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  • DIGITAL BODY LANGUAGE  |  TUESDAY, NOVEMBER 24, 2009
    [Buying Cycle, Information] Marketing Automation and B2B Marketing Predictions for 2010
    Overall Prediction Trend: Buyers continue to gain control of their own buying processes, and marketers respond by building "revenue engines" to understand, facilitate, measure, and predict these buying processes. Marketers who think this way, and truly work to provide valuable information to their audience, will do well.
  • INDUSTRIAL MARKETING TODAY  |  WEDNESDAY, JANUARY 25, 2012
    [Buying Cycle, Information] Industrial Marketing Content that Helps Buyers
    Buyers can easily find information about your products and that of your competition from their online research. So ask yourself this question, “Is my industrial marketing content really helping my buyers make a more informed decision and is it moving them closer them to a RFQ?”. IMO, the key to content marketing success is relevance.
  • B2BMARKETINGSMARTS  |  MONDAY, MARCH 8, 2010
    [Buying Cycle, Information] If B2B marketers do nothing else, they should follow these 9 rules.
    People buy from us not for what they know about us, but for what we know about them. Build a comprehensive nurturing program based on delivering only relevant data, at the right time in the buying process, in the prospects’ preferred media, and all based on the prospects’ profile data. Do not buy into the perfect process.
  • THE POINT  |  FRIDAY, JULY 18, 2014
    [Buying Cycle, Information] Forrester thinks Content Marketing Isn’t Working – They’re Half Right
    In particular, she notes that “… 80% of the companies were primarily focused on themselves, with information on products and features but little in regard to the issues their customers might be facing.”. They simply want information of value. Today’s B2B buyer doesn’t want to be told which product to buy. In her interview, Ms.
  • MARKETING INTERACTIONS  |  THURSDAY, SEPTEMBER 24, 2009
    [Buying Cycle, Information] Lead Nurturing is NOT About Campaigns
    solid lead nurturing program extends at a minimum across your average buying cycle and even beyond. Disappointment that content they were interested in has reached a conclusion without providing them all the insight they needed to make an informed decision. Content marketing is being used in all types of formats. " Nope.
  • BUYEROLOGY  |  THURSDAY, MAY 12, 2011
    [Buying Cycle, Information] Reinvent B2B Sales With Buyer Personas
    Without question, while B2B Marketing is focused on developing its new prominence in the early stages of the buying cycle via content strategy and content marketing, B2B Sales is caught flat-footed on how to adapt to changing buyer behaviors.    What do these new buying cycles look like? 
  • HUBSPOT  |  TUESDAY, JANUARY 24, 2012
    [Buying Cycle, Information] 9 Ways to Dramatically Reduce Email Unsubscribe Rates
    Tip: If you've implemented a lead nurturing program, you can continue to collect information about your subscribers based on their on- and off-site behaviors that will allow you to learn more and more about them, and then deliver more personalized emails that align with their stage in the buying cycle.). Map your content.
  • SAVVY B2B MARKETING  |  WEDNESDAY, SEPTEMBER 2, 2009
    [Buying Cycle, Information] What Marketers Can Learn from Top-Performing Sales Reps
    This list serves as a basis for bargaining throughout the buying cycle. The matrix should lay out all the content assets available to prospects, along with how they align to the buying cycle. Cialdini in Influence: The Psychology of Persuasion ) to ask prospects for reciprocal exchanges throughout the sales cycle.
  • SAVVY B2B MARKETING  |  WEDNESDAY, SEPTEMBER 2, 2009
    [Buying Cycle, Information] What Marketers Can Learn from Top-Performing Sales Reps
    This list serves as a basis for bargaining throughout the buying cycle. The matrix should lay out all the content assets available to prospects, along with how they align to the buying cycle. Cialdini in Influence: The Psychology of Persuasion ) to ask prospects for reciprocal exchanges throughout the sales cycle.
  • HUBSPOT  |  TUESDAY, MAY 13, 2014
    [Buying Cycle, Information] Content Mapping 101: The Template You Need to Personalize Your Marketing
    In addition to knowing who someone is, you need to know where they are in the buying cycle ( i.e. how close they are to making a purchase). This location in the buying cycle is known as a lifecycle stage. Keep in mind, however, that at this point in the buying cycle, people are still evaluating their options.
  • SAVVY B2B MARKETING  |  WEDNESDAY, JULY 15, 2009
    [Buying Cycle, Information] Lose Control: Three Reasons Not to Require Registration for B2B Content
    It's an easy trade: a bit of information for some content, right? loved the books as well, and in addition to the points Jamie raised, this quote jumped out at me: "When you eliminate the requirement of supplying personal information in order to receive something, the number of downloads or views goes up by as much as a factor of 50.
  • SAVVY B2B MARKETING  |  WEDNESDAY, JULY 15, 2009
    [Buying Cycle, Information] Lose Control: Three Reasons Not to Require Registration for B2B Content
    It's an easy trade: a bit of information for some content, right? loved the books as well, and in addition to the points Jamie raised, this quote jumped out at me: "When you eliminate the requirement of supplying personal information in order to receive something, the number of downloads or views goes up by as much as a factor of 50.
