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The 2014 Content Marketing Imperative

Marketing Insider Group

It may even hurt us in the buying process. The answer is easy: content marketing. Content marketing is the process of creating content that our customers actually want or need. There are more potential buyers in the middle of the buying process than in the latest stages. Because our buyers are too smart.

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The Disconnect Between B2B Content Marketing and Customer Engagement

Industrial Marketing Today

Chairman and CEO of GPJ said, “This report suggests that engagement is now a key dynamic that should be considered when designing big-idea campaigns; without engagement, the message is quickly lost, its power diminished.” Marketers are getting in their own way when it comes to drafting their engagement strategies.

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Tom Pisello: The ROI Guy: Diametrically Opposed Forces: Selling.

The ROI Guy

However, solving this problem will be difficult for most teams, as sales remains inwardly focused on the traditional funnel based selling process, rather than having a keen understanding of how customers make decisions and actually buy - the buying lifecycle.

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Tom Pisello: The ROI Guy: Tech Marketers May Need to Rethink.

The ROI Guy

Surveying 500 decision makers, the survey reveals that technology marketers may want to reconsider their investments and strategies for 2011. Generating Awareness In order to start the engagement process with prospects, awareness needs to be created. Posted by Tom Pisello at 10:33 AM Email This BlogThis!

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Tom Pisello: The ROI Guy: Alinean Powers Eight More B2B Assessment.

The ROI Guy

. “Leading B2B solution providers recognize that old sales and marketing techniques must evolve to meet these new economic buyer demands, and as a result, they are recognizing the need to connect and sell to economic buyers with Alinean -developed assessment, ROI and TCO demand-generation and sales enablement tools.&#

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Tom Pisello: The ROI Guy: Predictions for 2011: The End of B2B.

The ROI Guy

Savvy B2B marketers will recognize the “consumerization&# of B2B and in 2011 proactively increase content marketing investments to deliver the right content and interactive decision support tools at the appropriate right step in the buying cycle. Alinean recognized by BtoB Magazine’s as one of To.

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Tom Pisello: The ROI Guy: IDC: Economic Buyers, Digital Overload.

The ROI Guy

As a result, sales is being invited later into the decision making process, sales cycles are extending and deals are stalling. Let us examine each of these IDC trends in detail and what they mean to 2011 strategies and budgets. Content is King? Is this digital spending allocation aligning with buyer needs? Content may indeed be king.