Trending Sources

Smart Agencies Don’t Neglect the Middle and Bottom of the Marketing Funnel

Act-On

To help your clients close a bigger percentage of their sales prospects. One of the easiest ways to visualize the buyer’s journey is to apply it to a marketing funnel. What’s a Marketing Funnel? The marketing process is basically a funnel of conversions through which you drive your prospects from the top, towards the bottom and the desired outcome – a purchase!

The Most Effective B2B Content Types for Each Funnel Stage

Social Media B2B

I just came across a survey from Regalix from earlier this year, and published by eMarketer , that asked B2B marketers to indicate which content types are most effective at each stage of the funnel. have long maintained that marketers need to envision a content funnel that sits next to the buyer’s funnel and matches each stage with appropriate content. Awareness.

Three Ways to Increase Bottom-of-Funnel Leads Using Data-Driven Marketing

Act-On

more complex form of predictive analytics might involve using tools such as Everstring , who leverages your ideal customer profile against a directory of 11 million B2B companies to help you identify and target your next customer. Moreover, it allows us to understand our prospects better and speak to them in a direct, personalized way. Sound confusing? Why do we care? Surprised?

Why the sales funnel is alive and well and living on the web

grow - Practical Marketing Solutions

Do a quick search for phrases around the death of the sales funnel. There’s article after article opining that the sales/marketing funnel is dead because the buyer’s journey is no longer linear. Ok, so let’s abandon the funnel since it’s dead. You’d have to pry it out of my dead cold hands to get me to abandon the sales funnel. Long live the marketing and sales funnel!

Content Methodology: A Best Practices Report

benchmark report, 76 percent of B2B marketers and 77 percent of B2C marketers. and over half of both B2B and B2C marketers are not clear on what a successful. the experts on prospect needs. through the funnel until they. Map to the funnel. personas at each stage of their journey through the sales funnel. and prospects might go when they are in the.

How to Match Great Content to Your Sales Funnel

It's All About Revenue

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. Navigating the Sales Funnel. 1. Top of the Funnel. The top of the funnel includes content related to the topic of your industry and offering. Middle of the Funnel.

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How to Power Your Sales Funnel With Video Content

It's All About Revenue

When a prospective buyer starts searching for a solution and lands on your website, there’s nothing more engaging to present them with than a quality video. Top Of Funnel Video Content. Prospects in this early stage may not have even identified their problem yet. He’s passionate about helping companies get the most out of their video marketing investment.

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Why Funnel Visualization Matters For B2B Marketers

bizible

One of the most important visualizations for B2B marketers is the pipeline funnel -- being able to see how prospects filter through every stage from open leads to the closed-won deal. 10,000 people filled out a form last month, 600 were marketing qualified, and 300 are now sales opportunities); it’s another to see the flow of prospects as they go through the stages.

Buyers Don’t Care About Your Sales Funnel

ANNUITAS

I read an article recently that discussed how content can “help push your prospects through the sales funnel.”  While I am quite aware of B2B’s fascination and obsession with funnels and waterfalls, the truth is buyers couldn’t care less and certainly will not be pushed through anything. Pretty anemic!  Author: Carlos Hidalgo @cahidalgo CEO and Principal, ANNUITAS.

What to Do With Mid-Funnel Prospects?

Marketing Action

Read on: Nurture those mid-funnel leads. Engage your sales team and find out how they take leads all the way through the funnel, especially the mid-funnel. For most B2B companies, this means educational content. Respond to complaints immediately; they’re an opportunity to show how you solve problems for your customers, and your prospects are watching. Check.

Marketers Need to Focus on Prospects' Behaviors, Not Demographics

It's All About Revenue

Marketing is often about treating the largest groups of prospects and customers the same. We use demographic data, but we don't always look at our prospects' behaviors that indicate their intent. According to Avinash Kaushik , Digital Marketing Evangelist at Google, who spoke at the MarketingProfs B2B Forum, behavior is the most important thing to focus on. Page Depth.

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. Look for.

[INFOGRAPHIC] The Aligned Lead Nurturing Funnel

Sales Prospecting Perspectives

By now, most people know that in a successful business, B2B sales and marketing need to work together. So when we started writing our latest guide, Aligned Lead Nurturing for B2B Sales and Marketing , we wanted to challenge the traditional idea that lead nurturing is primarily a marketing function. We searched for more information about aligned lead nurturing practices, and in fact found an arsenal of facts and figures to support our claim: B2B lead nurturing works best as a function shared by both sales and marketing. It''s not just a mindset. Best of all?

How Reversing the Funnel Increased Sales by 14% for a Sales Incentive Company

B2B Lead Generation Blog

Tweet Traditional marketing practice presumes the more you invest in driving leads through the top of the sales funnel, the more revenue will come out the other side. But, when Certif-A-Gift Company, a sales incentive company, reversed this presumption, they ended up increasing sales by 14% and moving prospects through the sales cycle 23% faster.