  • EVERYTHING TECHNOLOGY MARKETING  |  MONDAY, APRIL 4, 2011
    [Buying Cycle, Information] Take the 2011 B2B Content Marketing Survey
    Content marketing has emerged as a highly effective strategy to engage the reluctant B2B buyer who is actively searching for guidance and information online before making a complex purchase decision. However, the reality of implementing content marketing initiatives is a bit more complicated. Thank you! Holger Schulze hhschulze@gmail.com
  • B2B LEAD GENERATION BLOG  |  MONDAY, JANUARY 6, 2014
    [Buying Cycle, Information] The Domino Theory of B2B 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. In that context, content marketing can include social, video, mobile, customer service, sales, event marketing and even the products and services customers buy from you. Photo attribution: Pixel.
  • B2B LEAD BLOG   |  TUESDAY, JUNE 28, 2011
    [Buying Cycle, Information] To Call or Email? That is the Question
    Listen in and you’ll be surprised at how natural it is to gain permission to send more information, which, of course, requires an email address. Their buying process. How often should we email? What should we do first?” ” The last question always guides me to the best responses for the first two. Their roles in the company.
  • CONNECT THE DOCS  |  THURSDAY, JULY 15, 2010
    [Buying Cycle, Information] The Biggest Challenge in Creating and Marketing White Papers
    How should marketers solve this informational need? Stephanie Tilton is an expert case study and white paper writer who helps B2B companies advance the buying cycle by engaging prospects and customers. When creating a white paper, keep in mind the following: What are the reader's main concerns at this stage in the buying cycle?
  • BIZNOLOGY  |  THURSDAY, NOVEMBER 15, 2012
    [Buying Cycle, Information] Targeting Content and Calls To Action: Where Are Your Prospects?
    Rather, it’s where your prospect is in his or her buying cycle. These are two very different mindsets and two very different sets of information those prospects are likely to be looking for. Be sure that your content calendar includes regular creation of material that appeals along the full length of the buying process.
  • PWB MARKETING BLOG  |  TUESDAY, OCTOBER 18, 2011
    [Buying Cycle, Information] 10 Facebook Tips Every B2B Marketer Should Know
    Know your buyer personas and their buying process, then develop content (white papers, ebooks, webinars, etc.) around each stage of the buying cycle. There’s nothing worse than a fan going to your page and seeing outdated information or posts that are weeks old. If not, don’t be discouraged. Don’t feel overwhelmed!
  • TOMORROW PEOPLE  |  WEDNESDAY, APRIL 25, 2012
    [Buying Cycle, Information] The Death of Copy Writing
    This will inform the ‘where’ as well as the ‘what’ of your content – i.e. seeing where your prospects spend time on the internet will give you valuable information on where to distribute your content as well as understanding what it is they want to know about. Is copywriting really dying? The result?
  • B2BMARKETINGSMARTS  |  WEDNESDAY, JANUARY 5, 2011
    [Buying Cycle, Information] For B2B marketing success in 2011 — start with the data.
    The business rules and the logic built into those programs do what they were designed to do — show individual sales people where leads, customers and prospects are in the buying cycle. CRM is different in the fact that acquisition information isn’t part of the software. But that’s not considered a best practice.
  • IT'S ALL ABOUT REVENUE  |  MONDAY, APRIL 16, 2012
    [Buying Cycle, Information] 6 Ways Marketing Can Help Generate Early Leads for Sales
    Research indicates that sales cycles are 22% longer over the past 5 years but 49% of companies are saying that their buying cycles are shorter. Institute Human Touches Earlier in the Sales Cycle. by Shawn Cook | Tweet this A marketer posed a perplexing question to me recently. My answer: Both. It’s a fair question.
  • THE FORWARD OBSERVER  |  THURSDAY, SEPTEMBER 19, 2013
    [Buying Cycle, Information] How To Give Your Calls To Action a Fighting Chance at Generating Leads
    Have CTAs Mirror The Buying Cycle - Different offers appeal to people who are in different stages of their buying cycle. Informational whitepapers will appeal more to buyers in the early stages of their purchase while they are doing research. Often, that content is a white paper, eBook, webinar or a newsletter.
  • B2B LEAD GENERATION BLOG  |  MONDAY, APRIL 22, 2013
    [Buying Cycle, Information] Email Marketing: 4 steps to relevancy 85% of B2B businesses probably aren’t taking
    But, I wonder how easily they can create highly relevant emails when only 15% reported they have dedicated resources to produce content for each stage of the buying process, as you can see in the below chart. Do they know how they want to consume that information? Do they have the means to provide that information through their emails?
  • PWB MARKETING BLOG  |  FRIDAY, SEPTEMBER 23, 2011
    [Buying Cycle, Information] Secret to a Killer B2B Social Media Program
    The secret to a killer B2B social media program is to have a content marketing strategy that defines your company’s buyer personas and their buying process. Content should be built around the different stages of the buying cycle. Top of the Funnel: Educate and Inform. Frustrated. Bottom of the Funnel: Close the Sale.
  • IT'S ALL ABOUT REVENUE  |  THURSDAY, DECEMBER 5, 2013
    [Buying Cycle, Information] Does Your Sales Team Know About the Hidden Sales Cycle?
