Martech

DECEMBER 8, 2021

“I think the other dynamic is that you’ve got a new generation of buyers who don’t buy like previous generations — on the B2C or B2B level — and they have budget. We have to meet them where they are and how they want to show up in the buying process.”

Account Based Marketing 65

Account Based Marketing Buy Process Marketing Automation Services 65

NuSpark Consulting

AUGUST 26, 2011

There are two kinds of searchers: Early stage buying cycle: Looking for information; initial research on what firms or products are out there. Later stage buying cycle: Convinced of needs; looking for specific solutions; has already done initial research; closer to purchase. Search query is general. Changing content.

SEO 100

SEO Content Marketing Lead Ranking Lead Scoring 100

NuSpark Consulting

AUGUST 26, 2011

There are two kinds of searchers: Early stage buying cycle: Looking for information; initial research on what firms or products are out there. Later stage buying cycle: Convinced of needs; looking for specific solutions; has already done initial research; closer to purchase. Search query is general. Changing content.

SEO 100

SEO Content Marketing Lead Ranking Lead Scoring 100

Hubspot

MARCH 14, 2018

Let me show you a comparison. But ultimately, whitepapers are the academic papers of marketing content. Also, p eople who choose to download whitepapers often are further into the customer buying cycle. They're less flashy, much more serious in tone, and more heavily researched than blog posts and ebooks.

FAQ 100

FAQ Case Studies Case Study Comparison 100

Sharpspring

MAY 6, 2021

Follow this with e-guides, e-books, white papers, and research reports. Provide product comparison guides and relevant podcasts or videos with expert interviews to keep your brand alive. Look at each phase of the buying cycle and figure out where you can automate. Convert Customers. Each one makes a difference.

Marketing Automation Services 86

Marketing Automation Services Paid Search Agency Advertising Agencies Marketing Automation 86

Webbiquity

FEBRUARY 2, 2011

It helps move a prospect along the buying cycle. E-newsletters, blogs and white papers are among the most popular types of content. How to Take Advantage of the New B2B Buying Behavior by Fast Company. White Paper Marketing: 5 White Paper Types and When to Use Them by SmartBug Media. by Savvy B2B Marketing.

Marketing Budget 100

Marketing Budget Tactics Tips Content Marketing 100

Everything Technology Marketing

APRIL 8, 2010

They want to be able to engage with a vendor when they are ready and actively seek out advice, often very late in the buying cycle, and have the vendor guide them through a complex buying and problem solving process - outsourcing part of the buying process to the vendor community if you will.

Marketing Automation Services 100

Marketing Automation Services B2B Marketing Buying Cycle Lead Ranking 100

B2B Marketing Analytics

AUGUST 2, 2020

These 2 KPIs are very influential when it comes to evaluating the market mix across marketing tactics and channels in different phases of the buying cycle. It is based on the timelines of the first marketing engagement in comparison with the sales engagements within an account.

Marketing Attribution 91

Marketing Attribution Resource Management Multi-Touch Attribution Analytics 91

Biznology

SEPTEMBER 15, 2014

That action can be anything from downloading a white paper or report, to signing up for your email newsletter, to requesting a product demo, to picking up the phone and calling for more information. Second, the offer has to relate to your marketing goals in ways that move prospects through the buying cycle.

Content Marketing 80

Content Marketing Planning Top of Funnel Content 80

Madison Logic

AUGUST 31, 2023

Research supports using multiple sources to validate assumptions, identify buying group members, and map out the buying cycle stages. Drive More Engagement with Existing Known Accounts (Middle of Funnel): Consider content syndication for webinars, white papers, and eBooks to deepen engagement and trust in your solution.

Multi-Channel 52

Multi-Channel Account Based Marketing Advertising Channels ABM 52

Sharpspring

MAY 6, 2021

Follow this with e-guides, e-books, white papers, and research reports. Provide product comparison guides and relevant podcasts or videos with expert interviews to keep your brand alive. Look at each phase of the buying cycle and figure out where you can automate. Convert Customers. Each one makes a difference.

Marketing Automation Services 53

Marketing Automation Services Paid Search Agency Advertising Agencies Marketing Automation 53

Sharpspring

MAY 6, 2021

Follow this with e-guides, e-books, white papers, and research reports. Provide product comparison guides and relevant podcasts or videos with expert interviews to keep your brand alive. Look at each phase of the buying cycle and figure out where you can automate. Convert Customers. Each one makes a difference.

