Trending Sources

Why email marketing still matters–and how to make it work

Biznology

Unless you’re selling goods or services with a buying cycle of “right now” (like lattes) you need a way to stay in touch with prospects as they move through the buying cycle toward a decision. Getting an audience involved in your story requires solid information architecture, a great user experience, and compelling content. Thanks to all our sponsors!

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How to Use Visual Collaboration at Each Stage of the Buying Cycle

LEADership

Before making a big purchase or signing a contract, they are likely to do their due diligence on search engines, social media, review sites, and YouTube channels, gathering all the information that they can. In different phases of the buying cycle, they will be looking for different things. Infographics Sales Funnel buyer cycle buying cycle home infographic media

Integrating Google AdWords with Salesforce to Measure Your Sales Funnel

NuSpark

This will help B2B firms with products that have longer buying cycles better measure how paid search investments are generating offline value. This lets you understand how your AdWords results in the most important milestones in your B2B sales funnel. This regularly downloaded information will be deleted within a few days, with the exception of your upload history logs.

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. Christine Elliot, Director of Content Strategy and Digital Marketing at Crowe Horwath, understood the value of lead nurturing to both fill leaks in the sales funnel and improve ROI.

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. matching content to stages of the buying cycle.

Best B2B Marketing and Sales Strategy Guides and Insights of 2011

Webbiquity

Social media, content aggregation and curation , user-generated content and other developments have dramatically changed the B2B buying cycle over the past few years. Prospects often don’t surface until much later in the buying process than they did just a few years ago. Addressing Changes in the B2B Buying Cycle. B2B Marketing Trends,  Tips and Strategies.

How Does Social Media Fit Into the Lead Generation “Funnel”?

WindMill Networking

This is partly because communication processes in a traditional B2B lead nurture “funnel” are visualized as sequential – Awareness + Consideration + Trial = Sale , for example. Visualizing a funnel sequentially helps marketers tailor emails and other content to the steps prospects take as they move toward a purchase.) Social media must integrate with lead generation efforts.

Use Content Marketing to Manage Industrial Sales Funnels

Industrial Marketing Today

B2B and industrial marketers are usually tasked with two main responsibilities: Fill the top of the sales funnel (ToFU) with high quality leads. Maximize the middle of the funnel (MoFU) for converting more leads into sales opportunities. Content marketing helps industrial and manufacturing marketers manage their sales funnels from ToFU to MoFU.

Understanding the Buyers Journey

PR Meets Marketing

Generally speaking, finance, information technology and business development are the departments most involved, though this can change based on industry. Marketers lean toward case studies, while buyers prefer product information and product demos to help them make purchase decisions.” Image Credit: Joe the Goat Farmer via flickr. No longer can you find a single decision maker.

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. matching content to stages of the buying cycle.

How Context Strengthens Your Entire Marketing Funnel

Hubspot

When you think about your marketing funnel, how do you think about the work you do to optimize it? Ideally, you should be working to carry information and context about your leads throughout the different stages of your funnel -- minimizing as many breaks in your marketing chain as possible, and strengthening the impact of your marketing. The Early Days of Online Marketing.

Optimizing the B2B Content Marketing Funnel: Turning Contacts into Clients

Hinge Marketing

If you are doing it right, your content funnel probably looks something like this: Then you realize you aren’t converting your new contacts into new clients. While some contacts are further along in the buying cycle, they are most likely still learning more about your firm. Many firms struggle with the final step of optimizing their content marketing funnel. Wrong.

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. Concluding the Back-to-School B2B Primer—Part Four.

B2B Social Media and Content Marketing in the Sales Funnel

Social Media B2B

Content marketing allows them to restructure and repurpose existing content, like white papers, ebooks and product videos, and present them to buyers at the right stage of the buying process for maximum impact. Marketing software company Hubspot is a master at publishing content to drive awareness at the top of the funnel. Content Marketing is Growing for B2B Companies.

Lead Generation That Converts Leads into Sales Opportunities

B2B Lead Generation Blog

Create a marketing funnel . The purpose of the marketing funnel is to bring inquiries (aka leads) into one spot (your marketing database) and qualify them. Keep the ‘giving of information’ at a comfortable leve l. They come to your site for information. Start with requesting basic information such as an email address. challenge. You might also like.

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. matching content to stages of the buying cycle.

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. So, determining input and output and drafting a plan that maps the relevant content and carriers in each contact moment through the life cycle is a must. Obviously, segments are artificial constructions with overlapping elements and depend on your business goals. 2) The buying cycle. People now have much more control over the flow of information and communication channels. Social”, anyone?