    'by Sylvia Jensen | Tweet this We’ve all heard the statistic that 67% of the sales cycle is complete BEFORE the buyer ever speaks to a sales person.  In the ‘old days’ the sales person really controlled the message received by target buyers and educated them at every step of the buying journey.  They call this the ‘hidden sales cycle’.
  • B2B LEAD GENERATION BLOG  |  SUNDAY, SEPTEMBER 16, 2012
    [Buying Cycle, Information] B2B Marketing: 4 solutions to the most common challenges
    You can’t know who your best lead is until you really understand who is buying from you and why,” says Tinsen. Find out information, such as: What motivated their purchase. Their buying cycle. Lead Nurturing B2B marketing lead generation Lead qualification list buying Marketing research universal lead definition
  • DIGITAL BODY LANGUAGE  |  FRIDAY, FEBRUARY 20, 2009
    [Buying Cycle, Information] Social Media and B2B Marketing - 6 Things You Can Do
    What do we do to help prospective customers discover what we offer, learn about it, evaluate it against other options, and come to a buying decision? The most important learning that we can take from the rise of social media is that we need to think in terms of a buying cycle not a selling cycle. Focus on being credible.
  • MARKETING INTERACTIONS  |  THURSDAY, JULY 28, 2011
    [Buying Cycle, Information] Is Your B2B Lead Database Like Your Attic?
    Today, I received an email from LinkedIn informing me that 86 of my contacts have started something new (read changed jobs or titles). What percentage of them do you think have changed jobs, invalidating the information you have on file? We need a better plan for keeping those records intact with valid information.
  • DIGITAL BODY LANGUAGE  |  TUESDAY, SEPTEMBER 8, 2009
    [Buying Cycle, Information] Relationship Sales and Today's New Buyer
    Unless you have information of value to offer first, the chance of a prospective buyer wanting to spend an hour with you to describe their business while you ask questions is plummeting. The access to information, which was once mainly managed by sales, is now open to all. So where does that leave the discipline of Sales?
  • EMAGAZINE B2B BLOG  |  TUESDAY, APRIL 16, 2013
    [Buying Cycle, Information] Calls to Action: The Importance of Soft or Complementary CTAs
    Often it involved a “request a quote” or “contact us” and assumes your visitor is in a certain place in the buying cycle. They might be in a different phase of the buy cycle; maybe they are fact-finding, or determining your trust and experience factor. What about complementary CTAs?
  • FOLLOW THE LEAD  |  THURSDAY, AUGUST 5, 2010
    [Buying Cycle, Information] ‘Dialing for Dollars’ is getting quite expensive
    The survey , “Mapping Marketing to the Transforming Buying Process,” which was conducted by DemandGen Report and sponsored by Genius.com, took the pulse of more than 70 b-to-b marketers to determine how well they were keeping up with the changing influences and research patterns of buyers. In practice there is.” -  Yogi Berra.
  • DIGITAL VOICES  |  WEDNESDAY, JULY 13, 2011
    [Buying Cycle, Information] Marketing Metrics: The key to marketing ROI
    Unlike sales in the consumer marketplace, the decision to buy or not happens over a period of weeks or months and involves numerous people across a range of functional responsibilities. Cost/Value of leads : How much is each lead worth at every stage of the buying cycle? Don’t believe this? How do you determine marketing ROI?
  • WRITESPARK  |  TUESDAY, FEBRUARY 1, 2011
    [Buying Cycle, Information] Content Marketing Insights for Technology Companies
    As a possible reason for this rating, the report concludes that the content produced by tech companies is not matched to the different information needs of buyers at different stages of their decision cycle. Yet the report shows that marketers give middling ratings for the effectiveness of much of this content.
  • B2B LEAD GENERATION BLOG  |  THURSDAY, DECEMBER 29, 2011
    [Buying Cycle, Information] How to Use Lead Scoring to Drive the Highest Return on Your Trade-Show Investment
    Depending on the nature of the presentation, this indicates a relatively early stage in the buying cycle. The buyer enjoys a level of anonymity while gathering information to determine whether the solution warrants a conversation. The challenge is capturing this information. They need to do the same with trade shows.
  • TOMORROW PEOPLE  |  FRIDAY, DECEMBER 16, 2011
    [Buying Cycle, Information] Creating a Website That Works!
    Then you can build this information into your website. Again, you can create a seamless customer pipeline using inbound marketing technology to nurture your website visitors from one stage of the buying cycle to the next. How to make a website that works. website that works may sound like an obvious thing. Follow @sookieshuen.
  • DIGITAL B2B MARKETING  |  THURSDAY, JUNE 2, 2011
    [Buying Cycle, Information] Five Keys to Creating Content that Drives Awareness
    Current marketing wisdom says content should be mapped to buying cycles. Question: Where is awareness most valuable in the buying cycle? It is time to step back from planning content for the buying cycle and focus on Stage Zero Content. Stage zero content is fundamentally different from buying cycle content.
  • SALES PROSPECTING PERSPECTIVES  |  WEDNESDAY, JANUARY 8, 2014
    [Buying Cycle, Information] 12 Tips for Building and Managing a Bigger Sales Pipeline
    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. Why do you need a pipeline in the first place? for you. You simply execute.
