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Trending Sources

“What’s the Difference Between an E-Book and a White Paper?”

Fearless Competitor

A client of the sales lead generation firm Find New Customers (and Marketo user) – a software firm in CT, asked me “What’s the difference between white papers and E-books.” ” They had white papers they had outsourced in the past, but the term E-book was new and unfamiliar to them. This chapter has a great chart detailing the differences between an e-book and white paper on page 172 which I wish to share with you (and our client.) I also wish to say that it was nice finally meeting Ann and thanks for another copy of the book.

The “Whom to Choose” Buying Phase

Fearless Competitor

B2B Lead Generation | The “Whom to Choose&# Buying Phase. Over the last few weeks, we’ve introduced you to some of the concepts in our highly acclaimed (and free) white paper, How to Find New Customers. Click the image to download this free and highly acclaimed white paper. Now we will address the final stage – Whom to Choose. No sign-up needed.

Personalized content for more effective content marketing

Biznology

In today’s B2B world, your prospects don’t want to hear from you until much later in the buying process, so attracting, engaging and nurturing them until they’re ready to talk to a sales person is no longer a nice way to supplement the top of your funnel. If there’s a sudden burst of interest, that may be a strong buy signal. white paper that takes a deeper dive?

B2B Search Engine Marketing & Marketing Automation: An Interview with Marketo’s Jon Miller

KoMarketing Associates

Marketo is considered a leader in the lead management / marketing automation industry. We were honored that Marketo VP, Marketing Content and Strategy Jon Miller would take the time to answer a few questions KoMarketing Associates had on marketing automation.Here are our interview questions and responses. ” to “I’m ready to buy from this site!” Awesome!

If You Want Better Leads, Set Your Content Free

Industrial Marketing Today

Traditional lead generation tactics usually involves creating some valuable marketing content such as a white paper to use as a giveaway for the purpose of collecting names and email addresses. Setting your marketing content free may sound like a radical idea for those who continue to believe in the old mantra “hand over your contact information if you want my white paper (or other content).” See White Papers: Lift Your Barrier? ). Measuring various touch points and mapping it to your target audience’s buying cycle is even more critical.

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How to Woo B2B Buyers With Interactive Assessments

SnapApp

Who can resist going off and telling people, “I’m such a Scorpio,” or “I’m such a Carrie [Bradshaw, not White]”? The modern B2B buyer does a huge amount of research during their purchase process. Assessments give marketers the opportunity to support their prospect’s research process with personalized recommendations. . Find out if you’re ready to move beyond the white paper!

Top 50 B2B Marketing Influencers On Twitter

B2B Marketing Insider

Forrester – Forrester Research, Inc – An independent research company that provides pragmatic advice to global leaders in business and technology. Marketo – Marketo.com – Marketing software. Gartner_Inc – Gartner – The leading global provider of independent and objective technology related to research and advice. Powerful. Complete.

B2B Lead Generation without Lead Nurturing is Doomed to Fail

Industrial Marketing Today

It is a fact of life that the bulk of your site visitors and/or conversions from landing pages are not ready to buy now. This is because of the prevalent trend of industrial buyers using online resources to go deeper and deeper into their buying cycle before engaging with your sales people. Additional research from Forrester , CSO Insights , Brian Carroll and Marketo demonstrates that lead nurturing does produce measurable results as follows: Reduced the number of marketing-generated leads ignored by sales to as low as 25%. Source: Marketing Sherpa/ KnowledgeStorm).

My thought leadership interview at Marketo

Fearless Competitor

Recently, Marketo — a marketing automation company with an extremely popular blog called Modern B2B Marketing contacted me and invited me to share my expertise in B2B demand generation with their readers.  Here are the questions Marketo asked, along with my answers: (Marketo) How did you first get started with online B2B Marketing and what do you like best about it? decided to pen the white paper, How to Find New Customers , which Marketo generously sponsored. Marketo) In your blog, Fearless Competitor , you discussed lead nurturing in detail.

My thought leadership interview at Marketo

Fearless Competitor

Recently, Marketo — a marketing automation company with an extremely popular blog contacted me and invited me to share my expertise in B2B demand generation with their readers.  Here are the questions Marketo asked, along with my answers: How did you first get started with online B2B Marketing and what do you like best about it? In your white paper, How to Find New Customers , you discussed the ever-changing buying process. Today, buying cycles are growing longer and decision making processes are growing more complex.  Focus on story-telling. 

