 2009 | By guestblogger By Tom Pick | Online Marketing Executive | KC Associates With a lingering recession, the U.S. Virtually every b2b buying decision involves some level of research on the web. Buyers won’t buy from you if they can’t find you. So how should your prioritize spending for next year? 1. Tweet This!

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Top Automated Marketing Personalization Tactics

Anything Goes Marketing

There are many different ways to do this but the best time to deliver the right message is at a time that matches your customer’s buying process. There is a lot of talk these days that personalization is back in marketing but what does that really mean and what are some of the tactics you can use? This is important : Besides all of the technology out there that can make this process easier, it’s important to keep in mind that the goal is to create engaging experiences for your customers and potential customers so that they will respond and ultimately purchase your products and services.

Email Autoresponders 2.0 in B2B Marketing

Anything Goes Marketing

You know the saying "people buy from people" - well it's true. In this way, you're focusing your sales team on the prospects that are more inclined to buy and sparing a potential buyer from being called too early in the purchase process. By autoresponder email, I mean the confirmation email that a registrant immediately receives when they fill out a form on a website. That's correct.

Are You Creating Necessary Content?

Junta 42

By doing that, you'll attract and retain customers who, when ready to buy, will think of you.  Take a few minutes and do an inventory of the content you send to your customers and prospects.    I'm not talking about the information you create that talks about your products and services.    In this case, look at the type of information you distribute that educates your customers and positions you as an expert resource. Is it necessary? That, in and of itself, may not be enough. In addition, is the information necessary for your customers' growth? 

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BtoB Content Marketing: Six Places to Find Hidden Content Gems

Savvy B2B Marketing

They might possibly buy ad space to promote the white paper as well. Looking for more content to support your marketing efforts? The Savvy Sisters welcome Joe Pulizzi, co-author of Get Content Get Customers, who shows you six places to uncover valuable content. It amazes me when I talk to b-to-b marketers who say they don't have enough content to support their online efforts.

BtoB 19

BtoB Content Marketing: Six Places to Find Hidden Content Gems

Savvy B2B Marketing

They might possibly buy ad space to promote the white paper as well. Looking for more content to support your marketing efforts? The Savvy Sisters welcome Joe Pulizzi, co-author of Get Content Get Customers, who shows you six places to uncover valuable content. It amazes me when I talk to b-to-b marketers who say they don't have enough content to support their online efforts.

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Need Content? 20 Formats to Consider

Savvy B2B Marketing

Buying guides Buying guides are subset of white papers but they specifically walk prospects through various things to look for when choosing a solution (of course, your competitive advantages are subtly highlighted). These are a great tool for later in the buying cycle. Ideally, you'll have different questions based on the audience and point in the buying cycle.

Need Content? 20 Formats to Consider

Savvy B2B Marketing

Buying guides Buying guides are subset of white papers but they specifically walk prospects through various things to look for when choosing a solution (of course, your competitive advantages are subtly highlighted). These are a great tool for later in the buying cycle. Ideally, you'll have different questions based on the audience and point in the buying cycle.

6 Reasons to Embrace Social Media Today

Content Marketing Today

Here are the six reasons that dictate your need to begin social media marketing now: Your customers are using it to make buying decisions. They are relying increasingly on social media for buying information in both the b2b and b2c worlds. Social media marketing is a trend, not a fad. But, most small to medium-sized businesses have yet to participate fully and enthusiastically.

Ebooks and White Papers: A Complementary Pair

Savvy B2B Marketing

And, according to the 2009 TechTarget Media Consumption Report , white papers and ebooks are also both popular in the awareness and consideration phases of the buying cycle. As one approach, you can use ebooks early in the buying process to establish thought leadership in your area of expertise. I have been thinking a lot about ebooks lately. What does this mean for you?

Paper 17

Ebooks and White Papers: A Complementary Pair

Savvy B2B Marketing

And, according to the 2009 TechTarget Media Consumption Report , white papers and ebooks are also both popular in the awareness and consideration phases of the buying cycle. As one approach, you can use ebooks early in the buying process to establish thought leadership in your area of expertise. I have been thinking a lot about ebooks lately. What does this mean for you?

