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33 Inspiring B2B digital marketing case studies

grow - Practical Marketing Solutions

By Rob Petersen, {grow} Community Member First, a few depressing facts: 86 percent of B2B companies say they are doing content marketing Just 38 percent say it is effective 21 perecnt are able to track a return on investment (ROI) (source: Content Marketing Institute ) Benefits from marketing and attribution of results always seem harder for B2B companies than B2C. million. million.

15 B2B case studies show how content marketing drives ROI

Biznology

70% of content marketers are creating more content than they did a year ago (source: Content Marketing Institute ). 35% say they have a documented content strategy (source: Content Marketing Institute). Content marketing is more important to B2B businesses. Here are 15 B2B case studies. Don’t create content for the sake of creating content.

What is structured content?

Biznology

Structured content is the most important trend in digital marketing that you’ve probably never heard of. Of all the stories and advice in our book Outside-In Marketing: Using Big Data to Guide Your Content Marketing , the one that has attracted the most questions from my colleagues is the section on structured content. All that did was change the shape of the content.

8 SEO Recommendations for Maximizing B2B Case Studies & Collateral

KoMarketing Associates

A recent survey of US agency executives from RSW/US , as covered by eMarketer , revealed that client case studies and content marketing were the top two self-promotional tactics used to generate leads, as indicated by 62% of respondents. Case studies can be difficult to obtain. As indicated previous, case studies can be a critical asset in validating expertise.

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. relevant and carefully targeted) content. content.

Expert Q&A: Transform Marketing With A Revenue-Relevant Customer Experience Strategy

It's All About Revenue

This expands the sales cycle to a much longer and precarious customer lifecycle: the prospect becomes a buyer; who becomes a customer; and then becomes a potential prospect again for renewal or at least advocacy. Curiously, B2B buyers tell us that 70% of the content they read and study before making a purchase decision is actually found by themselves; as opposed to being given to them by marketing or sales. In a way, successful marketers must learn to “fool” their buyers into consuming their thought-leadership and educational content — while hardly realizing its source.

The Two Core Elements of B2B Social Media Marketing Success

Webbiquity

There have been numerous models proposed for social media and content marketing (including the Four C’s of Social Media Marketing model previously published here), but when all of the complexity is stripped away, social media marketing success comes down to two core elements: content and amplification. Content is like singing a song. Content can be produced in a wide variety of formats: • White papers. Case studies. But regardless of the format, the first key to getting your content amplified by others is to produce high-quality, share-worthy content.

The State of Demand Generation

The Effective Marketer

There are over 20 presentations available, ranging from Social CRM and Lead Generation, to Case Studies and Sales Enablement. Buying cycle control (you need to facilitate the buying process and understand what is required of you as a result). Create sufficient content (how can we possibly keep up with demand for content?). Content Audit.

Content Auditing and Mapping it to the Industrial Buy Cycle

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Content Auditing and Mapping it to the Industrial Buy Cycle by Achinta Mitra on September 3, 2010 in B2B Lead Generation , Content Marketing , Industrial Marketing Strategies , Integrated Industrial Marketing These days it is popular to say “Content is marketing currency.” of Tiecas, Inc.

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. relevant and carefully targeted) content. content.

Content Marketing Tips for Lead Nurturing

B2B Lead Generation Blog

Lead nurturing is something that’s fairly easy to understand, but for many, it’s become a frustrating thing consistently execute for two reasons: Lack of content. No plan for consistency. I’ve found that many marketers get stuck on not having enough good and effective lead nurturing content. How do you build your library of relevant lead nurturing content ? Third-party resources and content can also be effectively utilized to bring you an aspect of credibility through the halo effect. Maybe; just make sure the content (the news) is relevant to your readers.

The Domino Theory of B2B Content Marketing

B2B Lead Generation Blog

Let me illustrate the answer with a case study where I first learned about what I will refer to as the “domino theory” of content marketing. That’s a perfect metaphor for content marketing in B2B, not just within the buying cycle, but across the lifecycle of a customer. have seen this domino theory of content marketing repeated many times.

A 6-Point Email Marketing Checklist for B2B Lead Generation

LEADership

That wasn’t the case if she said, “Louis, come here quick or the cat’s going to love your ice cream”! Your overall B2B lead generation strategy may have a set of broad objectives, but for every piece of the email marketing component, you need 3 things—a good hook, a compelling subject line and a relevant call to action. No more gated content please. This is a tough one.

How to Conquer 5 Common B2B Marketing Problems with Content

NuSpark

That’s because the Internet has made it easier than ever to use content to market your offering. Content marketing involves creating and distributing content that is relevant and valuable to your target market. Why is content marketing ideal for B2B companies? The Solution : Content That Educates. There are multiple people involved in the buying decision.