  • SAVVY B2B MARKETING  |  WEDNESDAY, NOVEMBER 14, 2012
    [Buying Cycle, Information] Insights into the Latest Research: B2B Content Marketing and Consumption
    You may have heard recent surveys showing that the enterprise B2B sales cycle has shortened. This is likely because prospects are holding vendors at arm’s length until later in the cycle (making the cycle look compressed from the vendor’s viewpoint). What it takes to keep prospects engaged.
  • SAVVY B2B MARKETING  |  MONDAY, JUNE 29, 2009
    [Buying Cycle, Information] Does Your White Paper Have a Call to Action? (My Guess: No)
    Let me pause for a quick explanation of what I'm defining as a call to action: I included anything in the white paper text where you are directed to go for more information. recent study from InformationWeek found that most white paper readers (75.8%) go to a search engine to look for more information once finishing a white paper.
  • SAVVY B2B MARKETING  |  MONDAY, JUNE 29, 2009
    [Buying Cycle, Information] Does Your White Paper Have a Call to Action? (My Guess: No)
    Let me pause for a quick explanation of what I'm defining as a call to action: I included anything in the white paper text where you are directed to go for more information. recent study from InformationWeek found that most white paper readers (75.8%) go to a search engine to look for more information once finishing a white paper.
  • NUSPARK  |  FRIDAY, AUGUST 26, 2011
    [Buying Cycle, Information] SEO and Content Marketing Work Together
    There are two kinds of searchers: Early stage buying cycle:  Looking for information; initial research on what firms or products are out there.  Later stage buying cycle:  Convinced of needs; looking for specific solutions; has already done initial research; closer to purchase. Search query is general.  Title tags.
  • NUSPARK  |  FRIDAY, AUGUST 26, 2011
    [Buying Cycle, Information] SEO and Content Marketing Work Together
    There are two kinds of searchers: Early stage buying cycle:  Looking for information; initial research on what firms or products are out there.  Later stage buying cycle:  Convinced of needs; looking for specific solutions; has already done initial research; closer to purchase. Search query is general.  Title tags.
  • SAVVY B2B MARKETING  |  THURSDAY, AUGUST 26, 2010
    [Buying Cycle, Information] B2B Marketing Basics and Beyond
    In addition, she suggests things that you should track to make sure key information for things such as SEO and conversion. As a result, they struggle to nurture prospects throughout a buying process that can extend for many months. We also have fun writing for other blogs. Photo source: (c) thirdpersonpossessive
  • B2B MARKETING TRACTION  |  THURSDAY, JUNE 9, 2011
    [Buying Cycle, Information] From Subliminal Madmen… …to Lead Nurturing? Really?
    Because the Internet has changed the way people buy, marketers have to change the way they market. Buyers want information about products and services when they want or need to buy something. Part of this involves analyzing the buy cycle and identifying the right touchpoints with which to put information in front of the buyer.
  • SAVVY B2B MARKETING  |  THURSDAY, AUGUST 11, 2011
    [Buying Cycle, Information] The 7 Cs of Twitter Success
    For instance, when I started tweeting, I decided to only tweet about information and topics of interest to B2B marketers (my target audience). Center on Valuable Content –Adopt the mind-set of delivering information that others will find valuable. Follow these seven principles to get started on the right path.
  • B2B LEAD GENERATION BLOG  |  MONDAY, MAY 13, 2013
    [Buying Cycle, Information] Digital Marketing: B2B marketers can get fresh, new ideas from B2C
    I instantly felt comfortable and willing to give my contact information,” she said. Then I thought, ‘Wow, that’s interesting, I’m always getting asked to give my contact information. We’re dealing with people, and all people behave the same. Testing is about mindset,” Burns said. It was her untypical response that gave Gendusa pause.
  • BIZNOLOGY  |  THURSDAY, MARCH 28, 2013
    [Buying Cycle, Information] Push versus Pull Marketing: In B2B, You Need Both
    And it works great for luring prospects at various stages of the buying cycle, especially when they have already identified a need and are researching potential solutions.  SEO and SEM, which will pull them to your site and your content when prospects are looking for particular information. Photo credit: Aimar (Nidde).
  • NUSPARK  |  MONDAY, OCTOBER 24, 2011
    [Buying Cycle, Information] How B2B Buyers Have Changed- and the Role of Content & Social Media
    B2B buyers are time deprived and risk averse – and also enormously well informed. Information is available free (or close to it) today that you couldn’t buy for any amount of money five years ago. Informative, non-promotional content in the form of blogs, case studies, webinars, white papers, videos, etc.
  • NUSPARK  |  MONDAY, OCTOBER 24, 2011
    [Buying Cycle, Information] How B2B Buyers Have Changed- and the Role of Content & Social Media
    B2B buyers are time deprived and risk averse – and also enormously well informed. Information is available free (or close to it) today that you couldn’t buy for any amount of money five years ago. Informative, non-promotional content in the form of blogs, case studies, webinars, white papers, videos, etc.
  • MARKETING INTERACTIONS  |  WEDNESDAY, JUNE 22, 2011
    [Buying Cycle, Information] Revenue Generation is Not a Trend
    Some major changes shining the spotlight include: Marketing automation technology - marketers now have access to the technology they need to gain the visibility into buying behavior that can be used to pinpoint areas for improvement and levels of interest. I'm hearing a lot of hype about revenue generation in B2B marketing.
