Avitage

JUNE 28, 2017

Without mechanisms to make the complex simple, people experience the feeling as “complicated” This is the condition B2B sales and marketing leaders experience when it comes to defining and executing sales, marketing, content and data strategies. They’re also accelerating with the exponential rate of change.

B2B 120

B2B B2B Sales Differentiation Segmentation 120

Avitage

JUNE 27, 2015

If you’re a B2B organization pursuing content dependent strategies such as content marketing, automated lead generation and nurturing, sales and channel enablement (among others), you are now in that business. The many new content requirements of digital era audiences and business strategies further exacerbates this reality.

B2B 120

B2B Content Paid Search Agency Lead Ranking 120

Avitage

JUNE 4, 2014

Traditional content creation methods will not meet use case requirements for customer facing digital content (Tweet this) Lack of effective enterprise content strategy practices has masked this problem. Content Operations Strategy content operations content strategy enterprise content strategy'

Enterprise Management 120

Enterprise Management Marketing & Strategy Content Paid Search Agency 120

Avitage

JUNE 12, 2015

Misunderstanding content ROI elevates risk of poor decisions about content strategy and investment. B2B enterprise executives have only a casual or gut feel for both. The post Getting B2B Content ROI Right appeared first on Avitage. Poor performing content lowers outcomes.

ROI 120

ROI B2B Content Acquisitions 120

Avitage

APRIL 26, 2017

Many B2B selling organizations hit a wall in their new customer acquisition and revenue growth rates. But the B2B sales prospecting epidemic has a more fundamental core cause than consultative or solutions orientation. The post The epidemic in B2B sales prospecting appeared first on Avitage.

B2B Sales 149

B2B Sales B2B Class Consulting 149

Avitage

JANUARY 28, 2016

Despite a plethora of articles recommending methods to determine content ROI, this continues to be a hot and confusing topic for many B2B marketers. A Content ROI Investment Model An investment mindset for B2B content speaks to three categories: investment that impacts business strategy, business operations, and content operations.

ROI 120

ROI B2B Content Urgency Marketing 120

Avitage

MARCH 10, 2016

The design point for your B2B sales content strategy must be your buyer’s engagement model, mapped against your sales strategy. Without well-defined and documented sales use case requirements, effective sales content strategy is not possible. Fundamentally, it must be conversation centered.

Marketing & Strategy 120

Marketing & Strategy Content B2B Sales Paid Search Agency 120

Avitage

MARCH 17, 2014

Most business enterprises engaged in B2B selling have adopted content marketing as “the only marketing there is.” ” (Seth Godin) It is reported to be the top B2B marketing priority for 2014. Now CMOs need to re-imagine their approach to content strategy and operations.

Organization 120

Organization Enterprise Management Cross-Selling B2B 120

Avitage

NOVEMBER 13, 2014

Enterprise organizations need a content strategy, that goes beyond marketing, websites and content projects. Organizations must make enterprise content strategies operational with a new, more leveraged, efficient and effective content operation.

Enterprise Management 120

Enterprise Management Trends Marketing Management First-Mover Advantage 120

Avitage

JUNE 10, 2014

Companies require an enterprise content strategy that spans functions and tactics, and goes beyond project oriented campaigns, websites and other content projects. Underlying Causes Internet capabilities have shifted buying behavior, especially for B2B buyers of complex, solution oriented offers.

Enterprise Management 120

Enterprise Management Marketing Management Marketing & Strategy Content 120

Avitage

OCTOBER 21, 2016

Challenger Sale introduced concepts about what B2B sellers should do. They looked at what the best B2B sales people have actually been doing. The post Challenger Customer Implications for B2B Sales Professionals appeared first on Avitage. But few recommendations were really actionable by most sales leaders and their teams.

B2B Sales 120

B2B Sales B2B Practices Research 120

Avitage

JANUARY 28, 2016

” When it customs to B2B marketing and selling content, it appears most organizations don’t know either. The rhetoric of “data driven decisions” has become a business imperative and key B2B competency. The post Understanding the True Cost of Content in B2B Organizations appeared first on Avitage.

Cost 120

Cost Organization B to B B2B 120

Avitage

SEPTEMBER 27, 2017

With guidance from SiriusDecisions and other analysts firms, many B2B organizations have evolved their go-to-market, messaging and content strategy. SiriusDecisions’ short brief has been an important and useful guide for a B2B content strategy that supports this shift.

