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  • SAVVY B2B MARKETING  |  TUESDAY, AUGUST 25, 2009
    [Buying Cycle, Information] 5 Ways to Wow Your Prospects
    TechTarget's 2009 Media Consumption Report provides insight into the types of content that technology buyers seek through the buying cycle; you can see the chart in this blog post. Offer product information in a variety of formats, such as via online content, downloadable materials, podcasts, and videos.
  • CLIENT BRIDGE  |  MONDAY, FEBRUARY 21, 2011
    [Buying Cycle, Information] Editorial Calendars for Content Marketing
    An editorial calendar should start with dates and content, but also track additional details to help you re-purpose existing content and information for SEO. Track information like date, author, title, keywords, categories, tags, calls to action and status. Content marketers need to think like publishers. View Original Article
  • SAVVY B2B MARKETING  |  WEDNESDAY, AUGUST 26, 2009
    [Buying Cycle, Information] Need Content? 20 Formats to Consider
    Buying guides Buying guides are subset of white papers but they specifically walk prospects through various things to look for when choosing a solution (of course, your competitive advantages are subtly highlighted). These are a great tool for later in the buying cycle. Content makes the world go round, doesn't it?
  • SAVVY B2B MARKETING  |  WEDNESDAY, AUGUST 26, 2009
    [Buying Cycle, Information] Need Content? 20 Formats to Consider
    Buying guides Buying guides are subset of white papers but they specifically walk prospects through various things to look for when choosing a solution (of course, your competitive advantages are subtly highlighted). These are a great tool for later in the buying cycle. Content makes the world go round, doesn't it?
  • B2BMARKETINGSMARTS  |  MONDAY, MARCH 28, 2011
    [Buying Cycle, Information] Ideas to help break the B2B automated marketing content barrier.
    Help aligning content offerings to the buy cycle from Sirius Decisions. Step one in the ECI campaign was to inventory all of its content assets — content being educational information that could be offered to acquire and nurture prospects through the buy cycle until they are “buyer ready.&# Games.
  • THE FORWARD OBSERVER  |  MONDAY, AUGUST 6, 2012
    [Buying Cycle, Information] How B2B Marketers Can Use Lead Scoring to Better Arm Sales
    not ideal prospects who were ready to buy). This not only helps align the right follow-up to the corresponding inquiry, it also helps marketing and sales professionals identify where each prospect is in the buying process.". The ascent of lead scoring parallels the evolving way that B2B customers buy.
  • SAVVY B2B MARKETING  |  WEDNESDAY, MARCH 31, 2010
    [Buying Cycle, Information] Buyer Personas: How to Deliver Relevant Content to B2B Buyers
    In the chart below, you see the top five information sources broken down by application developers and enterprise architects. And that's key to nurturing the relationship throughout the buying cycle. One point really caught my eye. Take this example from research conducted by Forrester. Why does this matter?
  • LEAD VIEWS  |  MONDAY, AUGUST 29, 2011
    [Buying Cycle, Information] Content Curation Best Practices
    Think about the pre-Internet era when companies were at the mercy of content publishers for distribution of content, and where consumers had very few options and meager resources for information gathering. And now the new challenge for marketers is to make themselves visible to their consumers in this information deluge.
  • INDUSTRIAL MARKETING TODAY  |  MONDAY, SEPTEMBER 12, 2011
    [Buying Cycle, Information] Content – The Biggest Hurdle in Digital Marketing for Manufacturers
    It is a major hurdle for them to customize their content for different stakeholders and make it relevant for different stages of the prospect’s/customer’s buying cycle. Their call to action was asking site visitors to call the toll-free number in order to get the latest information. This is not a new problem.
  • SAVVY B2B MARKETING  |  TUESDAY, MARCH 2, 2010
    [Buying Cycle, Information] How Buyer Personas Shape White Papers
    Align with the buying stage. Since the prospect is in the early stages of the buying cycle and not aware that she has a problem, write a paper that educates her on industry trends, and shares best practices for addressing the types of issues she's grappling with. Grab attention. Move the prospect to the next stage.