  • JILL KONRATH'S FRESH SALES STRATEGIES BLOG  |  THURSDAY, MAY 29, 2014
    [Buying Cycle, Information] AGILE SELLING: Helping Salespeople Deal With Overwhelm
    Too much was changing: products, buying cycles, the economy, technology, competitors. They wanted you to continually bring them ideas, insights and information to help them be more successful. But I’m frazzled too. How can you help me?” ” Initially, I thought it was a time management problem. Agile Learning
  • SAVVY B2B MARKETING  |  THURSDAY, DECEMBER 9, 2010
    [Buying Cycle, Information] One Tech Marketer’s Approach to Lead Nurturing: Interview with Pete Marino of D-Link Networks
    Please explain D-Link’s typical sales cycle and buyer. But we engage those secondary prospects indirectly by feeding all information to the main audience who then presents to these other stakeholders. We then built profiles and scoring based on this information. We align content with the buying cycle.
  • B2B MARKETING TRACTION  |  FRIDAY, NOVEMBER 7, 2014
    [Buying Cycle, Information] B2B Marketers Going Beyond Buyer Personas, Working with Sales
    Marketing must not only attract new prospects but also provide information and content for sales to convert them to customers. Recent surveys show that as much as 57% of the buying decision is done before buyers contact sales ( CEB Study of 1400 Customers ). The need for marketing to work with sales is more important than ever.
  • B2B CONVERSATIONS NOW  |  MONDAY, APRIL 2, 2012
    [Buying Cycle, Information] Adopt Zero-Time Selling and Boost Sales Now
    If you’re a seller and your prospects, or buyers, as we’ll call them, are working their way, step-by-step, through their decision-making process (otherwise known as the buying cycle), they won’t move on to the next step until their information requirements for the current step are completely met.
  • FUNNEL FOCUS  |  WEDNESDAY, OCTOBER 20, 2010
    [Buying Cycle, Information] Decrementing a Lead Score: They’re just not that into you
    Web visitors viewing career pages, press rooms, leadership pages or investor information are most likely not interested in purchasing your product or service. No progression in the buying cycle. Many of you have seen the 2009 film He’s just not that into you. For those of you that haven’t, bravo – it was terrible. No activity.
  • B2B MARKETING TRACTION  |  MONDAY, MARCH 18, 2013
    [Buying Cycle, Information] How to Integrate Social Media into Your B2B Marketing
    What importance do they place on information found on those social platforms? Use Twitter to link to your press releases, new product information, or events. You can integrate this data into your CRM system, so you begin to see any effect social media has on your prospects’ buy cycle. Survey your stakeholders.
  • INBOUND SALES NETWORK  |  THURSDAY, AUGUST 11, 2011
    [Buying Cycle, Information] Is Your Revenue Engine Running Out of Gas?
    It reflects the old-school practice of Marketers buying lists of names to fuel programs, expecting a 2% return and then turning over all leads, qualified or not, over to Sales with the hope that they will convert into buyers. Today’s revenue pipeline must be developed and managed by an understanding of how your customers buy.
  • SAVVY B2B MARKETING  |  WEDNESDAY, MAY 26, 2010
    [Buying Cycle, Information] Better B2B Content: Applying Presentation Best Practices
    Avoiding information overload – Many marketers try to convey far too much information in a single content asset. Getting them to that state requires that you provide enough information that they can relate to (i.e., Many of her suggestions can be applied to all types of content assets. Don't make it too easy or too hard.
  • TOMORROW PEOPLE  |  WEDNESDAY, OCTOBER 12, 2011
    [Buying Cycle, Information] How to Outflank Your Competitors With Inbound Marketing?
    This content should directly target the demand you have identified through the listening stage to reflect the buying cycle in your potential customers to ensure that the right information reaches the right leads at the right time. Creating. Creating is another essential step in the Zoober methodology. Blogs. White papers.
  • SAVVY B2B MARKETING  |  MONDAY, JULY 20, 2009
    [Buying Cycle, Information] How Web 2.0 Impacts B2B Marketing: An Interview with C. Edward Brice of Lumension
    The brand -- or company -- used to control the conversation, interaction, and most importantly, the information. If a prospect wanted information on a product or service, he or she had to approach the company and get inserted into its sales process. The company would then decide when to release certain information. enables that.
  • SAVVY B2B MARKETING  |  MONDAY, JULY 20, 2009
    [Buying Cycle, Information] How Web 2.0 Impacts B2B Marketing: An Interview with C. Edward Brice of Lumension
    The brand -- or company -- used to control the conversation, interaction, and most importantly, the information. If a prospect wanted information on a product or service, he or she had to approach the company and get inserted into its sales process. The company would then decide when to release certain information. enables that.
  • MODERN B2B MARKETING  |  WEDNESDAY, JANUARY 2, 2013
    [Buying Cycle, Information] How to Develop Great Content that Generates Demand
    Relevance does not only mean writing a paper that is only useful to someone who wants to buy your product or service. Not all prospects are ready for this content or trust your company’s information. Buying Role. When we speak of buying roles we are specifically talking about the procurement responsibility of the prospect.
