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Deconstructing the Four Stages of the Industrial Buy Cycle

Industrial Marketing Today

Typically, that means understanding the prospect’s pain and then offering a solution for relief. But not easy to execute because there usually is a disconnect between what your prospect wants to hear and what you want to say about your company and its products and services. Sounds simple, right? In short, this is good, practical and actionable stuff and not some marketing theory.

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.” What is a content audit?

Twitter for B2B Marketing

MI6 Marketing Agency

Every Thursday night Jeremy Victor and a group of B2B marketers hold a B2B Twitter Chat session. In a later posts we will share with you our own experiences using Twitter for marketing Mi6 and some of our clients (successes AND failures). Twitter for B2B Marketing. Here is the full transcript which shows you who participated with links to their Twitter profiles. The hashtag for these and other B2B Chat sessions is #b2bchat. Q1: What are the best and/or worst reasons to make Twitter part of a B2B marketing plan? Meet people.

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.

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. and prospects.

33 Inspiring B2B digital marketing case studies

grow - Practical Marketing Solutions

By Rob Petersen, {grow} Community Member First, a few depressing facts: 86 percent of B2B companies say they are doing content marketing Just 38 percent say it is effective 21 perecnt are able to track a return on investment (ROI) (source: Content Marketing Institute ) Benefits from marketing and attribution of results always seem harder for B2B companies than B2C. million. million.

How to Optimize Your B2B Marketing and Sales with Online Video

Modern B2B Marketing

Any B2B marketer concerned with marketing ROI and sales enablement needs to know how and when to use it. Conveniently for us B2B marketers, video also conveys more information per minute than any other media platform. For example, I’m a huge fan of the Flipboard app on the iPad, which converts RSS feeds and Twitter lists into a highly customized and personalized online magazine.

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50+ Statistics Designed to Influence B2B Marketing Budgets in the New Year

KoMarketing Associates

It is also important for B2B marketers to evaluate new and emerging trends, as well as shifts in the competitive landscape, to help determine where to set budgets and forecasts moving forward. 75 percent of B2B buyers said they research at least 25 percent of their work-related purchases online, even if they made the actual purchase offline. It is that time in the year again.

Prospects DO Judge Your White Paper by its Cover

Savvy B2B Marketing

IDG Connect showed two white paper cover examples side-by-side to 250 buying team members and asked their preference. The second added profile information, specifically who the white paper targets, what buying stage it covers and the buying team role. You can arrive at this understanding of prospects by developing buyer personas. Why Design Matters in Content Marketing

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15 B2B case studies show how content marketing drives ROI

Biznology

Content marketing is more important to B2B businesses. Here are 15 B2B case studies. They show how content marketing drives ROI with B2B businesses who: Know their audience. Use specific content solutions to impact different stages of the buying cycle. SAP has four Facebook pages, four Twitter feeds, and two LinkedIn accounts. Who is succeeding and why?

The Two Core Elements of B2B Social Media Marketing Success

Webbiquity

Of course, in the B2B realm, your content should be targeted at addressing a specific question or concern of a specific type of buyer at a specific stage of the buying cycle (e.g. The use of keywords in content should never be forced; content that’s truly written for your target prospects will incorporate these words and phrases in a natural manner. Remarkable: ask yourself—if I were on a buying team that was evaluating my product or service, is this a piece of content that I would feel inspired to pass along to other members of the team? Case studies.

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. and prospects.

The Ever Changing Landscape of B2B Social Media

Social Media B2B

When it comes to B2B and social media plans, this can be a particularly challenging concept. Ideas for Generating More Qualified B2B Leads on LinkedIn. percent — that’s 277 percent better than Twitter or Facebook. On top of that, more than 80 percent of B2B leads gathered via all social media efforts combined come from LinkedIn. Social Media Works for B2B Sales, Too.

5 Essential Books to Understand B2B Sales 2.0

Modern B2B Marketing

by Katie Byrnes To effectively build relationships with prospects, sales teams need to learn to leverage evolving sales strategies. By utilizing social strategies and digital technologies in the revenue cycle, companies can leverage the power of Sales 2.0. 2. Rethinking the Sales Cycle: How Superior Sellers Embrace the Buying Cycle to Achieve a Sustainable and Competitive Advantage.

Why B2B Marketers Must Pull Up From Boring Product Marketing

B2B Marketing Traction

I’m still seeing a real reluctance on the part of many B2B businesses to get human with their marketing and really tell their story. For too long, B2B marketers have put products and services first, believing that all they had to do was “build it and they will come.” Here’s what B2B marketers have to create in their online marketing to get more human. 1.

How Social Media Changed the Sales Cycle into the Buying Cycle

Webbiquity

Back in prehistoric times (before the Internet, that is), b2b buyers learned about products and services by reading (print) magazines and (printed) analyst reports. Then sales people would contact the prospects and use a “consultative&# sales process. Marketing and sales were still largely in control, but buyers were entering sales cycles with more and better information.