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5 Ways Marketing Automation Can Funnel Better Leads to Sales

B2Bbloggers

But it doesn’t stop there, marketing automation software offers a number of benefits to help funnel better leads. 1. Many times leads are ignored, or not given the right information at the right time resulting in you losing them to a competitor. These systems will help you organize workflows that send prospects information based on their profiles and behavior.

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How to Optimize Your B2B Marketing and Sales with Online Video

Modern B2B Marketing

Conveniently for us B2B marketers, video also conveys more information per minute than any other media platform. According to a Universal McCann study cited by Brightcove , people find product information and research most compelling when delivered in video format.  How video engages prospects throughout the buying cycle. by Jon Miller Online video is exploding. 

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Prevent Demand Generation Failure with Buyer Personas

Tony Zambito

You don’t frame your demand generation plans in terms of the “reverse funnel math”.   Acquiring a deep understand of your target buyer and their buying process.  Image by justin_levy via Flickr. on the organization’s blog.    If you haven’t read it, I would highly recommend doing so.  You are focus on lead quantity not lead quality. couldn’t agree more!

Problem: Leads Fall Out Mid-Funnel. Solution: Nurture Them

Marketing Action

Does this describe your marketing funnel? Your top-of-funnel efforts are generating interest, you’re getting inbound traffic and plenty of leads, but too many just stall out in the middle of the funnel and never make it to that engagement with sales. In this step, you align value-added resources and content to the different stages of the buying cycle. Websites.

Push it Good! Tips to Move Leads Through the Funnel

Modern B2B Marketing

Increases the velocity at which leads flow through the funnel. It is an understatement that lead nurturing is a key driver moving leads through the funnel , but how do you know if your efforts are impactful? Recently at Marketo, we have placed more emphasis on the rate at which leads flow through the funnel and developed ways to accelerate the rate aka shorten the buying cycle.

B2B Social Media is for the Long Haul

Social Media B2B

For many B2B organizations, the sales process, or more correctly called the buying process, is a long one. It can be 6-9 months, with some cycles as long as 12-18 months for very complex products with many decision makers on the customer-side. Supporting the various points along those cycles has always been the role of B2B marketing. The right now of consumer advertising is about seeing an ad, or some other campaign marketing tactic, which could be a Facebook landing page or a promoted tweet, and being able to go to a store (bricks and mortar or online) and buying it.

3 Tips to Stop Leads from Falling Through the Cracks

Modern B2B Marketing

Send pertinent messages related to where your prospect is in the buying cycle offering them information to help move them from one stage to the next. Automation sifts through leads, qualifies them and keeps them in follow up mode until they move forward or drop from the buying cycle. When during their buying cycles did they enter the marketing funnel?

Breaking Out of the Funnel: A Look Inside the Mind of the New Generation B2B Buyer

Fearless Competitor

Just like the comet took out the dinosaurs, a comet (named “the Internet”) forever re-engineered the way people buy. Almost 8 out of 10 start with informal information gathering. The reality is that buyers move back and forth though a buying process and come up with budgets in an ad hoc approach. Love hard facts. Hope you do too. Should this matter to YOU?

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59% of B2B Decision Makers Researching with Smartphones

Social Media B2B

B2B buyers are using smartphones in greater numbers as part of the buying process. This makes it critical for marketers to publish information in a mobile-friendly format, whether that is a on a mobile-optimized website or in a dedicated mobile application. There is a huge missed opportunity by the sellers in not addressing this form of information gathering.

Sales and Marketing: The technology behind CRM

B2B Lead Generation Blog

However, the most expansive definition takes a total end-to-end look at every interaction a person has with a company from simply becoming aware of the company at the very top of the sales funnel, all the way through customer service contact after the final conversion to a closed deal. At the same time, the real engine driving CRM and keeping prospects moving through the sales funnel is technology. Before, the sales team had a great deal of control over the information flow and education of prospects. Marketing, Sales (and IT) alignment. The role of marketing automation.

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Lead Generation: How 64% of marketers starve Sales of opportunity

B2B Lead Generation Blog

In contacting even qualified leads for hundreds of leading B2B organizations over the years, I have found that only 5 to 40% are ready to buy right now. If that’s the case, don’t let them discard the leads that aren’t ready to buy immediately. You see, most of those leads will eventually buy from either you or a competitor, just not at this moment. This is a costly mistake.