  • INDUSTRIAL MARKETING TODAY  |  THURSDAY, DECEMBER 1, 2011
    [Buying Cycle, Information] Creating Digital Content for Industrial Marketing
    Industrial buying decisions are usually made by a committee of different stakeholders and rarely by an individual. Myth: We want our site visitors to call our sales team for more information. You may never get that call if you don’t get on their radar screen in the early stages of the buying cycle. Easy, right?
  • IT'S ALL ABOUT REVENUE  |  WEDNESDAY, SEPTEMBER 28, 2011
    [Buying Cycle, Information] 3 Lead Scoring Problems – And How to Solve Them
    Gone are the days of inundating sellers with poorly qualified leads or “prospects” with little or no interest in buying. Solution: Create a level playing field for prioritizing and assigning incoming leads based on information available from your CRM and from secondary data sources. Share email. Facebook. LinkedIn. StumbleUpon.
  • ANNUITAS  |  TUESDAY, MARCH 19, 2013
    [Buying Cycle, Information] You Don’t Know the Buyer, JACK!
    It includes information such as their background, daily activities, current pain points, and what’s important to them. Having this information is important because it’s the first step increasing communications effectiveness, and laying a foundation on how to develop content that moves them along the buying cycle.
  • ANNUITAS  |  TUESDAY, AUGUST 28, 2012
    [Buying Cycle, Information] Why BANT No Longer Applies for B2B Lead Qualification
    The goal for the majority of our programs was to have our telemarketers qualify names, gather some information and qualify these prospects by the famed BANT (Budget, Authority, Need, Timeframe) criteria.  However, this should come later in the sales cycle, once sales has defined some kind of relationship. That was then, this is now.  
  • SMASHMOUTH MARKETING  |  THURSDAY, JULY 1, 2010
    [Buying Cycle, Information] Sales 2.0 Strategies: Demand Gen Lessons From the iPhone
    Got a content-rich, informative website? Does the sales team have the tools and information it takes to make prospects feel they are gaining value and in control of the buying cycle? Not sure I'm going to pick up the new iPhone just yet. It's been a tried-and-true pattern the past 3 summers. Sales 2.0 Sales 2.0
  • SAVVY B2B MARKETING  |  THURSDAY, SEPTEMBER 29, 2011
    [Buying Cycle, Information] Prospects DO Judge Your White Paper by its Cover
    IDG Connect showed two white paper cover examples side-by-side to 250 buying team members and asked their preference. The second added profile information, specifically who the white paper targets, what buying stage it covers and the buying team role. That's why this study from IDG Connect caught my eye.
  • IT'S ALL ABOUT REVENUE  |  SUNDAY, AUGUST 18, 2013
    [Buying Cycle, Information] Marketing Automation Simplified: The Small Guide to Big Ideas [eBook]
    'by Amanda Batista | Tweet this The influx of content, information, and education available to consumers is an astounding, evolving issue for marketers. This access to vast sources of information that marketers are applying to execute and achieve more refined marketing simply can’t be gleaned manually. This isn’t just arts and crafts.
  • SAVVY B2B MARKETING  |  MONDAY, APRIL 4, 2011
    [Buying Cycle, Information] Case Studies: What’s In Them for Your Customers?
    The information that SAS shares on its site helps put customers at ease. About the author: Stephanie Tilton is a content marketing consultant who helps B2B companies craft content that nurtures leads and advances the buying cycle. That said, there are good – and bad – ways to solicit customer stories.
  • FATHOM  |  THURSDAY, JUNE 13, 2013
    [Buying Cycle, Information] Using CTAs to “Direct” Your Website Visitors
    'By now most marketers have heard about personas, buying cycles and lead nurturing strategies to nourish your potential customers as they search and decide whom to buy from, and when. There’s some psychology involved, and some content marketing involved as well.
  • B2B LEAD GENERATION BLOG  |  MONDAY, SEPTEMBER 29, 2014
    [Buying Cycle, Information] 6 Ideas to Create More Relevant Lead Nurturing Emails
    Idea #2: Understand where your prospect is in the buying cycle. Be sure to provide different kinds of information to your prospect based on what point they are in the buying process. Industry information will most likely tell what pains your prospects are experiencing. Segmentation. Customer focus. Connection.
  • TRADESMEN INSIGHTS  |  WEDNESDAY, JUNE 29, 2011
    [Buying Cycle, Information] Where Are Your New Business Prospects in the Selling Cycle?
    When generating leads from various sources, how do you qualify them to see if they’re ready to buy? Not all leads are ready to buy, and it’s important to have a process in place to sort them out. Most capital equipment purchases, for example, have a buying team in place to make recommendations.
  • ANNUITAS  |  THURSDAY, FEBRUARY 20, 2014
    [Buying Cycle, Information] Content Creation Fundamentals
    You won’t get too far in developing relevant and engaging content without defining your audience, understanding what they need and want to hear, planning what you want to convey to your audience, and how you want to share information with them along their buying journey.  'People have an irrational fear of writing I think. Ask them.
  • B2BMARKETINGSMARTS  |  THURSDAY, JANUARY 27, 2011
    [Buying Cycle, Information] B2B marketing automation: 3 essential considerations.
