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

KoMarketing Associates

NOVEMBER 5, 2018

WE Communications recently published the “Brands in Motion” white paper and discovered that almost half (47 percent) of customers now believe that over the next few years, technology will allow companies to customize their buying experience.

Buy 145

Buy Personalization Brand Identity Branding 145

Martech

JANUARY 11, 2022

It can come from product reviews, message boards, blog comments, case studies, general news articles and more. Here are three ways marketers can better understand and leverage this valuable intent data to improve the customer buying cycle. Review your brand’s customer buying cycle. Source: Hussam AlMukhtar.

Buying Cycle 111

Buying Cycle Intent Buy Intent Signal 111

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

Only B2B

APRIL 3, 2024

It analyzes diverse online behaviors, including content downloads, registrations for white papers, visits to solution-related webpages, and even interactions with competitor content. Here are key examples: Website visits: Consistent visits to specific product pages or resource sections signal deeper engagement.

Sales Qualified Leads 71

Sales Qualified Leads Intent Data Lead Ranking High Quality Lead 71

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. Which content should be free?

Paper 100

Paper Enterprise Management Buying Cycle Lead Ranking 100

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

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

FEBRUARY 16, 2024

Imagine a known prospect visiting your product page but not performing the desired action. Here’s a few ideas: Segmented product recommendations. Use customer data to segment your audience based on their buying history and current behavior. As you work to nurture leads, consider asking for input about your products or services.

Lead Nurturing 191

Lead Nurturing Lead Scoring Lead Ranking Top of Funnel 191

Only B2B

APRIL 10, 2024

Usually, MQLs are the leads that have shown interest in various ways, like downloading content like ebooks, white paper, signing up for a company newsletter attending a webinar or online event. It means missing out on important buying signals, wasting money on generating leads, and ultimately losing out on potential sales.

Marketing Qualified Leads 71

Marketing Qualified Leads Lead Ranking Sales Qualified Leads High Quality Lead 71

Marketing Insider Group

FEBRUARY 3, 2021

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. When you outsource content production, the agency takes on these costs.

Marketing Agencies 2 272

Marketing Agencies 2 Paid Search Agency Advertising Agencies Ad Agencies 272

Marketing Insider Group

JULY 21, 2020

If you read marketing publications as much as I do, you’ve seen your fair share of blog posts, white papers, and videos that reference it. As consumers do more research online, they’ll depend more on what others say about your products and services. Marketers glommed onto it, plotting their future strategy on its gospel truth.

Marketing AI 559

Marketing AI Stats Planning Case Studies 559

Martech

DECEMBER 8, 2021

” Colby Cavanaugh, VP of Product Marketing at Integrate, was reflecting on the rapidly changing B2B marketing environment. The product roadmap. With the buying process not heavily digitized and with people working remotely on a range of devices, lines are blurring between B2C and B2B buying behaviors.

Account Based Marketing 72

Account Based Marketing Buy Process Marketing Automation Services 72

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

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

KoMarketing Associates

SEPTEMBER 13, 2018

Require an email address or contact information for big pieces of content, like ebooks and white papers. Ebooks & White Papers. Ebooks and white papers are some of the most popular forms of exclusive B2B content because they focus on statistics, outcomes, and concrete strategies. White Papers.

Sales Qualified Leads 152

Sales Qualified Leads Top of Funnel Webinar Metrics Lead Scoring 152

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

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

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

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 129

Marketing AI B2B Marketing B2B Thought Leadership Content Marketing 129

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

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 287

Marketing Budget Enterprise Management Sales Management Work Management 287

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.”

Top of Funnel 130

Top of Funnel Marketing Funnels Keywords Marketing Automation Services 130

ClearVoice

NOVEMBER 1, 2022

If your content does not provide the information they are looking for in their stage of the buying process, you may get overlooked for another company that has provided the content that aligns with their current needs. Product brochures and how-to videos are also valuable assets in the consideration phase.