  • B2B MARKETING INSIDER  |  THURSDAY, JUNE 9, 2011
    [Buying Cycle, Information] Will Content Strategy Save Marketing?
    No matter what business you are in, buyers are constantly seeking information to either grow their revenue, reduce their costs or eliminate risks. The main goal is to drive deeper customer engagement, and to do so earlier in the buying process. Today’s buyers are clearly in charge. They want content created for their needs.
  • LEAD VIEWS  |  SATURDAY, AUGUST 7, 2010
    [Buying Cycle, Information] Decode Your Online Leads
    Consciously or unconsciously, every visitor on your website leaves behind a set of clues, which if decoded, can easily convey a lot of information on the Lead and his intentions. Understanding the buying cycle. Going further, all B2B buyers go through an elaborate buying cycle, before they finally purchase a product or service.
  • CONNECT THE DOCS  |  MONDAY, MAY 17, 2010
    [Buying Cycle, Information] Embrace True Nurturing Programs
    Why should you engage prospects consistently across the complete buying cycle? " Marketers will employ nurturing programs across the entirety of buying cycles to fuel pipeline momentum. If your prospect’s buying process is six months, or longer, you’re still trying to control how and when they buy.
  • B2B MARKETING INSIDER  |  TUESDAY, APRIL 24, 2012
    [Buying Cycle, Information] Content Strategy Ain’t Just For Large Companies
    Yes,  content marketing is just another term for marketing because effective marketing should already seek to deliver on the needs of individual buyers at different stages of the buying cycle with helpful information and educational content. The answer is yes and no. Does Every Company Need A Content Strategy? Write a blog post.
  • SAVVY B2B MARKETING  |  THURSDAY, JANUARY 13, 2011
    [Buying Cycle, Information] B2B Marketers: Have You Localized Your Content Plan?
    If one thing has become clear, it’s that IT professionals search online for information to support their buying decisions. Finding: IT buying teams tend to consist of 2 to 7 people with some countries having a larger concentration of teams with more than 10 members.
  • HUBSPOT  |  WEDNESDAY, MARCH 5, 2014
    [Buying Cycle, Information] Lead Gen 101: How to Create an Intuitive Website Conversion Path
    The length of your form will depend on a couple things: The offer''s stage in your buying cycle - For example, if you''re giving away a free checklist or infographic, you might only want to collect first name, last name, and email. Include a follow-up offer, ideally for whatever the next stage is in your buying cycle.
  • B2B LEAD BLOG  |  WEDNESDAY, MAY 8, 2013
    [Buying Cycle, Information] Funnelnomics: Four Steps to Accelerating 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. Correct names, titles, contact information and role information that is needed to target communications and follow-up activities. Retaining customers, developing loyalty.
  • SAVVY B2B MARKETING  |  MONDAY, SEPTEMBER 13, 2010
    [Buying Cycle, Information] Can’t Sales and Marketing Just Get Along?
    But this approach is proving less and less effective as the B2B buying process changes. In a methodical manner, they need to hammer out the processes, messages, and strategies for pulling prospects in and getting them to buy. Even worse, fully 80 percent of enterprise technology deals won are not influenced by marketing at all."
  • CONNECT THE DOCS  |  WEDNESDAY, MAY 12, 2010
    [Buying Cycle, Information] Content Takes Center Stage
    " Stephanie Tilton is a seasoned white paper and case study writer who helps B2B companies advance the sales cycle by engaging prospects and customers. Adopt the publishing model to better understand your audience and develop sufficient, relevant content for the entire buying cycle. Stephanie Tilton. Recommended Resources.
  • DIGITAL B2B MARKETING  |  THURSDAY, SEPTEMBER 22, 2011
    [Buying Cycle, Information] Content Marketing and Choose Your Own Adventure Books
    Today, B2B marketers use content to meet the information needs of their audiences. The choice someone makes provides information about the type of content they are interested in or the stage in the buying cycle they are at. Choose Your Own Adventure books were a staple when I was growing up. Circle Back. Your Turn.