Paper 17

Lose Control: Three Reasons Not to Require Registration for B2B Content

Savvy B2B Marketing

Ah ha moment #3: Only require registration for offers designed for later in the buying process. My third "ah ha" moment came this week when I read a fabulous post from Chris Koch that made the point that we should we consider someone's place in the buying cycle when deciding if we should require registration and determining how much information we need. Makes a lot of sense!

Lose Control: Three Reasons Not to Require Registration for B2B Content

Savvy B2B Marketing

Ah ha moment #3: Only require registration for offers designed for later in the buying process. My third "ah ha" moment came this week when I read a fabulous post from Chris Koch that made the point that we should we consider someone's place in the buying cycle when deciding if we should require registration and determining how much information we need. Makes a lot of sense!

Launch International - Marketing for Technology Companies: Sales Enablement for Technology Companies

delicious b2bmarketing

See Samples We focus on marketing for sales enablement —we are experts at building the messages and tools that help salespeople close business faster and customers buy from you. The worlds largest and most successful technology companies arm their direct and indirect sales organizations with marketing, sales enablement and sales tools developed by Launch International. Understand Our Approach.

Marketing Shoelaces

Junta 42

The eternal thinking that buying IBM (insert tactic) never gets you fired (but in today's world, I wouldn't be so sure). I Was in this Meeting. No one seems exactly sure when, but shoelaces became popular sometime in the 20th century to better tighten shoes, replacing buckles and buttons (which were slow and cumbersome). Shoelaces are odd to me. The technology exists today that we can manufacture any type of shoe, dress, casual or sport, without the need for shoelaces. There is no need to tighten shoes, because the shoe itself can loosen or tighten, depending upon the need.

B2B Search Marketing: 5 Must-Read Tips - Online Marketing Blog

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Home About Resources Archives Subscribe Consulting Contact 5 Must-Read Tips for B2B Search Marketing Comments | Posted by Michelle Bowles on Dec 4th, 2009 in B2B , SEO , SEO Tips [Note from Lee: A few weeks ago, Michelle wrote a great post on Retail SEO tips and this week, Ive asked her to tackle B2B SEO and general search marketing tips, since one-size SEO does not fit all programs. Enjoy!]

P2P 14

The Goals of Lead Nurturing

Digital Body Language

Also called “drip marketing”, “nurture marketing” or various other names, this is the art and science of keeping prospects “warm” until such time as they are ready to buy. If a prospect emotionally unsubscribes , you have lost your connection with them, and you may in fact be marked as spam. 2) Establish key ideas, thoughts, or comparison points through education: A prospect you are nurturing may not enter a buying process for many months, if not quarters. Tags: lead nurturing marketing automation emotional unsubscribes Buying Process Email Frequency

QuinStreet Buys Ziff Davis Enterprise: Is B2B Just Lead Gen Now?

Digital B2B Marketing

They purchased IT Business Edge in September 2011 and Internet.com in 2009. Although it has not been publicly announced, it appears QuinStreet has purchased Ziff Davis Enterprise , the publishers of eWeek, Baseline, CIO Insight and Channel Insider (not to be confused with Ziff Davis, the publisher of PC Magazine, or ZDNet, which is owned by CBSi). If you follow the B2B technology publishing landscape, you are almost certainly familiar with the Ziff Davis Enterprise brands. However QuinStreet may be a newer name. ” In other words, QuinStreet is a lead generation company.

Why People Resist Change

E-Quip

But the inner buy-in that makes change potentially transformational will be practically impossible to obtain. The Apollo 11 spacecraft that carried the first astronauts to the moon burned 99% of its fuel escaping the earth's gravity (plus some atmospheric resistance). The remaining 1% was sufficient for the balance of the 480,000-mile trip to the lunar surface and back. Low expectations.

Marketing Dashboards

Digital Body Language

Especially in B2B marketing, the length of the buying process leads to challenges in defining metrics that make sense for a marketing dashboard. Buyers progress through their own buying process at a pace that is controlled by them, and the best way to measure it is to use a top-down marketing analysis structure. Some metrics may seem too tactical, not strategic enough to the business.

