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Passive vs. Active Marketing: Are Your Relying on the Wrong Type of Marketing?

eMarketing Strategist

The problem with passive marketing is that your sales depend on people you don’t know taking action. It’s realistic to expect customers to search for what you’re selling, click on your website and buy something if you sell physical products such as shoes, tech toys or books. However, high-end services such as coaching and consulting have a very different sales cycle.

Passive vs. Active Marketing: Are Your Relying on the Wrong Type of Marketing?

eMarketing Strategist

The problem with passive marketing is that your sales depend on people you don’t know taking action. It’s realistic to expect customers to search for what you’re selling, click on your website and buy something if you sell physical products such as shoes, tech toys or books. However, high-end services such as coaching and consulting have a very different sales cycle.

Passive vs. Active Marketing: Are Your Relying on the Wrong Type of Marketing?

eMarketing Strategist

The problem with passive marketing is that your sales depend on people you don’t know taking action. It’s realistic to expect customers to search for what you’re selling, click on your website and buy something if you sell physical products such as shoes, tech toys or books. However, high-end services such as coaching and consulting have a very different sales cycle. You Need Active Marketing when You Have a Long Sales Cycle. These days many prospects don’t want a sales call, instead opting to educate themselves at their own pace and interest. You do!

Vegetables vs. Dessert: How to Write an Info Product that Sells

eMarketing Strategist

The answers will also come in handy when it’s time to write the sales copy which is easily the hardest part of the whole process. hate to break it to you but until you can demonstrate why they need their vegetables, they’ll buy dessert first every time. Ultimately, the purpose of SEO is to get people to buy your service or product. Considering that key phrase research is literally the “key” to making sales online, you’d think people would rush to buy an info product that showed them how to do key phrase research. Go Light on Theory. Vegetables versus Dessert.

B2B Marketing Trends for 2016

Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Focus marketing and sales resources within chosen vertical.

Who’s Tracking You Online?

eMarketing Strategist

Although most information gathering is designed to determine buying preferences, there are concerns about the types of info being gathered. They assume that if they know your interests and they target ads to your interests, it will increase the chance that you will buy something. When you look at your Google Analytics data, you don’t know who visited your site but you do get valuable information that in aggregate helps you fine tune your website and hopefully increase sales. There are 2 types of tracking software: Cookies and Beacons. Cookies can’t do that.

Who’s Tracking You Online?

eMarketing Strategist

Although most information gathering is designed to determine buying preferences, there are concerns about the types of info being gathered. They assume that if they know your interests and they target ads to your interests, it will increase the chance that you will buy something. When you look at your Google Analytics data, you don’t know who visited your site but you do get valuable information that in aggregate helps you fine tune your website and hopefully increase sales. There are 2 types of tracking software: Cookies and Beacons. Cookies can’t do that.

Mapping Buying Experiences: Creating Growth Through Aligning With Buyer Goals

Tony Zambito

In order to learn how to create distinctive buying experiences, businesses are embracing new means and approaches. While in B2B marketplaces, these approaches may represent first-time efforts brought on by rapid changes in digital technologies and buying behaviors. Missing significant shifts in how buying, in general, is being redefined. Understanding Buyer Interactions Matter.

Buy 130

Peaches, Netflix, and Sales Intelligence – Try Before You Buy

DiscoverOrg

“Try before you buy” is the new world order. So what do peaches and Netflix have to do with Sales Intelligence? have some tips for running pilots and evaluating new technology that I hope will make it much easier on those evaluating sales intelligence tools. Establish Sales Enablement/Intelligence Metrics. We are good at our jobs, that’s why we are in sales.

Buy 63

B2B Marketing Trends for 2016

Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Focus marketing and sales resources within chosen vertical.

B2B Email Lists Buy Guide

Lead411

Are you looking to buy a b2b email list for sales & marketing, but want to make sure you receive high quality data? Not opt-in lists, but actually had lists for sale. Best Practices for Buying Email Lists. Most companies or their sales staff will try to send you the records they most recently updated. Which is scary! Quality Email Lists Are Not Cheap.

List 61

Buying Triggers and Why They Matter

ANNUITAS

As consumers, if we are not in an active buying cycle, we are in a passive buying cycle. Like it or not, in the course of our daily lives we are exposed to and consume so much information and content that buying something or acquiring something including experiences, goods, food or resources is always on our mind. Understanding the triggers –. External or internal triggers-.

New Report: Improve The B2B Buying Process With Social Proof Marketing

Influitive b2b

In fact, the 2015 B2B Buyer’s Survey Report (sponsored by DemandBase and Demand Gen Report), found the top three resources that buyers rely on when researching potential vendors were: In addition, access to all of this information is making the buying cycle longer. Content marketing drives a lot of buying decisions—86% of respondents review vendor-focused content when making decisions.

So You Think You Know The Customer’s Buying Process?

