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. It could be to read your guide on helpdesk process improvement. We “get” it.

Buyer Personas 119

Buyer Personas Buying Cycle Case Studies Case Study 119

Content4Demand

JULY 7, 2021

According to the recently released 2021 B2B Buyers Survey Report from Demand Gen Report, here are a few of the top trends: Buying committees continue to become more prevalent, and committees are growing larger. The buyers journey continues to be led more and more by the buyers themselves. Stakeholder Content Needs Differ.

Account Based Marketing 121

Account Based Marketing Peer-to-peer B2B Content 121

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. Add artificial intelligence (AI) to the mix—with its ability to process sophisticated algorithms, capacity for machine learning and facility for natural language processing—and you’re putting ABM on steroids.

Marketing AI 134

Marketing AI Ideal Customer Profiles Account Based Marketing Lead Ranking 134

Sana Commerce

FEBRUARY 21, 2023

Key differences between B2C and B2B buying behavior B2C shoppers tend to buy mostly based on emotions, personal tastes and opinions. B2B buyers have a longer, more complex buying cycle and make decisions based on what’s best for their business. This speeds up the ordering process immensely.

Personalization 98

Personalization B2B Sales Qualified Leads Business 98

Marketing Interactions

JANUARY 25, 2022

If it’s built around the distinct value your company provides to the specific markets you serve, then it’s primed to scale, shift and morph without need to start over. And never forget that if your campaign is shorter than the buy cycle, you’re abandoning your buyer with a dead-end.

B2B Marketing 69

B2B Marketing B2B Budget Programs Marketing & Strategy 69

ANNUITAS

NOVEMBER 1, 2016

If you’ve built solid personas, reviewing their goals and motivations when there is dissension can help to move in the right direction for your buyers. It’s not a question of what you or your boss likes, but what your buyer needs to move along the buyer journey. What would trigger them to enter a buy cycle?

Buyer Personas 100

Buyer Personas Demand Generation Work Management Marketing Management 100

ANNUITAS

NOVEMBER 1, 2016

If you’ve built solid personas, reviewing their goals and motivations when there is dissension can help to move in the right direction for your buyers. It’s not a question of what you or your boss likes, but what your buyer needs to move along the buyer journey. What would trigger them to enter a buy cycle?

Buyer Personas 100

Buyer Personas Demand Generation Work Management Marketing Management 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. What is harming their process, their customer experience, their mission? Sellers Should Make Sense of Buyers’ Solution Options.

Gartner 42

Gartner Buying Cycle High Quality Lead Differentiation 42

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.

Demand Generation Agencies 100

Demand Generation Agencies Validation Demand Generation Rules 100

ANNUITAS

MARCH 8, 2016

If you’ve built solid personas, reviewing their goals and motivations when there is dissension can help to move in the right direction for your buyers. It’s not a question of what you or your boss likes, but what your buyer needs to move along the buyer journey. What would trigger them to enter a buy cycle?

Buyer Personas 100

Buyer Personas Demand Generation Buying Cycle Work Management 100

Marketing Interactions

JULY 31, 2022

Because buying is a 2 nd job, they also jump in and out of buying activities making it tougher to pin down just where they are in their buying process—or even if they are actively in-market buyers. Buying committees are growing again adding more dynamics and a lack of visibility to where they are in the process.

B2B 75

B2B Buyer's Journey Gartner B2B Sales 75

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. Think about what your buyers have already gone through before they engage with your sales reps. They’ve got work to do. Or you can.

B2B Thought Leadership 62

B2B Thought Leadership Thought Leadership B2B Gartner 62

ANNUITAS

SEPTEMBER 29, 2015

If you’ve built solid personas, reviewing their goals and motivations when there is dissension can help to move in the right direction for your buyers. It’s not a question of what you or your boss likes, but what your buyer needs to move along the buyer journey. What would trigger them to enter a buy cycle?

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

Vidyard

JUNE 15, 2020

Map out your typical sales process and then map out the type of videos you may use and embed them at the right points in the buyer’s journey. Learn more about process Morgan used to implement video at HubSpot in this case study. If you are adding video to your modern selling toolkit, you need to keep that in mind.

Planning 91

Planning Video Marketing Effectiveness Case Studies 91

The ROI Guy

FEBRUARY 20, 2019

One reason for the delay is that modern B2B buyers want help accelerating the decision process and assuring decision success. Every time a B2B buyer considers a purchase, they face internal struggles. Even more troubling is the fact that 94% of today’s B2B decision makers have participated in a canceled buying cycle.

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. What do you think of this process?

Adwords 100

Adwords Keywords Work Management Paid Search Agency 100

LeadSquared

FEBRUARY 20, 2019

As a result, your salespeople spend valuable time picking apart opportunities getting buried in complex processes that could otherwise be used for selling. Automated lead capture takes the manual element out of the process. Here’s what that process can look like: Prospects fill out your lead form with their information.

Top of Funnel 52

Top of Funnel Features Automation Marketing Websites 52

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 is the process of creating content that our customers actually want or need. Late stage content is still needed. It is aligned with buyer needs.

