The ROI Guy

JANUARY 25, 2011

When surveyed as to the most influential content in decision making, white papers remain the stand-out content of choice. Although white papers remain influential, technology media firms such as Ziff Davis Enterprise (ZDE) and others report that white paper downloads are DOWN year over year.

Paper 40

Paper Personalization Buying Cycle Ideal Customer Profiles 40

KoMarketing Associates

FEBRUARY 20, 2018

Some of the buyer persona data shared included: Existing Buying Process. Asking questions and examining this data has allowed us to pinpoint buyer needs and ensure all of our efforts are speaking to buyer needs and existing pain points. Decision Criteria. Barriers to Success. Success Factors.

Online Marketing 175

Online Marketing B2B Marketing Buyer Personas Ad Building 175

Webbiquity

DECEMBER 4, 2018

Understanding how sales reps operate, what they need, where they are struggling, and what their goals are, can help to better equip them to build pipeline—faster. You also get to understand their abilities and properly map them to your buyers’ needs. Sales reps are in constant touch with prospects and know what they want.

Sales Management 221

Sales Management Top of Funnel B2B Sales Tactics 221

KoMarketing Associates

SEPTEMBER 29, 2014

First, B2B buyers need pricing and marketing collateral and they expect to qualify their vendors in a straight-forward process. When the B2B buyer reaches a vendor website, they expect a clear line of sight to Products / Services pages, augmented by technical information, case studies, and most importantly, pricing information.

Customer Surveys 120

Customer Surveys Marketing Websites B2B Vendors 120

KoMarketing Associates

MARCH 10, 2014

Here are a few key takeaways, in addition to pre-release material we shared in the following blog posts ( here and here ): Key Takeaway #1: B2B buyers need pricing and marketing collateral. The B2B buyer expects to qualify a vendor in a straight-forward process. We were surprised but validated by this data.

B2B 120

B2B Demand Generation Agencies Validation Vendors 120

Crimson Marketing

OCTOBER 16, 2014

It’s clear that the more targeted sellers can be about providing information their potential buyers need, the easier it will be to engage and nurture those leads. She names some of the tools and methods her team uses to manage content so that sales reps can quickly and accurately deliver buyers what they need.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Top of Funnel 100

Madison Logic

AUGUST 9, 2023

T-Mobile for Business’s multi-channel approach with ABM Content Syndication and ABM Display Advertising allows their content to be where buyers need it. For example, when targeting top-of-funnel accounts, they can leverage thought leadership pieces and white papers to those buyers.

Account Based Marketing 52

Account Based Marketing ABM Top of Funnel Enterprise Management 52

KoMarketing Associates

APRIL 7, 2021

Here’s what DemandGen Report’s 2021 Content Preferences Survey Report specifically has to say about it: “A common component of content preferences is the ability to deliver a memorable piece that tells a story and resonates with buyers’ needs and pain points. White papers: 55% (compared to 60% in 2020).

Demand Generation Agencies 236

Demand Generation Agencies Demand Generation Demand Marketing Budget 236

KEO Marketing

DECEMBER 30, 2015

While a blog is essential for building brand awareness and helping leads research your solutions, there’s a point at which serious buyers need more in-depth content – and we’re not just talking about white papers and case studies. These buyers need content that helps them justify a purchase decision.

Advertising Agencies 48

Advertising Agencies Paid Search Agency Content Case Studies 48

Scoop.it

OCTOBER 29, 2019

A modern seller is savvy enough to want to be a resource to their buyer in part by supplying content that enables them to GUIDE the buyer in their buying journey. What Types of Content Do Salespeople Need? Then all they need to do is share it with their prospects, right? This is known as content for sales enablement.

Top of Funnel 54

Top of Funnel Buyer Personas Content B2B Thought Leadership 54

NuSpark Consulting

JANUARY 16, 2013

General internal brainstorming- review all of your products and services- what do they do, what problems do they solve, what type of buyer needs them? Job titles may have different needs for the same solutions. Awareness Phase: Seed keywords focus in what your prospects’ needs are. Offer: Educational white paper.

Adwords 100

Adwords Keywords Work Management Paid Search Agency 100

Madison Logic

SEPTEMBER 8, 2022

When initiating your nurture program, it can be easy to focus on creating new targeted content and overlook existing marketing collateral like webinars, eBooks, and white papers. However, if you have a large repository of good content, you won’t need to do so much extra work. B2B buyers aren’t crazy about that either. .

Work Management 52

Work Management Multi-Channel Marketing Management Top of Funnel 52

Biznology

MARCH 26, 2012

Always a popular and productive offer in business markets, where buyers need detailed information as part of their purchase process. Examples include a free case study, research report, or white paper. But it does take up a bit more real estate than free shipping or free trial. Free information.

Search Marketing 80

Search Marketing B to B Marketing Management Adwords 80

Content4Demand

DECEMBER 6, 2018

This year’s Content Preferences Survey from Demand Gen Report found that over a 12-month period, buyers largely turned to long-form assets such as white papers (71%), analyst reports (69%) and E-books (68%) to research potential purchases. Long-form content will get a makeover. .

