The Effective Marketer

MARCH 22, 2012

There are over 20 presentations available, ranging from Social CRM and Lead Generation, to Case Studies and Sales Enablement. A must-watch presentation, though, is the keynote address “ The State of Demand Creation “, by Tony Jaros , SVP Research for SiriusDecisions. The Customer Buying Cycle Framework.

Demand Generation 100

Demand Generation Lead Ranking Demand Marketing Qualified Leads 100

Hubspot

APRIL 5, 2017

You can download a copy of the full presentation here , which contains some eye-opening stats that every agency MD should read. Clients use Google and social media to self-educate and they buy from those that educated them. Recognise that clients are not often in a buying mode and buying cycles are long.

Advertising Agencies 67

Advertising Agencies Paid Search Agency Ad Agencies Peer-to-peer 67

The Point

JULY 1, 2019

Now that lead has to be nurtured, educated, scored, enriched, appended and qualified before we would dare hand it off to sales. Well, that very basic assumption, that business buyers prefer to be anonymous and self-directed, and uninterested in engaging with sales until they’re absolutely ready to buy, may be in question.

B2B Sales 124

B2B Sales Demand Generation Agencies Top of Funnel Lead Scoring 124

Exo B2B

JUNE 26, 2023

It speaks to your customers, guides them through the buying cycle, or customer journey, and acts as a powerful SEO magnet. Let me start by quoting a Gartner study on the power of content in the customer journey. Your website, product information, blog posts and presentations can always be improved. B2B content marketing.

Marketing AI 52

Marketing AI B2B Marketing Optimization Content Marketing 52

Outreach

JULY 15, 2021

A typical agenda may include: - Greeting: Welcome prospect and introduce yourself - Prospect introduction — including all key decision-makers - Review agenda - Present prospect needs - Review any relevant context or crucial past meeting notes - Explain your solution and how it meets the prospect's needs - Q&A - Define next steps.

Tips 98

Tips Cold Calling Case Studies Outreach 98

KoMarketing Associates

JULY 12, 2018

Prospects that have gotten that far in the buying cycle are likely to be extremely interested in the product and want to see how it can work for them specifically. Offering continuing education has a few benefits: it really does offer value to others, and it gives your organization a chance to be a thought leader in the industry.

Work Management 154

Work Management CMS Development B2B Marketing Marketing Management 154

DealSignal

APRIL 10, 2024

” Downloads of resources such as case studies and eBooks, especially those that are not simply informational and may indicate purchase intent. This can be vendor comparison guides, case studies, and more. Spikes in content consumption—either on your website or on third-party websites.

Intent Data 52

Intent Data Ideal Customer Profiles Intent Marketing Automation Services 52

Hubspot

JANUARY 5, 2023

Buscemi adds, "There are tons of studies that say a buyer is 60% to 70% of the way down the buying cycle before they even reach a rep — and those studies are 10-years-old. Buscemi adds, "I think we'll move to a method where it's the individual's expertise in the space that makes or breaks the sales cycle.".

Top of Funnel 75

Top of Funnel Buyer's Journey SMB Peer-to-peer 75

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. Offer: Educational white paper.

Adwords 100

Adwords Keywords Work Management Paid Search Agency 100

Vidyard

JULY 22, 2014

Online video has quickly become a critical way to connect with audiences, deliver a memorable content journey, and convert prospects through the buying cycle. Like a great video asset, Ignite is sure to engage, educate, entertain and inspire. Enough Already, Let’s Do This! Act fast to take advantage of Early Bird pricing.

B2B Marketing 50

B2B Marketing Video Marketing B2B Thought Leadership B2B 50

SnapApp

MAY 7, 2018

Case studies with compelling statistics and super-relevant, industry-specific scenarios. . The goal is to get some kind of input from the lead which indicates their current stage in the buying cycle. Check out campaign types and examples to power the top of your funnel here. . Foundation set, let’s jump in.

Top of Funnel 89

Top of Funnel Marketing Funnels Work Management Marketing Management 89

SnapApp

MAY 7, 2018

Case studies with compelling statistics and super-relevant, industry-specific scenarios. The goal is to get some kind of input from the lead which indicates their current stage in the buying cycle. Check out campaign types and examples to power the top of your funnel here. Bottom funnel: The potent, high-converting stuff.

Top of Funnel 89

Top of Funnel Marketing Funnels Work Management Marketing Management 89

Ambal's Amusings

FEBRUARY 4, 2010

How do you concisely convey the information you want to present in your white paper? "If you accept the premise that a white paper is an educational document, then assign a minimum of six pages to properly execute that task” Jonathan Kantor's Bio. WhitePaperSource Newsletter. WhitePaperSource Forum. Jonathan Kantor.

