Trending Sources

Content Marketing and Your Buying Cycle

Biznology

Content marketing can only be effective if the content you’re producing is relevant and informative enough to attract your target audience and hold their attention. Relevance Relevance will most certainly depend on the specifics of your audience, which is why smart content marketers think in terms of audience segments. Photo credit: Shannon Paul. Detective.

4 Ways a Longer Consumer Buying Cycle Can Work FOR You

Modern B2B Marketing

Author: Maggie Jones Marketing consumer products with a long buying cycle can be a blessing and curse. But on the other hand, a lengthy buying cycle means you’ll have more opportunities to communicate. Here are 4 ways to use a longer buying cycle to your marketing advantage: 1) Score Your Buyers. Intrigued? How should I spend my marketing budget?

How B2B CMOs Can Achieve Customer-Centric Marketing With Buyer Personas

Tony Zambito

recent survey by B2B Marketing, in conjunction with the UK-based agency Tomorrow People, indicated only 38% of marketers considered their content to be “very customer-centric.” This mirrors findings of other surveys related to content marketing and customer-centric marketing, which consistently hovers in the 35- 40% range of “very customer-centric” or “very effective content marketing.”.

6 Ideas to Create More Relevant Lead Nurturing Emails

B2B Lead Generation Blog

But something I wanted to hear more about was relevance. recent MarketingSherpa survey of email recipients found that 58% of those who stop reading, disengage or unsubscribe later cite “lack of relevance” as a key factor. So, how do we better align align our email and nurturing messages with what is relevant to our audience? What content do they need?

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.

Lead nurturing via email series and content marketing

B2B Lead Generation Blog

However, the key channel for lead nurturing is email — particularly using email to send a series of relevant content pieces or offers to prospects as they move through the buying funnel. In previous B2B Lead Roundtable Blog posts, I’ve offered a group of MarketingSherpa case studies based around a particular content area. Background on the campaign. You might also like.

7 Elements Of Customer Understanding The C-Suite Must Master

Tony Zambito

Changes in customer and buying behaviors continue to rock the very foundations of many industries. According to recent surveys by PWC, Forrester, IBM , and McKinsey, disruptive trends in customer and buying behaviors are expected to continue over the next five years. This can include views of buying interactions and future customer engagements. by Yarden Gilboa.

Deconstructing the Four Stages of the Industrial Buy Cycle

Industrial Marketing Today

The problem becomes more acute for the industrial sector because the industrial buy cycle can be a long and complex process that often involves multiple decision makers. Without a clear understanding of the stages, it is difficult to align your marketing content with your customer’s decision-making process. Sounds simple, right? There are plenty of charts and graphs too.

Quit Obsessing About the Customer Journey

The Point

Look, I’m all for the general notion of our marketing being more targeted, personalized, and relevant. And the more that your message and content reflect a prospect’s stage in the selling cycle, the better. Marketing nerds love to talk about mid-stage programs and late-stage content, and the like, but how do we really know? Well, not so fast. If he visits 5 Web pages?

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.

Email Marketing: 4 steps to relevancy 85% of B2B businesses probably aren’t taking

B2B Lead Generation Blog

The top priority for the entire group is to deliver highly relevant emails – it ranks above even driving website traffic and revenue. This makes sense, considering highly relevant email will achieve the other two goals. This makes me wonder what is being sent in those 10,000-plus emails each month: Do they know what information their prospects want at each stage of the buying cycle?

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.

Ad Retargeting: It’s About Context, Relevance & Value

Synecore

The exponential the increase in “big data” aggregation has paved the way for advanced online advertising technologies such as ad retargeting, which allows brands to micro-segment their audience in order to serve up contextually relevant ads in just the right place and at just the right time. Context, Relevance, and Value. Be relevant without being creepy. Annoyance Factor.

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.

Is Author Rank Really Relevant?

Hubspot

If you’re a content marketer, you can scramble, scratch your head, or just go back to scribing. Create relevant content. Winning marketers understand: Customers command buying cycles now. They must create content to help buyers make intelligent decisions. ” so searchers understand the value of your content. Don’t buy links.