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. and prospects.

Seven Habits of Highly Effective B2B Websites

PWB Marketing Blog

Are you thinking about building new B2B website or maybe making a small tune-up? Redesigning a B2B website can seem like a daunting task. We’ve built B2B websites since 1998. Covey, the following are seven habits of highly effective B2B websites. 1.     Design for Humans. The top B2B marketers have a call-to-action on every landing page.

3 Tips to Stop Leads from Falling Through the Cracks

Modern B2B Marketing

Communicate with prospects effectively. 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. Automation sifts through leads, qualifies them and keeps them in follow up mode until they move forward or drop from the buying cycle. Then sales can complete the cycle.

Why Your B2B Social Media is Failing (And What to Do About It)

PWB Marketing Blog

Are your B2B social media efforts failing? We know the biggest reasons B2B social media efforts fail and what to do about it. What to do about it:  Develop a social media strategy that aligns with buyer personas and their buying process. Valuable content will attract prospects and ultimately generate demand for your services. Do Social Media B2B the Right Way.

32 B2B Marketers to Add to Your Google Plus Circles

KoMarketing Associates

Building a network in Google+ could be the next critical tactic when it relates to B2B search engine optimization and broader social media initiatives. As such, for B2B marketers specifically, activity on Google Plus could potentially have significant effects on lead acquisition and brand trust. Elizabeth Sosnow (Bliss Integrated Communications) - B2B storyteller. How so?

How to Integrate Social Media into Your B2B Marketing

B2B Marketing Traction

Use Twitter to link to your press releases, new product information, or events. You can integrate this data into your CRM system, so you begin to see any effect social media has on your prospectsbuy cycle. b2b marketing social mediaSocial media is not the be-all and end-all, but it is a marketing activity you should add to your marketing program.

Variety of Content is the Key in the Early Stages of the.

Industrial Marketing Today

In Needs Awareness and Research phases, the first two stages of the industrial buy cycle (see my earlier post Deconstructing the Four Stages of the Industrial Buy Cycle ) your prospects and customers use a variety of online content to find solutions to their current problems and needs. Not every action needs to be scored. Get Engineers Can Sell white paper now.

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Lead Generation That Converts Leads into Sales Opportunities

B2B Lead Generation Blog

However, according to MarketingSherpa’s data , generating “high-quality leads” is the B2B marketer’s No. So, what’s the best way for B2B marketers to efficiently verify the accuracy of their lead data captured online before turning said inquiries over to the sales force? Determine the inquiry’s role in the organization or authority in the buying process. challenge.

4 Steps to Lead Nurturing: Walking the buying path with your customers

B2B Lead Generation Blog

define lead nurturing as consistent and meaningful communication with viable prospects (those that are “a fit” for your solution), regardless of their timing to buy. It’s not “following up” every few months to find out if a prospect is “ready to buy yet.” Help prospects find the answers to these questions, and you’ll remind them of the benefits of working with you.

10 Digital Marketing Trends That Should Influence Your 2016 Content Strategy

KoMarketing Associates

Numbers behind this trend : Nearly three out of every four (71 percent) technical professionals visit at least six websites a week for work-related purposes, with 85 percent pinging search engines for information during the research analysis portion of the buying cycle. Numbers behind this trend : B2B buyers in 2016 are expecting more from marketers and data shows engagement pays.

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B2B: Involve Your Sales People in Social Media Marketing and CRM Now

Conversionation

In many B2B companies, especially those with a longer sales cycle (or buying cycle if you will), there is at least one division where employees meet customers and prospects without sitting behind their computers and campaign or CRM dashboards all the time: sales. Of course, it’s not the only division in most cases. Many businesses underestimate that.

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Should You Prioritize Lead Generation for Your B2B Content Marketing Goals?

Content Standard

For B2B marketers, qualified leads look like the panacea for every corporate campaign. Data backs up this perception: Content Marketing Institute (CMI) recently came out with their B2B Content Marketing 2016 Benchmarks, Budgets and Trends—North America report, and 85 percent of respondents called out lead generation as the most important of content marketing goals. Repeat visitors?

Too Many B2B Social Media Objections Got You Down?

Social Media B2B

As the holidays are on the horizon and the year is winding down, I wanted to put on my curmudgeon hat for a few minutes and share some of the things that drive me crazy about B2B social media. Let me start by saying I have been thinking about, writing about and doing social media for B2B companies for a few years, so some of this might be pent up frustration at the slow adoption curve.

How to Match Your Content Strategy with the Buyer’s Journey

KoMarketing Associates

Whether you’re writing about your imaginary friend in first grade or about a B2B product or service, it is critical to define the audience and then deliver the right content to that audience. The B2B content consumption stats are out there. Nearly 64 percent of B2B technology buyers say that they read between 2 to 5 pieces of content before making a purchase. HubSpot Pricing.

