Act-On

SEPTEMBER 24, 2023

An example of top-of-the-funnel keywords she might search include “How to improve marketing productivity” or “How to scale a marketing department.” At this point, she might search for lower funnel keywords such as “How to buy a marketing automation solution” or “What to look for in a marketing automation demo.” So, where do you start?

Top of Funnel 130

Top of Funnel Marketing Funnels Keywords Marketing Automation Services 130

KoMarketing Associates

APRIL 7, 2021

For the marketers who were able to pivot quickly, many B2B demand generation best practices helped to ease the pain of 2020. And here’s HubSpot’s definition : “demand generation captures the umbrella of marketing programs that get customers excited about your company’s product and services. In other words, use personas.

Demand Generation Agencies 236

Demand Generation Agencies Demand Generation Demand Marketing Budget 236

Ambal's Amusings

AUGUST 5, 2010

Do you know your white paper audience? Are those concerns being addressed in your white papers? We asked white paper experts " How should a white paper that is addressed to a Technical Decision Maker be different from a white paper that is addressed to a Business Decision Maker?

Paper 100

Paper Enterprise Management Work Management Marketing Management 100

Martech

FEBRUARY 20, 2024

Increasingly, B2B customers depend on self-guided research on digital channels to find out more about business products and services and reach buying decisions. As mentioned earlier, B2B customers make buying decisions in teams. B2B marketers need to know the kinds of businesses that purchase their product or service.

Marketing AI 126

Marketing AI B2B Marketing B2B Thought Leadership Content Marketing 126

Marketing Insider Group

JULY 21, 2020

If you read marketing publications as much as I do, you’ve seen your fair share of blog posts, white papers, and videos that reference it. That same McKinsey study reported that in 2010, the percentage of online CPG purchases was already at six percent. Certainly, millennials will become a driving force in tomorrow’s workplace.

Marketing AI 567

Marketing AI Stats Planning Case Studies 567

Webbiquity

MARCH 31, 2022

People won’t buy what they don’t understand. An enterprise customer who needs to purchase a new piece of equipment or software, evaluating similar offerings, will (most often) go with the vendor who can prove they’re the best. What makes your product or service more valuable than your competitors?

Marketing Budget 287

Marketing Budget Enterprise Management Work Management Sales Management 287

The Point

MAY 17, 2021

Whatever demand gen channels you use to generate marketing leads, there’s value in always promoting a mix of content and other offers that span the entire buying cycle: early-stage, mid-stage, and late-stage. However, it’s critical to align search offers (and not just ad copy) with ad groups tailored to a particular buying stage.

Marketing Management 207

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 207

Trade Press Services Newsletter

JANUARY 4, 2024

Do you want to increase visibility, establish thought leadership, enter a new marketplace, or launch a new product or service? Whether it’s bylined articles, white papers, how-to guides or videos, new content is the best way to drive new leads and engage with your customers. Go full steam ahead with content creation.

Marketing AI 130

Marketing AI Course B2B Thought Leadership Planning 130

Trade Press Services

MARCH 4, 2024

From bylined articles to informational videos, content helps prospects learn about brands and gather information about their products and services. Content serves as the primary vehicle for educating, engaging, and guiding potential customers at each stage of their journey to make a purchase.

Top of Funnel 82

Top of Funnel Trends B2B Thought Leadership Buyer Personas 82

Binary Demand

MARCH 26, 2024

The reason is that businesses recognize a fundamental truth that purchasing decisions aren’t solely made by companies. By analyzing potential customers’ online behavior, businesses can pinpoint research interests, website visits, and buying signals, effectively identifying warm leads. This rapid growth, especially the 1,365.5%

Intent 52

Intent Intent Data Paid Search Agency Webinar Metrics 52

Biznology

APRIL 14, 2017

If you look at your marketing and sales process you do a mixture of activities like run-advertising and marketing campaigns to build awareness, send out email marketing, create sales brochures, white papers, case studies, and constantly crank out blog posts and new website content.

Top of Funnel 139

Top of Funnel B2B Thought Leadership Video Marketing Lead Ranking 139

MarketJoy

JULY 27, 2018

The maturation of the internet has changed the B2B buying cycle forever. This white paper will give you a road map for how to attract more customers and win more deals in a rapidly changing B2B landscape. Usually, you’ll have to get buy-in from every decision maker before a purchasing decision is made.

Purchase 64

Purchase Peer-to-peer B2B Buyer Personas 64

SendX

MAY 18, 2020

Fuel the excitement with Email Sequences Email marketing is one of the best ways to promote affiliate deals. It’s not as simple as buying a list of email addresses and spamming them with promotional emails everyday. When there is no urgency, people take longer to make up their minds about buying. But how do you do it well?

