Buzz Marketing for Technology

NOVEMBER 21, 2012

Posted in Buying Cycle Conversion Conversion Optimization Customer Customer Experience Personalization Strategy. And it’s obvious why: buying cycles are longer, buyer mentalities are different, and products typically require more investigation before a purchase.

B2B Marketing 100

B2B Marketing B2B Buying Cycle Paid Search Agency 100

Tony Zambito

SEPTEMBER 27, 2015

As CMOs look ahead, gaining greater clarity into how buying behaviors are changing is becoming one of their most important aims. Never more pressing as digital channels expand and become more immersed in the conduct of commerce.

Allocation 100

Allocation Buyer Personas CMO Press 100

ANNUITAS

JULY 29, 2014

For example, the fact that you just released a new product is not a “story” that most of your customers are going to be interested in … but I would bet that it’s the story your product marketing team is pushing you to tell. Don’t always just go for the big bang — go for quality content that engages the right audience.

Marketing Analytics Tools 100

Marketing Analytics Tools Buying Cycle SEO Google 100

Vidyard

MAY 5, 2017

For example, if you run an enterprise B2B software company, you might want to break video content down as it supports different business functions, such as “Product”, “HR”, “Corporate Events”, “Internal Communications”, “Sales”, “Support”, etc.

Planning 160

Planning Video Marketing Marketing Strategy Marketing & Strategy 160

NuSpark Consulting

NOVEMBER 6, 2015

How can you possibly know what’s going on in the front end of the buying cycle when you’re not involved? Find out: What triggers buyers to look for a solution to their problem, prioritizing it over all the other pressing issues at the office? For example, you might send different emails to technical experts than you do to CEOs.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Planning 100

DealSignal

AUGUST 30, 2021

For example, if your company sells multiple SaaS solutions, the alignment shouldn’t stop at just sales and marketing. For example, you may choose to segment email lists based on what the recipient’s role is at their company, what stage they are in the buyer journey, or even a combination of data points.

Account Based Marketing 52

Account Based Marketing Tactics Work Management Marketing Strategy 52

ANNUITAS

NOVEMBER 15, 2011

Part of the reason that executives are so hesitant to buy into marketing is that they’ve not been provided a solid business case for making the necessary investments into marketing that will improve their business. Design sales quotas to match average buying cycles. It’s imperative that marketing gains executive support.

Positioning 100

Positioning Work Management Planning Marketing Management 100

PureB2B

FEBRUARY 15, 2017

While there’s no cut and dried answer to determine a precise timeline, you can come up with the best answer by determining your average customer’s buying cycle. For example, if the buying cycle typically averages four months from lead to sale, then that’s the amount of time you should allot to your lead nurturing campaign.

Top of Funnel 88

Top of Funnel Sales Qualified Leads Marketing Qualified Leads Lead Ranking 88

Industrial Marketing Today

JUNE 29, 2010

Professor Quelch provides the example of Intel and its very successful advertising campaign “Intel Inside.” Relevant marketing content – key to thought leadership Positioning your company as a thought leader is critical in complex technical sales that have long buying cycles with many decision makers involved.

Relevance 60

Relevance B2B Marketing Web 2.0 Brand Identity 60

B2B Marketing Traction

MARCH 12, 2010

Here are some examples of marketing strategies and inbound marketing tactics that are best suited to each stage. Increased amounts of quality, branded content online can attract prospective customers, and then outreach tactics such as email marketing, telemarketing and webinars will engage them and move them through the buy cycle.

Inbound Marketing 100

Inbound Marketing Marketing Budget B2B Marketing Product 100

NuSpark Consulting

JULY 9, 2010

Examples: Full page ads to half page ads; Reduce costs for pay-per-click if lack of quality traffic. Are you getting the most our of press releases? If you’re a complex product/service, you need to nurture your prospects throughout the buying cycle with quality content and marketing automation.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Work Management 100

NuSpark Consulting

JULY 9, 2010

Examples: Full page ads to half page ads; Reduce costs for pay-per-click if lack of quality traffic. Are you getting the most our of press releases? If you’re a complex product/service, you need to nurture your prospects throughout the buying cycle with quality content and marketing automation.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Work Management 100

PureB2B

FEBRUARY 15, 2017

While there’s no cut and dried answer to determine a precise timeline, you can come up with the best answer by determining your average customer’s buying cycle. For example, if the buying cycle typically averages four months from lead to sale, then that’s the amount of time you should allot to your lead nurturing campaign.