Sales Management 78

Sales Management Top of Funnel B2B Marketing Content Marketing 78

Webbiquity

FEBRUARY 13, 2010

They begin in most cases with some basic online research, which is why web presence optimization has become so critical. From there, they will “raise their hands,&# looking for more information from specific vendors, most commonly by downloading a white paper or registering for a webinar.

Emarketing 100

Emarketing Marketing Automation Services Manticore Marketing Management 100

The ROI Guy

SEPTEMBER 17, 2010

It was a case study about an enterprise, and you are a small business, it was outlining benefits for companies in Europe when you are located in the US, or it illustrated case studies for the health industry, and you are in high tech. Assuring that the solution delivers bottom-line benefits is key at this stage.

Interactive Marketing 40

Interactive Marketing Marketing Automation Services Peer-to-peer Buying Cycle 40

The ROI Guy

NOVEMBER 18, 2010

Content marketing provides a means to break through the noise, providing the consultative diagnostic and financial advice today’s buyer needs. But how can you get started on the journey to a successful content marketing program? To promote understanding of what you have covered and where there are gaps, content should be categorized.

Marketing Management 40

Marketing Management Peer-to-peer Content Marketing Buying Cycle 40

The ROI Guy

NOVEMBER 29, 2010

For example, this could include methodologies, presentations, white papers and assessment tools to help sales professionals identify and illuminate buyer issues, benchmark buyers versus competitors and best practice leaders, and create / drive solution roadmaps to help resolve the most pressing customer issues.

Peer-to-peer 40

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

KoMarketing Associates

APRIL 9, 2015

As a vendor, if you are relying on a blog or social media to drive traffic and inquiries / leads, you are missing a wider range of opportunity and should consider developing a strategy that integrates a wider range of online marketing channels and tactics, like case studies, testimonials, and more in-depth content marketing assets.

B2B 120

B2B Buyer's Journey Vendors Landing Pages 120

Televerde

AUGUST 30, 2021

The problem and potential solutions need to be framed clearly for the buyer as they move through the purchase decision process. Sellers do best when they focus on buyer needs and solutions in general without making a hard sell on their specific offerings. The best options often depend on your industry.

B2B 86

B2B B2B Sales Training B2B Marketing 86

Hubspot

MARCH 28, 2019

That is why your marketing and sales teams need to be in tight alignment in 2019 -- because your buyer needs to be communicated with, and sold to, wherever and whenever she wants. Document content gaps along a buyer's journey. The traditional sales and marketing tactics no longer work.

Sales Management 101

Sales Management Top of Funnel Buyer Personas Paid Search Agency 101

Golden Spiral

OCTOBER 1, 2021

Top-performing marketers take a prescriptive approach to ensure buyers find, read, and act on their material. . When you organize your content around your buyers’ needs, they will find it, consume it, and ultimately reach out to you for answers. Map Your Content to the Buyer’s Journey. Sort report by conversions on page.

Top of Funnel 118

Top of Funnel Work Management Marketing Management Content 118

Golden Spiral

OCTOBER 1, 2021

Top-performing marketers take a prescriptive approach to ensure buyers find, read, and act on their material. . When you organize your content around your buyers’ needs, they will find it, consume it, and ultimately reach out to you for answers. Map Your Content to the Buyer’s Journey. Sort report by conversions on page.

Top of Funnel 109

Top of Funnel Work Management Marketing Management Content 109

ClearVoice

APRIL 16, 2021

A marketing funnel takes buyers from the initial introduction to the company all the way through completing their purchase. The Rule of Seven states that buyers need to hear a marketer’s message seven times before they will take action and actually make a purchase. Customer stories and case studies. Case studies.

Top of Funnel 105

Top of Funnel Marketing Funnels Lead Ranking Paid Search Agency 105

The ROI Guy

MAY 4, 2011

The survey responses indicated a decided lack confidence in newer tactics like social media, blogs and videos, and even some stall worth tactics such as white papers and case studies. Even print magazines, case studies, eNewsletters and webcasts are ineffective or less than effective for more than 40% of respondents.

Enterprise Management 40

Enterprise Management Marketing Management Marketing Budget Content Marketing 40

Choozle

JANUARY 20, 2020

B2B buyers need to get multiple stakeholders (the average B2B purchase decision now means 6.8 B2B customer journeys can be increasingly lengthy and expand beyond the buyer’s frustrations and motivators. Marketers need to highlight how their company could potentially solve their customers’ problems or meet their needs.

Enterprise Management 53

Enterprise Management Work Management Marketing Management Marketing Automation Services 53

LEADership

DECEMBER 2, 2014

MarketingSherpa offers a detailed case study but here’s a snapshot of the results—since embracing a content marketing strategy in 2010, the company has seen: 400% increase in site traffic in the past two years. 35% of monthly leads generated from paid ads promoting infographic and white paper content — up from 5% two years ago.

Paid Content 40

Paid Content Lead Generation Planning Sales Qualified Leads 40

Single Grain

AUGUST 6, 2019

You can do this by creating SEO-friendly content, publishing white papers and getting backlinks. For different types of businesses, buyer needs at the problem/need recognition stage – top of the funnel (TOFU) – are different. Have other buyers been successful with Molly’s product? Now for the bad news.

Top of Funnel 112

Top of Funnel Marketing Funnels Marketing Qualified Leads Paid Content 112