B2B Public Relations: 7 tactics to pull more leads into the funnel

B2B Lead Generation Blog

That’s the word from three experts in B2B PR and marketing: Wendy Marx, president of Marx Communications , a B2B public relations firm; she blogs about B2B communications for Fast Company. They agree that, more than ever before, prospects are engaging with B2B organizations through public relations efforts. Send it out as an email to prospects and clients.”. 5.

Will New Marketing Automation Tools Let Sales Climb Back Up The Funnel?

Customer Experience Matrix

But the signposts are unreliable because trends are often interrupted – the classic example being the “ Great Horse Manure Crisis of 1894 ”, when experts predicted that major cities would soon be buried beneath horse droppings. I’m beginning to suspect the much-cited trend of marketing playing a larger role deeper into the sales funnel has reached a similar peak. Only time will tell.

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. Look for.

Unpack Your Sales Funnel

Marketing Action

Especially in the last five years, sales and marketing roles have shifted and this impacts the way the funnel breaks down as well. Mr. Stacy Gentile and I delivered a webinar, “ Unpacking the Sales Funnel ,” on this very topic, which I invite you to watch. I’ll cover some of the key points here. Before the funnel. The changing funnel. But the funnel is incredibly fluid.

The B2B Funnel is Leaky on the Marketing Side Too

Social Media B2B

All B2B marketers are aware of the funnel. Whether you are a funnel-purist, who still firmly believes in this construct, or you think marketing has gotten way more complicated and customers enter the process at various stages through various means, there is still some value in using the funnel as a means to represent the overall approach of the marketing itself.

Infer Partners with Terminus to Introduce Predictive Ad Targeting that Drives Advertising ROI through Top-of-the-Funnel Engagement

Infer

The company’s platform builds profiles that can encompass both scores and external signals, such as the prospect’s intent or whether their company offers a freemium product. For example, by feeding rich Infer Profiles into Terminus, a marketer can show personalized display ads to particular B2B accounts, i.e. best-fit marketers who use the Marketo platform. About Infer.

How To Map Content To Your Conversion Funnel

Visually

For marketers, the conversion funnel is one of the best tools for understanding consumer behavior and building long-term relationships. The top of the funnel is wide, representing early-stage contact with a large audience. As the funnel narrows, each band represents a point of contact that’s one step closer to your goal. What information are they looking for?

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. Look for.

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. If you are doing it right, your content funnel probably looks something like this: Then you realize you aren’t converting your new contacts into new clients. So where’s the disconnect? Be Patient. Wrong. They absolutely are. Now what?

7 Creative Examples of Bottom-of-the-Funnel Marketing

SnapApp

Bottom of the funnel marketing is aimed at converting a potential customer into an actual customer. But you just can’t deploy standard content and hope it sticks for leads who are this far down the sales funnel. You need creative, high-value marketing materials that give the prospective customer a reason to act. Who’s Using Bottom of the Funnel Marketing?

The Lead Generation-Inbound Marketing- Funnel Optimization Toolkit

NuSpark

Pre-Funnel:  Attracting audiences before they have determined need. SRDS probably fits in the first paragraph as well, but still is the best source for researching consumer and b2b media information, covering print, digital, and direct marketing/list research. Funnel Entrance:  Targeting audiences who are exploring solutions. Search engines are called that for a reason- your prospects are searching for information or resources that may help them with a business need.  Much of it is poor storytelling toward prospect pain points. In the old days, we had a phone. 

How to Diagnose Your Funnel to Create Predictable Growth

Hubspot

In contrast, companies that don’t experience consistent, predictable growth also do not have clarity of their funnel metrics. So, the first step to creating predictability is to define, measure and track your funnel. The middle of the funnel, where the focus is on lead conversion. The bottom of the funnel, where the focus is on sales and revenue. Sales and Marketing

How Does Social Media Fit Into the Lead Generation “Funnel”?

WindMill Networking

For B2B digital marketers, that’s a foregone conclusion. This is partly because communication processes in a traditional B2B lead nurture “funnel” are visualized as sequential – Awareness + Consideration + Trial = Sale , for example. Visualizing a funnel sequentially helps marketers tailor emails and other content to the steps prospects take as they move toward a purchase.)

Lead Generation: 2 questions every marketer should ask themselves about prospect motivation

B2B Lead Generation Blog

Tweet The most important factor to keep in mind when creating your landing page is your prospects’ motivation. Highly motivated prospects can make for highly motivated leads if your landing pages deliver the right message to the right prospect at the right time. However, it’s the prospects who are not highly motivated that you need to worry about. Who are my prospects? First, you must ask yourself, “Who are my prospects, and where are they in the purchase cycle?”. The window shoppers – These are prospects who are very early in the sales cycle.

B2B Social Media and Content Marketing in the Sales Funnel

Social Media B2B

B2B marketers are turning to social media marketing approaches in greater numbers, but they are still looking for ways to better leverage these platforms for stronger results. Content Marketing is Growing for B2B Companies. B2B companies have long relied on content marketing to promote their products, and social media has expanded both the need and the reach of content.

Three Things Smart B2B Marketers Will be Doing in 2016

Webbiquity

What will successful B2B marketers to be doing more of, or differently, in 2016? That question was recently posed to the expert contributors at the B2B Marketing Zone , and two dozen responded with a range of insights about content marketing, measuring results, employee advocacy, customer experience and other topics. Here are three key takeaways plus some additional musings.