B to B 120

B to B Buyer Personas Viral Marketing Content 120

Avitage

SEPTEMBER 21, 2017

However, this is still a near universal B2B selling problem and performance constraint. Despite significant investments in sales and marketing content management technology, most B2B organizations don’t provide their sales and channel sales organizations enough of the right content. This is flawed thinking.

Content 120

Content Guidelines B2B Sales High Quality Lead 120

Avitage

MARCH 25, 2016

Poor or missing content is an under-appreciated reason B2B selling organizations experience lower than projected new customer acquisition and revenue growth results. An ineffective or non-existing business level content strategy. This effectively makes it 68% of organizations are producing content without a content strategy.

Marketing & Strategy 120

Marketing & Strategy Acquisitions B2B Sales Paid Search Agency 120

Avitage

SEPTEMBER 26, 2017

B2B companies bringing new offers to market risk long delays in product or solution uptake. New Paradigm Offers Require a Different Go-to-market Strategy New paradigm solutions provide a different way to solve business problems than existing solution methods. Too often this leads to direct failure. Failure rates range from 40% to 80%.

Lead Ranking 120

Lead Ranking Startups Marketing & Strategy B2B Sales 120

Avitage

MARCH 28, 2013

B2B marketers are allocating one-third of their budgets to content marketing, and more than half plan to increase content marketing spending in 2013. The opening lines, and most of the lines that followed, really grabbed my attention: “Marketers spent more than $40 billion on custom media in 2011.

Allocation 120

Allocation Curation Content B2B Sales 120

Avitage

NOVEMBER 22, 2015

They provide important considerations for all B2B marketing and selling professionals, especially sales executives. A level one reading risks missing several important but deeper implications for an organization’s go-to-market and content strategy. Despite a breezy writing style, there are many dense sections.

B2B Sales 120

B2B Sales B2B Marketing Education Paid Search Agency 120

Avitage

MARCH 28, 2013

B2B marketers are allocating one-third of their budgets to content marketing, and more than half plan to increase content marketing spending in 2013. Content Marketing Strategy b2b content buying stages content curations content quality content strategy quality content relevant content video content'

Allocation 120

Allocation Webcast Curation Content 120

Avitage

FEBRUARY 2, 2016

There is a generally high desire for sales coaching in B2B selling. To be successful sales people need: Knowledge and information (including sales strategy and process), Skills and techniques, Conversations and messages These inputs enable sale people to know What to do, What to say, How to say it.

B2B Sales 120

B2B Sales Training Differentiation Acquisitions 120

Avitage

NOVEMBER 12, 2014

Many B2B executives and their organizations are not innovating fast enough to capitalize on the competitive advantages available to early movers, or to get on the learning curve to become proficient with modern marketing practices. The traditional, project oriented, creative craftsman approach to content cannot meet new requirements.

First-Mover Advantage 120

First-Mover Advantage Content CMO Acquisitions 120

Avitage

SEPTEMBER 4, 2017

I identified the shortcomings of the traditional and still prevalent process by which B2B organizations create content. What drives the need for a leveraged content supply chain is a content strategy based on: A strong believe in high-value content as a strategic business imperative. In What is a Content Supply Chain?

Content 120

Content Software Google Process 120

Avitage

APRIL 3, 2015

How can it possibly be, that in the fifteen years I’ve been involved with B2B content, most marketing groups with responsibility, budget and resources to create content, still can’t get aligned with sales on a process to deliver the content they need? See Need Better Content? Define Your Use Case Requirements.

Work Management 120

Work Management Budget Programs Marketing Management Content 120

Avitage

JANUARY 7, 2015

In my mail yesterday I received my hot-off-the-press copy of Ardath Albee’s new book, Digital Relevance: Developing Marketing Content and Strategies that Drive Results. Ardath Albee: Marketers typically think of their B2B marketing efforts as a series of campaigns focused on specific parts of the buying decision.

Process 120

Process Campaigns Buyer Personas Buyer's Journey 120

Avitage

JUNE 24, 2015

We believe this missing element is the reason content under-performs, organizations experience the perennial ““challenges that B2B marketers face”” (Content Marketing Institute), and demonstrating suitable return on content investments is elusive.

