B2B LEAD BLOG | TUESDAY, JUNE 28, 2011
[B2B, Buying Cycle] To Call or Email? That is the Question
Tweet When Brian Carroll and I present webinars on adding the human touch to lead nurturing, like the ones last month for the B2B Lead Roundtable and Marketo , we inevitably get these questions: “How often should we call? Their buying process. Share and Enjoy: B2B Telemarketing Cold Calling Inside Sales Lead Generation Lead Nurturing
ANNUITAS | WEDNESDAY, APRIL 15, 2015
[B2B, Buying Cycle] Insights from the Marketo Summit
I have just returned from the Marketo Marketing Summit in San Francisco this week where I joined 7,000 other registered attendees from what I believe is now one of the premier B2B (and B2C) marketing events of the year. have said it many times before and after this week I am convinced that there is no better time to be a B2B marketer.
SAVVY B2B MARKETING | WEDNESDAY, OCTOBER 10, 2012
[B2B, Buying Cycle] Tap into Marketing Smarts from MarketingProfs B2B Forum
Last week I had the pleasure of attending the MarketingProfs B2B Forum in Boston. “It's the event for B2B marketers who aren't afraid to be distinctive, get inventive, and push their businesses forward.” Want to Engage B2B Buyers? Talkin’ and Doodlin’ About B2B Blogs. And Why Care?).
3D2B | THURSDAY, FEBRUARY 27, 2014
[B2B, Buying Cycle] The Proven Technique for Generating 50% More Qualified B2B Leads
Despite this, they report that 65% of B2B marketers have not established a lead nurturing program. B2B lead nurturing is not a one-size-fits-all email marketing campaign. The information you gain can help you classify this person according to their interests, and where they are in the buying cycle. Personalize.
ANNUITAS | TUESDAY, NOVEMBER 6, 2012
[B2B, Buying Cycle] Responding to the Buyers Purchase Path
A few weeks ago I was leading a workshop on Lead Nurturing, which included the concept of buyer personas and defining the buying path for each individual persona. One attendee asked, “Why would you need separate buying journeys? content architecture or blueprint is built upon buyer personas and their unique buying paths.
B2B MARKETING INSIDER | THURSDAY, FEBRUARY 23, 2012
[B2B, Buying Cycle] Lead Generation or Demand Generation? It’s All Just Content Marketing!
They throw registration forms in front of their content without thinking about earning the right to build an engaged audience that will return to you when they are ready to buy. Too often we think about how to capture people in our nets instead of helping them along their buying journey. But they are still in control. Photo Source.
GREAT B2B MARKETING | MONDAY, DECEMBER 2, 2013
[B2B, Buying Cycle] Criteria of an Effective B2B Offer – Part 2
In my last blog post , I talked about the criteria of effective B2B offers and also shared the concept of a soft vs. hard B2B offer. Contact me – great for those deep in the buying cycle but otherwise not effective. The type of B2B offer you use should be based on the objectives of your program.
INDUSTRIAL MARKETING TODAY | FRIDAY, MAY 7, 2010
[B2B, Buying Cycle] The Role of B2B Marketing is Shifting from Lead Generation to.
However, the role of B2B marketers is changing and evolving more into revenue generation. The recently released B2B Marketing Skills Survey jointly done by Genius and BtoB Magazine reveals some new trends and contradicts certain popular beliefs. Stay tuned as the role of B2B marketer continues to evolve. All Rights Reserved.
CMO ESSENTIALS | FRIDAY, NOVEMBER 13, 2015
[B2B, Buying Cycle] Getting Demand Generation Right: 5 Things You Need to Change
During the conversation we discussed the ways that B2B marketing has changed due to the new approach buyers take to purchasing. While the way B2B buyers buy has changed significantly, many marketing and sales departments are struggling to keep up. ” This is most apparent in the way marketers buy technology.
INDUSTRIAL MARKETING TODAY | TUESDAY, JUNE 29, 2010
[B2B, Buying Cycle] How Relevant Marketing Content Helps B2B Branding
Yes, GE and Microsoft sell directly to end-users but they are primarily B2B companies. Relevant marketing content – key to thought leadership Positioning your company as a thought leader is critical in complex technical sales that have long buying cycles with many decision makers involved. Definitely not.” All Rights Reserved.
INDUSTRIAL MARKETING TODAY | TUESDAY, MAY 1, 2012
[B2B, Buying Cycle] You’ve Got Traffic. Now What?
better content marketing strategy is to focus on answering the needs of your visitors and helping them frame the decision at the very early stages of their buying cycle. You’ve done all the hard work of optimizing (SEO) your industrial website and now you have a steady stream of traffic to your site. Congratulations! Really?
B2B MARKETING TRACTION | TUESDAY, FEBRUARY 1, 2011
[B2B, Buying Cycle] It’s Time To Turn Your Marketing Upside Down
So, B2B marketers, it’s time to turn marketing upside down. What is their buy cycle (not what is my sales cycle)? We need to understand our customers’ stories – we need marketing personas (see my blog entry, “ Why B2B Marketing Personas Rule “). Tweet. But wait! What did you say?
MODERN B2B MARKETING | TUESDAY, NOVEMBER 10, 2015
[B2B, Buying Cycle] Why Marketers Are the New Wingmen
Author: Michael Powers Chances are if you’re in events marketing at a B2B company, your schedule is full of trade shows. Today, it’s marketing’s job to work closely together with sales to engage with customers throughout most of the buying cycle. Event Marketing b2bdifferent perspective. How do you prefer to be reached?