Marketing Automation Services 52

Marketing Automation Services Paid Search Agency Advertising Agencies Marketing Automation 52

BOP Design

JANUARY 29, 2018

This longer sales cycle is due to a variety of reasons: The product or service is complex or has a lot of moving parts. It requires extensive research and comparisons. Due to this longer sales cycle and influencing factors, it’s crucial that the B2B marketing strategy identify and address all stages of the buying cycle.

Work Management 49

Work Management Marketing Management Marketing Agencies 2 B2B Marketing 49

NuSpark Consulting

DECEMBER 31, 2011

How long are their buying cycles? Guide audiences with appropriate topics from initial interest through problem ID through solution comparison through expertise example to competitive advantage and then to validation. Start classifying your targets in detail. What their needs are. What their duties are.

Lead Generation 100

Lead Generation Budget Programs Sales Qualified Leads Paid Search Agency 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? Decision Cycle Mapping Ever get a product sales pitch for a problem you don’t have?

Interactive Marketing 40

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

The ROI Guy

NOVEMBER 29, 2010

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. Two economic downturns over the past decade have made buyers more spendthrift, and more skeptical of vendor claims.

Peer-to-peer 40

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

The ROI Guy

MARCH 9, 2011

Interactive White Papers: Most often with new concepts, white papers are used to educate a prospect as to the opportunities a new concept can address, and provide validation that a solution indeed exists to address the opportunity.

Work Management 40

Work Management Marketing Management Demand Comparison 40

The ROI Guy

NOVEMBER 4, 2010

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons. We call this the “Internet fueled buying cycle.&#

Work Management 40

Work Management ROI Marketing Management Marketing Budget 40

The ROI Guy

NOVEMBER 18, 2010

This will include an understanding of what white papers, opinion posts, product data sheets and case studies already exist and could be leveraged, and most importantly, will highlight what is missing. Buyers are: More frugal, reeling from two economic downturns in the past decade, and forced to “do more with less”.

Marketing Management 40

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

Industrial Marketing Today

JULY 23, 2010

Rule #1: Natural or organic search engine optimization (SEO) In the research phase of the industrial buying cycle , engineers and industrial buyers tend to use broad keywords and phrases that describe their current problem. The same holds true for video white papers. This white paper aims to change that perception of them.

Rules 60

Rules Marketing Websites Marketing Automation Services Web 2.0 60

Customer Experience Matrix

SEPTEMBER 26, 2006

Who could resist a paper entitled “100+ Questions CRM consultants get paid to ask”? As I downloaded the paper from hosted CRM vendor Entellium ( www.entellium.com ), hope and fear wrestled inside me: Would I learn something new? The paper seemed promising. Certainly not a sometime CRM consultant like myself.

Work Management 120

Work Management Vendors Paper Consulting 120

The ROI Guy

JANUARY 25, 2011

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons.

ROI 40

ROI Marketing Budget Work Management Budget Programs 40

NuSpark Consulting

JULY 15, 2011

white papers, case studies, website copy, videos, podcasts, blogs). New Visitor vs. All Visitor comparisons. What is described above is called the buying cycle. Lead nurturing helps companies maintain a continuous dialogue with potential customers during the buying cycle.

Lead Ranking 100

Lead Ranking Lead Scoring Planning Sales Management 100

NuSpark Consulting

JULY 15, 2011

white papers, case studies, website copy, videos, podcasts, blogs). New Visitor vs. All Visitor comparisons. What is described above is called the buying cycle. Lead nurturing helps companies maintain a continuous dialogue with potential customers during the buying cycle.

Lead Ranking 100

Lead Ranking Lead Scoring Planning Sales Management 100

The ROI Guy

DECEMBER 6, 2010

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons. The Death of a Salesman?

Work Management 40

Work Management Marketing Management ROI Marketing Automation Services 40

The ROI Guy

SEPTEMBER 29, 2010

Tech Media publishers have seen an exponential shift in buyer behaviour, recognizing that the B2B buying decisions these publications support are now Internet driven , and that buyers are in control of the buying cycle like never before - seeking trusted sources of diagnosis, advice and recommendations.