Fixing the Appalling State of Marketing in Florida

Fearless Competitor

The calls and web research will continue as well: David Meerman Scott recently created a great SlideShare presentation entitled The New Rules of Sales that said Every company is in Sales today. Have you talked with your customers to learn how they make buying decisions and the terms they use? (20 points). Have you created educational materials like eBooks, White Papers, Case Studies and videos to educate buyers on how you solve their business problems? (20 points). Asking «COMPANY_NAME» 5 direct marketing questions. You can check it out here. Love comments here.

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The Awesome Power of Lead Nurturing

Fearless Competitor

“As many as 9 out of 10 visitors to your website are not ready to buy.” Keys to Successful Lead Nurturing – Executive Summary document (One of our Marketo clients used this extensively in crafting their lead nurturing programs.). “Attracting stone-cold strangers who might want to buy your products is Lead Generation. Since today’s buy cycle has evolved into prospects doing a ton of research before they engage with a sales rep, some of your leads need to be nurtured until they are ready to start a sales discussion. Kevin Reinert.

Social Media, Demand Gen and B2B Executives: Exploiting the ‘Power of Peers’

Modern B2B Marketing

Working with a wide variety of clients from tech firms to sports properties and lifestyle brands, Andrew has crafted successful campaigns built around white papers, event-based advertising sections and sales training materials. Our team at DemandGen Report has studied both of these assumptions, and the results of our research might surprise you. So, what does work?

4 simple truths about content marketing re-imagined

Biznology

While some wonderful guidance is available from the nice folks at Hubspot , and Marketo , most sites offer you “useful white papers” or “templates” to entice you to buy their (questionable) consulting services. Provide greater depth of detail or proprietary background by researching the topic more than others have. Content is king. But what are the downsides?

Marketing in a Downturn Part 2: Content, Content, Content

Modern B2B Marketing

In a downturn, more people are involved in approving every B2B purchase, and the buying committee usually includes senior decision-makers who will not understand (or want to understand) the technical nuances of your product or service. And don’t assume that every potential buyer has the same challenges, or the same reasons for researching a new product or service. Know your Audience.

How Smart Lead Nurturing Can Grow Revenue

LeanData

Coveney and New-Waterson, who both are Marketo champions, described how the best lead nurturing is a combination of technology and authentic human interaction. “It’s about delivering the right content to the right people at the right time,” Coveney said. “It all comes down to the conversation being relevant.”. Just as the name implies, lead nurturing is about growing relationships at every stage of the buying cycle – even when potential customers don’t seem interested in purchasing your product or service. But that doesn’t mean every company does it well. Revenue won?

Some facts about Jeff Ogden

Fearless Competitor

Online was getting more and more important and sales was getting in later and later in deals because buyers can do their own research. April 1, 2014, I was working for Best Buy and I took a nasty fall and nearly died. This Saturday I want to share a few facts you may not have known about Jeff Ogden of Find New Customers. This is a story all about Jeff Ogden , a short recap of my life.

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64 B2B Marketing Tools and Resources

Modern B2B Marketing

There is an amazing amount of great content about B2B marketing out there, ranging from trends in demand generation to best practices in lead nurturing, lead scoring, and landing page optimization to how to buy and select marketing automation systems. Many of these are authored by the team at Marketo, but certainly not all of them. Lead nurturing is the process of building relationships with qualified prospects regardless of their timing to buy. Best Practices for Lead Nurturing — Blind Date to White Wedding (white paper). white paper).

How to Make Your B2B Content Marketing More Successful

Modern B2B Marketing

Not only do people gravitate to different types of content depending on their consumption preferences, they tend to seek out certain content types depending on where they are in the buying cycle. You want prospects to find you when they are conducting their searches; that is, when they are in active research and buying mode. How do you do that? Need more help?

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Insights from How to Find New Customers

Fearless Competitor

This is why the white paper, How to Find New Customers plays such an important role. which has the very same idea — build trust and earn credibility by doing research first.  In a slumping economy, companies MUST master the art of building trust. Marketers simply must develop a strong understanding of their target audience and how they buy in order to be effective.