TONY ZAMBITO | SUNDAY, SEPTEMBER 27, 2015
[B2B, Buying Cycle] 3 Ways CMOs Can Achieve Deeper Insights Into The Customer Journey
As CMOs look ahead, gaining greater clarity into how buying behaviors are changing is becoming one of their most important aims. Such pressing concerns have CMOs seeking better ways to understand the entire buying cycle, as opposed to marketing’s traditional concern with building awareness. by Vica Design. Fundamental Flaw.
B2B MARKETING INSIDER | THURSDAY, JANUARY 9, 2014
[B2B, Buying Cycle] Is Context The Future Of Customer Experience?
B2C is the sweet spot here right now, but I can see this happening in B2B as well, as tech vendors start pitching business scenarios / experiences rather than products / solutions. How important is customer experience for B2B companies? appeared first on B2B Marketing Insider. The e-book summarizes these answers. Strategy
WEBBIQUITY | WEDNESDAY, APRIL 18, 2012
[B2B, Buying Cycle] 12 (of the) Best Content Marketing Guides, Tips and Tactics of 2011
As you’ve no doubt read in many places before, content is one of the core elements of B2B social media marketing success. Content Marketing Strategy for B2B Software Vendors: Starring the ‘New’ White Paper by Highly Competitive – Software Industry Insights. Content is king. But producing content is expensive.
MODERN B2B MARKETING | THURSDAY, JANUARY 31, 2013
[B2B, Buying Cycle] Why Salespeople Don’t Follow Up on Good Leads
Each is an inbound lead from someone actively looking to buy – prospects who called the toll-free number or clicked on a web page asking for information. 45% of leads end up buying. Out of those first 100 leads, assume that 45 will eventually buy. buyer could be anywhere in the buying cycle when the rep calls.
MODERN B2B MARKETING | MONDAY, FEBRUARY 23, 2015
[B2B, Buying Cycle] Demystify & Define Your Marketing Strategy
When defining your nurture strategy, ask yourself: Is it more valuable to nurture people that are currently unresponsive, or should you nurture people in your database that are far along in your buying cycle? Engagement Marketing b2b Consumer For now, let’s define strategy as: a process of using knowledge to drive action.
IT'S ALL ABOUT REVENUE | MONDAY, JULY 20, 2015
[B2B, Buying Cycle] How to Match Great Content to Your Sales Funnel
In the B2B marketing world, the buying cycle is long. There's a long cycle that has a lot of money and resources at stake, so you need to nurture your prospects all the way through the process. and the same holds true for the sales cycle. Navigating the Sales Funnel. 1. Top of the Funnel. Middle of the Funnel.
MODERN B2B MARKETING | WEDNESDAY, MARCH 13, 2013
[B2B, Buying Cycle] Three Key Job Roles to Make Your Marketing Automation Rock
Three Key Job Roles to Make Your Marketing Automation Rock was posted at Modern B2B Marketing - Marketo Best Practices Blog. | [link]. B2B Marketing Marketing Automationby Heidi Bullock Marketing automation is a great solution to help drive your business. Content Manager. Marketing Operations Manager. Nurturing Manager.
SALES ENGINE | THURSDAY, OCTOBER 8, 2015
[B2B, Buying Cycle] Feeding Sales Is a Process, Not a Project.
For decades, the B2B marketer has been a manager of projects. Many B2B companies that are successful and experiencing rapid growth rates today have made a significant pivot in the way that their sales and marketing departments operate. The middle of the sales cycle is where most companies experience difficulty. Congratulations!
TOM PISELLO | MONDAY, NOVEMBER 29, 2010
[B2B, Buying Cycle] Five Reasons You May Not Be Spending Enough on Content Marketing
Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers. Content may indeed be King to the Internet fueled buying cycle. Sales teams are being engaged later and later in the sales cycle.
MODERN B2B MARKETING | THURSDAY, NOVEMBER 20, 2014
[B2B, Buying Cycle] 7 Questions to Ask Before Creating a Video Campaign
An effective video campaign requires you to segment your audience and target your video content accordingly, by factors like age, industry type, stage in the buying cycle, etc. Digital Marketing b2b Consumer First of all, you’re not alone! However, setting up a video campaign doesn’t have to be difficult.
MODERN B2B MARKETING | THURSDAY, MARCH 7, 2013
[B2B, Buying Cycle] How to Create Marketing People Love with Marketing Automation
Marketing automation is aware of the buying cycle. Nurture relationships with prospects that are not yet ready to buy, interact with buyers who are engaged with sales, and deepen relationship with existing customers. Marketing Automation Modern B2B MarketingPerhaps they are confused by the term automation. Here’s why.
INDUSTRIAL MARKETING TODAY | FRIDAY, MAY 14, 2010
[B2B, Buying Cycle] 7 Strategies for Using Content to Market Industrial Products
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.
TONY ZAMBITO | WEDNESDAY, MAY 18, 2011
[B2B, Buying Cycle] Social Buyerology: Understanding Buyers in the Social Age
We are also witnessing the phenomenon of buyers in B2B marketplaces becoming more social in their interactions. The degree of interactions amongst buyers, both at a group and individual level, is most likely at the highest levels in the history of B2B selling and buying. Image by aafromaa via Flickr.