How are successful salespeople leveraging social media for selling? Part 2of3

Sales Intelligence View

“Based on the 12 ways sales people leverage the internet it is clear that B2B sales teams spend a lot of time researching prospects and customers on the web and social networks. Make the most of a B2B Social Networks more advanced features and functionalities. “On the B2B side of the house, LinkedIn is the networking tool in the US with some 130 million members of the 100 million-plus community. Polls: Create a poll to gather real-time trending information that you can share with your prospective buyers. Prospect research has changed forever.

How B2B Buyers Have Changed- and the Role of Content & Social Media

NuSpark

B2B buyers are time deprived and risk averse – and also enormously well informed. From the B2B seller side, ‘beating the bushes’, ‘cold calling’, ‘hunting’… whatever you call it, is less and less effective. The upside for professional B2B sales executives is that they get to focus their time and attention on building relationships and closing profitable deals. Information is available free (or close to it) today that you couldn’t buy for any amount of money five years ago. How do you build trust when your prospects won’t engage with you?

The Death of Cold Calling – Ending the Debate

Sales Intelligence View

Cold calling is the process of approaching prospective customers or clients, typically via telephone, who were not expecting such an interaction. 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.

B2B Videos: Go Beyond Humdrum

Savvy B2B Marketing

Whether used to inform or entertain, videos are claiming a place of prominence in the world of B2B content assets. When asked which content types they had consumed in the previous six months to evaluate a technology purchase, respondents to the Eccolo Media 2011 B2B Technology Collateral survey listed videos third behind brochures/data sheets and white papers.

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6 Tips for Understanding the B2B Business Decision-Making Process.

B2Bbloggers

content marketing communications strategy that recognizes this as every business buyer’s position can make the difference between an engaged prospect or an unsubscribe, a loyal customer or a lost sale. The decision-making process for purchasing business software, for example, is longer and more complex than that which involves an individual consumer and an impulse buy. Why buy?

Beyond Buyer Personas: Connecting with Today's B2B Buyers

Savvy B2B Marketing

” But in the B2B world in particular, we’re seeing lots of buyers with growing dependencies on ecosystems and networks. We know buyers aren’t operating in a cocoon when making a decision, but today, organizations often aren’t interacting with prospective buyers until quite late in the buying cycle. Please outline those seven ways.

B2B Marketers: Have You Localized Your Content Plan?

Savvy B2B Marketing

If one thing has become clear, it’s that IT professionals search online for information to support their buying decisions. And understanding their online preferences and habits is critical to connecting with these prospects. Any marketer worth his or her salt understands the importance of localization in connecting with prospects and customers around the world.

4 Content Strategies for B2B Corporate Blogging

delicious b2bmarketing

Real-Time Activity Stream 4 Content Strategies for B2B Corporate Blogging Derek Edmond | Apr 1, 2011 | 0 Comments No matter how much planning and goal setting goes into a B2B corporate blog, the writing and content ultimately is what will make a blog successful. The B2B blog team must develop content that resonates with a target audience and is tailored around specific goals.

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B2B Marketers: Are You Delivering a B2C-Worthy Buying Experience?

Savvy B2B Marketing

The fact that buyers are now in control causes no end of frustration in B2B organizations. The key is to focus on the experience your prospective buyers have of your organization as they narrow down their solution options. B2B Buyers are Consumers Too. B2B marketers need to remember first and foremost that prospective buyers are people and consumers.

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Top 10 B2B Inbound Marketing Predictions for 2015

KEO Marketing

As we start to settle into 2015, we are excited and optimistic about the outlook for business to business (B2B) marketers this year. Among other things, you can determine where a particular visitor/prospect is in the buying cycle based on actions they have taken or sites or pages they have visited. One of the best ways to do this is to develop customer/prospect personas.

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Optimizing the B2B Content Marketing Funnel: Turning Contacts into Clients

Hinge Marketing

Congratulations, you’ve taken the first step towards increasing your online presence and implemented a B2B content marketing strategy. This usually happens after just a few months of launching a B2B content marketing strategy. While some contacts are further along in the buying cycle, they are most likely still learning more about your firm. On Twitter or LinkedIn?

B2B Videos: Go Beyond Humdrum to Engage & Enthrall

Savvy B2B Marketing

Whether used to inform or entertain, videos are claiming a place of prominence in the world of B2B content assets. When asked which content types they had consumed in the previous six months to evaluate a technology purchase, respondents to the Eccolo Media 2011 B2B Technology Collateral survey listed videos third behind brochures/data sheets and white papers.

B2B Companies are Really Content Companies, But is Content.

Tom Pisello

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. Tuesday, October 05, 2010 B2B Companies are Really Content Companies, But is Content Publishing Enough? With the Internet, B2B buyers have access to more information than ever. They do if they are.