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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. Without a clear understanding of the stages, it is difficult to align your marketing content with your customer’s decision-making process. Sounds simple, right? There are plenty of charts and graphs too.

Content Auditing and Mapping it to the Industrial Buy Cycle

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Content Auditing and Mapping it to the Industrial Buy Cycle by Achinta Mitra on September 3, 2010 in B2B Lead Generation , Content Marketing , Industrial Marketing Strategies , Integrated Industrial Marketing These days it is popular to say “Content is marketing currency.” of Tiecas, Inc.

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. What is the key to shortening the buy cycle? The steps are: 1. Resources

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. " I knew that not requiring registration would increase how many people viewed your content, but I never imagined it would be that much. I've been thinking a lot of the registration process lately. What's the harm in that?

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. " I knew that not requiring registration would increase how many people viewed your content, but I never imagined it would be that much. I've been thinking a lot of the registration process lately. What's the harm in that?

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. Personas do matter in B2B content marketing You would be wasting your scarce resources if you pumped out marketing content without first having a clear and complete understanding of the personas of your B2B buyers.

SME 2

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. I’ve spent the last two days as a guest at Marketing Sherpa’s B2B conference in Boston and the many excellent speakers used publishing metaphors constantly. Audit content. Diversify 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. You need to market and sell to the views, aspirations and interests of the people who will ultimately decide whether or not to buy your stuff.

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. How important is content marketing becoming to B2B marketers? Return on investment in content marketing is not assured.

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

delicious b2bmarketing

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 7

How Relevant Marketing Content Helps B2B Branding

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website How Relevant Marketing Content Helps B2B Branding by Achinta Mitra on June 29, 2010 in B2B Lead Generation , Content Marketing , Industrial Marketing & Web 2.0 , Industrial Marketing Strategies , Integrated Industrial Marketing Branding is usually not a popular topic in B2B marketing, especially in the industrial sector.

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. Create content geared toward lead progression, not lead capture. Relevance is critical lead nurturing.

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. Of the 250 B2B marketers surveyed between June 2009 and January 2010 for the Executive Benchmark Assessment , less than half (46%) have developed buyer personas.

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. Having the right content and tools to help fuel buyer’s decision making process is essential. Content may indeed be King to the Internet fueled buying cycle.

Using Content to Move Prospects Forward in the Sales Cycle

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Using Content to Move Prospects Forward in the Sales Cycle by Achinta Mitra on May 5, 2010 in B2B Lead Generation , B2B Marketing Collateral , Content Marketing , Industrial Marketing Strategies , Sales Strategies We often think of online content as the text on a web or blog page. of Tiecas, Inc.

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? Content Strategy: The Future of Marketing (via Joe Pulizzi with Christine Halvorson). Get Content. Set Parallel Content Goals.

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. Content Marketing: Delivering Relevant, Valuable Content. How the Buying Experience is Evolving.

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. Here's how they can do just that. See Problem Recovery below.)

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. Here's how they can do just that. See Problem Recovery below.)

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. agree with one reservation: I doubt large companies will use a single system to manage all customer touchpoints. 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. But this could change.)

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. 1) Data is Free, Relationships are Not: As contact data becomes more and more available, approaching free in many cases, the value of the relationship will increase. Sort of.

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. Here's my approach: Map out the buying cycle for each of your audiences To help customers navigate the path to purchase, you need to understand what this road looks like. What to do? So how do you do this?

GPS 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. Here's my approach: Map out the buying cycle for each of your audiences To help customers navigate the path to purchase, you need to understand what this road looks like. What to do? So how do you do this?

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. One Size Fits Nobody by @TechTarget via @MarketingProfs Karen Landis of TechTarget explains why relevant message content is critical to moving prospects along in the buying cycle.

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. One Size Fits Nobody by @TechTarget via @MarketingProfs Karen Landis of TechTarget explains why relevant message content is critical to moving prospects along 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. Seems basic enough, but is this really common practice with white papers? I did some very unscientific research, and the results may surprise you. So what did I find?

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. Seems basic enough, but is this really common practice with white papers? I did some very unscientific research, and the results may surprise you. So what did I find?

7 Strategies for Using Content to Market Industrial Products

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website 7 Strategies for Using Content to Market Industrial Products by Achinta Mitra on May 14, 2010 in Content Marketing , Industrial Marketing & Web 2.0 , Industrial Marketing Blog I am a big fan of Content Marketing or as some people like to refer to it as Inbound Marketing. Thanks for sharing! Resources

100 Social Media & Content Marketing Predictions for 2010

Junta 42

Some things amaze me, like this year's social media and content marketing predictions list.    Over 100 predictions from 60+ of the best and the brightest in marketing, content marketing, custom publishing and social media.  More companies will need to outsource content to expert publishers. Quality content trumps frequent crappy content. Don't say it - more offline content in 2010??? And for fun, you may want to compare this year's predictions with last year's social media and content marketing predictions.

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. and the stages in the buying cycle (e.g. Heck, why not nurture customers too?

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

Savvy B2B Marketing

affect content marketing? A. They have to stop focusing on the sales cycle and instead focus on the buying cycle. This ultimately means that companies need to understand prospects and customers to a greater extent, including how that individual wants to buy and what information they need at particular points in the buying cycle. Content is king.

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

Savvy B2B Marketing

affect content marketing? A. They have to stop focusing on the sales cycle and instead focus on the buying cycle. This ultimately means that companies need to understand prospects and customers to a greater extent, including how that individual wants to buy and what information they need at particular points in the buying cycle. Content is king.

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? Mail Marketing is Alive ‘N Kickin’ Creating Relevant B2B Marketing Content: Walk the Talk Tagged as: b2b email marketing , email marketing About the Author Achinta Mitra calls himself a “marketing engineer” because he combines his engineering education with 20+ years of practical industrial marketing experience to connect the dots between strategic advice and tactical implementation. What is it?

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.   Marketers who want to get the most out of their drip campaigns will create and deliver them through an automated system which will also allow the marketer to include links to landing pages in their messaging that has been created by the marketer with more relevant content and additional offers increasing the interactions with the contact. lead nurturing

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. Joe Pulizzi's and Newt Barrett's book Get Content. It's the same content but used in different stages. Blogs.

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. So a one-size-fits-all approach to distributing content will likely fall flat in one group or the other. What to do?

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. high bounce rate generally indicates that site entrance pages aren't relevant to your visitors. 2. Don’t make the visitor scroll vertically or horizontally to read your primary content. They are: 1. What’s the solution?

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. I’ve spent the last two days as a guest at Marketing Sherpa’s B2B conference in Boston and the many excellent speakers used publishing metaphors constantly. Audit content. Diversify content.

Enabling Sales to Thrive - 6 Things B2B Marketers Can Do

Digital Body Language

would summarize one of the main themes as "The buyers are in control, and the best way to connect with them is to provide great content, relevant at any key part of the buying process, make this content discoverable, use it to nurture their interest over time, and then understand who is ready to buy by understanding their activity." How do you best enable your sales team in this environment, given that their historical control over a "sales process" has disappeared, and they must now shift to a role of guiding a "buying process".

Sales and marketing alignment: tips for getting it right with lead generation

B2B Lead Generation Blog

Then, create the Universal Lead Definition of a "sales-ready lead." Finally, connect the marketing/sales process to customer's buying process. 2. Create relevant content for each stage of the customer buying cycle. 4. According to the 2008 Miller Heiman Sales Best Practices Study, only 37% of respondents agreed that their sales and marketing organizations are aligned in what their customers want and need. discussed this disconnect with Bill Golder in the February issue of Sales & Marketing Management. What gets measured gets done.