ANNUITAS | TUESDAY, FEBRUARY 2, 2016
[B2B, Buying Cycle] Top 5 Mistakes Content Marketers Will Make in 2016
Years ago when I was working a short stint in B2B sales, I took a course on SPIN Selling, and I still think about the fundamentals of that selling process today. B2B buyers act in groups, and if you don’t have a wide array of content offers in different formats you may miss the boat on the one influencer that you need in your corner.
B2B MARKETING ZONE POSTS | MONDAY, MAY 3, 2010
[B2B, Buying Cycle] Top 32 B2B Marketing Posts and Hot Topics of Social Media Forecast
Best of B2B Marketing. Great stuff this month in the world of B2B Marketing. HP, P&G) to the channel… The Difference Between B2B Leads and Personas - Marketing Interactions , April 17, 2010 B2B marketers have relied on lead definitions to define their marketing programs for years. April 2010. like numbers.
IT'S ALL ABOUT REVENUE | MONDAY, SEPTEMBER 16, 2013
[B2B, Buying Cycle] The 4 As of Sales Enablement Content Success
Sales enablement is certainly a hot topic right now for B2B organizations. In the end, the goal is to create content that answers the questions prospects are asking at every stage of the buying cycle. 2. For more insights from Brendan, visit the Brainshark Ideas Blog. The question is: How? Share best practices.
INDUSTRIAL MARKETING TODAY | MONDAY, APRIL 26, 2010
[B2B, Buying Cycle] Focus on Content in B2B Marketing
Paul Dunay in his blog post, “4 C’s of B2B Marketing” has defined this very nicely. Now, B2B content marketing’s agenda is to educate and inform customers and prospects. Instead of buying print ads in trade journals, they create their own blog and build an active community around it. Don’t sell. of Tiecas, Inc.
NUSPARK | WEDNESDAY, JANUARY 16, 2013
[B2B, Buying Cycle] How To Develop Keyword Lists for Adwords and Pay-Per-Click Campaigns
Coming up with really good long-tail keywords for your SEO or pay-per-click campaigns can sometimes be daunting if you don’t understand how buyers use Google, what buying cycle they are in, and how your content or offers align with those search terms people use to look for what you do. Actual query: Where to buy pay-per-click software.
IT'S ALL ABOUT REVENUE | SUNDAY, JULY 28, 2013
[B2B, Buying Cycle] How to Start Your Company’s Discussion About Marketing Automation
Guide prospects through the buying process by delivering the right messages at the right time through the right channel. Measure and manage effectiveness across stages of the buying cycle. Marketing is moving in leaps toward the complementary themes of art and science. The art of marketing, however, fuels those very metrics.
B2B MARKETING INSIDER | THURSDAY, JUNE 9, 2011
[B2B, Buying Cycle] Will Content Strategy Save Marketing?
The media habits of today’s B2B buyer have changed dramatically in just the past few years, and yet B2B Marketing departments are struggling to keep up. Pull back the covers of most B2B Marketing plans and you’ll find a significant amount of outbound activity working harder and harder to achieve decreasing results.
SAVVY B2B MARKETING | MONDAY, DECEMBER 20, 2010
[B2B, Buying Cycle] B2B Marketers: Are Your Glasses Half Empty or Half Full?
So embrace your new place in B2B marketing and step outside of your comfort zone. Make it a priority to read The New B2B Marketing Manifesto by Velocity Partners and get yourself fired up. You can follow her on Twitter or read more of her posts on Savvy B2B Mobile marketing has been added to the mix. Tweet.
MODERN B2B MARKETING | MONDAY, NOVEMBER 16, 2015
[B2B, Buying Cycle] Join the Big League: 7 Reasons to Go Digital with Your Advertising
The digital marketplace has put a lot of buying power back into the hands of buyers and consumers, forcing many marketers to get more creative, more genuine, and more helpful. SEO and PPC can put your brand name and your content marketing in front of customers at every stage of the buying cycle. Digital Marketing b2b Consumer
B2B MARKETING INSIDER | TUESDAY, MARCH 27, 2012
[B2B, Buying Cycle] Inbound Marketing: Do You Have A Content Destination?
B2B Marketers have always been doing content marketing. And the reason is simple: the decision making process in B2B is a bit more complicated than buying a pack of gum. Vendor content in B2B Marketing should go beyond the need to simply explain your product, the strategy behind it and the features and benefits that support it.
LEADERSHIP | TUESDAY, SEPTEMBER 17, 2013
[B2B, Buying Cycle] A Winning Business Philosophy: “Everything We Do Is Impossible”
The Definitive B2B Lead Generation Checklist: Part 1. Here is a quick rundown of what I have seen to work as the definitive B2B lead generation checklist. I’m happy to share it with you across two posts: THE DEFINITIVE B2B LEAD GENERATION CHECKLIST…DOING WHAT IS IMPOSSIBLE. think that’s already happening.
B2B CONVERSATIONS NOW | MONDAY, APRIL 2, 2012
[B2B, Buying Cycle] Adopt Zero-Time Selling and Boost Sales Now
If you’re a seller and your prospects, or buyers, as we’ll call them, are working their way, step-by-step, through their decision-making process (otherwise known as the buying cycle), they won’t move on to the next step until their information requirements for the current step are completely met. It’s simple.