Industrial Marketing Content that Helps Buyers

Industrial Marketing Today

It is very common to find marketing content from manufacturers and industrial companies that is all about how great their products are or that their technology is innovative. Sellers may be too close to the forest to see the trees and firmly believe their marketing content is helpful to their buyers. So ask yourself this question, “Is my industrial marketing content really helping my buyers make a more informed decision and is it moving them closer them to a RFQ?”. IMO, the key to content marketing success is relevance. Online product configurators.

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. relevant and carefully targeted) content. content.

How to Optimize Your B2B Marketing and Sales with Online Video

Modern B2B Marketing

According to a Universal McCann study cited by Brightcove , people find product information and research most compelling when delivered in video format.  How video engages prospects throughout the buying cycle. Late Stage: Once you’ve built trust, offer detailed case studies and longer videos,  begin to capture vital customer information. Leverage social media.

Video 29

Map Your B2B Content Marketing Plans to Your Personas with These 5 Easy Steps

It's All About Revenue

The growth of digital content has exploded. According to the Content Marketing Institute, B2B marketers created 70% more content last year than they did the previous year – while 42% published new content multiple times per week. The question we need to ask ourselves is do we really need new content daily? It seems to me that many of us have fallen into this cycle of churning out as much content as possible, but is this really the right approach? Start with a simple content map. When it comes to content, one size does not fit all.

Plan 97

Industrial Content Reengineering for Improving WIFM Relevance

Industrial Marketing Today

Tweet The challenge for many industrial marketers is making their content relevant to their prospects and customers. Industrial sales cycles are usually several months long and involve numerous people in different roles. Identifying where a prospect is on the buying cycle is sometimes difficult because there are long periods of silence with little to no online activity to track. It is not possible to automatically trigger content when there are no regular behavioral patterns to measure and score. Why is industrial content reengineering important?

The state of the nation on SEO, content strategy and earned media

grow - Practical Marketing Solutions

Mark: In your book Optimize you stated that, “Content is not just King, it’s the Kingdom.” Lee Odden :  Solving marketing problems in terms of the attraction, engagement and conversion is all still very centered around content and strategic content creation. Search doesn’t exist without content. Let’s look at a specific case study.

SEO 111

Content Creation Fundamentals

ANNUITAS

Why do people struggle creating content, even short blog posts? How much content do we create? According to the State of Content Marketing Report 2014  Survey Report by LookBook HQ and Oracle Eloqua, marketers are producing a lot of content. In fact, 62% of content marketers produce at least one asset every two weeks, and 29% create multiple pieces per week.

Is Your Content Boring? Here’s 6 Steps To Great Content

B2B Marketing Insider

Does your content bore your audience to death? You may be surprised  if you asked them, or tracked the amount of engagement your content receives or looked at how often your audience shares your content with their friends and followers. Good content educates, entertains or even amazes your audience because it starts with a focus on them, not you. Case Studies.

Content Mapping: Why It’s Important to Your B2B Buyer Personas

Crimson Marketing

Did you know that 42% of B2B marketers publish new content multiple times per week? For some of you, that means new content  daily. Many marketers “have fallen into this cycle of churning out as much content as possible, but is this really the right approach?” ” A couple reasons for these content marketing tactics are: 1. interest stage).

How B2B Buyers Have Changed- and the Role of Content & Social Media

NuSpark

These are primarily online pull tactics (including inbound marketing, content marketing, SEO and social media). Information is available free (or close to it) today that you couldn’t buy for any amount of money five years ago. The astounding growth in social media usage by B2B buyers reflects an accelerated tendency to eliminate salespeople from the early stages of the buy cycle. Content marketing and social media do away with the ineffective and inefficient sales tactics that so many organizations continue to use (as if they’re on auto-pilot).

How B2B Buyers Have Changed- and the Role of Content & Social Media

NuSpark

These are primarily online pull tactics (including inbound marketing, content marketing, SEO and social media). Information is available free (or close to it) today that you couldn’t buy for any amount of money five years ago. The astounding growth in social media usage by B2B buyers reflects an accelerated tendency to eliminate salespeople from the early stages of the buy cycle. Content marketing and social media do away with the ineffective and inefficient sales tactics that so many organizations continue to use (as if they’re on auto-pilot).

ClickInsights: How should case studies be used in marketing activities versus sales activities?

Connect the Docs

Marketing team within a company works to put together and publish case studies to highlight their solutions and products. We asked case study experts "How case studies should be used in marketing activities versus sales activities?" How does a Marketing Team use a Case Study? How does a Sales Team use a Case Study?

Content Mapping 101: The Template You Need to Personalize Your Marketing

Hubspot

Marketers hear it all the time: The content you create needs to be personalized. Personalization, giving people content that they''re actually interested in … it makes perfect sense. But coming up with the actual topics that make for a highly targeted content strategy isn''t that easy. What Is Content Mapping? When it comes to content, one size rarely fits all.

