Content4Demand

JULY 7, 2021

As B2B buying trends evolve, it’s important that your content keeps up. What are buyers searching for? How can you best deliver what they need? The buyers journey continues to be led more and more by the buyers themselves. Stakeholder Content Needs Differ. This isn’t entirely new. Relevance for Every Role.

Account Based Marketing 121

Account Based Marketing Peer-to-peer B2B Content 121

Top Rank Marketing

SEPTEMBER 4, 2023

The products we sell are highly complex, the clients we sell to are highly exacting, our buying cycle is (much) longer, there are fewer customers to go around, and our competition is fierce. The opportunity: Clearly, B2B buyers are primed to appreciate your marketing innovations.

Enterprise Management 82

Enterprise Management Work Management Marketing Management B2B Marketing 82

Madison Logic

AUGUST 9, 2023

To increase engagement and create more opportunities for sales, their marketing campaigns needed to target decision-makers and buying personas with more relevant and personalized content that would move them through the funnel faster.

Account Based Marketing 52

Account Based Marketing ABM Top of Funnel Enterprise Management 52

Televerde

DECEMBER 27, 2017

With technology in place, the next step toward modern marketing success is to build an engagement strategy that stretches across the buying cycle, from inquiry to close. Here’s how: Define the Prospect Buying Cycle and, Within it, What Constitutes a Sales Accepted Lead. Build Buyer Personas and Map Buyer Journeys.

Planning 58

Planning Top of Funnel Buying Cycle Buyer's Journey 58

Marketing Interactions

APRIL 18, 2019

If your buyers were where you are, they’d be customers by now. We focus on how we think our products align to what our buyers need. Buyers don’t care about your products. Complex Buying Processes Require Small Shifts. That’s the key to compelling the decision to buy. We “get” it. But this won’t sway them.

Buyer Personas 119

Buyer Personas Buying Cycle Case Studies Case Study 119

Marketing Interactions

AUGUST 24, 2021

Buyers need to complete specific jobs before consensus can be reached for a buying decision. They need information that helps them understand what to ask, do, understand, and evaluate. Yet a review by Gartner of over 500 supplier content assets found that only 20% could be categorized as buyer enablement content.

B2B Thought Leadership 62

B2B Thought Leadership Thought Leadership B2B Gartner 62

Sana Commerce

FEBRUARY 21, 2023

Personalization is great for the buyer because it improves the buying experience and overall convenience for your client. Simply put, personalized marketing uses customer interests and behavior to personalize the buying journey from start to finish. So clearly expectations are not being met.

Personalization 98

Personalization B2B Sales Qualified Leads Business 98

ANNUITAS

NOVEMBER 1, 2016

Even if you, personally, know your buyers, can you say the same of every team member who could benefit from that knowledge? It’s true that it takes a village now more so than ever to make a purchase, but that buying committee does have a limit, and personas will help you narrow your focus to those audiences. Personas create focus.

Buyer Personas 100

Buyer Personas Demand Generation Work Management Marketing Management 100

ANNUITAS

NOVEMBER 1, 2016

Even if you, personally, know your buyers, can you say the same of every team member who could benefit from that knowledge? It’s true that it takes a village now more so than ever to make a purchase, but that buying committee does have a limit, and personas will help you narrow your focus to those audiences. Personas create focus.

Buyer Personas 100

Buyer Personas Demand Generation Work Management Marketing Management 100

Adobe Experience Cloud Blog

JUNE 24, 2019

That’s what account-based marketing (ABM) is all about—helping companies to target prospects with the highest propensity to buy. Once you have opened the lines of communication with a prospective buyer, you still face a long process to close the sale. As decision makers move through the buyers’ journey , they have questions.

Marketing AI 134

Marketing AI Ideal Customer Profiles Account Based Marketing Lead Ranking 134

Marketing Interactions

JULY 31, 2022

I’ve seen it and continue to see it morph into ever more confusing loops and detours as new channels come online, uncertainty increases with impending economic challenges, supply chain disruptions—you name it, the challenges continue to shift how buyers approach buying. In addition to environmental challenges, buyers have changed.

B2B 75

B2B Buyer's Journey Gartner B2B Sales 75

ANNUITAS

MARCH 8, 2016

Even if you, personally, know your buyers, can you say the same of every team member who could benefit from that knowledge? It’s true that it takes a village now more so than ever to make a purchase, but that buying committee does have a limit, and personas will help you narrow your focus to those audiences. Personas create focus.

