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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.

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.

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

delicious b2bmarketing

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.

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 Marketing | Business to Business Marketing Information Portal

delicious b2bmarketing

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.

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.

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?

Buy 40

The Top 3 Priorities for 2010 Marketing Budgets

delicious b2bmarketing

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!

SEM 24

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.

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 23

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 23

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.

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 21

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 21

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.

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.

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.

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.

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? 

BtoB 17

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.

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

delicious b2bmarketing

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

How To Build a Lead Nurturing Culture Part I

Anything Goes Marketing

Whether you have content generated for your nurturing campaign or you discover that you already have the content you need from your previous marketing campaigns , you still need to align this content within your lead nurturing campaigns to match your prospects’ buying process. For more information on this topic, see The Buying Process; Auditing your Content Assets. Chad H.

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.

7 Critical Steps to Getting Effective Survey Results

Savvy B2B Marketing

You can’t find any public research that you can buy to learn more about the market; your company’s internal library staff has very little that you can use. We are very pleased to have Wendy S. Cobrda, President and Founder of Earthsense as a guest blogger this week. So, you’ve been tasked with finding facts on product usage by your customers. Appearance is reality. 3.

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.

ClickInsights: What was your "Aha" moment in 2009? - Part 2

Connect the Docs

have invited our Panel of B2B Marketing Experts to reflect on 2009 and answer the following question: What was your aha moment in 2009 ? Mapping Content to the Buying Process - Slidecast. B2B Lead Generation Benchmark Study 2009. The buying environment is shifting—faster than ever. Mapping Content to the Buying Process - Slidecast. Blogs. Books.

The Buying Process; Auditing your Content Assets

Digital Body Language

Shifting your thinking from a selling process to a buying process means understanding how buyers buy and what stages each type of buyer goes through. When you have mapped out your buyer roles and the stages in their buying process, the next step is to determine what content is needed or available at each step in order to facilitate their buying process.

Scoring the Stages of a Buying Process

Digital Body Language

Some of us are able to map out a full buying process that is common to many or most of our buyers. If there are specific stages in the buying process to look for, then you can apply the same methodology of lead scoring to determine which phase of the buying proces each buyer is in. Tags: Lead scoring Discovery Digital Body Language Buying Process Validation Awareness

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.

Why marketers must become the new publishers

Chris Koch

For marketers, being timely means having content that matches every stage of the buying cycle, so that you have a chance for an “exclusive” at each stage. One of the great trends were seeing at ITSMA is increased automation of the lead process. It’s great because the software acts as a battering ram for alignment between marketing and sales. But this trend has an unintended side effect: it exposes our content development processes (or lack thereof). That metric is going to be critically important as we automate the lead process because nurturing is marketing’s special sauce. Be timely.

B2B Lead Generation Checklist: 22 Success Tips

Sales Lead Insights

Make offers that appeal at different stages of their buying cycle. ? What do I like best about being a B2B lead generation consultant? The fun part is I get to work with some of the best people at the best companies in the business. The rewarding part is I get to see first-hand what works best (and what doesn’t) when it comes to generating, nurturing and identifying the qualified, sales-ready leads that salespeople, reps, resellers and distributors need. Speaking of what works best, here are 22 tips for getting better results from your B2B lead generation programs: ?

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.

Dreamforce 2009: Using Twitter Effectively for Marketing and Sales

Modern B2B Marketing

Virgin shared the news and had someone else on the flight buy them a bottle of champagne. . This session, my favorite of the whole week, included two awesome marketers at Salesforce : Tricia Gellman and Rasmus Mencke. Tricia Tricia narrated the event and Rasmus gave a demo of Salesforce for Twitter. Engage by adding value – Twitter can create meaningful conversations.

Best of ClickDocuments "Connect the Docs" Blog in 2009

Connect the Docs

2009 was the first year of Connect the Docs. A big thank you to all our readers, guest bloggers and interviewees for helping us build Connect the Docs. Enjoy the following collated list of best blog posts from Connect the Docs in 2009. Do you want your readers to buy your product? Top 5 Blog Posts. Content Marketing - The Ultimate Cheat Sheet. You and I live in an era when creating and distributing content have become democratized. What is Content Marketing? Why should I care about Content Marketing? Where do I get started? The 4P's of Content Marketing. Purpose. Persuade.