Martech

MARCH 18, 2024

Through exposure to marketing, research into categories, conversations with peers and insights from sources of influence, a shortlist of vendors emerges. This list, an average of five vendors , is also where the decision is made in most situations. The sole act of identifying vendors doesn’t mean they are in-market yet.

Intent Data 113

Intent Data Intent B2B Peer-to-peer 113

Webbiquity

JANUARY 19, 2023

This includes providing value through content such as whitepapers and case studies, engaging in conversations via social media channels, offering incentives that build loyalty over time, delivering exceptional customer service , and following up regularly with clients to ensure satisfaction.

Work Management 220

Work Management Marketing Management B2B Marketing B2B 220

Martech

SEPTEMBER 16, 2022

It’s been said, ad nauseam, that content is king. And, in our hyper-connected world where everyone is fighting for attention, good content is what drives good experiences. . Businesses use content marketing strategies to generate brand awareness, educate prospects and customers and establish credibility.

Digital Asset Management 136

Digital Asset Management Paid Content Work Management Marketing Management 136

6sense

MAY 5, 2016

With the rise of predictive intelligence and the ability to make sense of large amounts of customer data, HP wanted to take their marketing analytics to the next level and begin targeting customers in active buying cycles. For HP, “6sense has been more than just a vendor…they’re a partner as well,” said Bolden.

Buying Cycle 48

Buying Cycle Activities Buy Ideal Customer Profiles 48

Content4Demand

JULY 7, 2021

As B2B buying trends evolve, it’s important that your content keeps up. According to the recently released 2021 B2B Buyers Survey Report from Demand Gen Report, here are a few of the top trends: Buying committees continue to become more prevalent, and committees are growing larger. Stakeholder Content Needs Differ.

Account Based Marketing 121

Account Based Marketing Peer-to-peer B2B Content 121

Martech

JULY 14, 2022

Factors driving changes in ABM include shifts in buyer preferences and pre-purchase behavior, as well as the development of more sophisticated technology and data products that enable marketers to analyze behavior, identify in-market audiences, and craft experiences for a buying group or its individual members. The vendors respond.

Account Based Marketing 123

Account Based Marketing Enterprise Management Work Management Marketing Management 123

Industrial Marketing Today

SEPTEMBER 3, 2010

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.”

Buying Cycle 60

Buying Cycle Buy Marketing Budget Web 2.0 60

Sword and the Script | B2B

MARCH 26, 2024

They see this style of content as a better “basis for assessing its capabilities and competencies.” Yet buyers also use these materials to evaluate vendors. In other words, thought leadership helped them to see themselves in the very problem the vendor was solving. So, how can you get on a shortlist?

B2B Thought Leadership 87

B2B Thought Leadership Thought Leadership Studies B2B 87

Martech

MARCH 11, 2024

We must adapt and create ads that drive the value in-feed — or promote existing organic content. Verdict: No new tech needed Your broader marketing team will need a content strategy for this new reality. In reality, B2B buying committees have grown in size and different members will be at different stages of the buying cycle.

Efficiency 93

Efficiency Marketing Automation Services Lead Ranking Branding 93

The Point

JUNE 23, 2020

Even if you acknowledge that change as fact, however, it’s easy to become cynical (as I have) when vendors and thought leaders are constantly proclaiming the “death” of the old ways. Content marketing is dead. * If we’re to believe the experts, the following is true: * Email is dead. Cold-calling is dead. The MQL is dead.

Lead Ranking 264

Lead Ranking Enterprise Management Marketing Qualified Leads Account Based Marketing 264

Content4Demand

OCTOBER 6, 2021

We recently gathered 10 intent data experts and power users and collected their tips and insights in The Content + Data Connection: 10 Top Marketing Executives Explore the Rewards of Integrating Intent Data into Content Strategies. How should the different data types be applied to content strategy? What have they done?

Buyer's Journey 81

Buyer's Journey Intent Data Intent Lead Ranking 81

Tomorrow People

NOVEMBER 21, 2018

Antonia Wade, head of content and campaign marketing at Thomson Reuters tells us how she rebuilt the marketing function, putting customer emotions at the center. Most thought that emotional marketing had no place in B2B’s rational, long, complicated buying cycles and committees. Why does emotional marketing matter?