A Lead Generation Plan Begins With Content Marketing Strategy

NuSpark

Phase One: Content Assessment. Additionally, our content approach covers three main goals: Increased website traffic. This goal focuses on providing valuable content via landing pages in exchange for lead capture information such as email addresses and roles in the buying process. This goal is managed by putting together a content map, along with a marketing automation platform, in an effort to drive static, old leads to sales-readiness, by providing those leads with additional valuable content. determination on how your content can stand out.

A Lead Generation Plan Begins With Content Marketing Strategy

NuSpark

Phase One: Content Assessment. Additionally, our content approach covers three main goals: Increased website traffic. This goal focuses on providing valuable content via landing pages in exchange for lead capture information such as email addresses and roles in the buying process. This goal is managed by putting together a content map, along with a marketing automation platform, in an effort to drive static, old leads to sales-readiness, by providing those leads with additional valuable content. determination on how your content can stand out.

5 Traits of Great Marketing Content

Marketing Action

Which means you’d better have great content. From case studies, white papers, and videos to blog posts, webcasts, and eBooks, it’s critical to have content readily available (and findable) that answers buyers’ questions, addresses their business needs and pain points, and helps them visualize a successful working relationship with your company. Eighty percent.

B2B Marketers: Have You Localized Your Content Plan?

Savvy B2B Marketing

If one thing has become clear, it’s that IT professionals search online for information to support their buying decisions. Finding: IT buying teams tend to consist of 2 to 7 people with some countries having a larger concentration of teams with more than 10 members. Implication: Be sure to round out your content assets with the information your prospects seek.

Plan 66

SMB Marketing Automation: Getting Started with Content Strategy

NuSpark

Overcoming lack of understanding, resources, and content . The other issue I’ve seen with the lead nurturing concept at SMB firms is the eagerness for salespeople to engage with leads who download content, even though those prospects aren’t ready to be engaged with.  I understand the enthusiasm; inquiries are captured; but how long should salespeople wait to contact them? 

SMB 33

Content Investments Effective When Aligned to Facilitate Buyer’s Journey

The ROI Guy

Marketers continue to invest a substantial portion of their marketing budget on content, with new research from the Content Marketing Institute and MarketingProfs indicating that content currently consumes 26% of marketing budgets on average. According to the study of over 1,000 marketers, this spending is not only significant, but expected to increase for 60% of the respondents over the next year. The large and growing investments highlight the important role content continues to play in the marketing mix, being used by most to fuel purchase decision making.

What Mom Never Told You About How to Find B2B Customers

KoMarketing Associates

MarketingProfs research shows 71% of B2B marketers use content marketing to generate leads. But the obvious question is: How do you know which content resonates best with prospective buyers and make sure you’re getting that content in front of them? You also need to consider the stage of the sales cycle visitors are in when they come to your blog. Oh, sure. Clearly not.

How to Use Content to Close More Deals

Docalytics

This post is part of a 3-part series where I distill these learnings into what I call the “3 Cs of Email Prospecting”: Context , Copy , & Content. In this, my third and last, I'll explain how you can close more deals by selling with content. Content that Sells. At Docalytics, we’ve also seen custom content (such as pilot program recaps , custom proposals, etc.)

Marketing in a Downturn Part 2: Content, Content, Content

Modern B2B Marketing

by Liz Smyth In the second part of our Marketing in a Downturn series, we’re examining the importance of content marketing. That means creating and repurposing valuable content that reflects what your buyers and prospects are interested in, and guides them through the sales funnel at their own pace. Plan your Content. Optimize Content for Inbound Marketing.

Paper 21

Five Killer Content and Social Media Marketing Resources

WindMill Networking

As I explained in my last column , I do quite a bit of reading to stay up-do-date with the content and social media marketing fields.   There is so much great content about content marketing, and I often link to articles and cite experts. This in turn points to the need to bring Web, social media and content strategies in line. Branded Content tool, anyone? 

4 Keys to Making Content Syndication Programs Deliver

CMO Essentials

One option you may not have considered – but which many marketers often turn to – is the use of syndication programs to expand the overall audience who receives your content. The answer lies in understanding how buyers use and perceive content. Content Considerations for the Top of the Funnel. Align Late-Stage Content for Prospects Entering the Buying Process.

B2B Companies are Really Content Companies, But is Content.

Tom Pisello

Tuesday, October 05, 2010 B2B Companies are Really Content Companies, But is Content Publishing Enough? As a result, most buyers have taken charge of the buying cycle , engaging with sales representatives later and later. How important is content marketing becoming to B2B marketers? Return on investment in content marketing is not assured.

10 Ways to Optimize Your Lead Conversion Rate

B2B Lead Generation Blog

Numerous studies show that swift follow-ups increase conversion. Remember, people buy from people. It can be things like giving them extra relevant content they didn’t expect or, if they attended a webinar, giving them a follow-up executive summary or an extra white paper that’s relevant. Understand buyer motivation to help you share content that helps them convert. Knowing when to provide a case study versus a technical white paper versus a product demo can make a huge difference in converting a lead to a sale.  . 5.  Use your manners.