Content Marketing 100

Content Marketing Marketing Budget Marketing Budget Creation Content 100

The Mx Group

AUGUST 16, 2017

What role should Sales play in the development process? I would recommend first trying to answer these key questions: Do your personas really represent your buyers’ perspectives? Do they specifically identify the process that person went through? It depends on how specialized buyer needs are for your industry.

Buyer Personas 84

Buyer Personas Account Based Marketing Demand Generation Agencies Work Management 84

Vidyard

JUNE 15, 2020

Map out your typical sales process and then map out the type of videos you may use and embed them at the right points in the buyer’s journey. Learn more about process Morgan used to implement video at HubSpot in this case study. If you are adding video to your modern selling toolkit, you need to keep that in mind.

Planning 65

Planning Video Marketing Effectiveness Case Studies 65

Biznology

AUGUST 10, 2015

Including video content into your buyers’ journey will build business value at every stage of the buying cycle. Companies should be looking towards planning for and creating a steady flow of online video marketing content every four to six months (depending on their size) to respond to buyers’ need for quick information.

Top of Funnel 80

Top of Funnel Buyer's Journey Video Marketing FAQ 80

KoMarketing Associates

DECEMBER 8, 2015

For the proposing new tactics and ideas, it is critical to have resources on hand in the investigative process and to provide support in development. Additionally, 80 percent of them consider product videos to be important in the purchasing process. Buyers need thorough contact information to make informed purchasing decisions.

Marketing Budget Creation 120

Marketing Budget Creation Marketing Budget Budget Programs Enterprise Management 120

Marketing Insider Group

AUGUST 11, 2011

A content strategy flips the tables on traditional, linear marketing by defining the process and then securing the right resources for producing a consistent stream of content mapped to buyer needs across all phases of the buying cycle. And as I said before, this is much bigger than the marketing department.

Enterprise Management 100

Enterprise Management B2B Marketing Marketing Management B2B 100

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

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

The Point

DECEMBER 17, 2010

Fewer companies, however, can claim to have adapted their sales process as readily. KS) Before the Internet, the B2B buyer making a complex decision had relatively few sources of information. The vendor sales person was the primary gateway to information the buyer needed to decide – a tremendously powerful position.

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management B2B 100

6sense

JANUARY 14, 2016

The end result is a better return on investment from marketing activities and a more alert marketing team that focuses on the riskiest part of the revenue generation process: the handoff between marketing and sales. 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

DealSignal

FEBRUARY 28, 2018

This stage encourages demand gen marketers to take advantage of powerful new martech tools for social listening and determining intent, from vendors such as The Big Willow , which can help marketing and sales teams catch people earlier in the buying cycle. Read the full case study.

Account Based Marketing 61

Account Based Marketing Ideal Customer Profiles ABM Work Management 61

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

Golden Spiral

FEBRUARY 26, 2019

A caution before we begin: your product launch will not live up to your expectations unless grounded in two things: You must fully understand your Buyer Matrix — who your buyer is, what motivates your buyer, and the real, career-challenging problem your buyer needs to solve. back to school, new fiscal year, etc.).

Product 90

Product Webinar Metrics Cross-Selling Planning 90

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. Automation is great, but simply contacting potential leads doesn’t accomplish anything.

Marketing Automation Services 48

Marketing Automation Services Marketing Automation Automation Top of Funnel 48

The ROI Guy

NOVEMBER 29, 2010

Two economic downturns over the past decade have made buyers more spendthrift, and more skeptical of vendor claims. Fueled by a wealth of on-line resources and social networks, buyers have seized control of the buying cycle, engaging with sales representatives later and later, and further elongating sales cycles.

Peer-to-peer 40

Peer-to-peer Marketing Automation Services Spending Marketing Budget 40

The ROI Guy

NOVEMBER 4, 2010

As a result, sales is being invited later into the decision making process, sales cycles are extending and deals are stalling. Is this digital spending allocation aligning with buyer needs? We call this the “Internet fueled buying cycle.&# Content is King? Content may indeed be king.

Work Management 40

Work Management ROI Marketing Management Marketing Budget 40

Ambal's Amusings

MAY 27, 2010

What kind of content is most useful in each phase of the B2B marketing cycle? " Match Content to the Buying Process " Ardath Albee's Bio. Matching Content to the Buying Process is the Determining Factor for Content Development. Mapping Content to the Buying Process - Slidecast. Ardath Albee.

B2B Marketing 100

B2B Marketing Content Marketing B2B Planning 100

The ROI Guy

JANUARY 25, 2011

Internet Fuels IT Buying Cycles According to a recent survey of 500 technology decision makers and influencers, Internet access to content is changing the way IT solutions are purchased, with buyers using on-line research to drive substantial portion of the decision making cycle on their own. Content that Matters Most?

Paper 40

Paper Personalization Buying Cycle Ideal Customer Profiles 40

Valasys

AUGUST 19, 2019

The very purpose of content marketing has been associated with the feedback mechanisms to trigger lead generation processes for B2B businesses. However, to build an effective lead generation strategy, one needs to start from the basics. A highly effective content strategy is characterized by the following features: .

Lead Generation 40

Lead Generation Top of Funnel Lead Ranking Sales Qualified Leads 40