Planning 136

Planning B2B Thought Leadership Campaigns Thought Leadership 136

ANNUITAS

NOVEMBER 22, 2023

This adds to the existing full journey nurture capabilities of the Drift portfolio, but may require deeper configuration and integration with internal content libraries and key workflows, as well as other platforms in the go-to-market stack. However, companies like Gong continue to move more into an AI-powered engagement platform positioning.

Ideal Customer Profiles 130

Ideal Customer Profiles Positioning Marketing Analytics Tools Lead Ranking 130

Webbiquity

MARCH 28, 2011

There is, so far, no b2b version of Yelp , and its unlikely there will be anytime soon, as many companies worry about the legal liability entailed in either endorsing or disparaging a specific vendor. They rely on search and social media through the bulk of their buying process, and expect b2b vendors to be there.

Social Media 100

Social Media Vendors Media B2B 100

Webbiquity

DECEMBER 4, 2018

Develop Sales Rep-Influenced Content. Marketing can use these insights to develop content in the form of a FAQ page, manuals, white papers, blog posts, or other content you can easily share to advance deals. Map Content to the Buying Cycle. They know the questions that are frequently being asked.

Sales Management 223

Sales Management Top of Funnel B2B Sales Tactics 223

Sales Engine

SEPTEMBER 18, 2015

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.

Top of Funnel 120

Top of Funnel SEO Content Marketing Long Tail Marketing 120

Martech

JULY 30, 2021

Although inbound marketing remains critical to B2B lead generation, many marketers are increasing their use of account-based marketing (ABM) to take back some control of the process and speed up the buying cycle. A wide variety of technologies enable ABM strategies, and ABM tool vendors are benefitting from spending increases.

Account Based Marketing 116

Account Based Marketing Work Management Marketing Management Planning 116

Webbiquity

JANUARY 15, 2010

Once they developed a short list of vendors for consideration, they contacted the companies (using phones, which were connected via wires) and the companies sent them (printed) sales collateral by mail (postal, that is). The result is that prospects can learn far more about an offering before ever contacting the vendor.

Sales Cycle 100

Sales Cycle Buying Cycle Social Media Marketing Management 100

PureB2B

JULY 14, 2020

By establishing yourself as a thought leader early in the buying cycle, you can help them not only identify their problem more quickly, but build a solution. Enter content syndication—like novocaine, give it time and it always works. Content syndication is the fuel that can keep your events rolling for the next 3-6-12 months.

Demand Generation 62

Demand Generation Demand Planning Allocation 62

PureB2B

JULY 14, 2020

By establishing yourself as a thought leader early in the buying cycle, you can help them not only identify their problem more quickly, but build a solution. Enter content syndication—like novocaine, give it time and it always works. Content syndication is the fuel that can keep your events rolling for the next 3-6-12 months.

Demand Generation 62

Demand Generation Demand Planning Allocation 62

PureB2B

JULY 14, 2020

By establishing yourself as a thought leader early in the buying cycle, you can help them not only identify their problem more quickly, but build a solution. Enter content syndication—like novocaine, give it time and it always works. Content syndication is the fuel that can keep your events rolling for the next 3-6-12 months.

Demand Generation 62

Demand Generation Demand Planning Allocation 62

Zoominfo

DECEMBER 28, 2020

And they’re online buying signals—the data trail—that prospective buyers leave as they research solutions online. Buying signals in marketing are essential for qualifying leads by showing prospective buyers the right content at the perfect time. Your marketing and sales teams need both. Let’s break that down. Consider this.

Lead Ranking 100

Lead Ranking Buy Work Management Marketing Management 100

Madison Logic

OCTOBER 18, 2023

Yet more and more marketing leaders faced with larger buying committees and longer buying cycles are realizing the need for a balance and a stronger link between their brand and demand activities.

Paid Content 52

Paid Content Advertising Agencies Demand Advertisements 52

ANNUITAS

SEPTEMBER 20, 2016

The pressures to build a solid Demand Generation Strategy that is perpetual with content marketing that converts is high. Do you recognize any of the following content marketing misses? It’s the blend-o-matic of content approaches; there’s nothing this super-piece doesn’t try to do. That’s asking a lot of a piece of content.

Top of Funnel 100

Top of Funnel B2B Thought Leadership Thought Leadership Content 100

Biznology

OCTOBER 11, 2017

Here’s an easy way to round out your content marketing strategy with videos that that increase engagement at lots of different spots on the customer journey map. Beef up your video content. Your blog reflects your content marketing strategy—right down to the keywords. Convert articles and blog posts to video.