What is B2B Marketing?

Digital Body Language

Let’s look at a few of the areas that differentiate a B2B buying process: Information Exchange In B2B marketing, you are often dealing with a buying organization that requires a significant amount of information during their buying process. This need to exchange information continues throughout the buying process. Each buyer may take a different role in the buying process, whether it’s a technical evaluator, decision maker, or economic buyer. Each buyer in the buying committee, at each stage of their buying process, has specific educational needs.

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

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So click here to find out whether they changed my mind… Read more… Stan Woods | June 16th, 2009 | one comment The Content Marketing Workbook It’s here. Read more… Doug Kessler | June 11th, 2009 | 3 comments Choose your patients carefully The most respected surgeons in the world have the best survival rates. Here’s why B2B marketers should do the same thing… Read more… Doug Kessler | June 8th, 2009 | no comments Featured post The Content Marketing Workbook It’s here. Come and get it! Come and get it! World&#.  See it here.

Paper 12

Deconstructing the Four Stages of the Industrial Buy Cycle

Industrial Marketing Today

The problem becomes more acute for the industrial sector because the industrial buy cycle can be a long and complex process that often involves multiple decision makers. The white paper has deconstructed the complex industrial buy cycle into four distinct stages that the buyer systematically goes through. Sounds simple, right? There are plenty of charts and graphs too. of Tiecas, Inc.

Spredfast Offers Systematic Management for Social Media Campaigns

Customer Experience Matrix

If social media worked the same way, companies would first buy a monitoring system to track what’s being said, followed by tools to respond to comments made by others. Summary: Social Agency’s Spredfast helps marketers schedule social media campaigns the same way they schedule paid advertising. It seems like common courtesy to listen to an existing conversation before jumping in with a comment. Only later would they initiate conversations and, eventually, provide tools to help their friends spread the word. Silly me. On reflection, this makes sense. links for each event. As the bit.ly

Developing a Marketing Communications Strategy

Cliff Allen on Marketing

This two sentence statement tells what you sell, to whom, and why customers should buy it. Raising awareness of your product in your target market is where sales begin, and this is where marketing communications activities begin the selling process. The marketing communications function (commonly called "marcom") has many communications tools available. Advertising. Web site. Seminars.

Brand Buy-In Matters, No Matter What Size Company

Marketing Edge

Time 21:52. I’ve always found it interesting that many company CEOs view marketing as an after thought. Their concept of brand begins with a logo rather than a culture. Some may believe that brand is only for large companies that have time and money for a brand strategy and its execution. take a different view. We get into the details in this podcast the first of a two part conversation.

Hubspot Product Review: Inbound Marketing Methodology, Not Just a Product

Smashmouth Marketing

Just because they raised their hands doesn't mean they want to buy. Buy into the methodology, not just the license fee. About 18 months ago, Green Leads embarked on an aggressive plan to increase our inbound marketing activity. We focused first on content and blogging and then decided to dig deeper into SEO best practices. Eventually, we jumped in headfirst and signed up. leads.

Six Steps to a Successful Small Business Content Marketing Strategy

Content Marketing Today

In 2009, most small businesses do have websites and the term, ‘content marketing,’ has gone from obscure to fashionable. Make it easy for your customers to transition from learning from you to actually buying from you. First, you teach your customers what they are desperate to know and then you make it incredibly easy for them to buy.

Flying Cars, Wall Flowers, and Red-headed Stepchildren; 3 Types of Marketing Challenges

Digital Body Language

You can do this through great lead nurturing, working with key bloggers and influencers, or even opening up your internal processes to your buying audience as Kadient did to build buyer trust. Tags: Webinar Discovery Buying Process Validation search Awareness The answer depends on what your marketing challenge is. categorize them into three basic types of challenge.

Interview with Leading Sales Expert: Jim Keenan

Buzz Marketing for Technology

It must get them access to their customers, the people buying what they are selling. 1) Why do you think it so hard for marketers to tune into what is effective at the sales level? Marketing is “passive selling”. think the problem is execution and rests in two places. The first is with corporate structure. Companies can do a better job at integrating the two functions. don't see this enough.