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.” Passive reading of your content will not move the prospect along in his/her decision making process. And in a complex industrial buy cycle, things can get well…complicated. What is effective content marketing? MORE >>

Send pertinent messages related to where your prospect is in the buying cycle offering them information to help move them from one stage to the next. Save time by using marketing automation software that incorporates lead management , inclusive of crucial activities such as lead scoring and lead nurturing. Automation sifts through leads, qualifies them and keeps them in follow up mode until they move forward or drop from the buying cycle. But, for effective lead nurturing, marketing and sales must agree on the process of lead qualification. MORE >>

The B2B buyer is truly driving the buying process taking control out of the hands of sellers.  The phrase “buyers are turning to sales much later in the buying process” was repeated continually as a way to describe this shift of power.  However this does not mean that sales is rendered ineffective in the early stages of the sales cycle as some would have you believe.  In reality the shift in the buyers’ power make sales all the more important at the early stages of the buying cycle – especially in the consideration phase where buyers spend most of their time. MORE >>

by Jon Miller Marketing automation is a technology that streamlines and automates marketing tasks so companies can increase operational efficiency and grow revenue faster. In other words, companies don’t buy marketing automation to automate their marketing. They buy it to: Grow revenue faster. But while some companies achieve amazing ROI (100%+ improvements) from marketing automation, others achieve more modest gains, and a few fail to get value at all. Marketing Automation Can Deliver Amazing ROI. Process. Marketing Automation MORE >>

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. Buying relationships will be more and more built on a foundation of buyer education, and the B2B organizations who can educate and nurture prospective buyers over time, without annoying them will win. Marketing hiring will swing towards backgrounds that have these data, operations, and process skills more so than copy and creative skills. MORE >>