  • B2B CONVERSATIONS NOW  |  FRIDAY, DECEMBER 31, 2010
    [Buying Cycle, Information] Product Content is #2 for B2B Buyers
    Potential customers are looking for Pricing more than Product Information ? Well, the first thought I had was that this was not taking into account where in the buying cycle a website visitor needed pricing. It turns out that Pricing is needed at the very beginning of the buying cycle, during the awareness phase.
  • THE CONTENT FACTOR  |  THURSDAY, JANUARY 28, 2010
    [Buying Cycle, Information] Are We Torching Our Leads?
    A survey by Spiceworks reveals that IT pros--key influencers in B2B buying cycles--are increasingly resistant to downloading white papers, because of the registration forms.
  • 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.
  • B2B LEAD GENERATION BLOG  |  SUNDAY, SEPTEMBER 9, 2012
    [Buying Cycle, Information] Buy, Build or Both Part 2: The basics of list building
    Read the first post here: “ List Buying: 3 reasons why this tactic can be deadly for marketers.” There are so many places where you already have the opportunity to capture someone’s contact information. What today’s consumers want is information that will quickly answer their questions and ease their pain.”.
  • SAVVY B2B MARKETING  |  THURSDAY, FEBRUARY 23, 2012
    [Buying Cycle, Information] Beyond Buyer Personas: Connecting with Today's B2B Buyers
    The original intent was to paint the entire picture of the buyer experience to help inform an organization's future strategy for business, sales, and marketing. 2) Buyer scenario modeling : Modeling potential buying scenarios for insight into buyer challenges and situational issues. Please outline those seven ways.
  • INDUSTRIAL MARKETING TODAY  |  TUESDAY, OCTOBER 25, 2011
    [Buying Cycle, Information] Use Content Marketing to Manage Industrial Sales Funnels
    Effective content marketing requires developing content that your target audience will find relevant to their needs, roles and the stage that they are at in their buying cycle. B2B and industrial marketers are usually tasked with two main responsibilities: Fill the top of the sales funnel (ToFU) with high quality leads. See chart ).
  • IT'S ALL ABOUT REVENUE  |  MONDAY, SEPTEMBER 30, 2013
    [Buying Cycle, Information] 5 Steps to Feed the Content Beast
    She works primarily with financial technology firms to refine their integrated marketing strategy and content marketing programs, helping them facilitate the customer buying process. For most marketers, creating enough content to support each stage of the buying cycle is an overwhelming task. Step 1:  Pick a Strong Topic.
  • 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.
  • B2B LEAD GENERATION BLOG  |  SUNDAY, JUNE 24, 2012
    [Buying Cycle, Information] Lead Generation: How 64% of marketers starve Sales of opportunity
    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. And, leads that are ready to buy right now are the only kinds of leads Sales really wants – they have quotas to meet, after all. You wouldn’t think much of the chef, yes?
  • 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.
  • ANNUITAS GROUP  |  MONDAY, APRIL 11, 2011
    [Buying Cycle, Information] The B2B Sales Role in the New Buying Process
    The conference was full of great content and information on the state and the future of B2B Sales.  The B2B buyer is truly driving the buying process taking control out of the hands of sellers.  The phrase “buyers are turning to sales much later in the buying process” was repeated continually as a way to describe this shift of power. 
  • 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? 
  • B2B MARKETING INSIDER  |  THURSDAY, FEBRUARY 23, 2012
    [Buying Cycle, Information] Lead Generation or Demand Generation? It’s All Just Content Marketing!
    They throw registration forms in front of their content without thinking about earning the right to build an engaged audience that will return to you when they are ready to buy. Too often we think about how to capture people in our nets instead of helping them along their buying journey. But they are still in control. Photo Source.
  • 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.
  • 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.
  • MODERN B2B MARKETING  |  THURSDAY, JUNE 21, 2012
    [Buying Cycle, Information] Content Marketing is Now Visual – Are You Ready?