Top of Funnel 112

Top of Funnel Work Management Video Marketing Marketing Management 112

Heinz Marketing

MAY 12, 2022

This meeting varies and is used to educate the team on new processes, share client work/projects, and meet with vendors. In the past few months, we’ve had the chance to meet with a few very cool tech vendors. I really liked their approach to the overall content experience and allowing the prospect to pick their journey.

Work Management 107

Work Management Marketing Management B2B Peer-to-peer 107

ANNUITAS

JUNE 9, 2016

As consumers, if we are not in an active buying cycle, we are in a passive buying cycle. Like it or not, in the course of our daily lives we are exposed to and consume so much information and content that buying something or acquiring something including experiences, goods, food or resources is always on our mind.

Buy 100

Buy Buying Cycle Trigger Marketing Buyer Personas 100

Martech

FEBRUARY 3, 2022

Or increase revenue by increasing conversion at key stages in the buying cycle? Do you want to improve visibility into the buying and sales cycles to optimize marketing engagement? You’ll need to identify them all so you can ask the marketing automation vendor about integration.

Marketing Automation Services 98

Marketing Automation Services Work Management Marketing Management Marketing Automation 98

Martech

FEBRUARY 9, 2022

Use the following questions to help you decide: Explore marketing automation solutions from vendors like Marketo, HubSpot, Salesforce and more in the full MarTech Intelligence Report on marketing automation platforms. Or increase revenue by increasing conversion at key stages in the buying cycle? Click here to download!

Marketing Automation Services 98

Marketing Automation Services Work Management Marketing Management Marketing Automation 98

PureB2B

MAY 30, 2022

For most companies, this data provides deeper insights into the buying process to better tailor marketing strategies to their target audience. You can gauge the level of a buyer’s intent through the content they consume. Tailor your messaging based on content consumption. Produce relevant content at scale.

Buyer Intent 118

Buyer Intent Intent Data Intent Work Management 118

SalesIntel

APRIL 15, 2024

B2B buyers may spend months assessing an issue, researching solutions, and evaluating possible service providers before deciding on a vendor that fits their needs. Closing substantial deals with large decision-making teams results in protracted sales cycles. Develop high-quality content that answers your prospects’ big questions.

Enterprise Management 52

Enterprise Management Ideal Customer Profiles Marketing Management Top of Funnel 52

SalesIntel

APRIL 15, 2024

B2B buyers may spend months assessing an issue, researching solutions, and evaluating possible service providers before deciding on a vendor that fits their needs. Closing substantial deals with large decision-making teams results in protracted sales cycles. Develop high-quality content that answers your prospects’ big questions.

Enterprise Management 52

Enterprise Management Ideal Customer Profiles Marketing Management Top of Funnel 52

The Point

DECEMBER 11, 2018

When so many technology vendors claim to be an “ABM solution,” what are the smartest investments? But then reality kicked in, and companies realized (and are still realizing, to this day) that technology alone, without adequate resources, people, planning, strategy, content, and creative, won’t solve anything.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

ANNUITAS

SEPTEMBER 3, 2015

The dialogue during the event was incredibly rich, as are the contents of the book that explores the concept that the buyers are driving today’s buying cycles and that these cycles are being driven by buying committees. Identifying this individual is paramount to success if vendors are going to secure the purchase.

Buying Cycle 100

Buying Cycle Vendors Mobile Marketing B2B Sales 100

Webbiquity

APRIL 10, 2018

Content has to be high quality and laser-focused to cut through the noise. Simplifying and personalizing the buying process is now the key differentiator. It’s not your imagination: B2B buying cycles are getting longer and more complex. How to best produce content for technical buyers? And measure them?

Marketing AI 249

Marketing AI Enterprise Management Stats Marketing Management 249

QuanticMind

AUGUST 10, 2023

Starting in Q4 this year, the cinema advertising company will sell movie screen inventory through programmatic guaranteed and PMP deals, as well as on the open exchange through vendors like Place Exchange—a programmatic SSP for digital out-of-home and place-based media. Sign up for the Basis Scout newsletter!

Transparency 52

Transparency Paid Search Agency Ads Ad Exchange 52

Inbox Insight

AUGUST 30, 2020

Marketing technology buyers are results-driven and often choose vendors that are leaders in their field. A good reputation within your industry puts you in good stead, but truly engaging with prospects takes a measured approach with great communication and even better content. What content do they trust?

Work Management 98

Work Management Marketing Management Research Allocation 98