ACT-ON | MONDAY, DECEMBER 7, 2015
[B2B, Buying Cycle] What the 2015 Holiday Shopping Season Can Teach Us about the New Buyer’s Journey
Singles’ Day, which started in the 1990s with the fun intent to celebrate singlehood, has been embraced by Alibaba as a day to buy something nice for yourself. And Yes, B2B has changed too. It’s true for B2B sales, too. Determine which content help the buyer move through the buying funnel. Alibaba Group reported $14.3
MODERN B2B MARKETING | MONDAY, APRIL 22, 2013
[B2B, Buying Cycle] The Who, What, When, How and Why of Lead Nurturing with Webinars and Videos
The need to engage meaningfully with prospects and customers has skyrocketed as savvy professionals increasingly self-educate at every stage of the purchasing cycle, and using video thought leadership content can be a great way to capture your buyer’s attention. Event Marketing Lead Nurturing Modern B2B Marketing Where.
MODERN B2B MARKETING | TUESDAY, OCTOBER 30, 2012
[B2B, Buying Cycle] Time for a Pitstop: Fine-tuning Your Automated Lead Scoring
by Kelly Waffle Being a successful B2B marketing professional today can be compared to being a successful race car pit crew chief. No progression in buying cycle. Time for a Pitstop: Fine-tuning Your Automated Lead Scoring was posted at Modern B2B Marketing - Marketo Best Practices Blog. | [link]. Spam complaint.
MODERN B2B MARKETING | MONDAY, JUNE 13, 2011
[B2B, Buying Cycle] Generate More B2B Sales With Lead Nurturing and the Human Touch
Of that group, some should raise their hands every month (or whatever time period is most appropriate to your buying cycle) and say, “now I’m ready to engage with sales.”. The conversion rates of each respective group will help you persuade those who claim nurturing doesn’t significantly alter the buying process. sign-up forms.
IT'S ALL ABOUT REVENUE | WEDNESDAY, JULY 29, 2015
[B2B, Buying Cycle] 8 Tips to Jump Start Your Account-based Marketing
Look at the win rates and the length of sales cycles. Analyze your customer database to identify common traits, and think about accounts with a history of buying from companies like yours. 2. Run the list against a predictive model and tier the accounts by low, middle and high in terms of their likelihood to buy from you.
MODERN B2B MARKETING | FRIDAY, MARCH 22, 2013
[B2B, Buying Cycle] 5 Reasons Why Your Inbound Marketing Isn’t Working
After all, those in the early stages of the buying cycle are looking for educational (i.e., We have found that often leads generated through inbound marketing are not the final decision makers for B2B products. B2B Marketing Inbound MarketingAt first, things are going great! So what went wrong? Your aim is too wide.
SAVVY B2B MARKETING | FRIDAY, NOVEMBER 4, 2011
[B2B, Buying Cycle] Savvy Week in Review - November 4
Ardath Albee says many marketers are overlooking a critical stage in the buying cycle. What is the Major Shift in B2B Buyer Behavior? A few of us are still recovering from Halloween and others us us have been buried in snow and without power. It's been a busy week for the Savvy Sisters. What would you add? The What Ifs?
SAVVY B2B MARKETING | FRIDAY, FEBRUARY 3, 2012
[B2B, Buying Cycle] Savvy Week in Review - February 3
If you think meta descriptions are nerdy details left to your Web administrators, think again, B2B marketers. Sharing Your Way to B2B Social Media Lead Generation by @ jeffreylcohen via @ MarketingProfs. Why B2B Marketers Must Address Status Quo by @ardath421. February is upon us, and the days are getting longer. Are you sure?
LEADERSHIP | THURSDAY, SEPTEMBER 19, 2013
[B2B, Buying Cycle] “…Squeeze Water Even from A Dry Towel”: Continuous Improvement
Part 2 – The Definitive B2B Lead Generation Checklist. How do we do that in our lead generation and B2B marketing efforts? OFFER THE RIGHT TOOLS TO MAKE BUYING DECISIONS EASIER. As is typical with larger organizations, the B2B buying cycle involves groups of decision makers. AVOID THE ‘POINT OF CHURN’.
IT'S ALL ABOUT REVENUE | THURSDAY, DECEMBER 17, 2015
[B2B, Buying Cycle] Uncovering 5 Hidden Gems in Your Marketing Data
Fiscal calendar data – Fiscal years have a huge impact on buying cycles. Aligning your messaging and sales outreach with these cycles is critical to successful timing. One fall, I even spent a week collecting grocery bags full of acorns, just because I thought acorns were cool. Read more about signal data. 4.
B2B MARKETING INSIDER | MONDAY, AUGUST 24, 2015
[B2B, Buying Cycle] What Does A Content Marketing Plan Look Like?
Step # 1 : Get Buy-in For Your Plan. To make this happen, HubSpot recommends doing these 3 things when pitching your plan to get buy-in: Talk about the challenges your plan will solve. Once you have your buyer personas, conduct a content audit and look at where the content gaps are in the buying cycle for each audience.
SAVVY B2B MARKETING | THURSDAY, NOVEMBER 18, 2010
[B2B, Buying Cycle] How to Engage Hyperactive Tech Buyers: Insights from TechTarget
Yet you also found that these prospects are varying their search terms based on where they are in the buying cycle. Yes, the hyperactive researchers we talked to are attracted to and storing away content that is aimed at the early to mid-stage of the buying cycle. It all comes down to nurturing and closed-loop marketing.