The Awesome Power of BtoB Lead Nurturing

Fearless Competitor

“As many as 9 out of 10 visitors to your website are not ready to buy.” Keys to Successful Lead Nurturing – Executive Summary document (One of our Marketo clients used this extensively in crafting their lead nurturing programs.). “Attracting stone-cold strangers who might want to buy your products is Lead Generation. Since today’s buy cycle has evolved into prospects doing a ton of research before they engage with a sales rep, some of your leads need to be nurtured until they are ready to start a sales discussion. Kevin Reinert.

Busting 12 Myths about Marketing Automation Tools

Hinge Marketing

Well known marketing automation platforms (MAPs) you’ve probably heard of include: Pardot, InfusionSoft, HubSpot, and Marketo. While some enterprise-level tools like Marketo and Pardot may cost over $1,000 a month, the industry has evolved with numerous entry level options like Drip and Automizy that start at just $50 a month. 2. Marketing automation tools are too expensive.

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How to do Lead Nurturing Right

Webbiquity

Marketing automation provider Marketo has just published The Definitive Guide to Lead Nurturing , a white paper that provides real value, covering the lead nurturing process from the basic how and why through ROI measurement. The guide itself is well-researched, clearly written and highly practical. Share this on del.icio.us. Digg this! Post this on Diigo. Tweet This!

Visual Content Marketing Insights from 13 Genius Thought Leaders

Writtent

Way back in 1998, Communications Professor Mitchell Stephens predicted the rise of images and video, writing “moving images use our senses more effectively than do black lines of type, stacked on white papers.” As Director of Marketing at Marketo and Aptus, Pergolino has dedicated her career to raising the bar in the realm of content marketing. Image credit: Lori Kozlowski.

How to Prosper Despite a Bad Economy | Insights from How to Find New Customers

Fearless Competitor

This is why the white paper, How to Find New Customers  from Find New Customers plays such an important role. ” which has the very same idea — build trust and earn credibility by doing research first.  In a slumping economy, companies MUST master the art of building trust. Thus, the better you know how they buy, the more effective you can be. Or is it?

Marketing Analytics Deep Dive: Bounce Rates and Why They Matter

Modern B2B Marketing

Perhaps your Pay Per Click team has identified that your visitors respond best to fulfillment labeled as ‘3 Steps to…’ as opposed to ‘white paper’. If you are getting high bounce rates from specific sources, you can do further research to determine if the traffic they are sending is low quality. higher rate means your site was a one-hit wonder. Are they relevant?

Top 24 B2B Marketing Posts in February

B2B Marketing Zone Posts

So in case you missed any of these, here are almost 100 of the best blog posts and articles covering social media strategy and tactics, measurement, monitoring, research, pitfalls to avoid, policies, tools and more from 2009. Conduct B2B marketing research in 15 minutes or less. B2BMarketingSmarts , February 23, 2010 Most good B2B marketers today know that effective marketing requires the insight of market research. Research reveals much of the critical information needed to make productive marketing decisions. White Paper (50). Best of B2B Marketing.

Book Review: eMarketing Strategies for the Complex Sale

Webbiquity

Marketing automation systems—from vendors like Eloqua , Marketo , Genoo , Manticore and others—are great tools for moving prospective buyers along the path from interest to desire to action. 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. What problems do they face?

The 3 Most Common Objections to Online Marketing for Professional Services

Hinge Marketing

And according to our research , 47% of firms plan to develop a content marketing program in the near future. Whether you’re using Salesforce, Sugar CRM, InfusionSoft or Marketo (to name a few); your CRM will house all of your contact information, marketing campaigns and will track all of your contacts’ online marketing activity. Who wouldn’t want that?

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Generate More B2B Sales With Lead Nurturing and the Human Touch

Modern B2B Marketing

Of that group, some should raise their hands every month (or whatever time period is most appropriate to your buying cycle) and say, “now I’m ready to engage with sales.”. The conversion rates of each respective group will help you persuade those who claim nurturing doesn’t significantly alter the buying process. Other best practice content includes webinars and white papers.