Content Marketing 120

Content Marketing Paid Search Agency Class Content 120

Avitage

JANUARY 16, 2018

At some point B2B executives realize that adding resources and technology to the traditional content operations process produces only marginal improvements. This will become even more evident when marketing begins to adequately support B2B sales content requirements, as well as those of the sales channel. They don’t create it.

Content 120

Content Domain Paid Search Agency B2B Sales 120

Avitage

APRIL 9, 2012

Most of us are well aware the world of B2B buying has gone through fundamental shifts in the last five to ten years. I am amazed that for many senior executives I meet, a deeper appreciation of the implications of this transformation hasn’t occurred and isn’t translating into different strategies.

Demand 120

Demand B2B Sales Sales Cycle PR 120

Avitage

OCTOBER 10, 2013

As B2B marketers, we have to be careful not to get too caught up in mechanics and focused just on “hard” outcomes we can measure and report. Content Marketing Lead Management Marketing and Sales Strategy buyer engagement content strategy Eloqua Eloqua Experience Televerde'

Eloqua 120

Eloqua Webinar Metrics Lead Scoring Lead Ranking 120

Avitage

OCTOBER 10, 2013

As B2B marketers, we have to be careful not to get too caught up in mechanics and focused just on “hard” outcomes we can measure and report. Content Marketing Lead Management Marketing and Sales Strategy buyer engagement content strategy Eloqua Eloqua Experience Televerde'

Eloqua 120

Eloqua Webinar Metrics Lead Scoring Lead Ranking 120

Avitage

SEPTEMBER 5, 2012

Cause and effect relationships in a complex B2B environment characterized by multiple buyer touch points across a buyer driven buying cycle are as clear as mud. Content Marketing content strategy marketing automation' Unfortunately it is the hidden insights into the relationship between the two that creates actionable intelligence.

Buying Cycle 120

Buying Cycle Marketing & Strategy Marketing Automation Automation 120

Avitage

JULY 30, 2012

You develop momentum by either executing a well thought out strategy or making a spectacular play that shakes up the competition. You can develop it through a well thought out strategy followed by focused execution. Understanding marketing momentum is important to developing a marketing strategy.

Marketing & Strategy 120

Marketing & Strategy Startups Paid Search Agency Marketing 120

Avitage

AUGUST 10, 2017

As B2B selling organizations attempt to transition from a product to solution or value sale, they must deal with the new realities of selling in a digital era characterized by self-educating teams of buyers. Two of the most under-served B2B functions when it comes to content are direct and channel sales organizations.

Content 120

Content B2B Sales Acquisitions Vendors 120

Avitage

JANUARY 8, 2018

This is the common state across most B2B sales organizations. Effective sales content is a strategic imperative when selling in a digital age of hyper-connected, hard to engage, low attention span buyers. Sales performance suffers due to poor or missing sales content. That’s not surprising to me.

Content 220

Content Statistics B2B Sales Webinar Metrics 220

Avitage

JUNE 8, 2014

I thought of this because when I ask B2B marketing and sales professionals about their use of Google Plus answers are either, “I don’t really use it, my customers aren’t there,” or “I post my content there just like I do with Twitter, LinkedIn, etc.”

Google 120

Google Paid Search Agency Companies Content 120

Avitage

FEBRUARY 14, 2014

Post Header Summary: Content marketing advice outside the context of understanding your business, goals, strategies and plans can be misleading, even dangerous. 1) Business Goals, Strategies, Plans I know, you’re reading a lot about this. More importantly, you do too!

Content Marketing 120

Content Marketing Planning Content Work Management 120

Avitage

FEBRUARY 24, 2016

One of the early questions I ask prospective B2B clients is: “When you go-to-market through your marketing and sales functions, what percent of your target prospects are find vs create opportunities?” They also have a pretty good idea of what they expect to pay. Find opportunity prospects are actively searching.

Trigger Marketing 120

Trigger Marketing B2B Sales Marketing Prospects High Quality Lead 120

Avitage

JUNE 3, 2015

The digital era has ushered in many behavior changes, especially for B2B buyers. “Social selling” while new and popular, doesn’t yet represent a significant breakthrough in the way B2B sales people sell. First, because in most B2B business models, sales people must still generate 60-90% of leads.

Lead Ranking 120

Lead Ranking Content Lead Scoring Sales Qualified Leads 120