Buy 59

Buy Process Webinar Metrics Marketing & Strategy 59

The Point

SEPTEMBER 11, 2017

The result is fewer unqualified leads from people who would never buy your product. For more tips on effective social advertising, download our free white paper: “ Social PPC: Tips for Successful Ads on Twitter, LinkedIn & Facebook. ”.

Paid Search Agency 187

Paid Search Agency Linkedin Demand Generation Agencies Ads 187

The Point

SEPTEMBER 21, 2017

But don’t equate “staying in touch” – or lead nurturing success – with simply asking the prospect over and over whether he or she is ready to buy. Are you ready to buy yet? Why #leadnurturing success means not asking for the sale via @spearmktg. Click To Tweet. Photo by NeONBRAND on Unsplash.

Lead Nurturing 224

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 224

Zoominfo

FEBRUARY 18, 2021

Whether we realize it or not, we want to buy from people we can trust. Propel them further down the sales funnel with white papers and webinars. For example, home builders will want to know about timber production and tariffs, because that will affect home building costs. The Final Message: People Buy from People.

Business 227

Business B2B Thought Leadership Top of Funnel Conference 227

Lead Forensics

APRIL 2, 2024

Explain how your product or service will save them money in the long run, increase efficiency, or generate new revenue streams. Demonstrate how your product solves a critical problem that will free up resources in other areas. “I can get a cheaper version of your product elsewhere.” Objections: Price & Budget 1.

Effectiveness 52

Effectiveness Work Management RFP Case Studies 52

ClearVoice

JANUARY 26, 2024

They want to be informed and educated about brands, products, and services. Creating a data study or white paper for $10,000 may sound extravagant when that same amount in a paid campaign could drive 20 new qualified leads immediately, but how does that white paper help convert leads into customers by validating your product or service?

Paid Content 92

Paid Content Top of Funnel Work Management Marketing Management 92

Golden Spiral

OCTOBER 31, 2017

Research shows that 83% of trade show attendees have some kind of buying power, 79% say that attending helps them decide what products to buy, and 91% report that they get the most useful buying info from trade shows and events. Additionally, converting a trade show lead to a sale costs 38% less than sales calls alone.

Trade Show 59

Trade Show Paper B2B Sales Buy 59

Hinge Marketing

OCTOBER 22, 2020

It is the dilemma of content production. They want to buy or commission research to help them make better inward decisions. They want to know who their competitors are, what they should be charging for a product or service, how are they seen in the marketplace, etc. For many it is unbearable and unrelenting. Final Thoughts.

Top of Funnel 128

Top of Funnel Product B2B Thought Leadership B2B 128

Trade Press Services Newsletter

JANUARY 4, 2024

Do you want to increase visibility, establish thought leadership, enter a new marketplace, or launch a new product or service? Whether it’s bylined articles, white papers, how-to guides or videos, new content is the best way to drive new leads and engage with your customers. Go full steam ahead with content creation.

Marketing AI 130

Marketing AI Course B2B Thought Leadership Planning 130

The Point

JULY 17, 2017

Here are just some of the key findings, along with what I believe these trends mean for demand generation marketers: FINDING : 59% of respondents say they now have formal buying groups or buying committees in place to review purchases. But that’s exactly the kind of information buyers want.

Paid Search Agency 241

Paid Search Agency Demand Marketing Automation Services Peer-to-peer 241

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. The Internet Power Struggle.

Buyer Intent 211

Buyer Intent Intent ROI Buying Cycle 211

Biznology

APRIL 23, 2015

Another long time friend, Bob Bly, was the first who wrote extensively about content marketing in his 2005 White Paper Marketing Handbook, which is still available on Amazon. In logical order they are: Alignment to the buying stage and buyer’s needs. Agreement of the buying team to select one vendor. But I digress.

Work Management 80

Work Management Buy Marketing Management Process 80

Marketing Insider Group

MARCH 31, 2020

From personalized messaging that helps them solve problems to make a buying decision to a customer-focused culture throughout their customer journey, an experience that delivers quality across all channels is more likely to earn their business. In addition to personalized marketing messages, find ways to listen and respond to their questions.

Trends 355

Trends Work Management Peer-to-peer Marketing Management 355