SAZBEAN | WEDNESDAY, MARCH 28, 2012
[B2B, Buying Cycle] B2B Marketing in a Downturn Part 1: Lead Generation and Lead Nurturing
B2B buying cycles have been getting longer, as buyers become more cautious and more people are being involved in every purchasing decision, marketers and (ahem) marketing automation vendors have had to get much more innovative. – B2B Marketing in a Downturn Part 1: Lead Generation and Lead Nurturing by Liz Smyth.
ANNUITAS | TUESDAY, APRIL 8, 2014
[B2B, Buying Cycle] Marketers May Just Be Their Own Roadblock to Reinvention
The fundamental issue with this is that B2B buyers haves already reinvented themselves and the longer marketers take to figure things out, the more disconnected they become from the buyer. As I have stated before, no buyer ever said “I am in the sales-accepted stage of my buying process.” Quite the disconnect!
BIZNOLOGY | WEDNESDAY, AUGUST 19, 2015
[B2B, Buying Cycle] 5 Best practices of trade show lead qualification
Lead qualification is one of the primary jobs for B2B marketers, and a great deal of time and money is spent on this step of the sales cycle. Individuals with a serious buying interest will seek out all companies who offer the product or service they are interested in, and that means your competition! We all know this!
MODERN B2B MARKETING | MONDAY, JANUARY 18, 2016
[B2B, Buying Cycle] 5 AdWords Hacks to Ramp Up Your Display Ads
You’re going to find that it works tremendously well for high-ticket industries that have longer sales cycles, but also great for small-ticket items too. In-Market Audiences: People whose browsing behavior shows that they’re ready to buy. Digital Marketing b2b ConsumerThese are the tricks that you can implement today. Tools.
B2B LEAD GENERATION BLOG | MONDAY, JANUARY 26, 2015
[B2B, Buying Cycle] 15 Tips to Generate More Leads in 2015 (Part 3, featuring tips 11-15)
Especially with B2B, selling happens at a corporate level and a business unit level in addition to an individual level. Unless you do that, you don’t have a way to segment your lead accurately and send them the right content for where they are in the buying cycle. Where’s the Passion in B2B Marketing?
DIGITAL BODY LANGUAGE | THURSDAY, JUNE 4, 2009
[B2B, Buying Cycle] Analyzing B2B Marketing: Balance Sheet and Income Statement
Consistent in every discussion I have with B2B marketing execs is the topic of analysis. These ROI or ROMI analysis frameworks tend to run into challenges in a B2B marketing environment as the buying cycle is often of significant length, and influenced by many touch-points.
TONY ZAMBITO | SUNDAY, MAY 8, 2011
[B2B, Buying Cycle] Content Marketing and Sales Enablement Must Get Married
Devising content strategy and content marketing tactics is becoming predominantly about publishing content that meet buyer demand for knowledge in the early stages of the buying cycle. A recent meeting with a B2B organization illustrated this dynamic for me. Image via Wikipedia.
SALES INTELLIGENCE VIEW | FRIDAY, MARCH 18, 2011
[B2B, Buying Cycle] The Death of Cold Calling – Ending the Debate
Ken Rouge wrote in Predictive Sales Intelligence Will Redefine CRM and the Sales Process that “ InsideView proves that the value of social media increases exponentially when it can be applied directly to the sales/buying cycle. Sales Intelligence Social Selling B2B b2b sales cold call cold calling CRM customer 2.0
THE ROI GUY | TUESDAY, JANUARY 25, 2011
[B2B, Buying Cycle] Tom Pisello: The ROI Guy: Diametrically Opposed Forces: Selling.
Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons. Predictions for 2011: The End of B2B Sales & Marke.
IT'S ALL ABOUT REVENUE | MONDAY, SEPTEMBER 30, 2013
[B2B, Buying Cycle] 5 Steps to Feed the Content Beast
by contributor | Tweet this Editor’s Note: Today’s blog post comes courtesy of Candyce Edelen , CEO of PropelGrowth , a B2B financial services marketing firm in Princeton, NJ. For most marketers, creating enough content to support each stage of the buying cycle is an overwhelming task. Step 1: Pick a Strong Topic.
ANNUITAS | TUESDAY, DECEMBER 21, 2010
[B2B, Buying Cycle] Five New Year’s Resolutions for the B2B Marketer
Another year has come and gone and if anyone thought that 2009 was the year of the B2B marketer, then 2010 may have trumped it. I have said before that there is no better time to be in B2B Marketing and with all the momentum that was built up this year, I am anxiously waiting for what’s to come in 2011. Resolution 2: Involve Sales.
SALES PROSPECTING PERSPECTIVES | THURSDAY, SEPTEMBER 11, 2014
[B2B, Buying Cycle] 3 Tips for Nurturing Prospects in Inside Sales
In a recent study, Marketing Sherpa found that “73% of all B2B leads are not sales-ready… not receiving the experience they desire.” Some of these prospects might not be ready to buy, have a smaller objection than usual, or just aren’t a good fit. Understand Your Prospects’ Buying Cycle. Some Leads Aren’t Sales-Ready.
B2B LEAD GENERATION BLOG | THURSDAY, DECEMBER 29, 2011
[B2B, Buying Cycle] How to Use Lead Scoring to Drive the Highest Return on Your Trade-Show Investment
Tweet In the 2012 B2B Marketing Benchmark Report , 1,745 marketing organizations revealed that trade shows took up the biggest chunk of their marketing budget – over 21%. Depending on the nature of the presentation, this indicates a relatively early stage in the buying cycle. They need to do the same with trade shows.