Buyer Insights

However, in winning the sale it is important to look beyond the buying decision to see the customer's broader business and procurement goals. Buying Process Featured Buying Decision Buying Research Procure To Pay Cycle Procurement Process Sales ProcessSellers are naturally focused on the purchase order.

4 Ways The B2B Buying Process Has Changed in 2015

Crimson Marketing

Improving and creating effective marketing strategy means marketers need to thoroughly understand the B2B buying process and how it is evolving. Let’s explore the four key ways B2B buying is changing: 1. The Buying Process Is Growing More Complex. B2B buyers…find their buying decisions influenced by information from hundreds of different sources. As

B2B Marketing Trends for 2016

Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Focus marketing and sales resources within chosen vertical.

Value Proposition: What motivates prospects to buy from you?

B2B Lead Generation Blog

What motivates your prospects to buy from you? But motivation is arguably the strongest reason people buy something. Sales Leads B2B marketing Email marketing lead generation value proposition Tweet One day at the office, I decided to put a dollar bill on my cubicle wall. When people walked by, they would ask why I was putting money on my wall. Change drives growth.

Buy 116

Is B2B Content Engagement Heading In The Wrong Direction?

Tony Zambito

This is: Marketing and Sales Overly Focused On the Buyer’s Journey :  This approach has come into vogue the past 2-3 years.  These are: Research and develop informing goal-directed buyer personas :  Researching and identifying the goals and goal-directed behaviors influencing choices and buying decisions will serve as a guide on how to engage buyers.  by Juan Pablo Bravo.

Confusing Customer Segmentation, Buyer Profiling, and Buyer Personas Harms Marketing

Tony Zambito

Customer segmentation lacks in helping you to understand what preferences buyers may have, what they work on, how they engage in buying activities, what their purchasing history may be like, and what initiatives they work on.  Buyer profiling can also help with gaining perspective on what is the likely propensity to buy for certain types of organizations. Buying team structures.

3 Problems You Need to Solve Before You Buy New Marketing Technology

The Point

But no company that I know of paved their way to marketing success solely by buying software. Moreover, in most cases those BDRs are often chartered with only identifying sales-ready leads (those ready to engage with the account team immediately) and then discard the rest. It builds credibility and moves prospects along the sales cycle. We want results, and we want them now.

Buy 85

How Content Impacts the Buying Journey: ABM vs. Demand Gen

bizible

To achieve this, content can’t be too deep in the weeds or it will never reach the amount of people needed to fill the pipeline and provide enough leads to the sales team. Define the personas involved in the buying process and create specific content directed at them. At its core, content is a demand generation tactic used to fill the top of the funnel with leads. Not so fast.

Turn B2B Buying Into a Social Experience

Tony Zambito

B2B marketing and sales has lived in a neat framework centered on the purchase transaction.    In others, there has been a mix of complex buying and selling cycles put into play to ultimately reach a purchase transaction.    In essence, this transformation is creating a mandate for B2B companies to adjust their approach to marketing and sales accordingly. 

Top 3 Media Buying Mistakes B2B Marketers Make

Digital B2B Marketing

He recently joined Business Insider as the Sales Director for the Southeast, after a number of years with CBSi, parent to B2B technology focused properties ZDNet and TechRepublic (among others). Is your buy really big enough to meaningfully sway perception when your competitors aren’t just sitting silent? Jumping Straight to Sales. Toby is one of those guys. Content.

Buy 109

Winning Executive Buy-In for Martech Investments

Captora

They’re responsible for prospecting, nurturing leads, supporting sales development, winning loyalty after the sale, and turning loyal customers into advocates. You don’t need to buy a new platform every time the analysts declare a “paradigm shift,” but you should be aware of the weaknesses in your strategy, opportunities for growth, and how a given tool might offer a solution.

Buy 78

The B2B Value Sale is Actually Three Distinct Sales

Avitage

Companies trying to execute a B2B solution or value sale must overcome selling problems that start at the prospecting stage and persist to the end. Symptoms include too few quality additions to the sales pipeline, protracted and lengthening sales cycles, and low win rates. But even with active buyers there are opportunities for B2B sales professionals to up their game.

Sales Lead Management Leads to the Most Efficient Media Buy

ViewPoint

Sales Leads Sales & Marketing Management Few companies get by on their good looks—although the engineering department would like to think that the pure genius and word of mouth about your product is enough to sell it. In their opinions marketing is not needed. And lead management has told these winners where to spend their marketing dollars.

4 Steps to Lead Nurturing: Walking the buying path with your customers

B2B Lead Generation Blog

define lead nurturing as consistent and meaningful communication with viable prospects (those that are “a fit” for your solution), regardless of their timing to buy. It’s not “following up” every few months to find out if a prospect is “ready to buy yet.” If you’re wondering what kinds of content helps progress leads further faster, ask your sales team. It’s about progression.

Experiential Buying Behavior Takes B2B Center Stage

Tony Zambito

In my previous article, Enhance the Buyer Experience with Intelligent Engagement , I referenced a trend I called Experiential Buying.    Buyer behaviors in B2B marketplaces are shifting tremendously towards more holistic experiential expectations that defy the conventional straight re-buy, modified re-buy, and new buy behaviors of the past. 