Top of Funnel 62

Top of Funnel Sales Qualified Leads Marketing Qualified Leads Lead Ranking 62

Content Marketing Institute

APRIL 10, 2018

Yes, you may have research that shows an 18-month buying cycle for contracts over $100,000. An example of a good buyer persona is this commercial for Beats by Dre, featuring YouTube star Liza Koshy. For example, consider the language you use. Let’s look at an example. All older people get lonely, right?

Buyer Personas 109

Buyer Personas Ideal Customer Profiles Work Management Marketing Management 109

Industrial Marketing Today

APRIL 28, 2010

There are examples and additional resources too. B2B Lead Generation Using a Business Blog Variety of Content is the Key in the Early Stages of the Industrial Buy Cycle Content Auditing and Mapping it to the Industrial Buy Cycle Is Your Industrial Website Still Just a Business Card?

Web 2.0 60

Web 2.0 Privacy Policies Buying Cycle RSS 60

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

Hinge Marketing

JULY 22, 2014

The strength of relationships among buyers and influencers, the brand, where prospects are in their buying cycle – just to name a few – all can affect getting that signature and lead some firms to question what marketing activities to focus on. Fortunately there is data to guide firms. Ask colleagues.

Lead Generation 48

Lead Generation Consulting Marketing Management Generation 48

Adobe Experience Cloud Blog

DECEMBER 7, 2011

A recent survey from the Marketing Sherpa found that marketing to a lengthening sales cycle is a growing concern and the third-most-pressing challenge for B2B marketers today. The goal is to stay top-of-mind with your prospects during a buying cycle and the best way to do this is to implement a “Stay in Touch” campaign.

Top of Funnel 48

Top of Funnel Marketing Qualified Leads Lead Nurturing Buying Cycle 48

Industrial Marketing Today

JUNE 12, 2010

ThomasNet study, 2006) For IT solutions in excess of $50,000, the most wanted data in the early stage awareness was price ( Source: Joint study done by MarketingSherpa and Enquiro , 2007) Today, a majority of industrial buying decisions begin online. This was second only to downloading product data sheets.

Sales Management 60

Sales Management Pricing Price Marketing Websites 60

Industrial Marketing Today

MAY 21, 2010

As a B2B marketer, we want to reach our ideal prospects and communicate with customers to maintain top-of-mind awareness throughout their buying cycle. Use other marketing tactics like article marketing, press releases, forum commenting, social bookmarking and networking to generate high quality traffic to your business blog.

Web 2.0 60

Web 2.0 Buying Cycle B2B Blogger 60

Marketing Insider Group

APRIL 19, 2023

You’ll be hard-pressed to find a less expensive way to build credibility and generate leads. Informational and educational material nurtures your ideal prospects through the buying cycle. Salesforce is a great example of a company that provides winning content. Your success will boil down to quality and consistency.

Paid Content 339

Paid Content Advertising Channels Planning Work Management 339

Industrial Marketing Today

AUGUST 3, 2010

Some B2B marketers are using more sophisticated ROI measurement tools to track activities over the entire life cycle of a lead. For example, at Sopheon , a software provider, measures qualified leads by their source, their region, volume per region, the speed of aging, movement through the sales cycle and other metrics.

B2B 60

B2B Marketing Analytics Tools Web 2.0 Buying Cycle 60

Industrial Marketing Today

JUNE 24, 2010

Do you have any good examples of social media used in email marketing? B2B Lead Generation Using a Business Blog Variety of Content is the Key in the Early Stages of the Industrial Buy Cycle Content Auditing and Mapping it to the Industrial Buy Cycle Is Your Industrial Website Still Just a Business Card?

Social Media 60

Social Media Email Marketing Social Marketing Web 2.0 60

Industrial Marketing Today

NOVEMBER 16, 2009

Of course, you don’t have to copy word for word any of the examples from above, you are the only one who can decide which approach works best for your product, service or list. Is the promised/perceived benefit strong enough to overcome the readers’ need for privacy, or their reluctance to add another marketer to an already overcrowded inbox?

