Everything Technology Marketing

AUGUST 22, 2010

Because prospects in defined, targeted segments are a better fit with the vendor's offering, prospects are more likely to buy, they close faster, produce bigger deals, and remain more loyal. In short, they are more profitable. For marketing, well-defined segments means more targeted messages and programs that resonate with buyers.

Segmentation 100

Segmentation Allocation Marketing Automation Services B2B Marketing 100

Everything Technology Marketing

JULY 10, 2010

Marketing is getting involved in many more areas that touch the customer along the buying process, multiplied by a dizzying variety of new tactics, online communications and engagement platforms. In my mind, this common thread should be the customer’s buying process (instead of the vendor’s planning hierarchy).

B2B Marketing 100

B2B Marketing Work Management Marketing Management Paid Search Agency 100

Everything Technology Marketing

JANUARY 1, 2011

6 - Focus on pull/inbound marketing tactics This reflects the continued power shift of buyers moving firmly into the driver’s seat, initiating, and controlling the buying process. With content moving to the center of attention, marketers often struggle to create magnetic content in the right formats and quantities.

Work Management 100

Work Management B2B Marketing Marketing Management Lead Scoring 100

Everything Technology Marketing

MARCH 14, 2011

2) Re-focus messaging from product to buyer While more direct access to the decision maker and buying authority may simplify the decision process to some extent, it requires marketing to better understand the underlying business problem the cloud solution is solving. But let's take a closer look. (1)

Marketing Automation Services 100

Marketing Automation Services Budget Programs Software Lead Ranking 100

Everything Technology Marketing

NOVEMBER 14, 2009

What are the characteristics of the ideal customer and their buying process? The customer buying pipeline provides insight into how to engage prospective customers to accelerate consideration and preference. We find answers to these kinds of questions can often help with creating the strategy: 1.

Planning 100

Planning Marketing Analytics Tools Contingency Planning Tactics 100

Everything Technology Marketing

APRIL 27, 2011

Content marketing is one of the most popular strategies deployed by today's B2B marketers to attract and engage prospects, and guide them through the buying process. But how do marketers measure content marketing success?

Content Marketing 100

Content Marketing Advertising Agencies Paid Search Agency Content 100

Everything Technology Marketing

FEBRUARY 26, 2013

The secret to B2B email success: Provide compelling content for each stage in the buying process to move buyers from first touch to purchase. B2B marketers’ top metrics to measure marketing ROI: Cost per lead, revenue and lead volume. Thanks to everyone who participated in the survey!

Enterprise Management 100

Enterprise Management Lead Generation Demand Generation Agencies Marketing Management 100

Everything Technology Marketing

MAY 24, 2010

2 - Buyer Persona After establishing your target segments at the macro level, and defining your ideal customer profile, let's look at the people within those target organizations that influence and make buying decisions for the type of products or services you offer. How do they impact the buying process?

Work Management 100

Work Management Marketing Management Marketing Budget B2B Marketing 100

Everything Technology Marketing

OCTOBER 22, 2010

The growing trend of utilizing inbound marketing tactics is a result of the changed buying behaviors of B2B buyers and the perceived cost effectiveness of these marketing channels. this year over 2009.

Marketing Budget 100

Marketing Budget Allocation B2B Marketing Trends 100

Everything Technology Marketing

MARCH 27, 2010

What do they buy? What motivates them to buy? Now you and your marketing organization will be able to answer these kinds of questions about your customers. Who are your most profitable customers? What do they need?

Allocation 100

Allocation Marketing Automation Services Psychographics Cross-Selling 100

Everything Technology Marketing

APRIL 12, 2011

Lead generation and nurturing is the promise of content marketing, in conjunction with marketing automation tools to deliver compelling content in a targeted fashion, and to move buyers though their buying stages and to influence their decisions (our next sneak preview will explore the reality of content marketing in terms of outcomes and results.)

B2B Marketing 100

B2B Marketing B2B Thought Leadership Marketing Automation Services Content Marketing 100

Everything Technology Marketing

JUNE 19, 2010

This supports the observation that companies are increasingly using content marketing to influence and guide prospects through the buying cycle. The next big jump is in content creation - 68% of respondents have increased this tactic in their marketing mix.

Customer Surveys 100

Customer Surveys Tactics Webinar Metrics B2B Marketing 100

Everything Technology Marketing

APRIL 14, 2010

Step 4 - Get Buy-in from Senior Executives Without senior level buy in from the company's C-management, MO is not going to be successful. MO requires support and collaboration not only within marketing but with other departments to be effective.

Planning 100

Planning Allocation Paid Search Agency Budget Programs 100

Everything Technology Marketing

FEBRUARY 19, 2011

I am a strong advocate of presenting content in the context of the buyer's role and buying stages. Or it can link to a "content hub page" (for lack of a better phrase) where you present your most relevant and compelling content assets to the prospect in one view.

Social Media 100

Social Media Sales Qualified Leads Lead Scoring Lead Ranking 100