Google Buy Button: Retailer’s Boon or Devil’s Bargain?

Synecore

In a much anticipated move, Google is apparently preparing to incorporate buy buttons within some of its sponsored search ads on mobile devices. So how exactly will the Google buy button work? Buy buttons will not appear in organic search results. In essence, Google is agreeing to pass along the fruits of the sale as long as it (Google) controls the means of its reproduction.

Buy 88

How B2B CMOs Can Achieve Customer-Centric Marketing With Buyer Personas

Tony Zambito

Personas can be insightful and informative towards decisions on designing user experiences, customer experiences, formulating marketing strategies, developing sales enablement programs, and devising content strategies. Particularly in strong sales-driven cultures. And, B2B CMOs need to get the buy-in on all levels. by Matt Brooks. Strengthening The Common View Of Customers.

Winning Executive Buy-In for Martech Investments

Captora

They’re responsible for prospecting, nurturing leads, supporting sales development, winning loyalty after the sale, and turning loyal customers into advocates. You don’t need to buy a new platform every time the analysts declare a “paradigm shift,” but you should be aware of the weaknesses in your strategy, opportunities for growth, and how a given tool might offer a solution.

Buy 68

3 Steps for Gaining Executive Buy-In for Marketing Automation

Salesfusion

Gaining executive buy-in for any new technology is not unlike pitching an idea in the shark tank. Marketing automation can support those initiatives by helping you drive more qualified leads, increase lead conversions and improve the hand off of leads between marketing and sales. The post 3 Steps for Gaining Executive Buy-In for Marketing Automation appeared first on Salesfusion.

Buy 77

How Do We Find People Who Are Ready to Buy Our Product?

The Point

A prospective client asks: “What are the best demand generation strategies for finding people who are ready to buy our product?”. Conversely, if you offer an analyst report that compares different solutions, or an ROI calculator, or a free trial, you’re much more likely to attract and engage with prospects who are further along in their buying process. No it doesn’t.

Buy 78

Matching Webinar Content to the Buying Cycle

It's All About Revenue

As prospects increasingly self-educate through the buying cycle, webinars have become a primary source of information that buyers turn to before making a purchase decision. And the effectiveness of webinars spans the entire sales and marketing process, from driving awareness to lead generation and lead nurturing and cross-selling and upselling. This post is Part 1 of a 2-part series.

The Lament of the Inside Sales Team: Data, Data Everywhere, but Who’s Ready to Buy?

B2B Lead Generation Blog

Nearly every company I talk to does some kind of lead scoring, but rarely do those lead scores align with their database in a way that allows their sales teams to determine – at a glance – which prospects are the right fit at the right time. We are very well aware of the importance of timeliness for marketers who are struggling to optimize their sales and marketing funnels.

Buy 86

SiriusDecisions Summit 2015: The Un-Death of B2B Sales

ANNUITAS

In fact to borrow a graphic from Jeff Lash’s post, here’s how we felt: For years (four long years to be exact) we’ve heard, read and repeated in every presentation we’ve prepared that 67% of the buying process happens online. We’ve done the same with another statistic saying that 57% of the buying journey is complete before customers ever make their first contact with a potential supplier.

B to B 112

Why We Need to Shut Up and Let Our Customers Buy Something

B2B Marketing Unplugged

That’s when the Corporate Executive Board announced that B2B buyers were getting through almost 60% of the process without contacting a sales rep. More than a few startled Squirrels were heard to drop their nuts that day and, not long after, Scott Gillum in Forbes proclaimed that “57 percent of the sales process just disappeared.” Goodness. Just like that? This is marketing’s bit.

Buy 89

30 Seconds or Less: 10 Best Practices for Delivering an Efficient Buying Experience

Sales Prospecting Perspectives

Sales Prospecting Perspectives is pleased to bring you a guest post from Craig Rosenberg, the Funnelholic and a co-founder of Topo. Whenever we think of sales and marketing efficiency, we typically focus on what we can do internally. Don’t get me wrong, you have to optimize your sales and marketing processes for efficiency. Follow him on Google+ or Twitter. Can you? It’s hard.

The 21st Century Buying Experience: Say Farewell to the Sales Cycle

CMO Essentials

Do you remember buying a car in the pre-digital age? This begins with the “hidden sales cycle” and carrying through the intertwined marketing, sales, and service stages of the relationship lifecycle. Figure I: Leaders Anticipate and Influence the Hidden Sales Cycle. My, how times have changed. Changing of the Guard: Who’s the New Boss?

The B2B Sales Role in the New Buying Process

ANNUITAS

I recently had the opportunity to attend the Sales 2.0 The conference was full of great content and information on the state and the future of B2B Sales.  It also allowed me the opportunity to mingle with many great B2B sales people, which is a departure from my norm of usually interacting with B2B Marketers. the sales person).  Buyers want to buy from someone they like.