Act-On

FEBRUARY 16, 2024

Audit existing email nurture campaigns for performance Do you have engagement programs scheduled to kick off after a prospect attends a webinar, downloads content, or takes other actions with your brand? Email nurture campaigns help you build affinity with both customers and prospects. If so, that’s a great first step.

Lead Nurturing 197

Lead Nurturing Lead Scoring Lead Ranking Top of Funnel 197

Only B2B

APRIL 3, 2024

Consider this scenario: Your prospect is actively seeking your solution and is prepared to engage with your sales team. Read on to delve into how intent data can illuminate your prospect’s intent, leading to the identification of sales-qualified leads and increased deal closures.

Sales Qualified Leads 71

Sales Qualified Leads Intent Data Lead Ranking High Quality Lead 71

WriteSpark

MARCH 17, 2009

Many companies use white papers at the beginning of the sales cycle to attract prospects. A white paper can set the agenda for a purchase decision by convincing the reader that the areas where your product is better than its competition are the most important to consider.

Paper 120

Paper Purchase Sales Cycle Copywriting 120

Launch Marketing

AUGUST 25, 2021

A B2B product launch relies heavily on marketing to generate awareness and interest in the new product. When compared to articles, eBooks, white papers and other long-form written content, blogs are typically the shortest in length, making them helpful for releasing tidbits of information about a new product.

Product 133

Product B2B FAQ Verticals 133

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

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

Zoominfo

JANUARY 8, 2021

But how do you find leads and prime them for buying? Your content marketing — think blog posts, email sequences, and whitepapers — nurtures the target lead, getting them interested in your product or service. When the prospect is ready to buy, your sales team carries them over the finish line to close the deal.

Lead Ranking 246

Lead Ranking Marketing Qualified Leads Ideal Customer Profiles Lead Generation 246

Webbiquity

JANUARY 19, 2023

B2B marketing targets buying groups within businesses. Companies that are looking for products or services with which to assist their own operations will typically have or assign a “product champion” to conduct research on solutions and manage the sales relationship.

Work Management 217

Work Management Marketing Management B2B Marketing B2B 217

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

Ambal's Amusings

MAY 6, 2010

We asked white paper experts: " How should marketers balance the need for free content (helpful for prospects decision making) Vs. the need to have content that produces a steady flow of good leads (that can directed to sales team)? He is also the author of the White Paper Pundit blog. " Jonathan Kantor.

Paper 100

Paper Enterprise Management Buying Cycle Lead Ranking 100

Marketing Insider Group

FEBRUARY 3, 2021

And that is derived from the value our content brings to a brand’s prospects and current customers. For example, your team might tackle a set of social media posts for a retailer for the first half of their day, while during the next half, they dig into heavy research to craft a white paper for a medical equipment manufacturer.

Marketing Agencies 2 272

Marketing Agencies 2 Paid Search Agency Advertising Agencies Ad Agencies 272

Zoominfo

FEBRUARY 5, 2021

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. Salespeople interact with the prospects at each stage, persuading them to make a purchase. A sales rep walks them through a product demo.

Top of Funnel 179

Top of Funnel Ideal Customer Profiles B2B Sales Ad Building 179

Marketing Insider Group

JANUARY 5, 2023

Here’s just a few examples of the mistakes marketers make when defining inquiries as leads : Every person who signs up for your newsletter, downloads a white paper, or registers for your webcast is not a lead. Someone who clicks on your product / solution pages is not a lead. If they have the ability to buy something.

Lead Ranking 277

Lead Ranking Sales Qualified Leads Lead Scoring Marketing Qualified Leads 277

Zoominfo

FEBRUARY 18, 2021

Whether we realize it or not, we want to buy from people we can trust. In their journey, prospective buyers want to know they can trust the company as much as they can trust the individuals they’re dealing with. Here are a few ways you can earn all of that from your prospects. The Final Message: People Buy from People.

Business 227

Business B2B Thought Leadership Top of Funnel Conference 227

The Point

SEPTEMBER 21, 2017

As a sales professional or as a marketer, if you engage with a qualified prospect and that prospect doesn’t convert immediately to an opportunity, there’s every reason to stay in touch with that individual over time. then only the most highly motivated prospects will ever respond. Are you ready to buy yet? Click To Tweet.

Lead Nurturing 224

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 224

Ambal's Amusings

FEBRUARY 4, 2010

How do you concisely convey the information you want to present in your white paper? How long should a white paper be to convey information and yet hold readers interest from start to end? We have invited White Paper Experts to shed light on the following question: "What is the ideal length of a white paper?"

Paper 100

Paper Enterprise Management Marketing Management Case Studies 100

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

Marketing Insider Group

MARCH 24, 2021

And social bonds are precisely what you want your prospects and customers to have with your brand. Her legendary Polaroid commercials, featuring a couple of well-known actors, worked the product’s selling points into the actors’ playful banter. All your research, great writing, and video production can set the stage.

Brand Identity 357

Brand Identity Branding Advertising Agencies Content 357

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 Scoring 139

Biznology

MARCH 12, 2018

That one concept is: Your prospects don’t care about you. Your prospects don’t even care about what you do. Your prospects care about what you can do for them. At the core of my little three-line manifesto is the idea that marketers need to operate from the perspective of their prospects. Is that why they subscribed?

Email Marketing 181

Email Marketing Paid Search Agency Ideal Customer Profiles Newsletter 181

KoMarketing Associates

SEPTEMBER 13, 2018

Require an email address or contact information for big pieces of content, like ebooks and white papers. In addition, by trading high-quality content for contact information, the sales and marketing departments can get a leg up by already knowing what the prospect is interested in. Ebooks & White Papers.

