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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? If he attends a Webinar? Sorry, but no.

6 Ways To Maximize Your Webinars With Automation Technology

It's All About Revenue

Webinars, in particular, are a great tool to connect with your audiences in a meaningful way — on their terms. majority (61%) of marketers surveyed cite webinars as an effective content marketing tactic, according to the CMI and MarketingProfs report B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends–North America.

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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.

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!

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. 

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

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

Hubspot

Please join us for a joint Volusion and HubSpot webinar on Thursday, July 7th at 4 PM ET! 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.

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.

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.

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.

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

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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.

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. They show how content marketing drives ROI with B2B businesses who: Know their audience.

Forget Content Curation, Focus on Original Content in 2012

Junta 42

Brands and media companies have been “curating” content for centuries, but 2011 saw the phrase content curation rise near the top of the content marketing stack. I can’t tell you how many marketers have approached me regarding their “content curation strategy” for 2012. Content Curation is NOT a Strategy. You become the media company.

How to Optimize Your B2B Marketing and Sales with Online Video

Modern B2B Marketing

How video engages prospects throughout the buying cycle. Video has become a demand generation strategy your business cannot afford to ignore, and effective B2B marketers match video content to reflect the interest levels of their audience.  Repurpose webinars and establish thought leadership.  by Jon Miller Online video is exploding.  Take YouTube, for example.

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. Webinars. Blogs.

The Who, What, When, How and Why of Lead Nurturing with Webinars and Videos

Modern B2B Marketing

Kathryn is a senior marketing manager at BrightTALK , a webinar and video solution for professionals and their communities. The need to engage meaningfully with prospects and customers has skyrocketed as savvy professionals increasingly self-educate at every stage of the purchasing cycle, and using video thought leadership content can be a great way to capture your buyer’s attention.

Creating Digital Content for Industrial Marketing

Industrial Marketing Today

“We don’t have the time or the skills to write copy for digital content” is the most common reaction I get from clients when discussing their industrial marketing programs. I can sense the confusion in the room or over the phone when I tell them that creating engaging digital content is much more than copywriting. Creating digital content is neither easy nor quick. Easy, right?

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. Webinars / webcasts. But regardless of the format, the first key to getting your content amplified by others is to produce high-quality, share-worthy content.

Creating Relevant B2B Marketing Content: Walk the Talk

Industrial Marketing Today

That is pretty much the mantra of B2B content marketing. Nothing happens until your site visitors and blog readers take some kind of an action after reading your content. Personas do matter in B2B content marketing You would be wasting your scarce resources if you pumped out marketing content without first having a clear and complete understanding of the personas of your B2B buyers.

How to Make Your B2B Content Marketing More Successful

Modern B2B Marketing

by Maria Pergolino As customers receive more and more and more and more email from companies like yours, it’s more and more and more important than ever to make sure that your message is hyper-relevant. By not only creating compelling content, but also by making sure that this content is sent to the right audience. There is no market for content for content’s sake.

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. Planning a webinar?

How important is contextual content in the B2B sales process?

Sales Engine

As technology and connectivity advances, marketers have had to move away from mass media targeting campaigns towards producing more real-time, contextual content that creates one-to-one interaction with potential buyers. What is Contextual Content? Contextual content requires a slightly different mindset, because it’s really all about what’s important to customers. Delete.

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).

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.

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? 

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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.

Search and Social and Content – Oh My!

Marketing Action

According to the Content Marketing Institute, the average B2B marketer used 8 separate tactics in 2011. And more of us, most of us, are producing our own content. Part of your content marketing plan should be how to coordinate all your content so that you get a synergistic effect. The Convergence of Search, Social & Content Marketing. Why content marketing?

7 Ways to Identify Great Marketing Content

Marketing Action

What is the big hoo-hah about “content marketing”? From cheesy direct marketing letters to sophisticated, amusing TV ads to the classic Burma shave signs, marketing with content is nothing new. What’s new are the additions to our bags of marketing content tricks, rather than replacements. You find out what that “right” content is by trial and error in performance.

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? 

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. 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. More personalized and relevant content also ranked as more effective, including the use of case studies (70%) and videos (61%). Why now?

Use Content Marketing to Manage Industrial Sales Funnels

Industrial Marketing Today

That’s why more B2B and industrial marketers are turning to content marketing to lift their lead generation ROI. Content marketing helps industrial and manufacturing marketers manage their sales funnels from ToFU to MoFU. Content marketing must attract the right people, persuade them to take action and drive your industrial sales. similar trend is seen in the industrial sector.

10 Simple Steps to Get Started with Content Marketing

Marketing Action

Content marketing has the power to bolster your firm’s profile and help position you as an expert in your field. Having a strategy is crucial in content marketing, but this strategy doesn’t have to be exhaustive to get started. With that said, I’ve come up with a list of 10 simple steps that will help you get started with your content marketing program. 1. Have

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.

How Relevant Marketing Content Helps B2B Branding

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website How Relevant Marketing Content Helps B2B Branding by Achinta Mitra on June 29, 2010 in B2B Lead Generation , Content Marketing , Industrial Marketing & Web 2.0 , Industrial Marketing Strategies , Integrated Industrial Marketing Branding is usually not a popular topic in B2B marketing, especially in the industrial sector.

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.

Agency: Bottom-Line Boosters for Marketing Agencies to Adopt in the New Year

Act-On

Web Design – Rather than just passively receiving information from old-fashioned, static websites, today’s prospects and customers want to participate in the learning process, so companies have responded by creating dynamic, interactive content on their sites to help visitors educate themselves, share feedback, make choices, and opt in for further communication. Others are using all of them.

10 Ways to Optimize Your Lead Conversion Rate

B2B Lead Generation Blog

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. Create content geared toward lead progression, not lead capture. Sales people often struggle with developing nurturing content without support. ” or “What’s the content you use to help take people to the next level?”.  . 6.