SALES INTELLIGENCE VIEW | MONDAY, APRIL 18, 2011
[B2B, Buying Cycle] What’s the Difference Between “Sales 2.0? & “Social Selling”?
In the case of Sales 2.0, it was more of a wake up call to sales people that the game is changing and the internet and social media hold a lot of value in the buying cycle. Sales Intelligence Social Selling b2b sales crm 2.0 The sales environment continues to evolve. Most if not all companies are familiar with the term Sales 2.0
MARKETING TO BUSINESS EXECUTIVES BLOG | TUESDAY, DECEMBER 6, 2011
[B2B, Buying Cycle] Today’s Rant: Why Marketing is Harder — and More Fun
The salesperson knows the company size, location and industry as well as the prospect’s role and stage in the buying cycle. Filed under: B2B marketer's job , Business management , Core marketing skills. B2B marketer's job Business management Core marketing skillsSelect and properly use appropriate technology.
MODERN B2B MARKETING | WEDNESDAY, APRIL 15, 2015
[B2B, Buying Cycle] “Linking” Digital Advertising Seamlessly Across All Channels: Marketo and LinkedIn
If you told your friend about a pair of red shoes you just bought, would it make sense for her to suggest you buy the same red shoes again? Digital Marketing b2b Consumer Author: Chandar Pattabhiram We’re just about to kick-off Day 3—the final day—of the Marketo Marketing Nation™ Summit 2015. It’s been a great event so far.
B2B IDEAS @ WORK | MONDAY, MARCH 14, 2011
[B2B, Buying Cycle] BMA Atl Recap: Dan McDade on B2B Marketing & Sales Leads
The author of The Truth About Leads addressed the group of B2B marketers (ironically half sales, half marketing) about his philosophy for achieving marketing and sales alignment. Failure of sales and marketing to accept accountability for influencing each step in the buying cycle. The personal reasons why people buy things.
IT'S ALL ABOUT REVENUE | WEDNESDAY, AUGUST 13, 2014
[B2B, Buying Cycle] Content Marketing Trends Taking Us into the Future
Those are for posting about sandwiches, what does that have to do with B2B?” Social changed the way information spread, and now even B2B brands see benefits from engaging on multiple channels to interact with today’s informed, socially-savvy, and independent buyer. But what’s in the crystal ball these days?
MARKETING ACTION | WEDNESDAY, APRIL 10, 2013
[B2B, Buying Cycle] Secrets To Successful Content Marketing Campaigns – Webinar April 11
Two numbers to set the stage: 56% of advanced B2B marketers said content-based offers were their most successful campaigns. Map your content to identified buying stages. Tie related offers together in a logical progression to educate and accelerate prospects through the buying cycle. Thursday, April 11, at 10 a.m.
MARKETING ACTION | THURSDAY, FEBRUARY 27, 2014
[B2B, Buying Cycle] 6 Lead Scoring Lessons for Better Lead Conversion
This is because lead scoring is a mechanism that when done correctly helps both sales and marketing meet the prospective buyer at the right time in the buy cycle. They are: 1. Leadership buy-in to a lead scoring approach is critical. The lead scoring caveat. We at NuGrowth ( www.nugrowth.com ) have a unique view on this.
ANNUITAS | TUESDAY, MARCH 19, 2013
[B2B, Buying Cycle] You Don’t Know the Buyer, JACK!
If Si Robertson , one of the the “Duck Commanders” on A&E’s hit show “Duck Dynasty” , were to assess today’s B2B Marketer on how well they know their buyer, I can imagine he’s sum it up by saying, “Hey! Hypothesize Step one is to map out the hypothetical buying personas and processes as currently understood within your organization.
MODERN B2B MARKETING | THURSDAY, MARCH 28, 2013
[B2B, Buying Cycle] Improving Content Conversion with Dynamic Content
Past behavior: Responses to emails or actions taken on your website can help inform a person’s interests and/or place in the buying cycle. Improving Content Conversion with Dynamic Content was posted at Modern B2B Marketing - Marketo Best Practices Blog. | [link]. B2B Marketing Content Marketing
IT'S ALL ABOUT REVENUE | SUNDAY, APRIL 8, 2012
[B2B, Buying Cycle] Are Your Prospects Scared to Talk to Strangers? [CHART]
Since emails from a salesperson are typically more relevant with prospects who are further along in the buying cycle, we expect better engagement when they see an email from a person at a company they are already talking to. We also observed a drastic difference in open rates of 35.4% versus 7.2%
SOCIAL MEDIA B2B | TUESDAY, DECEMBER 28, 2010
[B2B, Buying Cycle] Three B2C Social Media Approaches for B2B Success
Finding new ways to market your B2B company can sometimes be difficult. The buying process is different and more complex than the B2C buying cycle. Many of the social media marketing tips and tricks these days are focused on B2C businesses and they are not easily applied to the unique aspects of B2B. Of course.
B2B MARKETING INSIDER | THURSDAY, MARCH 8, 2012
[B2B, Buying Cycle] Is Your Content Boring? Here’s 6 Steps To Great Content
We need a content strategy to understand what content our audiences want, at each stage of the buying cycle, and in all the places where they look for it. Or as I said in this recent article on the CMI website, B2B Marketers “have always done content marketing.” Does your content bore your audience to death? Blogs. Newsletters.