Email Marketing 60

Email Marketing Web 2.0 Planning Opt-in 60

Industrial Marketing Today

MAY 14, 2010

Here are seven content marketing strategies that you can use to engage your prospects and move them forward in their buying cycle. You can see a working example on my client, Schulte Building Systems’ site. The best example of an expertise blog that I know of is the Emerson Process Experts blog moderated by Jim Cahill.

Webinar Metrics 60

Webinar Metrics Marketing & Strategy Marketing Strategy Product 60

Industrial Marketing Today

JULY 6, 2010

For example, Type N612S control valves are available in inlet sizes ¾&# through 4″ and outlet sizes 1″ through 5″ Advantages: what the features will do. In our example…Various configurations of Type N612S control valves make them suitable for a wide range of applications. Thank you for a very informative post.

Features 60

Features Web 2.0 Planning Work Management 60

Industrial Marketing Today

AUGUST 24, 2009

For example, “content creation.” Share customer stories or provide examples to make it more interesting and help your readers connect with their own situation. For example, no software in the world can flag the error between their and there. REVEAL Adding a personal experience helps to humanize your content.

Web 2.0 60

Web 2.0 Copywriting Content Buying Cycle 60

Industrial Marketing Today

JUNE 15, 2010

Adding value to industrial website development and marketing I am going to illustrate my point about part DiY and part professional help by using three real-life examples from my own industrial marketing business.

CMS Development 60

CMS Development Marketing Websites Work Management Web 2.0 60

Industrial Marketing Today

APRIL 30, 2010

For example, if you reference research conducted a year ago, is there a new source that will increase relevance? For example, if you have 3 or 4 articles on a related topic, can you now combine them into an eBook with a fresh take? For example, if your company’s positioning changes and your content doesn’t match.

Planning 60

Planning B2B Marketing Emarketing B2B 60

Industrial Marketing Today

FEBRUARY 7, 2011

I figured these companies would be great examples of marketing with content. You would be hard pressed to tell which site you are on if you blocked out the name and the logo. Example – “…a 154,324-ton- (140,000-metric-ton-) per-day copper concentrator that will incorporate a crushing, grinding, …open-pit mines.”.

Rules 60

Rules Paid Search Agency Companies Content Marketing 60

Industrial Marketing Today

FEBRUARY 7, 2011

I figured these companies would be great examples of marketing with content. You would be hard pressed to tell which site you are on if you blocked out the name and the logo. Example – “…a 154,324-ton- (140,000-metric-ton-) per-day copper concentrator that will incorporate a crushing, grinding, …open-pit mines.”.

Paid Search Agency 60

Paid Search Agency Companies Content Buying Cycle 60

Industrial Marketing Today

MAY 31, 2010

Here’s an example from my post titled “Deconstructing the Four Stages of the Industrial Buy Cycle.” It is a very important part of your on site SEO strategy and you should take the time to customize your title tag for each post and page.

Optimization 60

Optimization SEO Buying Cycle Web 2.0 60

Industrial Marketing Today

AUGUST 20, 2010

For example, segment your products and services by application and/or industry. For example, instead of writing “our valves are manufactured to world-class standards and continue to operate trouble free in the harshest of operating conditions,” simply state “Manufactured to ASME Code standards, designed to handle up to 300 psig and 415°F.”

Web 2.0 60

Web 2.0 Planning Buying Cycle Lead Scoring 60

Adobe Experience Cloud Blog

NOVEMBER 20, 2014

An effective video campaign requires you to segment your audience and target your video content accordingly, by factors like age, industry type, stage in the buying cycle, etc. If your campaign is testimonial-driven for example, you probably don’t need more than five testimonials, deployed once per week.

Video Marketing 48

Video Marketing Campaigns Marketing Automation Services Work Management 48

Industrial Marketing Today

JULY 14, 2010

BTW, this post is a working example of content curation. B2B Lead Generation Using a Business Blog Variety of Content is the Key in the Early Stages of the Industrial Buy Cycle Content Auditing and Mapping it to the Industrial Buy Cycle Is Your Industrial Website Still Just a Business Card?

Curation 60

Curation RSS Web 2.0 Content Marketing 60

Hubspot

JANUARY 24, 2012

Email marketers have to accept a certain amount of expected email list depreciation every year, but when that list dwindles down more and more due to unsubscribes, it's time to press 'pause.'. Unsubscribes are, in very technical terms, a huge bummer. Map your content. Offer customized email frequency.

Buying Cycle 28

Buying Cycle SMS RSS Segmentation 28

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