LeadSloth

AUGUST 11, 2010

While doing research for my upcoming webinar on creating content that converts , I found many great articles on B2B Content Marketing. My focus is on B2B, rather than B2C. For example, the complex sale is usually unique to B2B selling, and that’s when you would map content to stages in the buying cycle.

B2B Marketing 100

B2B Marketing Content Marketing Planning Burn Rate 100

LeadSloth

AUGUST 27, 2009

There has been quite a bit of change in B2B marketing over the past couple of years. Buyers have moved online, which has had a major impact on the buying process. Sales people are still very important, but they can focus on facilitating the buying process rather than distributing information. Enter Silverpop.

Marketing Automation Services 100

Marketing Automation Services B2B Marketing Salesforce.com B2B 100

LeadSloth

OCTOBER 26, 2010

It would be great if you can move towards the development of buying personas – so you can model what segmentation has been most profitable. Relevant content is not just about the content the user cares about, but also what is important to them at the phase of the buying cycle they are in. Use Drip Marketing Based on Triggers.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Management Practices 100

LeadSloth

OCTOBER 18, 2010

It mentions the importance of valuable content, the increasingly longer sales cycles and the “consumerized&# B2B sales processes. An example: they determine what their most important customer segments are, what content they need in the different phases of the buying process, and how leads will be routed throughout the organization.

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management Marketing Automation 100

LeadSloth

FEBRUARY 17, 2010

This is the first of three posts for the Silverpop B2B Marketing University , March 3rd in Washington DC. It may take a while before potential clients are ready to buy or even want to talk to a sales person. I will be speaking about Marketing Automation features, the marketing technology ecosystem, and the impact of Social Media.

Marketing Automation Services 100

Marketing Automation Services Social Media Marketing Automation Social Marketing 100

LeadSloth

AUGUST 17, 2009

Both vendors suggest to look at conversion metrics between buying stages: from inquiry, via qualified lead and opportunity to a closed deal. and the stages in the buying cycle (e.g. Tags: Demand Generation engage b2b lead management lead nurturing lead scoring marketo roi silverpop workbook. economic buyer, end-user, IT, etc.)

Lead Management 100

Lead Management Lead Scoring Lead Ranking ROI 100

LeadSloth

AUGUST 24, 2009

If possible, create personas for all people involved in the buying process. In complex B2B sales situations you cannot rely on product-centric communications, nor on discounts (&# this week 10% off!&# ). &# ). Even more: the content should match the phase in the buying process, from awareness to validation.

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Automation Marketing Management 100