Funnelnomics: Four Steps to Accelerating Your Marketing and Sales Funnel – Step 2: Filling Your Funnel with Qualified Buyers

B2B Lead Blog

It provides a framework for integrating your marketing lead generation programs with sales execution processes to drive growth and profitability.  Be sure to read Step 1: Mapping Your Marketing and Sales Funnel. Step 2: Filling Your Funnel with Qualified Buyers. The early stages of the funnel are the most critical and can make the biggest difference in the length of your sales cycle and the survival of your business. There are many approaches Marketers use to fill their funnel. Yet, they are also the most difficult to optimize. Improving lead quality.

How to Lose a Lead in 10 Ways

PureB2B

Perhaps you’ve grown weary of all the advice you’ve been hearing about how to get your prospects moving faster along the sales funnel? Ignore Your Leaky Sales Funnel. Having a leaky sales funnel is a lot like having a Harley with a leaky gas tank. Start with the basics: address inefficiencies in your sales funnel that might be causing prospects to duck out of the buying cycle.

Interesting Infographics: 11 Ways to Drive Sales With Content Marketing

LEADership

Stick to the Funnel. While 68% of B2B organizations don’t have a firm picture of what their funnel looks like, it’s important to map out the different stages in your company’s buying cycle, and to develop content to support each stage. Make sure to include testimonials in content aimed at leads that are in the “consideration” stage of your funnel. Offer users a chance to access exclusive related content through submitting a few pieces of information. It can take an average of 3-5 engagements with your brand before a lead will be ready to buy.

What is a Marketing-Qualified Lead? What MQL Really Means

Act-On

Definitions were set, processes were tested, sales and executives bought in across the board, and the panacea of the Lead Marketing Funnel brought peace to all. It’s also desirable to get the social network information whenever possible: Twitter handle, LinkedIn profile, and so on, depending on the social patterns of your most desirable customers. Shouts were heard from the rooftops.

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6 Steps to Fix a Leaky Pipeline

Marketing Action

Lead generation often focuses on one thing above all others – funneling as many leads as possible into the sales pipeline. This lead may be sales-worthy, but they still require more nurturing to get to a point where they are ready to buy. Leads funnel into the marketing department and then get passed to the sales department to be converted. Learn the Language.

3 Tips to Help Content Marketers Understand Sales Cycles

Biznology

Simply posting a blog per day won’t amount to anything if you’re not taking your customers’ sales cycles into account and adjusting your marketing strategy accordingly. What’s What’s a sales cycle, you ask? Understanding Sales Cycles. Before you can create content for your buyers, you must understand the sales cycle for each buyer type. Middle of the Funnel.

15 Tips to Generate More Leads in 2015 (Part 3, featuring tips 11-15)

B2B Lead Generation Blog

Unless you do that, you don’t have a way to segment your lead accurately and send them the right content for where they are in the buying cycle. Qualification information for each lead. For example, one partner had an administrative person at the meetings enter information about leads into the CRM system as people were talking. Also, it should be the same person.

The Role of Webinars in the Sales and Marketing Process

It's All About Revenue

Webinars have become a primary marketing tool to "help drive the buying cycle," according to market research firm SiriusDecisions. Webinars’ influence on the buying cycle is driven by their ability to: Engage prospective buyers. Accelerating the Buying Cycle. Decision-makers use social media to discover, share and discuss information.

Inside the Mind of the B2B Buyer – New Paths to Purchase

Fearless Competitor

There’s been lots of discussion about how the B2B buying cycle has changed, but this presentation used actual data — they surveyed B2B buyers. I’m a bit of a data junkie. Just like the comet took out the dinosaurs, a comet (named “the Internet&# ) forever re-engineered the way people buy. Neatly moving though a sales cycle — gone. Kaput.

12 Tips for Building and Managing a Bigger Sales Pipeline

Sales Prospecting Perspectives

The majority of your leads may be qualified, but they’re not ready to be worked into an active buying cycle. The right message at the right time: With every stage of the buying process, your prospects will want (and accept) different things from you. This includes type of information, frequency of contact, and channel(s) used to communicate. for you. You simply execute.

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How to implement a Video 1st content marketing strategy that drives action

Biznology

But when it comes to the process of making business decisions, people would first invest a couple of short minutes watching an online business video, like a business profile video, a product marketing video, or an animated explainer video, before they invest more time reading… which usually occurs deeper into the buying cycle. Why a Video First content marketing strategy makes sense.

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Ditch the Pitch: How Content Marketing Creates the Conversation that Drives Conversion

Sales Engine

Ah, the sales funnel. The problem with this image is that unlike its counterpart in the physical world, the sales funnel does not have the force of gravity to maintain the momentum of its contents. They expect you to be an expert in your field and about your solution, as well as to create relevant, informative content about it. Define your sales funnel. Content Strateg