    Getting the right content offer to the right prospect — based on that prospect’s stage in the buying cycle — is a very messy thing to attempt to do manually. The software tracks that prospect’s action and can even import the information into the company’s CRM or SFA system. Plenty, I would guess.
  • MARKETING INTERACTIONS  |  THURSDAY, DECEMBER 30, 2010
    [Buying Cycle, Information] Content Marketing for Customers Instead of Prospects
    Just as you'd map content to the buying cycle, you can create a content map for the customer lifecycle. veritable treasure trove of information exists if you'll just go after it. I recently received an email from someone who's read my book. Customers you have are highly valuable. They already have your product.
  • NUSPARK  |  SATURDAY, DECEMBER 31, 2011
    [Buying Cycle, Information] 32 Resolutions to Prepare for Your 2012 B2B Lead Generation Program
    Understand the power of social media and search engines in the buying process; and do consider more time/resources/financial allocation towards inbound marketing and demand generation strategies that attract prospects to your funnel. Laser-focus your solutions to the target audiences most likely to buy from you. Cost-per-lead.
  • DIANNA HUFF - B2B MARCOM  |  WEDNESDAY, AUGUST 18, 2010
    [Buying Cycle, Information] Use Multiple Offers to Attract More B2B Buyers
    Other companies ask for additional information when it comes to Webinars, white papers and the like. Giving people free information is good. The problem, however, is that people respond to offers depending on where they are in the buying cycle. Tweet. Attract more B2B buyers with multiple offers.
  • IT'S ALL ABOUT REVENUE  |  SUNDAY, OCTOBER 2, 2011
    [Buying Cycle, Information] How Many Fields Belong On Your Landing Pages? [Chart]
    You should be matching up the forms on your landing pages to the stage in the buying cycle. Streamline your forms to make them as easy as possible to submit, including using form pre-population and speading out your requests for information using Progressive Profiling. Of course, not all forms serve the same purpose.
  • EVERYTHING TECHNOLOGY MARKETING  |  MONDAY, MAY 24, 2010
    [Buying Cycle, Information] The Brave New World of B2B Marketing - Are You Ready?
    Remember that today's prospects are actively searching for high-value information to help them better understand problems and solutions, make sense of available solutions, select the best fit for their requirements, and ultimately make an informed purchase decision? Now imagine the information customers are finding is yours.
  • VIRALLY BLOG  |  WEDNESDAY, JANUARY 15, 2014
    [Buying Cycle, Information] What is content marketing?
    Content marketing is not new but with the advance in technology and having a connected device in our pocket we are able to get access to more information than ever before. You see our prospects and customers are informed and educated and anyone can pretty much find the answer out to most questions. Lets go! Why content marketing?
  • CONNECT THE DOCS  |  THURSDAY, SEPTEMBER 9, 2010
    [Buying Cycle, Information] How to write lead generating white papers?
    What this means is that an average web surfer will devote about three seconds to web information before they are either engaged by its content/presentation and will read more of it, or if not they will surf to an entirely different site. prospect's) questions and concerns at a specific stage in the buying cycle. Jonathan Kantor.
  • MARKETING INTERACTIONS  |  THURSDAY, JANUARY 28, 2010
    [Buying Cycle, Information] When Should B2B Lead Nurturing Stop?
    take issue with this approach because it maintains the division between marketing and sales, instead of promoting a fluid, more holistic approach that encompasses the entire buying process—and beyond. Of course, this assumes your content is mapped to buying stages. Don't think they won't notice. You do have one, right?
  • SAVVY B2B MARKETING  |  THURSDAY, FEBRUARY 11, 2010
    [Buying Cycle, Information] Do You Have Any Idea Who You're Talking To?
    " Break it Down by Roles That said, you need to develop personas for all the roles involved in the buying process. What sources does this person turn to for information and daily news? Edward Brice suggests the following ways to find this information: "Reach out to your media partners, such as TechTarget. But Do You?
  • TOM PISELLO  |  WEDNESDAY, FEBRUARY 2, 2011
    [Buying Cycle, Information] CFOs Take More Control: Frugalnomics in Full Effect
    Over the past 18 months, the survey results indicate that CFOs have assumed significant additional responsibilities for several key groups, including: information technology (43%), human resources (39%), production (38%), customer service (37%), and even marketing / sales (33%). now finds herself at marketing meetings.
  • B2B CONVERSATIONS NOW  |  MONDAY, APRIL 2, 2012
    [Buying Cycle, Information] Adopt Zero-Time Selling and Boost Sales Now
    If you’re a seller and your prospects, or buyers, as we’ll call them, are working their way, step-by-step, through their decision-making process (otherwise known as the buying cycle), they won’t move on to the next step until their information requirements for the current step are completely met.
  • MARKETING INTERACTIONS  |  WEDNESDAY, AUGUST 18, 2010
    [Buying Cycle, Information] Marketing Above the Noise
    Buying Cycles. For the inside sales manager, perhaps it's providing faster access to information that enables her reps to have better conversations with prospects, improving their quality and prioritization. For the CEO, perhaps it's better dashboards or information visibility that enables better decisions.