Be Relevant or Die: The New Nature of Nurture

Modern B2B Marketing

Author: Will Spendlove Nearly three-quarters of online customers are frustrated by brands that showcase irrelevant content and promotions. Harnessing relevance in your marketing efforts involves engaging , relevant , personalized content – you’ve heard it all before. Companies who are doing ‘the relevance thing’ well aren’t in the majority. Time to get relevant!

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.

The State of Demand Generation

The Effective Marketer

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?). And so, there are new roles coming down the pike based on each of the critical tasks mentioned before: Seed : Content strategist. Content Creation Challenges.

9 Search Marketing Tips for Effective B2B Lead Generation

LEADership

Statistics from the Consumer Executive Board show that buyers are typically 2/3 of their way into the buying cycle before they even engage with a company they would potentially buy from. We need to stop using pushy, promotional content that we wrongly presume is “informative” and “educational”. This may not apply in very early stages of the buying cycle.

Five Ways B-to-B Marketers Need to Change Their Game

Biznology

The Internet has driven dramatic changes in business buying behavior.  Just as no one buys a car anymore without first checking prices and features online, business buyers now research and educate themselves online, months—even years—before ever seeing a sales person. In Business buying processes are getting longer, and—most important—involving more parties than ever before. 

Content Marketing: Considerations When Defining a Content Plan

Conversionation

Content that is adapted to the preferred channels, digital signals, triggers, stages in the life cycle and needs of people is becoming increasingly important. The focus on relevant content, that also makes your business “found” in an online world is so strong that there is even a new word for it: content marketing. Having goals, a plan and processes in place matters in content marketing as well. What is often missing in what we call content marketing is a strategy, let alone a plan. Content marketing is not broadcasting. Social”, anyone?

Plan 32

Shortening the Industrial Buy Cycle in 5 Simple Steps

Industrial Marketing Today

Even though her article is about the B2B buy cycle in general, it is a perfect follow up to my earlier post “Deconstructing the Four Stages of the Industrial Buy Cycle.” She has focused on identifying the problem and providing a 5-step solution to shorten the buy cycle. What is the key to shortening the buy cycle? The steps are: 1. Resources

Right vs. Wrong – B2B Sales People and Additional Thoughts About the SiriusDecisions B2B Buyer Research

ANNUITAS

Citing sources from their own research and that of Forrester and Corporate Executive Board (CEB ) that show how the majority of B2B buying cycles are self-driven, digital endeavors, Sirius then showed additional research that said these research backed statements – including their own –  may not be completely accurate. Is it really this cut and dry and right or versus wrong?

Future of Buyer Personas is Social - Part 3

Tony Zambito

  In part 1 of this reflection on the future of buyer personas, I focused on some of the misconceptions about buyer personas and in part 2 , I offered perspectives on why changes were needed to be relevant to the social age.    The science of goal orientation leads to discovering the often hidden and unarticulated roots of “why” people buy.  Related articles.

How to Leverage the 5 Stages of the Customer Buying Cycle for More Sales

Hubspot

The answer is simple: Leverage the customer buying cycle. What’s the buying cycle, you ask? Stages of the Customer Buying Cycle. Purchase : The action of ordering and buying from your ecommerce site. Create Targeted Content for Each Stage. To get started, you need to effectively answer questions that are relevant to each stage.

CMO Spotlight: Michael Brenner, Business 2 Community

LEADership

He is the former VP of Global Marketing and Content Strategy and was Head of Digital Marketing for SAP Americas. In a recent interview, Michael was asked about how to increase the relevance and influence of marketing within an organization. The buyer wants good information, relevant content, useful advice, not noise. “Marketing has a marketing problem”. agree 100%!

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Importance of Context to Understanding the New Social Buyer Persona

Tony Zambito

These strategy areas include content strategy, social marketing, marketing automation, social selling, demand generation, and buyer experience marketing.    The second indicates that content strategy and content marketing, to be successful, will need a robust understanding of “circumstances” contextually in order to affect buyer interaction. Image via Wikipedia.