INDUSTRIAL MARKETING TODAY | THURSDAY, NOVEMBER 10, 2011
[B2B, Buying Cycle] Content Marketing Delivers Lead Insight to Sales
It is true that industrial buyers are more in charge of the buying process today than ever before. Even though the process of buying industrial products and services has not changed much over the years, how industrial buyers prefer to go through their buying cycle has changed dramatically.
BUZZ MARKETING FOR TECHNOLOGY | WEDNESDAY, JUNE 17, 2015
[B2B, Buying Cycle] Interview with Dave Chaffey of Smart Insights
For those of you who aren’t familiar with Dave or Smart Insights – Dave Chaffey is CEO of Smart Insights, a publisher of planning templates and articles focusing on Digital Strategy with channels on B2B Marketing and Marketing automation. think content personalization is the biggest opportunity into 2016 for B2B Marketers.
MARKETING ACTION | THURSDAY, SEPTEMBER 25, 2014
[B2B, Buying Cycle] Ad Retargeting 101
Use different ads at each phase of the buying cycle. Week 4: Increase the discount, or maybe include a bonus item when they buy. 3 Ad Retargeting Mistakes. Displaying the wrong ad at the wrong time - Have you ever bought something from a company, and then got followed around by ads asking you to buy the same product?
MARKETING ACTION | THURSDAY, MAY 9, 2013
[B2B, Buying Cycle] Email Marketing: Best Practices in a Multichannel, Multi-Device World
The number-one challenge/opportunity for the B2B marketer using email marketing is delivering highly relevant content; it ranks a surprising (to me, anyway) 45 percent higher than the second-place “Measuring the ROI of email programs”. Establish rapport and trust prior to the beginning of the buying cycle. Just sayin’.).
INDUSTRIAL MARKETING TODAY | THURSDAY, JULY 1, 2010
[B2B, Buying Cycle] What Not To Do For Better B2B Customer Relationships
It helps a great deal if you first learn what turns off your B2B customers in order to avoid making simple mistakes that can damage a customer relationship. There is a big difference between what B2B customers say they want and what really drives their purchasing decision. Have a safe and happy 4th of July weekend! All Rights Reserved.
B2B LEAD GENERATION BLOG | MONDAY, FEBRUARY 9, 2015
[B2B, Buying Cycle] Content Marketing Tips for Lead Nurturing
Special reports — Think industry trends, what’s hot and buying guides. The tactics employed and the frequency of touches will depend on the solutions being sold and the buying cycle of the prospect. Email Marketing: The importance of lead nurturing in the complex B2B sale [More from the blogs]. Guides or e-books.
TOM PISELLO | WEDNESDAY, FEBRUARY 2, 2011
[B2B, Buying Cycle] CFOs Take More Control: Frugalnomics in Full Effect
CFO Control Drives Frugalnomics Further This centralization of power to financial chiefs has important implications for the way the buying cycle is managed, and how B2B sales and marketing groups must navigate these more complex waters. Nancy Cooper, finance chief of software developer CA Technologies, based in Islandia, N.Y.,
B2B MARKETING INSIDER | FRIDAY, JANUARY 2, 2015
[B2B, Buying Cycle] 56 Reasons Why Content Marketing Works
58% of B2B marketers and 60% of B2C marketers will increase their content marketing budgets in 2014. 80% of B2B marketers who have a documented content strategy are creating more content than they did one year ago. 79% of ‘best-in-class’ B2B marketers rate blogs as the most effective customer acquisition tactic. Coull ).
IT'S ALL ABOUT REVENUE | MONDAY, MAY 5, 2014
[B2B, Buying Cycle] Identifying Buyer Profiles: 5 Ways To Segment Your Marketing Audience
Modern marketing practices demand not only that you understand the nuances of who your buyers are and what they want to accomplish, but also that you have insight into which overt and covert pains are driving their actions, how they approach learning and solving those problems, when they reach a buying decision, and why they buy.
INDUSTRIAL MARKETING TODAY | TUESDAY, JULY 6, 2010
[B2B, Buying Cycle] Translate Features into Benefits if You Want Your Marketing.
students at Harvard: “People don’t want to buy a quarter-inch drill. Features Tell, Benefits Sell It would seem that all a B2B or industrial marketer has to do is write benefits laden copy and magically prospects would become customers. Another often-quoted marketing lesson is from Theodore Levitt who once told his M.B.A.
ANNUITAS | TUESDAY, AUGUST 4, 2015
[B2B, Buying Cycle] Is Your Content Marketing Missing the Mark?
Do any of these statements sound familiar? “We have a lot of great content, and we generate a ton of leads but sales accepts only a few as sales-ready.”. “We can’t keep up with all the campaign requests we get from sales.”. “We have white papers for every buying stage, but we just can’t get enough people to download them.”. Personas.
VIEWPOINT | TUESDAY, JULY 7, 2015
[B2B, Buying Cycle] PowerOpinions: Making Lead Scoring a Success Part 1 [Expert Advice]
Here’s what I mean: If they visit your blog and read the latest 3 posts written on different topics, are they actively showing progress toward the intent to buy? The Flawed B2B Approach. Three flaws: B2B lead scoring focuses on individuals vs. groups. individual) dynamics, which is so critical in B2B. Part 1. Kyle Porter.
