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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.

Content Auditing and Mapping it to the Industrial Buy Cycle

Industrial Marketing Today

Industrial giants have deep pockets to create marketing content on a daily basis. How can you use marketing content to generate a decent volume of sales-ready leads at a low(er) cost? What is effective content marketing? What is a content audit?

Shortening the Industrial Buy Cycle in 5 Simple Steps

Industrial Marketing Today

Even though her article is about the B2B buy cycle in general, it is a perfect follow up to my earlier post “Deconstructing the Four Stages of the Industrial Buy Cycle.” She has focused on identifying the problem and providing a 5-step solution to shorten the buy cycle.

B2B 2

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

Savvy B2B Marketing

It's an easy trade: a bit of information for some content, right? Ah ha moment #1: By losing control of your content you can get a lot more visibility. Takeway: Unless you have a plan to follow up and nurture your leads now, strongly consider letting your content go viral.

Need Content? 20 Formats to Consider

Savvy B2B Marketing

Content makes the world go round, doesn't it? B2B marketers know they need content, but sometimes it can daunting to decide what to produce. To make your job a bit easier, I've compiled a list of 20 types of content to consider. How Do You Compare to the Best Content Marketers?

Creating Relevant B2B Marketing Content: Walk the Talk

Industrial Marketing Today

That is pretty much the mantra of B2B content marketing. Nothing happens until your site visitors and blog readers take some kind of an action after reading your content. What marketing content you serve at each phase of the buying cycle also matters.

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Why marketers must become the new publishers

Chris Koch

But this trend has an unintended side effect: it exposes our content development processes (or lack thereof). We accomplish this feat through content. And if our nurturing metric is going to improve over time, so must our content. Improvement through relevance. By improve I mostly mean that we need to make the content more and more relevant to target buyers. To fulfill an ever-increasing demand for content you need a process. Audit content.

Do Psychographics work in B2B Marketing & Sales?

delicious b2bmarketing

skip to main | skip to sidebar The Marketing Mélange A blog on all things Marketing with Strategy & Information Technology focus Blog Archive ▼ 2009 ( 22 ) ▼ June ( 2 ) Strategic Insights from Calculating Lifetime Custo. Buying Cycle – You have a customer – now what? Buying Cycle – What happens after you close the de. to segment and target relevant markets. March 20, 2009 1:17 PM Kenji said.

B2B Companies are Really Content Companies, But is Content.

Tom Pisello

Tuesday, October 05, 2010 B2B Companies are Really Content Companies, But is Content Publishing Enough? As a result, most buyers have taken charge of the buying cycle , engaging with sales representatives later and later. Content Marketing and the Forgotten Sales Professi.

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

delicious b2bmarketing

Typically, B2B markets are smaller, products and services are more complex, and sales cycles are longer. Therefore, B2B marketers must think a bit differently in terms of target keywords, online content and link building. Content is key for B2B websites.

How Relevant Marketing Content Helps B2B Branding

Industrial Marketing Today

That’s a shame and here’s why — among the top ten in Interbrand’s Best Global Brands 2009 , IBM was listed at #2, Microsoft, GE and Intel at number 3, 4 and 9 respectively. We are all used to seeing case studies and they are powerful marketing content.

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Buyer Personas: How to Deliver Relevant Content to B2B Buyers

Savvy B2B Marketing

New research from Frost & Sullivan, the Growth Partnership Company, and demand-generation agency Bulldog Solutions confirms that even high-performing marketers struggle to consistently produce compelling content. And that's key to nurturing the relationship throughout the buying cycle.

B2B 2

Five Reasons You May Not Be Spending Enough on Content Marketing

Tom Pisello

Fueled by a wealth of on-line resources and social networks, buyers have seized control of the buying cycle, engaging with sales representatives later and later, and further elongating sales cycles. Content may indeed be King to the Internet fueled buying cycle.

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10 Ways to Optimize Your Lead Conversion Rate

B2B Lead Generation Blog

Remember, people buy from people. It can be things like giving them extra relevant content they didn’t expect or, if they attended a webinar, giving them a follow-up executive summary or an extra white paper that’s relevant. 80% of marketing leads are lost or discarded, according to a MarketingSherpa presentation delivered at B2b Marketing Summit 2009. Understand buyer motivation to help you share content that helps them convert.

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

Connect the Docs

B2B marketers are producing, managing, and distributing marketing content to reach prospects and turn them into customers. We have invited B2B Experts to shed light on the following question: How to use content effectively for demand generation? Get Content. Get Content.

Using Content to Move Prospects Forward in the Sales Cycle

Industrial Marketing Today

The focus there is to optimize it for keywords or phrases for people to find your website when searching for relevant terms. That however is only part of the solution because if your content doesn’t engage the visitor s/he won’t take a desired action to move forward in the sales cycle.

Analyzing the Competition Where It Counts

Savvy B2B Marketing

Content marketing. Buying experience. In October 2009, Chris Koch of ITSMA coined the term idea marketing as a replacement for thought leadership. ” As you’ll see, this premise is closely related to the concept of content marketing.

5 Ways to Wow Your Prospects

Savvy B2B Marketing

You can then create a library of content that addresses each persona's challenges or goals. TechTarget's 2009 Media Consumption Report provides insight into the types of content that technology buyers seek through the buying cycle; you can see the chart in this blog post.

5 Ways to Wow Your Prospects

Savvy B2B Marketing

You can then create a library of content that addresses each persona's challenges or goals. TechTarget's 2009 Media Consumption Report provides insight into the types of content that technology buyers seek through the buying cycle; you can see the chart in this blog post.

Aberdeen Predicts Web Content Systems Will Add Marketing Automation: I Agree, But.

