Industrial Marketing Today

SEPTEMBER 13, 2010

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.

Buying Cycle 60

Buying Cycle Marketing Automation Services Peer-to-peer Web 2.0 60

Hinge Marketing

FEBRUARY 11, 2015

This type of content is meant to inform people and share best practices. Stay tuned for upcoming blog posts about lead nurturing drip email campaigns and the process of building relationships with leads to earn their business when they are ready to buy. On Twitter+ or LinkedIn?

Lead Nurturing 48

Lead Nurturing Email Campaigns Sales Qualified Leads Campaigns 48

Industrial Marketing Today

OCTOBER 2, 2010

Let’s look at two case studies to see how industrial marketers are using email to reach and engage with industrial buyers. Case study #1: B2B lead generation through better segmenting and more focused email content Business challenge: FreightCenter wanted to change its customer mix of 70/30 (B2C/B2B) to a more B2B-centric mix.

Email Marketing 60

Email Marketing Planning Web 2.0 BtoB 60

Adobe Experience Cloud Blog

JULY 29, 2013

Author: Shonal Narayan What marketing tactic is best described by the following statements? Recently at Marketo, we have placed more emphasis on the rate at which leads flow through the funnel and developed ways to accelerate the rate aka shorten the buying cycle. Builds brand awareness and preference. Improves sales efficiency.

Top of Funnel 48

Top of Funnel Sales Management Lead Scoring Lead Ranking 48

Industrial Marketing Today

JUNE 29, 2010

That’s a shame and here’s why — among the top ten in Interbrand’s Best Global Brands 2009 , IBM was listed at #2, Microsoft, GE and Intel at number 3, 4 and 9 respectively. As marketers, we need to shorten the industrial buy cycle by producing marketing content that is relevant and tailored to the prospect’s stage on the buy cycle.

Relevance 60

Relevance B2B Marketing Web 2.0 Brand Identity 60

Industrial Marketing Today

MAY 5, 2010

That however is only part of the solution because if your content doesn’t engage the visitor s/he won’t take a desired action to move forward in the sales cycle. said it best when she wrote, “Passive reading of your content is not going to help online marketing initiatives shorten buying cycles or increase customer acquisition and revenues.”

Sales Cycle 60

Sales Cycle Web 2.0 Buying Cycle Privacy Policies 60

Industrial Marketing Today

APRIL 22, 2010

You can buy the book from Amazon and visit his site at www.distributiontrap.com. I also found a fascinating video interview on Andrew’s blog that really drives home the point with a case study featuring Mr. Fred Whyte, President of STIHL Inc. The interview is split over four videos.

Distribution 60

Distribution Web 2.0 Lead Ranking Privacy Policies 60

Convince & Convert

FEBRUARY 26, 2013

If you haven’t yet written a book, the “social proof” (or evidence) surfers seek can come from articles, videos, reports, case studies, testimonials, badges, certifications, press releases, and so on. Now click here and buy it.” You can follow him on Twitter @FeldmanCreative. Hard sell. Unsearchable.

Sales Qualified Leads 162

Sales Qualified Leads Landing Pages Lead Scoring Lead Ranking 162

Hinge Marketing

MARCH 19, 2015

While some contacts are further along in the buying cycle, they are most likely still learning more about your firm. Depending on your typical sales cycle, these workflows can span anywhere from a month to several months and include anywhere between three and ten emails. The best practice is around seven touch points.

Top of Funnel 48

Top of Funnel Contact Marketing Marketing Funnels Contacts 48

The ROI Guy

SEPTEMBER 17, 2010

The past decade has seen an exciting and dramatic increase in new digital marketing channels including Twitter, Facebook, e-mail, search engines, webinars, virtual trade shows and more. Prospect driven buying cycles mean that buyers research solutions on their own, and do their own due diligence, engaging sales much later in the sales cycle.

Interactive Marketing 40

Interactive Marketing Marketing Automation Services Peer-to-peer Buying Cycle 40

Industrial Marketing Today

JULY 29, 2010

Johnson , Industrial Marketing , Junta42 , Lenskold Group About the Author Achinta Mitra calls himself a “marketing engineer” because he combines his engineering education with 20+ years of practical industrial marketing experience to connect the dots between strategic advice and tactical implementation.

B2B Marketing 60

B2B Marketing Top of Funnel BtoB Peer-to-peer 60

Industrial Marketing Today

MAY 14, 2010

What do you do when the bulk of your marketing content, with the exception of case studies is product focused? Here are seven content marketing strategies that you can use to engage your prospects and move them forward in their buying cycle. He is the Founder & President of Tiecas, Inc. –

Webinar Metrics 60

Webinar Metrics Marketing & Strategy Marketing Strategy Product 60

Valasys

SEPTEMBER 10, 2019

Though the impact of inbound marketing in attracting, engaging & converting the prospects can’t be neglected , the former statement is also partially true, as it resonates with the positive word of mouth marketing in practice. Knowing the Product, Brand & Industry: Marketers need to understand their products.