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Use Content Marketing to Manage Industrial Sales Funnels

Industrial Marketing Today

B2B and industrial marketers are usually tasked with two main responsibilities: Fill the top of the sales funnel (ToFU) with high quality leads. Maximize the middle of the funnel (MoFU) for converting more leads into sales opportunities. That’s why more B2B and industrial marketers are turning to content marketing to lift their lead generation ROI.

Video Marketing within the Sales Funnel

KEO Marketing

According to a recent study by the Web Video Marketing Council, 96% of B2B marketers are now using video. But a lot of companies use video just at the top of the sales funnel. Video can help convert customers in every stage of the funnel. The more places you utilize great video in your funnel, the easier you make it for those buyers to move down the path to purchase.

FAQ 11

Fresh Ideas to Reignite Stalled Leads and Accelerate the Sales Funnel

B2B Lead Generation Blog

Tweet Longer selling cycles and stalled deals are impeding sales funnels everywhere. Use these three practices to convert more leads into revenue: Use Funnel-Specific Market Research. If you really want to understand what’s happening with customers at a particular point in your funnel, then you have to ask them while the last interaction with you is relatively fresh in their minds.

Tips To Power Your Sales Funnel With Video Content

It's All About Revenue

When a prospective buyer starts searching for a solution and lands on your website, there’s nothing more engaging to present them with than a quality video. Top Of Funnel. Prospects in this early stage may not have even identified their problem yet. Middle of Funnel. He’s passionate about helping companies get the most out of their video marketing investments.

Tuning Your Investment in the Digital Marketing Funnel

Biznology

Most of you are aware of the marketing funnel, which describes the different phases in the buyer’s journey. typical way to slice up the funnel is in terms of  Awareness, Consideration, Conversion, Loyalty, and Advocacy as shown in the diagram from Adam Cohen’s blog at right. With With limited budgets, in what phase of the funnel do you concentrate your resources?

5 B2B Sales Thought Leaders Share 2014 Trends and 2015 Predictions

Sales Prospecting Perspectives

We asked 5 B2B sales thought leaders to take a step back and analyze last year in terms of sales trends and this year in terms of sales predictions. Specifically, we asked them this question: What were the major trends in B2B inside sales in 2014, and how do these trends influence your predictions for 2015? It’s January 6. Do you know what that means? Matt Bertuzzi. Kyle Porter.

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Why Interactive Content is Transforming the Sales Funnel

SnapApp

The sales funnel continues to transform with emerging technologies. At this point, probably every B2B marketer has seen this stat (or one like it): B2B buyers complete 57% of their research on a product before speaking to a sales representative. In a sales funnel dependent on targeted engagement, teams need to broaden their perspective and embrace data-driven opportunities.

B2B Video Marketing Done Right

KoMarketing Associates

Video content in particular is an increasingly compelling tactic for business marketers to deploy throughout the funnel, with numbers to support its use. How can a good B2B video be characterized? Why is it a good idea to incorporate video into your B2B marketing? Video can attract prospects eager to learn more from/connect with key personnel. Informative. Entertaining.

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6 Tips for Productive Prospecting

Marketing Action

Craig Rosenberg is working on a book, “Tips for Sales Prospecting Into Small Businesses,” for Radius ( radiusintel.com ), and asked me to contribute a few tips. I’m posting them here, and if you’d like to contribute your favorite to the discussion, just leave a comment below. It’s time to unearth some new opportunities…it’s time to pick up that phone and go prospecting.

The Need-to-Know About Bottom-of-the-Funnel Marketing Content

SnapApp

Do you have that right content for the bottom of the funnel? The sales funnel and content. Content and the sales funnel. Top-of-the-funnel content. Middle-of-the-funnel content. Bottom-of-the-funnel content. Top-of-the-funnel content is where your marketing creates awareness, brand identity, and new leads. Understanding Bottom of the Funnel Content.

MQL 19

6 Reasons To Check Out Bizo’s B2B Funnelmentals Tour

It's All About Revenue

Bizo’s B2B Funnelmentals Tour is a unique series of digital marketing industry events. 19), and Chicago (May 7), the Funnelmentals Tour is aimed squarely at helping B2B marketers master full-funnel marketing with a combination of display, social advertising, marketing automation, and other digital tactics. Grab insight into best practices of leading edge B2B marketers.

Why You Should Consider Using Twitter for B2B Leads

Act-On

Every day there are new B2B opportunities waiting for you on Twitter, LinkedIn and the other social media channels. B2B marketers who use Twitter generate twice as many leads as those who don’t. Prospect. Next, look for prospects who align with some aspect of your best buyers. Because the Twitter Prospector identified the opportunity, it did the prospecting for.

The top 10 tricks for sales lead generation

Biznology

This fast-paced session introduces the top techniques for B2B lead generation today, from calculating the right number of leads required and setting qualification criteria, to managing lead tracking and reporting. In this webinar, you’ll find out: Your best prospecting media–and the media channels to avoid–for lead generation campaigning today. Ruth P.