What Opens an Executive’s Wallet? – plus other answers about Provocation-Based Selling

Modern B2B Marketing

Schaub and Marketo’s SVP of Sales, Bill Binch, conducted a Marketo Revenue Masters webinar called ‘ From No Budget to Signed Deal Using Provocation-based Selling ’. Bill Binch and I answered these questions in the Marketo Revenue Masters webinar about Provocation-based Selling. Kathleen Schaub spoke to Marketo's webinar audience on the topic of Provocation-Based Selling.

Becoming the Sally Field of B2B Email Part Three

B2B Marketing Unplugged

If your email message is promising, say, some research that a customer might useful, it’s pretty dumb to have them click a link and end up watching a product demonstration video. Nothing wrong with either, but what got the victim’s attention and trust was research, not product. Unless the link in your email said “buy now” or “view our product list”, it’s scummy to drop your victim into the checkout line. Marketo pulled this recently with this subject line: “How to Budget for Marketing Automation in 2012”. Not nice.

Are You Sabotaging the Magic of Marketing Automation?

3D2B

It’s easy to be mesmerized by software, such as Act-On, HubSpot, Marketo and Eloqua, that tracks how Web visitors find your website, the pages they look at, the path they take from one page to the next, where they spend the most time, and what content they download. publisher researches their audience, understands them inside out, and discovers the kind of content they savor. Not so!

Marketing Automation Acceleration service launched

Fearless Competitor

from DemandGenReport white paper ‘Don’t Buy Marketing Automation and Let It Collect Dust&#. BETHPAGE, NY, June 10, 2010  /24-7PressRelease/ — Nearly seven out of 10 businesses say that “generating high quality leads&# is their top challenge, according to researcher MarketingSherpa. About Find New Customers LLC.

The All-Star Cast of Thought Leader Interviews

Fearless Competitor

Results come from careful planning and research. Sharon Drew Morgen, expert in Buying Facilitation. Jon Miller, VP Marketing and Co-Founder, Marketo. Joel Book,Principal, Marketing Research & Education Group, ExactTarget. Over the month of May and early June, I had a chance to interview some of the sharpest minds in business to business and business to consumer marketing and sales. Before we share the list of experts, let’s examine some key conclusions — the marketing take-ways, if you will. Planning is imperative. This takes time. Data is critical.

Does 'Being Findable' mean 'Being Everywhere'?

Connect the Docs

Before a B2B company can decide which tactics to use, they need to do some research and develop a strategy for being “findable.” How to Choose Your Carrot: Effective Lead Generation Offers for High-Technology Marketers (White Paper). Marketo's Modern B2B Marketing. Mapping Content to the Buying Process - Slidecast. Read on to get their insights. Blogs.

Sales and Marketing Alignment: Thought Leadership with Jill Konrath

Modern B2B Marketing

Using that information, they should determine how to best interact with customers throughout their entire buying cycle. This messaging should then be incorporated into lead generation efforts, white papers, success stories, sales collateral and sales tools. Both Marketing & Sales need to focus on creating sales enablement tools that sellers can easily customize depending on industry, decision maker and stage in the buying process.I'm talking about things like email messaging, provocative questions, ROI analysis tools, voicemail scripts, presentation templates.

A Primer on Lead Nurturing

grow - Practical Marketing Solutions

Michele is a freelance marketing writer ( [link] ) specializing in creating buyer-focused B2B marketing content, such as white papers, research reports, feature articles and case studies. I got to know who her through her contributions to the excellent blog Savvy B2B Marketing. I'm pleased to feaure my friend Michele Linn as a guest blogger on {grow}. Want to learn more?

ClickInsights: Biggest roadblock to converting marketing leads

Connect the Docs

Research showing that 79% of leads never become opportunities backs up the premise that our marketing efforts aren’t creating the best results across the long term. If marketers want to overcome this roadblock, they need to create programs to match their prospects’ needs at every stage of the buying process. Marketo's Modern B2B Marketing. Ardath Albee. Blogs.

How (and Why) to Do Lead Nurturing Right

WebMarketCentral

Marketing automation provider Marketo has just published The Definitive Guide to Lead Nurturing , a white paper that provides real value, covering the lead nurturing process from the basic how and why through ROI measurement. The guide itself is well-researched, clearly written and highly practical.