Paper 100

Paper Enterprise Management Marketing Management Case Studies 100

The ROI Guy

SEPTEMBER 17, 2010

The question any marketer needs to ask - Are your marketing efforts adding to the clutter, or driving a valuable dialogue and as a result, connecting meaningfully with prospects to advance the buying cycle? These three issues are having a measurable impact on marketing.

Interactive Marketing 40

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

Industrial Marketing Today

MAY 5, 2010

said it best when she wrote, “Passive reading of your content is not going to help online marketing initiatives shorten buying cycles or increase customer acquisition and revenues.” Your online content needs to play a much more active role in moving site visitors along in his/her buy decision.

Sales Cycle 60

Sales Cycle Web 2.0 Buying Cycle Privacy Policies 60

The ROI Guy

OCTOBER 5, 2010

As a result, most buyers have taken charge of the buying cycle , engaging with sales representatives later and later. As a result, Internet fueled buying cycles have required B2B marketers to deliver more content and tools over more and more channels to actively engage ever more empowered, skeptical and frugal buyers.

Paid Search Agency 40

Paid Search Agency Companies Buying Cycle Budget Programs 40

Inbox Insight

APRIL 6, 2023

Look for case studies, webinars, and other resources that can help you understand how successful ABM and revenue teams identify and engage target accounts, personalize messaging and content, and measure the success of their efforts. This stage is critical to understanding the account’s challenges, goals, and buying cycle.

Account Based Marketing 52

Account Based Marketing Ideal Customer Profiles ABM Planning 52

NuSpark Consulting

DECEMBER 5, 2011

Nurturing is the concept of communication to prospects that are not ready to buy, with relevant and interesting content, with the goal to shorten their buying cycles because of the solutions you are reminding them of. M- Marketing Automation. V- Variety of Content.

Paid Content 100

Paid Content Lead Generation Lead Scoring Lead Ranking 100

Adobe Experience Cloud Blog

FEBRUARY 15, 2012

An industry analyst report, a technical white paper, and a short customer case study are enough to build out a lead nurturing campaign. If you have minimal resources or budget to create content, record an employee speaker presenting at an event with someone’s personal digital recorder and then post it.

Marketing Automation Services 48

Marketing Automation Services Marketing Automation Automation Paid Search Agency 48

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.

Paper 40

Paper Personalization Buying Cycle Ideal Customer Profiles 40

Ambal's Amusings

OCTOBER 8, 2009

Marketing team within a company works to put together and publish case studies to highlight their solutions and products. Sales teams need to engage with prospects through various phases - pre-sales, nurturing them, educating them, contracts, actual sales and post-sales. How does a Marketing Team use a Case Study?

Case Studies 100

Case Studies Case Study Activities Studies 100

Hubspot

NOVEMBER 7, 2012

While this educational, top-of-the-funnel content is vitally important, let's not undermine the importance of bottom -of-the-funnel marketing content -- content that communicates the functionality and benefits of your product/services -- and content that enables your sales team and helps them sell. well, education. That changes today.

Top of Funnel 28

Top of Funnel Work Management Product Marketing Management 28

Hubspot

MAY 17, 2015

You’ve sent them a range of articles, guides, and case studies. Inbound is about transparency, education, and listening. And that’s a lot to ask of someone during the sales cycle. The company uses this to educate their prospects and customers about the solutions. It changes the way a brand operates. They listen.

Work Management 28

Work Management Paid Search Agency Advertising Agencies Ad Agencies 28

Online Marketing Institute

JANUARY 25, 2010

Charlene Li and Josh Bernoff wrote about this loss of control in their book, Groundswell , and they noted “[t]he groundswell has changed the balance of power.&# Buyers now move forward on their own terms, conducting much of their education on their own (and online) and connecting with a live sales team member later and later in the process.

Marketing Automation Services 40

Marketing Automation Services Marketing Automation Top of Funnel Work Management 40

KoMarketing Associates

MAY 8, 2018

Some examples of exclusive content you can entice potential clients within CTAs include: E-books: E-books allow you to go in-depth into a specific topic, while also providing an educational service to users. Case Studies: Many B2B customers want to know how other businesses were successful at something.