Buyer Personas 100

Buyer Personas Demand Generation Buying Cycle Work Management 100

Marketing Interactions

JANUARY 25, 2022

Buyers expect consistent, helpful interactions that build confidence in your organization—and in themselves in relation to solving the problem. One of the most common memories of B2B buyers asked about their last buying experience is how complex, overwhelming, and difficult it was. They also want buying to be faster.

B2B Marketing 69

B2B Marketing B2B Budget Programs Marketing & Strategy 69

ANNUITAS

SEPTEMBER 29, 2015

Even if you, personally, know your buyers, can you say the same of every team member who could benefit from that knowledge? It’s true that it takes a village now more so than ever to make a purchase, but that buying committee does have a limit, and personas will help you narrow your focus to those audiences. Personas create focus.

Buyer Personas 100

Buyer Personas Demand Generation Buyer's Journey Buying Cycle 100

The Mx Group

MAY 5, 2017

Steve’s talk came down to this: The relationship between buyers and sellers has changed. Buyers’ needs, not yours, drive the purchase process. And your buyers demand an engaging experience. Because today’s buyers self-direct their purchase journeys, they choose what information and experiences to interact with.

Marketo 63

Marketo Marketing Automation Services Lead Scoring Marketing Automation 63

The Point

SEPTEMBER 9, 2014

They engage with sales people later in the buying process. According to Sirius Decisions, 67 percent of the buying cycle is now conducted online , regardless of sales involvement. If timing, message, offer, and buyer needs align, it’s a process that can yield success in an instant. Or it could take months.

Demand Generation Agencies 100

Demand Generation Agencies Validation Demand Generation Rules 100

Mereo

NOVEMBER 7, 2019

What exactly is sense-making — and what do buyers need made sense of most? Sellers Should Identify and Make Buyers’ Pains Clear. 1 thing buyers need clarity on are their pains. By doing so, you will be a helpful hand with a strong voice in their discovery and interest stage of the buying cycle.

Gartner 42

Gartner Buying Cycle High Quality Lead Differentiation 42

The ROI Guy

FEBRUARY 20, 2019

Every time a B2B buyer considers a purchase, they face internal struggles. Inundated with a ton of similar looking and solution-centric content, Gartner reports the average buyer squanders two-thirds of the buying cycle gathering, processing, and de-conflicting information to try to gain consensus and arrive at a purchase decision.

Gartner 45

Gartner Buying Cycle Differentiation Buyer's Journey 45

NuSpark Consulting

JANUARY 16, 2013

Coming up with really good long-tail keywords for your SEO or pay-per-click campaigns can sometimes be daunting if you don’t understand how buyers use Google, what buying cycle they are in, and how your content or offers align with those search terms people use to look for what you do. Industry research and news websites.

Adwords 100

Adwords Keywords Work Management Paid Search Agency 100

Biznology

AUGUST 10, 2015

With the majority of research being done online, the use of business online video production is increasing every day because video helps decision makers get the information they need very quickly. Including video content into your buyers’ journey will build business value at every stage of the buying cycle.

Top of Funnel 80

Top of Funnel Buyer's Journey Video Marketing FAQ 80

Marketing Insider Group

DECEMBER 5, 2013

It may even hurt us in the buying process. Because our buyers are too smart. They are looking for brands that put buyers first. Content marketing meets the needs of your buyers across ALL phases of the buying cycle: There is the largest number of potential buyers in the early stages.

Content Marketing 100

Content Marketing Marketing Budget Marketing Budget Creation Content 100

Vidyard

JUNE 15, 2020

Sample Messaging: Involve leadership and the marketing team in crafting video scripts and templates that speak to buyers’ needs. In a video-first sales culture, teams have fully adopted the use of video and rely on it at all stages of the buying cycle. Sales Video Scripts and Email Templates. Download Now.

Planning 91

Planning Video Marketing Effectiveness Case Studies 91

Marketing Insider Group

MARCH 27, 2012

And the reason is simple: the decision making process in B2B is a bit more complicated than buying a pack of gum. And these relationships will help you gain more customers, more revenue and more effective marketing strategies… Why You Need a Content Destination. B2B Marketers have always been doing content marketing.

Inbound Marketing 100

Inbound Marketing Content Paid Search Agency Buying Cycle 100

LeadSquared

FEBRUARY 20, 2019

You can use this data to personalize their experience, know how far they are in the buying cycle, and even help to align sales and marketing teams. #4 Automation also scores the lead based on a number of factors: the more “ready to buy” the lead appears, the higher they score. 4 – Lead Management.