  • LOOPFUSE  |  MONDAY, SEPTEMBER 26, 2011
    [Buying Cycle, Information] 4 Landing Page Designs for Better Lead Capture
    Landing pages designed for lead capture can help you determine the level of interest a visitor has as well as gather information about who they are. Knowing when to ask for the right information makes all the difference in how often people are willing to fill out your forms. with the goal of capturing basic information from visitors.
  • B2B LEAD GENERATION BLOG  |  MONDAY, OCTOBER 27, 2014
    [Buying Cycle, Information] 10 Ways to Optimize Your Lead Conversion Rate
    When people ask for information, they expect a rapid and personal response. Remember, people buy from people. The prospect may have responded to marketing campaigns and provided basic contact information, but sales professionals need much more than that. Does this sound like you or someone you know? Use your manners. Serve them.
  • B2B MARKETING TRACTION  |  FRIDAY, MAY 30, 2014
    [Buying Cycle, Information] Why B2B Marketers Must Pull Up From Boring Product Marketing
    Because the buying cycle usually starts online (studies show that buyers are often more than 60% through the buying decision cycle before they contact your company), showing the “human-ness” of your company and brand online is critical. People want to see from whom they are about to buy! Trust. Tell it!
  • MARKETING TO BUSINESS EXECUTIVES BLOG  |  TUESDAY, DECEMBER 6, 2011
    [Buying Cycle, Information] Today’s Rant: Why Marketing is Harder — and More Fun
    The salesperson knows the company size, location and industry as well as the prospect’s role and stage in the buying cycle.  Today the salesperson doesn’t get a face-to-face meeting until much later in the buying cycle.  She can assess the prospect’s level of knowledge and fill in gaps. 
  • MARKETING INTERACTIONS  |  SUNDAY, AUGUST 23, 2009
    [Buying Cycle, Information] Customer Content vs. Marketing Content
    There's a big difference between the information that will engage your customers and that which will engage your prospects. They need to know that your company possesses the expertise to contribute way more to their project outcomes than if they decided to buy from the guy down the street. Your customers already know you.
  • IT'S ALL ABOUT REVENUE  |  MONDAY, FEBRUARY 10, 2014
    [Buying Cycle, Information] Tips From Demand Gen Report’s 2014 B2B Buyer Behavior Survey
    'by Amanda Batista | Tweet this While the sales cycle is getting longer and buyers continued to wait to engage with sales, B2B buyers are more satisfied with the process than they were a year ago, according to Demand Gen Report’s 2014 B2B Buyer Behavior Survey. Are buyers simply accessing information outside of vendor branded environments?
  • B2B MARKETING TRACTION  |  MONDAY, OCTOBER 17, 2011
    [Buying Cycle, Information] What Do I Spend on My Marketing Budget? Part 1
    If you understand your buyer’s buy cycle, you can calculate exactly what you need to spend in order to generate the revenues you need. Don’t know your buyer cycle or have historical data like conversion rates? If you don’t have that information, hire an expert who does. Yes, marketing can be scientific!
  • EMAGAZINE B2B BLOG  |  TUESDAY, JANUARY 29, 2013
    [Buying Cycle, Information] What Every B2B Marketer Should be Doing Online in 2013
    XYZ (for short) creates messaging to their key segments (which they have created in their savvy marketing and PR departments talking all about the features and uses of the product/service/soution), and them disseminate this information through various online tactics like webinars, PPC campaigns, events. They are: - looking for information.
  • CONNECT THE DOCS  |  WEDNESDAY, SEPTEMBER 1, 2010
    [Buying Cycle, Information] The Buyer has Changed; Marketers will Change Too
    Suffer from “attention scarcity and information overload. Prefer third party, unbiased information versus information provided by the vendor. Buyers do the vast majority of their research online and consume content in a fragmented way. How should marketers change their approach to address these new world buyers?
  • SAVVY B2B MARKETING  |  THURSDAY, MAY 20, 2010
    [Buying Cycle, Information] Nailing Interviews for B2B Content Creation: 7 Tips
    Conducting an effective interview is critical to getting the information you need to develop your content, whether that's a compelling case study, engaging eBook, or accurate data sheet. As the one who needs to capture enough information to develop content, it's up to you to get the information you need. Develop a questionnaire.
  • SAVVY B2B MARKETING  |  WEDNESDAY, JUNE 23, 2010
    [Buying Cycle, Information] 9 Reasons Why White Papers Still Matter
    70% of IT buyers used white papers to get information on enterprise technology solutions in the past three months. Paul Dunay of Avaya recently wrote a provocative post that fired up lots of folks. In Is The White Paper Dead for B2B Marketing? Paul goes on to propose microsites and eBooks as alternatives to white papers.
  • SYNECORE  |  TUESDAY, NOVEMBER 27, 2012
    [Buying Cycle, Information] 6 Steps to Generate Leads Online with Content
    In this veritable maelstrom of information, how can brands use content to form connections that matter? To generate quality leads, you must CONSISTANTLY produce content that is relevant to your target audience at each stage of the awareness/buying cycle. Don’t forget this. The same is true with content marketing.
  • TOM PISELLO  |  MONDAY, NOVEMBER 29, 2010
    [Buying Cycle, Information] Five Reasons You May Not Be Spending Enough on Content Marketing
    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. Content may indeed be King to the Internet fueled buying cycle. Accelerate Slow Sales Cycles with More Sales Enabl.
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