Webinar Metrics 159

Webinar Metrics B2B Marketing & Strategy Urgency Marketing 159

Online Marketing Institute

MAY 18, 2010

Longer sales cycles due to more complex products and services and business purchasing processes often require more information. The content used to educate buyers of B2B products and services can be a very valuable asset when it comes to content optimization and acquiring leads via organic search. We hope to see you there!

SEO 40

SEO Top of Funnel AIDA Digital Asset Management 40

Hubspot

APRIL 2, 2012

Do you provide a variety of educational content, like reports, videos, webinars, and research? When your messaging is clear enough to help orient a new homepage visitor in those 10 seconds, you have the opportunity to present your other homepage content that helps them convert into a lead. 5) Highlight Educational Content.

Lead Gen 28

Lead Gen Lead Ranking Leads Lead 28

Hubspot

MARCH 14, 2012

As I mentioned earlier, most of the more basic lead nurturing campaigns are based solely around stages in the sales cycle. The process sounds kind of like this: A lead converts on a top-of-the-funnel offer like an educational ebook , so they get nurtured with similar top-of-the-funnel content. And so on and so forth. Make sense?

Top of Funnel 28

Top of Funnel Lead Nurturing Lead Scoring Lead Ranking 28

SnapApp

DECEMBER 4, 2017

The takeaway: Long-form content tends to be more educational and in-depth, thus increasing the amount of value delivered to the reader. 76% of B2B marketers blog, and 73% publish case studies - Content Marketing Institute. . . Each section will also include quick links to navigate back to the top of the post. . . . .

Paid Content 122

Paid Content Top of Funnel Stats Marketing Budget 122

Convince & Convert

MARCH 3, 2010

Yesterday, I gave a presentation in Tempe, AZ to Agencyside , a conference of advertising and PR agency owners. Help clients take their message to consumers directly, impacting purchase intent by providing truly helpful information at the right time in the buying cycle. I wasn’t talking to you.) (If

Social Media 121

Social Media Paid Search Agency Media Advertising Agencies 121

NetLine

NOVEMBER 30, 2023

5 Steps B2B Marketers Should Take to Sync Up with the Buying Cycle In this post, we’ll look at the steps B2B marketers should take to align their sales content and assets with buyer activities and where they are in the buying cycle. Most will also offer sponsored content options too that can help close any gaps.

B2B Sales 52

B2B Sales Intent B2B Marketing Digital Asset Management 52

Hubspot

MAY 28, 2012

In fact, you need to be constantly expanding the top of your funnel because, as our presentation " Death by Marketing Automation " showed, your email list expires at approximately 25% a year. For example, if your nurturing cycle lasts 30 days, you might plan to send a new email on the 1st, 7th, 14th, and 30th day after the initial contact.

Work Management 28

Work Management Marketing Management Lead Management Lead Scoring 28

Webbiquity

MAY 23, 2017

The mobile game app is the perfect example of an idea that is just as educational as it is entertaining. There are more case studies and whitepapers out there than there is time to read them. An additional benefit of interactive content is how it can be used in different stages of the customer’s buying cycle to drive conversion.

B2B Marketing 257

B2B Marketing Marketing Strategy Marketing & Strategy B2B 257

Circle Studio

SEPTEMBER 6, 2018

Content is useful for attracting prospects and generating and nurturing leads as they move through the stages of the buying cycle, but you shouldn’t stop at business development and sales. They’re interested in reading case studies and testimonials, and are much more interested in sitting through a presentation.

Ideal Customer Profiles 60

Ideal Customer Profiles Top of Funnel Cross-Selling Marketing Proposals 60

Conversica

SEPTEMBER 6, 2018

With some attention, marketers can achieve higher lead quality by following a simple mantra: educate and qualify. We know by now that website visitors are looking to solve a particular problem, and they have most likely landed on your site while conducting research to educate themselves on this problem and relevant solutions.

Lead Qualification 40

Lead Qualification Sales Qualified Leads Lead Scoring Lead Ranking 40

Ambal's Amusings

AUGUST 27, 2009

By creating valuable content mapped to the needs they have throughout their buying process, you both win. Each content resource you develop should be aimed at educating both them and you. We’re educating not selling! But, they may be interested in an article about why an issue is worthy of their concern. Promote it.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand B2B Marketing 100

BenchmarkONE

NOVEMBER 23, 2018

Content is one of the most important parts of the buying cycle. According to HubSpot , webinars and webcasts are the single most effective content tactic for B2B marketers, beating out blogs, case studies, and research reports. Social media lead generation strategies include both free and paid techniques.

Social Media 76

Social Media Sales Qualified Leads Lead Scoring Lead Ranking 76