Promotion 309

Promotion Email Marketing Urgency Marketing Paid Search Agency 309

ClearVoice

NOVEMBER 1, 2022

To do this, you must create content that aligns with every stage of the buyer’s journey —from awareness to purchase. If your content does not provide the information they are looking for in their stage of the buying process, you may get overlooked for another company that has provided the content that aligns with their current needs.

Buy 59

Buy Process Webinar Metrics Marketing & Strategy 59

Vision Edge Marketing

JANUARY 10, 2019

The customers are aware of the company and its products, as well as the other primary competitors and their products. The company knows that on average there are five people involved in the buying process. Ideally, they also collaborate to map the buying journey for each account. Customer Buying Journey Mapping.

Account Based Marketing 136

Account Based Marketing ABM Touchpoints Best Practices 136

Zoominfo

FEBRUARY 5, 2021

It’s time to build a sales funnel that captures and converts your best buyers. Your digital-savvy B2B prospect is researching the product they think they need. The B2B sales funnel depicts how prospective customers move through the buying process in stages. Bottom: The funnel narrows, guiding the leads toward a purchase.

Top of Funnel 179

Top of Funnel Ideal Customer Profiles B2B Sales Ad Building 179

ClearVoice

JANUARY 26, 2024

They want to be informed and educated about brands, products, and services. They want to discover solutions and make purchase decisions without being marketed or advertised. Content can provide deeper insights and helpful information that encourages someone to purchase or request more information.

Paid Content 92

Paid Content Top of Funnel Work Management Marketing Management 92

Zoominfo

FEBRUARY 18, 2021

Whether we realize it or not, we want to buy from people we can trust. Propel them further down the sales funnel with white papers and webinars. For example, home builders will want to know about timber production and tariffs, because that will affect home building costs. The Final Message: People Buy from People.

B2B Thought Leadership 227

B2B Thought Leadership Business Top of Funnel Conference 227

Hinge Marketing

JUNE 14, 2021

The second use of premium content is as a paid product offering. Advertisements in the free version encourage the purchase of the full-length or full-featured premium version. Research and survey reports are widely used in both content marketing and premium product applications. White Papers/Executive Guides .

Paid Content 144

Paid Content Top of Funnel B2B Thought Leadership Thought Leadership 144

PureB2B

MAY 30, 2022

While you might decide to purchase email marketing lists, the act of sending an email costs you nothing by itself. When customers or clients appreciate your product or service, the hope is always that they will refer you to their contacts or friends. 7 Best Practices of B2B Email Marketing. for every dollar spent.

Email Marketing 62

Email Marketing B2B Marketing Work Management Practices 62

SmartBug Media

APRIL 3, 2023

But the question is where to start, especially if your product or service targets multiple buyers. One of the best things about inbound marketing is that you can offer content to potential buyers before they even raise their hands. Rather than telling them you are the best of the best, show them with relevant content.

Sales Qualified Leads 98

Sales Qualified Leads Top of Funnel Personalization Generation 98

FunnelEnvy

MARCH 18, 2024

Studies prove that B2B prospects now prefer a digital buying journey over sales calls. For example, a “Tech-Savvy Marketing Manager” might prefer informative white papers or video-driven in-depth webinars. Prepare Insightful Questions Focus on uncovering needs, challenges, and buying behaviors.

Buyer Personas 57

Buyer Personas Marketing AI Ideal Customer Profiles Webinar Metrics 57

Zoominfo

FEBRUARY 5, 2021

It’s time to build a sales funnel that captures and converts your best buyers. Your digital-savvy B2B prospect is researching the product they think they need. The B2B sales funnel depicts how prospective customers move through the buying process in stages. Bottom: The funnel narrows, guiding the leads toward a purchase.

Top of Funnel 130

Top of Funnel Ideal Customer Profiles B2B Sales Ad Building 130

Biznology

APRIL 23, 2015

Another long time friend, Bob Bly, was the first who wrote extensively about content marketing in his 2005 White Paper Marketing Handbook, which is still available on Amazon. In logical order they are: Alignment to the buying stage and buyer’s needs. Agreement of the buying team to select one vendor. But I digress.

Work Management 80

Work Management Buy Marketing Management Process 80

Webbiquity

DECEMBER 4, 2018

Determine Product Messaging. To close deals, product language has to be consistent from the top of the funnel down to when a prospect becomes a client. Sellers and marketers have to collaborate to develop this consistency in product messaging. Map Content to the Buying Cycle. The majority of reps struggle with this.