Top of Funnel 52

Top of Funnel Features Automation Marketing Websites 52

Marketing Insider Group

AUGUST 11, 2011

But I think the role of Marketing in B2B should be much more than creating product brochures and buying print ads in the magazines the sales folks read. At the core is the knowledge we gain from speaking to our customers to understand their needs, their fears and the reasons they buy. Marketing owns the customer experience.

Enterprise Management 100

Enterprise Management B2B Marketing Marketing Management B2B 100

The ROI Guy

JANUARY 17, 2011

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons. White Papers are Influence Kings, But Need Persona.

Budget Programs 40

Budget Programs Marketing Automation Services Enterprise Management ROI 40

Tony Zambito

APRIL 7, 2008

So herein lays a few reasons why sales forces must change today: Buyers research more than ever today. The Internet has made most of the information a buyer needs to know available at their finger tips. Buyers want to engage in the buying cycle on their own terms. How should sales forces today respond?

Buying Cycle 100

Buying Cycle Comparison Buyer Personas Marketing Management 100

Vidyard

JUNE 15, 2020

Sample Messaging: Involve leadership and the marketing team in crafting video scripts and templates that speak to buyers’ needs. In a video-first sales culture, teams have fully adopted the use of video and rely on it at all stages of the buying cycle. Get video scripts and email templates that work.

Planning 65

Planning Video Marketing Effectiveness Case Studies 65

The Mx Group

AUGUST 16, 2017

If you think your personas contain many critical buy-cycle insights, confirm that your sales team is aware of how and when to use them. It depends on how specialized buyer needs are for your industry. Try going back to the research to see if it can be retooled. Do you see those rates go up significantly?

Buyer Personas 84

Buyer Personas Account Based Marketing Demand Generation Agencies Work Management 84

The Point

DECEMBER 17, 2010

She has a lot to say about how B2B companies need to adapt better to the reality of how their customers buy products and services. (HS) KS) Before the Internet, the B2B buyer making a complex decision had relatively few sources of information. Plus, B2B buyers have become expert buyers. The proliferation of Web 2.0

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management B2B 100

6sense

JANUARY 14, 2016

To find in-market buyers you’ll need to gain visibility not only into the profile and demographic data of your target prospects, but also into time-based behavioral signals that identify the buying stage of an account. Create content that maps to your buyers’ needs. 4. Market to every stage of the buying cycle.

Top of Funnel 48

Top of Funnel B2B Sales B2B Marketing Lead Ranking 48

Seismic

JUNE 18, 2019

Fifty-seven percent of the information buyers need they gather on their own before they’re even in touch with a salesperson, meaning it’s more important than ever for salespeople to be sharp, prepared, and add new value. Winning Boils Down to Basics. You’ve got to prove three things.

B2B Sales 40

B2B Sales B2B Buying Cycle Fulfillment 40

KoMarketing Associates

DECEMBER 8, 2015

Among data charts, analysis, and information found in the 27-page report, key takeaways include: While blogs and social media have some impact in the B2B buying cycle, this impact is not as significant as marketers have assumed. Buyers need thorough contact information to make informed purchasing decisions.

Marketing Budget Creation 120

Marketing Budget Creation Marketing Budget Budget Programs Enterprise Management 120

DealSignal

FEBRUARY 28, 2018

In addition to the new Target Demand stage, which reflects the increasing number of people involved in today’s B2B buying teams, (An avg. As was noted several times in presentations at the recent B2BMX conference, people buy from people. Beyond your addressable market…who’s in market: intent. Read the full case study.

Account Based Marketing 61

Account Based Marketing Ideal Customer Profiles ABM Work Management 61

The ROI Guy

NOVEMBER 18, 2010

Buyers are: More frugal, reeling from two economic downturns in the past decade, and forced to “do more with less”. Content marketing provides a means to break through the noise, providing the consultative diagnostic and financial advice today’s buyer needs. But this is not the only way to get started.

Marketing Management 40

Marketing Management Peer-to-peer Content Marketing Buying Cycle 40

Webbiquity

FEBRUARY 13, 2010

Here she expounds on the shift in technology buying processes I outlined in a previous post, How Social Media Changed the Sales Cycle into the Buying Cycle. Buyers today expect to be able to gather the vast majority of the information they need to make a purchasing decision without ever talking to a sales rep.

Emarketing 100

Emarketing Marketing Automation Services Manticore Marketing Management 100

Adobe Experience Cloud Blog

MARCH 5, 2013

I also think lead intelligence will improve as content consumption becomes a more effective indicator of buy cycle stage and lead score. Make every step consistently excellent and relevant to buyer needs and interests. Statistics show that buyers don’t do that.

Marketing Automation Services 48

Marketing Automation Services Marketing Automation Automation Top of Funnel 48