Word of Mouth 40

Word of Mouth WOMM B2B Marketing Marketing AI 40

Industrial Marketing Today

JULY 23, 2010

Rule #1: Natural or organic search engine optimization (SEO) In the research phase of the industrial buying cycle , engineers and industrial buyers tend to use broad keywords and phrases that describe their current problem. Instead of taking sides, I say use it to your best advantage. The same holds true for video white papers.

Rules 60

Rules Marketing Websites Marketing Automation Services Web 2.0 60

Adobe Experience Cloud Blog

FEBRUARY 17, 2011

Visual learners comprise 65% of the public, and auditory learners make up another 30%, so it’s no wonder video is the way people learn best. According to a Universal McCann study cited by Brightcove , people find product information and research most compelling when delivered in video format. The appeal of the play button. No problem.

Top of Funnel 48

Top of Funnel B2B Sales Video Marketing B2B Marketing 48

Industrial Marketing Today

JANUARY 26, 2010

The bottom line is for your content to engage your prospects and customers at every stage of the buying cycle. Embrace social media: Yes, the jury is out on making a business case for social media but ignore it at your own peril. Use case studies to demonstrate tangible results.

Rules 60

Rules Marketing Websites Web 2.0 Buying Cycle 60

Adobe Experience Cloud Blog

FEBRUARY 15, 2012

An industry analyst report, a technical white paper, and a short customer case study are enough to build out a lead nurturing campaign. With a just a few pieces of quality content you can make a big impression by promoting the content through Google, LinkedIn, Facebook, Twitter, and other social channels. Repurpose —Think big.

Marketing Automation Services 48

Marketing Automation Services Marketing Automation Automation Paid Search Agency 48

Marketing Insider Group

JUNE 30, 2020

Take advantage of any social platform that makes sense (Facebook, Instagram, Snapchat, Twitter, Pinterest, or, if you conduct business internationally, social platforms that are popular in the countries in which you do business). White papers need to be some of your best content. Case Studies. White Papers.

Work Management 362

Work Management B2B Marketing Marketing Management Content Marketing 362

Convince & Convert

SEPTEMBER 20, 2010

You need to determine why your company should be social, for whom your efforts are intended and where your audience is in the buying cycle, and how you’ll measure success. Linkedin Groups vs. Twitter. Twitter is even narrower at 36% – 46%. Private brand communities vs. Facebook. Podcasts vs. YouTube.

Social Media 149

Social Media Media Webinar Metrics Marketing & Strategy 149

Online Marketing Institute

MAY 18, 2010

Longer sales cycles due to more complex products and services and business purchasing processes often require more information. I’ll be talking about these topics and more at the MarketingProfs B2B Forum in Boston tomorrow at 1:45-3pm in a session called, Content SEO: Best Practices and What to Avoid.

SEO 40

SEO Top of Funnel AIDA Digital Asset Management 40

seo.co

FEBRUARY 21, 2022

best practices for B2B marketing via email, content, social media, and more! If you’re looking for a simpler, top-down view of what happens, it may be best to think about the process in terms of three distinct stages: Awareness Stage: The prospect/business experiences a problem and/or recognizes an opportunity. Be consistent.

Business to Business 98

Business to Business Paid Content B2B Marketing Work Management 98

Convince & Convert

MARCH 3, 2010

Consumers are using social media (especially Twitter) as a 1-800 line, and agencies should be helping their clients answer the social telephone by setting up listening posts and protocols, and trying marketing to customer service in real-time. Oh, that's part of our digital practice.&# I wasn’t talking to you.)

Social Media 122

Social Media Paid Search Agency Media Advertising Agencies 122

SnapApp

DECEMBER 4, 2017

76% of B2B marketers blog, and 73% publish case studies - Content Marketing Institute. . . Case studies allow businesses to use relatable business stories to move prospects towards the end of the buyer journey. 78% of B2B buyers use case studies when researching purchases - DemandGen. . MassPlanner. .

Paid Content 122

Paid Content Top of Funnel Stats Marketing Budget 122

Savanta

JANUARY 13, 2012

Social media channels, especially blogs and Twitter, have opened up new opportunities to connect but require a constant stream of quality content. Thought leadership content gives you fuel for social media activity and helps form relationships early in the buying cycle. What about case studies? Enjoyed this post?

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Thought Leadership B2B Thought Leadership RSS Buying Cycle 120

Anything Goes Marketing

MAY 17, 2009

but as you’ll see from the comments below, some great stats and thoughts have been captured by attendees via Twitter (yet another reason to use Twitter). sds09 Sales/Marketing Funnel stharris : # sds09 Most case studies are after purchase. Case studies across the demand waterfall.