Sales Management 218

Sales Management Top of Funnel B2B Sales Tactics 218

Lead Forensics

APRIL 2, 2024

Explain how your product or service will save them money in the long run, increase efficiency, or generate new revenue streams. Demonstrate how your product solves a critical problem that will free up resources in other areas. “I can get a cheaper version of your product elsewhere.” Objections: Price & Budget 1.

Effectiveness 40

Effectiveness Work Management RFP Case Studies 40

Anyword

DECEMBER 1, 2021

Some types of texts are best created by people within the company, for the sake of accuracy and details. In other cases, it might be better to ask a professional to handle the writing when it comes to making the product or service as appealing as possible to the audience. It wants you to buy something now.

Copywriting 98

Copywriting Marketing AI Paid Search Agency AIDA 98

Stevens & Tate

JANUARY 31, 2022

Every consumer will go through different steps of consideration and purchase throughout the life cycle of a brand or service. In the past, the consumer buying cycle was explained by four stages: awareness, interest, evaluation, and purchase. Purchase Stage. At this stage, the consumer is close to buying your product.

Buying Cycle 111

Buying Cycle Touchpoints Custom Publishing Education 111

Only B2B

FEBRUARY 21, 2024

It goes beyond demographics and past purchases, revealing the “why” behind their actions: their specific needs, motivations, and anxieties. It goes beyond demographics and past purchases to reveal your prospects’ active interest in specific products, services, or solutions.

Intent Data 71

Intent Data Intent B2B Sales B2B Marketing 71

Marketing Insider Group

JANUARY 27, 2020

The best way to do that – and statistics back it up – is content marketing. Who is most likely to buy your products and services? Just have them on hand when you begin content production. February: Find Economical Content Production Tools and Start Posting. You’re a startup. What keeps them up at night?

Startups 343

Startups Marketing & Strategy Marketing Strategy Content Marketing 343

NetLine

DECEMBER 20, 2022

In terms of lead volume, the best content format over the past six years (if not longer) on the NetLine platform has been eBooks. They simply pale in comparison to eBooks, Guides, Cheat Sheets, and White Papers. . Despite this fact, there is something that White Papers have in common with Webinars.

Webinar Metrics 52

Webinar Metrics Top of Funnel Peer-to-peer Intent Data 52

Vision Edge Marketing

NOVEMBER 15, 2018

Maybe you use a graduated scale where you give touch points closer to the end of the buying journey more value than touches earlier in the process? and marketing content (white papers, customer testimonials, thought leadership articles). and marketing content (white papers, customer testimonials, thought leadership articles).

Marketing Attribution 153

Marketing Attribution Multi-Touch Attribution Multi-Channel Allocation 153

Trade Press Services

SEPTEMBER 25, 2023

The B2B sales journey is complex, typically involving multiple small decisions about your brand that lead to a decision to purchase. Five Decisions That Impact Whether a Prospect Makes a Purchase Chitwood’s timeless advice still guides today’s salespeople. Decision #3: About the product or service.

Lead Ranking 52

Lead Ranking Buying Cycle B2B Sales Pricing 52

Zoominfo

JULY 25, 2023

Sales qualified leads (SQLs), who are further on their journey and have engaged in a way that indicates readiness for the purchasing discussion. The goal is to make such a strong impression and business case that B2B leads show high purchasing intent, and sales can engage and eventually convert them. Why Invest in B2B Lead Generation?

Ideal Customer Profiles 130

Ideal Customer Profiles Lead Ranking Lead Generation Sales Management 130

seo.co

MAY 16, 2022

When they see that content and find it informative, they are more likely to purchase from your site. Ebooks and white papers. All kinds of people come to your website, and only some of them are ready to make a purchase decision. Or, show that your product or solution is one of several option in a blog post round-up.

Analysis 110

Analysis Top of Funnel SEO Work Management 110

Zoominfo

FEBRUARY 18, 2021

Whether we realize it or not, we want to buy from people we can trust. Propel them further down the sales funnel with white papers and webinars. For example, home builders will want to know about timber production and tariffs, because that will affect home building costs. This is as true of people as it is of a company.

Business 130

Business B2B Thought Leadership Top of Funnel Conference 130

Biznology

APRIL 27, 2017

But some marketers may still be missing out of some of today’s best practices in reactivation marketing. Reactivation marketing applies to all kind of product and services categories, from consumer to business markets. But the path to purchase differs with each business. What are the reasons for customer dormancy?

Churn Rate 152

Churn Rate Click Rate Eye-Tracking Lead Ranking 152