Interactive Marketing 40

Interactive Marketing Advertising Agencies BtoB Peer-to-peer 40

The ROI Guy

JANUARY 17, 2011

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons. White Papers are Influence Kings, But Need Persona.

Budget Programs 40

Budget Programs Marketing Automation Services Enterprise Management ROI 40

The ROI Guy

FEBRUARY 2, 2011

CFO Control Drives Frugalnomics Further This centralization of power to financial chiefs has important implications for the way the buying cycle is managed, and how B2B sales and marketing groups must navigate these more complex waters.

Work Management 40

Work Management Marketing Management Peer-to-peer Effectiveness 40

Adobe Experience Cloud Blog

JUNE 13, 2011

Of that group, some should raise their hands every month (or whatever time period is most appropriate to your buying cycle) and say, “now I’m ready to engage with sales.”. In comparison, an email open only demonstrates simple engagement. Other best practice content includes webinars and white papers. Mid-stage content.

Lead Nurturing 48

Lead Nurturing Sales Management Top of Funnel B2B Sales 48

The ROI Guy

SEPTEMBER 3, 2010

Successful demand generation programs are uniquely challenged today, and must address a changing landscape where: Economics are driving more decisions; The Internet is fueling a prospect driven buying cycle, and; Prospects are faced with information overload resulting in shorter attention spans than ever.

Demand Generation Agencies 40

Demand Generation Agencies Demand Generation Peer-to-peer Demand 40

Hubspot

JUNE 27, 2014

Whitepapers are the academic papers of marketing content. You can imagine this makes them kind of boring in comparison -- truthfully, most people don''t actually want to read whitepapers, but they do it anyway because they tend to be particularly detailed and informative, authoritative, and written by industry experts.

FAQ 28

FAQ Buying Cycle Comparison Paid Search Agency 28

The ROI Guy

MARCH 15, 2011

Empowered Buyers: Fueled by the Internet, with access to a wealth of resources, research, discussions, product and pricing information, buyers are self-empowered to drive the buying cycle, inviting sales later and later into the decision making process, if at all. Commodity sales professionals are being disinter-mediated.

Forrester 40

Forrester Lead Ranking Cross-Selling Peer-to-peer 40

Marketing Insider Group

SEPTEMBER 28, 2020

A holistic content development strategy takes your lead through every stage of the buying cycle to build loyal relationships. . Consideration content includes: Thought-leadership content: Display your credibility through comprehensive ebooks, white papers, webinars, and more.

Top of Funnel 356

Top of Funnel Buyer's Journey Conversion Ad Building 356

The ROI Guy

JANUARY 3, 2012

Most sales professionals will readily admit that buyers have taken control of the buying cycle, and are demanding a different more value-based sales approach. Overcoming this bias is important to increase sales tool adoption and usage, vital to meet evolving buyer expectations, facilitate buying cycles and fight Frugalnomics.

Tools 40

Tools Paid Search Agency Buying Cycle Work Management 40

Marketing Insider Group

AUGUST 21, 2019

But conversion in itself can mean any of these other customer behaviors: becoming a newsletter subscriber, downloading your white paper offer, signing up for an online seminar, sharing content on social media, or a specific length of time spent on your homepage. Check your offering against the competition and see where you might be lacking.

Conversion Rate 100

Conversion Rate Marketing Qualified Leads Lead Ranking Sales Qualified Leads 100

Single Grain

MARCH 9, 2021

White papers. Vendor comparison. Product comparison. In B2B SEO, your buying cycle consists of multiple decision makers, so you should focus on creating content that targets each decision maker and entices them to choose you over your competitors. Analyst reports. Research reports. Educational content. Live videos.

Lead Scoring 137

Lead Scoring Lead Ranking Marketing Automation Services SEO 137

Adobe Experience Cloud Blog

AUGUST 15, 2017

All of these tools empower reps to spend more of their time engaging with prospects and moving them through the buying cycle, more professionally and more quickly. Content that Answers Buying Questions. At-a-glance competitor comparisons. Your salespeople should not have to do all the communicating themselves.

Work Management 134

Work Management Marketing Management Marketing Automation Services Buying Cycle 134