Customer Experience Matrix

Summary: a new Aberdeen Group report argues that Web content management systems should add customer management features and will ultimately compete with traditional marketing automation products. I’ve been convinced for some time that Web content management systems (CMS) will become important platforms for marketing automation. Aberdeen Group’s report Next Generation Web Content Management makes a convincing case for a similar position.

Marketing Automation and B2B Marketing Predictions for 2010

Digital Body Language

Overall Prediction Trend: Buyers continue to gain control of their own buying processes, and marketers respond by building "revenue engines" to understand, facilitate, measure, and predict these buying processes.

B2B 2

Are You Giving Your B2B Prospects Too Much Information?

Savvy B2B Marketing

You need to be thinking the same way when developing content. Your prospects want relevant, bite-sized information they can remember and a clearly-defined next step. My feeling is that more touch points are better, even if the content is shorter.

B2B 2

Are You Giving Your B2B Prospects Too Much Information?

Savvy B2B Marketing

You need to be thinking the same way when developing content. Your prospects want relevant, bite-sized information they can remember and a clearly-defined next step. My feeling is that more touch points are better, even if the content is shorter.

GPS 2

Savvy Week in Review - August 21

Savvy B2B Marketing

The Savvy Sisters The Payoff for B2B Content Marketing is Movement by @ardath421 Spot-on post by Ardath Albee that will help you better visualize how prospects interact with your content and company. Another Friday is upon us, and we hope it's been a good one for you.

Savvy Week in Review - August 21

Savvy B2B Marketing

The Savvy Sisters The Payoff for B2B Content Marketing is Movement by @ardath421 Spot-on post by Ardath Albee that will help you better visualize how prospects interact with your content and company. Another Friday is upon us, and we hope it's been a good one for you.

Does Your White Paper Have a Call to Action? (My Guess: No)

Savvy B2B Marketing

One tenant of marketing is that all content should have a call to action. To be more relevant, consider two things: who your white paper is targeting and where it is meant to be used in the buying cycle.

Does Your White Paper Have a Call to Action? (My Guess: No)

Savvy B2B Marketing

One tenant of marketing is that all content should have a call to action. To be more relevant, consider two things: who your white paper is targeting and where it is meant to be used in the buying cycle.

What is the ROI of Lead Management?

LeadSloth

Both vendors suggest to look at conversion metrics between buying stages: from inquiry, via qualified lead and opportunity to a closed deal. This is the best way to get quick indicator of improvements, because waiting for the closed deal can take a while if you have a long sales cycle.

How Web 2.0 Impacts B2B Marketing: An Interview with C. Edward Brice of Lumension

Savvy B2B Marketing

affect content marketing? They have to stop focusing on the sales cycle and instead focus on the buying cycle. " How can companies better understand how prospects buy and what information they need at each stage? and map all of these to a simple buying model.

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How Web 2.0 Impacts B2B Marketing: An Interview with C. Edward Brice of Lumension

Savvy B2B Marketing

affect content marketing? They have to stop focusing on the sales cycle and instead focus on the buying cycle. " How can companies better understand how prospects buy and what information they need at each stage? and map all of these to a simple buying model.

Are You Creating Irresistible Offers with Your Email Marketing?

Industrial Marketing Today

by Achinta Mitra on November 16, 2009 in B2B E-Mail Marketing Do you know the key component of email marketing that generates more high-quality leads and drives sales? Search This Site Browse Industrial Marketing Topics B2B E-Mail Marketing B2B Lead Generation B2B Marketing Collateral B2B Marketing Videos B2B Media Planning Content Marketing Industrial Marketing & Web 2.0

ClickInsights: How should case studies be used in marketing activities versus sales activities?

Connect the Docs

Joe Pulizzi's and Newt Barrett's book Get Content. She is also adept at content marketing, international web marketing and social media marketing. Sales teams bring feedback to improve a case study’s relevance for a market’s specific needs.

7 Strategies for Using Content to Market Industrial Products

Industrial Marketing Today

It is heartening to see that content is at the center of most discussions about the state of B2B marketing today. However, industrial marketers face a challenge when it comes to producing a steady stream of fresh content to keep their target audience engaged.

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Driving Traffic to Your Homepage All the Time May Be a Big Mistake

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Driving Traffic to Your Homepage All the Time May Be a Big Mistake by Achinta Mitra on October 26, 2009 in Industrial Websites , Website Design & Development You’ve read up on all the traffic generation tactics and optimized your site to rank high on major search engines. A high bounce rate generally indicates that site entrance pages aren't relevant to your visitors.

The Difference Between Drip Marketing and Closed Loop Marketing

Modern B2B Marketing

   Postcards, brochures, and other offline content can be used as part of a drip campaign, but can be more expensive and more difficult to track.    The results of these campaigns will increase more if marketers personalize the content in the ‘drips’ and/or if the recipient can select the frequency of the interactions. These terms, often used interchangeably, are different approaches to how you nurture your prospects. 

It Might Be Time to Make Age One of Your Segmentation Criteria

NuSpark

Only instead of keeping your white shirt from turning blue, these piles set the stage for a range of marketing and sales activities – from personalizing outbound content, to prioritizing sales resources, to predicting whether a particular lead will turn into an honest-to-goodness paying customer. Among the more commonly used segmentation criteria are things like job title, industry, company size and the company’s position in the buying cycle. Content Marketing Strategy

Why marketers must become the new publishers

Chris Koch

But this trend has an unintended side effect: it exposes our content development processes (or lack thereof). We accomplish this feat through content. And if our nurturing metric is going to improve over time, so must our content. Improvement through relevance. By improve I mostly mean that we need to make the content more and more relevant to target buyers. To fulfill an ever-increasing demand for content you need a process. Audit content.