B2B Marketing 100

B2B Marketing Work Management Trends Lead Ranking 100

ClearVoice

DECEMBER 7, 2020

Case studies. As with any marketing tactics, it’s not about “doing it all” but rather “do what’s best for you.” An important call-out with inbound marketing drivers is that these tactics encourage action: submitting a demo form, clicking on an article link on Twitter, or subscribing to receive content via email.

Inbound Marketing 52

Inbound Marketing Enterprise Management Paid Search Agency Work Management 52

Zoominfo

NOVEMBER 6, 2018

To nurture these prospects through the buying cycle, you’ll need to leverage engaging visuals—without promoting your product or solution just yet. Example: A marketing executive at a healthcare startup encounters an infographic about market intelligence on Twitter. They aren’t actively researching products.

B2B 153

B2B Zoominfo Urgency Marketing B2B Sales 153

Webbiquity

APRIL 18, 2012

What are the current best practices in content creation? Get the answers to these questions and more here in a dozen of the best content marketing guides of the past year. They need to adapt best practices from the journalism field, and bridge the gap between corporate interest and market needs for valuable information.”

Top of Funnel 100

Top of Funnel Tactics Content Marketing Tips 100

Heinz Marketing

FEBRUARY 5, 2018

It’s just 30 minutes long, fast-paced and full of actionable advice, best practices and more for B2B sales & marketing professionals. Check it out and learn more about G2 Crowd here (Top 100 Best Software Companies for 2018). Every week we are featuring some of the best and brightest minds in B2B sales and marketing.

Sales Management 48

Sales Management Top of Funnel Enterprise Management Work Management 48

Adobe Experience Cloud Blog

APRIL 23, 2012

Armed with this knowledge, you can plan and create content that targets prospects at each stage in the buying cycle. You can capture their attention and goodwill by producing helpful content, sharing some of your expertise in how to approach a relevant problem – but not (yet) trying to sell the idea of buying your product.

Top of Funnel 48

Top of Funnel Sales Management Planning Content 48

B2B Marketing Zone Posts

OCTOBER 5, 2010

Best of B2B Marketing for September 2010. Best Social PR Guides and Tips of 2010 (So Far) - Webbiquity , September 1, 2010 Social media has fundamentally altered the practice of public relations. Should Investor Relations Teams Use Twitter? - Sign onto Twitter/StockTwits and start tweeting, right? The Results.

B2B Marketing 40

B2B Marketing Work Management Marketing Management Advertising Agencies 40

KEO Marketing

JANUARY 27, 2015

We’re quickly reaching the point where a mobile marketing strategy must even include discussion of wearable technology and how best to present context via that channel. 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.

Paid Content 48

Paid Content Inbound Marketing B2B Marketing Work Management 48

Online Marketing Institute

JULY 31, 2009

In my view, these marketers live by four best practices. Three key ones that we look at: profile match, engagement level, and buying cycle position. The third dimension we use is the lead's position in the buying cycle. Simple and practical as these companies are already interested.

Lead Ranking 40

Lead Ranking Lead Scoring Enterprise Management Work Management 40

EveryoneSocial

APRIL 10, 2018

Especially when you are in B2B sales, LinkedIn and Twitter, for example, become essential platforms to reach out to prospects and build a relationship. Generally, sharing third-party content is a common practice among anyone who is relatively active on social media. Third-party industry related content. Final Thoughts.

Social Networks 93

Social Networks B2B B2B Sales Content 93

Hubspot

SEPTEMBER 1, 2016

And the best digital marketers have a clear picture of how each asset or tactic supports their overarching goals. Social media channels (Facebook, LinkedIn, Twitter, Instagram, etc.). Online PR is the practice of securing earned online coverage with digital publications, blogs, and other content-based websites. Case studies.

Paid Content 78

Paid Content Planning Paid Search Agency Mobile Advertising 78

Hubspot

SEPTEMBER 26, 2013

This is the process of comparing two variations of a single variable to determine which performs best in order to help improve marketing efforts. The practice of closed loop marketing is being able to execute, track and show how marketing efforts have impacted bottom-line business growth. Yes, let’s start this darn glossary already.

Inbound Marketing 28

Inbound Marketing Top of Funnel Sales Management Marketing Automation Services 28

SnapApp

DECEMBER 12, 2017

The CMO’s best play at this point is to prepare what you can and commit to staying on top of the news around AI applications in marketing as it breaks. Marketers will focus less on the automation and more on the customer: Is the automation delivering the best possible experience for the customer ? And it’s only expected to rise : .

Marketing Automation Services 103

Marketing Automation Services Marketing AI Paid Content Marketing Automation 103