MODERN B2B MARKETING | MONDAY, APRIL 23, 2012
[B2B, Buying Cycle] Marketing in a Downturn Part 2: Content, Content, Content
As B2B marketing budgets have become strained, many marketers believe they should be doing more with less. In a downturn, more people are involved in approving every B2B purchase, and the buying committee usually includes senior decision-makers who will not understand (or want to understand) the technical nuances of your product or service.
B2B LEAD GENERATION BLOG | MONDAY, OCTOBER 27, 2014
[B2B, Buying Cycle] 10 Ways to Optimize Your Lead Conversion Rate
Tweet The ultimate goal of B2B marketing and lead generation is to help the sales team sell. Remember, people buy from people. 80% of marketing leads are lost or discarded, according to a MarketingSherpa presentation delivered at B2b Marketing Summit 2009. Shorten your follow-up time and do it personally. Use your manners.
MODERN B2B MARKETING | MONDAY, NOVEMBER 26, 2012
[B2B, Buying Cycle] Beyond the Landing Page: Delivering Targeted Messages to your Prospects Throughout Your Website
B2B marketing professionals know that a marketing automation campaign is most effective when it integrates ‘Off-Site’ channels (SEO, SEM, Email) with ‘On-Site’ marketing (landing pages, blogs, ecommerce) with the ultimate goal of personally engaging your customer from the first touch point through the targeted conversion event.
DIGITAL BODY LANGUAGE | TUESDAY, NOVEMBER 24, 2009
[B2B, Buying Cycle] Marketing Automation and B2B Marketing Predictions for 2010
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. How, where, and from whom, did an individual discover information relevant to key stages in her buying process. Sort of.
MARKETING ACTION | TUESDAY, MARCH 5, 2013
[B2B, Buying Cycle] A Lead Scoring Checklist for Sales and Marketing
Know your customer’s buying cycle and buying signals. Certain types of customers buy certain things in cycles. Score each step, activity or buying signal based on its relative value. They have experience taking a prospect through the buying stages, so they can help you identify and score key indicators.
WRITESPARK | TUESDAY, FEBRUARY 1, 2011
[B2B, Buying Cycle] Content Marketing Insights for Technology Companies
As a possible reason for this rating, the report concludes that the content produced by tech companies is not matched to the different information needs of buyers at different stages of their decision cycle. Yet the report shows that marketers give middling ratings for the effectiveness of much of this content.
B2B LEAD GENERATION BLOG | SUNDAY, JUNE 24, 2012
[B2B, Buying Cycle] Lead Generation: How 64% of marketers starve Sales of opportunity
In contacting even qualified leads for hundreds of leading B2B organizations over the years, I have found that only 5 to 40% are ready to buy right now. If that’s the case, don’t let them discard the leads that aren’t ready to buy immediately. Please note: This content must benefit them whether they buy from you or not.
MODERN B2B MARKETING | THURSDAY, APRIL 25, 2013
[B2B, Buying Cycle] Research: Why Behavior Matters in Lead Scoring
Timing Is Everything – Buying Intent. For example, at Marketo we’ve found that there are some behaviors that are highly correlated with prospects moving into a buying cycle with us. Research: Why Behavior Matters in Lead Scoring was posted at Modern B2B Marketing - Marketo Best Practices Blog. | [link]. Get Stated Fast.
MARKETING ACTION | TUESDAY, AUGUST 25, 2015
[B2B, Buying Cycle] 5 Keys to Revenue-Boosting Demand Generation
These early stages of the buying cycle fall squarely into the marketing department’s territories of content marketing, SEO, and social media. Content is so powerful because it can pull leads through the buy cycle (as opposed to the marketer pushing advertising at them). But demand generation is complicated. Nurture Leads.
ANNUITAS | TUESDAY, DECEMBER 22, 2015
[B2B, Buying Cycle] Everything You Want to Know About Account-Based Marketing
If you have the least bit of interest in adopting or learning more about this growing B2B marketing trend, you should definitely go and get this 124 page eBook, available (free) for a limited time by clicking here. I’ve thoroughly enjoyed reading this as it is the most complete exploration of the topic I have come across. Blog ABM.
INDUSTRIAL MARKETING TODAY | TUESDAY, MAY 11, 2010
[B2B, Buying Cycle] Survey Finds Growth in Pipelines and Sales Cycles for B2B Lead.
The top findings I got out of the release were: 47% of the sales professionals reported a slight increase in the size of their B2B pipelines this year as compared to last year. However, the sales cycles have also become longer, making it much harder to close deals. The success of outbound marketing does make sense in this context.
SAVVY B2B MARKETING | THURSDAY, AUGUST 11, 2011
[B2B, Buying Cycle] The 7 Cs of Twitter Success
For instance, when I started tweeting, I decided to only tweet about information and topics of interest to B2B marketers (my target audience). About the author: Stephanie Tilton is a content marketing consultant who helps B2B companies craft content that nurtures leads and advances the buying cycle.
MODERN B2B MARKETING | TUESDAY, MARCH 5, 2013
[B2B, Buying Cycle] John McTigue On The Intersection of Content and Marketing Automation
also think lead intelligence will improve as content consumption becomes a more effective indicator of buy cycle stage and lead score. 2) What are the most important things you have to keep in mind in order to be successful with marketing automation? Marketing Automation Modern B2B Marketing Thought Leader Interviews