Sales Qualified Leads 152

Sales Qualified Leads Top of Funnel Webinar Metrics Lead Scoring 152

Webbiquity

MARCH 31, 2022

People won’t buy what they don’t understand. So, before pitching your product, your first step should be to establish your unique value proposition. So, before pitching your product, your first step should be to establish your unique value proposition. How can you prove the quality of your product?

Marketing Budget 289

Marketing Budget Enterprise Management Sales Management Work Management 289

ClearVoice

NOVEMBER 1, 2022

There’s a science behind turning strangers into prospects. You need to nurture those prospects through the entire buyer’s journey, guiding them toward the end goal—conversion. This helps to increase the chances of prospects turning into qualified leads and, ultimately, customers.

Buy 59

Buy Process Webinar Metrics Marketing & Strategy 59

Trade Press Services Newsletter

MARCH 2, 2023

Your website is often the first impression prospects have of your business. Within just a few seconds, a visitor should be able to answer three questions: What products and/or services do you offer? What do I need to do to buy it? Make sure your home page clearly communicates your corporate distinction. Declutter your computer.

B2B 130

B2B CAN-SPAM Press Click Rate 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. Prospects and clients need different types of content depending on their stage in the buyer’s journey. This is a key attribute of any thought leader.

Top of Funnel 80

Top of Funnel Trends B2B Thought Leadership Buyer Personas 80

Martech

MARCH 11, 2024

However, much of this martech stack is designed to convert prospects into leads and track them through the marketing funnel. While this approach works well for roughly 5% of actively in-market buyers, it creates a poor experience for the remaining 95% of future customers who aren’t yet ready to buy. Brand association.

Efficiency 81

Efficiency Marketing Automation Services Lead Ranking Brand Identity 81

Zoominfo

AUGUST 5, 2021

We’re seeing more meetings per closed-win and more buyer-side focus on how a product will immediately provide ROI. Sales enablement is the art of equipping your sales team with the things they need to articulate the value your product can bring to your prospect and their business. Equip Your Reps with Knowledge.

Top of Funnel 130

Top of Funnel Webinar Metrics Work Management Marketing Automation Services 130

Biznology

JUNE 4, 2018

In the course of arguing the need for mid- and late-funnel content, Berkowitz recommends emphasizing case studies, white papers, implementation and how-to guides because “you can only create so many eBooks and videos.” There is no stage of the buying process where buyers stop liking video. Like this post?

Top of Funnel 173

Top of Funnel Video Marketing Case Studies Gartner 173

Hinge Marketing

JUNE 14, 2021

Instead, they use open-access strategies to lower the barriers to engagement and rely on the content to be powerful enough to convince prospects to reach out to the firm with their business needs. The second use of premium content is as a paid product offering. White Papers/Executive Guides . E-books/Books.

Paid Content 144

Paid Content Top of Funnel B2B Thought Leadership Thought Leadership 144

NuSpark Consulting

DECEMBER 18, 2017

Despite that, you need e-books, webinars and other information designed to attract leads, walk them through the buying cycle and convert sales. But how can you create white papers, videos and blog posts that your target audience will seek out and devour? Where they are in the buying cycle. It’s simple.

Buyer Intent 211

Buyer Intent Intent ROI Buying Cycle 211

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. Sales reps are in constant touch with prospects and know what they want.

Sales Management 220

Sales Management Top of Funnel B2B Sales Tactics 220

Hinge Marketing

OCTOBER 22, 2020

It is the dilemma of content production. Prospects are keeping you at least six feet away—both literally and figuratively. License Existing Research: Many research providers offer prospects the ability to license existing research. They want to buy or commission research to help them make better inward decisions.

Top of Funnel 128

Top of Funnel Product B2B Thought Leadership B2B 128

The Point

FEBRUARY 28, 2023

What actions do you want your prospects to take? Depending on your audience, product category, and level of brand awareness, maybe what you really need is a search campaign. Don’t buy hundreds of leads if you don’t have the BDR team or a nurture program to maximize their value. Or an ad on LinkedIn.

Demand Generation Agencies 147

Demand Generation Agencies Advertising Agencies CMS Development Work Management 147

BOP Design

JANUARY 7, 2022

B2B marketing is unique because it typically involves multiple decision-makers, a longer sales cycle, and higher-priced products or services (compared to B2C). So targeted that a B2B company may only have 30 prospective clients in the entire world. Inbound acts as the magnet to identify prospects at a buying stage.

B2B Thought Leadership 117

B2B Thought Leadership Paid Search Agency B2B Thought Leadership 117

Only B2B

MARCH 20, 2024

They’ve downloaded content, attended webinars, or visited product pages, indicating potential customer status. MQL qualification criteria vary by industry and target audience, but common factors include: Downloading white papers or ebooks. Visiting specific product pages on your website.

High Quality Lead 62

High Quality Lead Lead Ranking Marketing Qualified Leads MQL 62

Vision Edge Marketing

DECEMBER 7, 2021

conveys the problem you solve or opportunity you create for a prospect. . You might not be happy with your current SEO rankings and/or conversion rate, or your website is outdated, e.g., it needs a modern design and increased mobile-friendliness, and/or it Is no longer aligned with your company brand, or your latest product offerings.

Design 214

Design Work Management Marketing Management Planning 214

The ROI Guy

SEPTEMBER 13, 2011

An Interactive White Paper dynamically customizes the content of a white paper for prospects based on the prospect’s registration profile (if available), and inputs to a few profile questions.

Paper 40

Paper Co-Registration Buying Cycle Comparison 40