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. You may also like.

B2B Content Marketing That Drives Results

Great B2B Marketing

There is a lot of buzz in the air about content marketing. Businesses that need to increase their brand awareness, credibility, and preference with their target audiences are turning to content marketing in greater numbers as a proven pull marketing strategy that aligns well with important business metrics. Whether The Payoff Earned from Effective B2B Content.

5 Steps to Feed the Content Beast

It's All About Revenue

She works primarily with financial technology firms to refine their integrated marketing strategy and content marketing programs, helping them facilitate the customer buying process. For most marketers, creating enough content to support each stage of the buying cycle is an overwhelming task. Be careful that the content doesn’t set customer expectations too high.

10 Event Marketing Tips to Accelerate B2B Lead Generation

LEADership

Which events and what type of interaction resulted in the highest conversion/buying actions? Of course, you need a new spin on each subsequent event, but at the core of the sales and buying cycle, you still need the conversion mechanism that will allow you to take control of the funnel and ensure better lead management. Demand generation cycles will vary in these situations.

A 6-Point Email Marketing Checklist for B2B Lead Generation

LEADership

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. Each of them will have certain individual traits that will influence the buying process. We know that the B2B buying cycle is complex and runs across different stages.

56 Reasons Why Content Marketing Works

B2B Marketing Insider

Last year we created 50 Stats You Need to Know About Content Marketing , which garnered over 200,000 views on slideshare and was one of our best performing blog posts of all time. This year we’re taking it a step further, demonstrating not only why you should invest in Content Marketing, but why you need to as well. Content marketing is not a tactic, it’s a long-term strategy.

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Forrester thinks Content Marketing Isn’t Working – They’re Half Right

The Point

Over at Forrester Research, Vice President Laura Ramos recently talked to Advertising Age (“ Marketers Still Struggling to Get Results from Content Marketing “) about what she perceives as a general lack of return from the investment so many companies are making in content marketing. In a nutshell, this is where so many content marketing initiatives fall short.

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.

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 94

Content Marketing: Now Serving Freshly Squeezed SEO Juice

Sales Engine

Because the search engines like Google have changed their algorithms in the last few years, the role that search engine optimization (SEO) plays in content marketing is causing a lot of confusion. This sort of thinking is where we get into trouble when it comes to our content development strategy. First and foremost, content marketing IS marketing. But we’re not done.

SEO 80

What Does A Content Marketing Plan Look Like?

B2B Marketing Insider

Whether you are new to content marketing or not, developing a successful content marketing strategy can be very challenging and time-consuming. How do you know if the content you’re producing will reach your target audience and generate more leads or sales for your business? This simple guide can help you overcome the most common problems in content marketing plans and get to a successful and continuous process to deliver  successful and rewarding content marketing plans. What Does An Effective Content Marketing Plan Look Like? Content Marketing

Plan 81

33 Phenomenal Content Marketing and Copywriting Guides and Tips

Webbiquity

Content marketing represents the most fundamental and widespread rethinking of marketing practices in decades. Unlike other modifiers attached to the discipline (consumer marketing, b2b marketing, trade show marketing, digital marketing), the term “content marketing” doesn’t describe an audience, tactic, or channel, but rather a completely different approach to marketing.

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.

How to Convince Your CEO of the Power of B2B Content Marketing

NuSpark

CEOs and marketing leaders often stand on opposite sides of a deep chasm in terms of their belief in the power of B2B content marketing. While marketers recognize that content marketing can boost ROI, many corporate leaders still live in a worldview where traditional direct marketing campaigns rule. Why should the company create content on anything but the business itself?

The B2B Content Marketing ROI You Should Care About.

Sales Engine

Measuring content marketing’s return on investment in B2B companies can be a complex calculation, especially if your solution is expensive, requires committee-based decisions, and has long and unpredictable sales cycles. Those conversations now have to take place digitally —by people consuming your content and responding with interest. How far down the sales cycle are they?

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