    We’re in a state of information overflow, and many are looking for a way to dig out. Simultaneously, we have learned to digest information faster – sometimes even at a glance. Visual content marketing is the utilization of images to engage your prospects through the buying cycle. Victory! Or not?
  • 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.
  • 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
  • WEBBIQUITY  |  FRIDAY, FEBRUARY 11, 2011
    [Buying Cycle, Information] Five Expert Copywriting Tips
    Stephanie Tilton shares a half-dozen ideas for developing content that stands out from the online clutter, such as showing how your product or service stacks up against the competition: “a majority of tech buyers want content comparing a vendor’s offering to the competition as they get further along in the buying cycle.
  • 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?
  • DIGITAL VOICES  |  TUESDAY, JULY 23, 2013
    [Buying Cycle, Information] Excellent Customer Engagement is both a Science and an Art
    Creating an informative and engaging digital experience across several channels, then, becomes imperative for companies looking to maintain and grow their customer base. Using analytics to support marketing operations will shorten the buying cycle and create more transactions - otherwise you are taking a shot in the dark.
  • B2B MARKETING INSIDER  |  TUESDAY, MARCH 27, 2012
    [Buying Cycle, Information] Inbound Marketing: Do You Have A Content Destination?
    And the reason is simple: the decision making process in B2B is a bit more complicated than buying a pack of gum. Today’s marketing should identify a content strategy that meets all the information needs of our buyers, in all the places they are looking, at all stages of the buying cycle. zzzzzzzzzz (snore).
  • 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.
  • BIZNOLOGY  |  WEDNESDAY, JANUARY 23, 2013
    [Buying Cycle, Information] New developments in B2B marketing list acquisition
    Plus, the Internet has made possible the introduction of some excellent new opportunities for identifying prospects at various stages of the buying cycle.  Photo credit: Wikipedia. To reach cold prospects among business audiences, sales and marketing teams often begin by developing a list of prospective targets. 
  • SOCIAL MEDIA B2B  |  TUESDAY, APRIL 26, 2011
    [Buying Cycle, Information] B2B Social Media and Content Marketing in the Sales Funnel
    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. As buyers move into the consideration phase, they are looking for more than just product information. Encourage Sharing.
  • WEBBIQUITY  |  TUESDAY, FEBRUARY 21, 2012
    [Buying Cycle, Information] The Two Core Elements of B2B Social Media Marketing Success
    Of course, in the B2B realm, your content should be targeted at addressing a specific question or concern of a specific type of buyer at a specific stage of the buying cycle (e.g. Content is like singing a song. Amplification (done well) is like singing that song into a microphone. On American Idol. Late in the season. Case studies.
  • DIGITAL B2B MARKETING  |  WEDNESDAY, JUNE 26, 2013
    [Buying Cycle, Information] 7 Nurture Programs You Need To Have
    For many companies, simply maintaining visibility and increasing mindshare between buying cycles will be more valuable than actively pushing towards a change and the start of a new buying process. Engagement in long-term, welcome track and event followup programs helps you to identify where a prospect is in their buying process.
  • 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.
  • INBOUND SALES NETWORK  |  FRIDAY, JUNE 22, 2012
    [Buying Cycle, Information] Targeting the C-Suite: Might be easier to break into Fort Knox
    The thing is, companies that are targeting the C-Suite need to have their salespeople engage with their prospects early in the buying cycle because this is when 80% of executives almost always become involved in significant purchase decisions. The problem is, most marketing departments use a shotgun approach instead of a rifle one.
  • 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?
  • SOCIAL MEDIA B2B  |  THURSDAY, OCTOBER 31, 2013
    [Buying Cycle, Information] The Difference Between B2B and B2C Digital Marketing
    The method by which people find information has largely become the same, thanks to computing technology and of course Google’s drive to make vast information searchable on every level. It’s easy to abuse both social media and email, with poorly targeted ‘blasts’ of information that matter to a hungry sales division.
  • 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?
  • 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.
  • B2B MARKETING INSIDER  |  THURSDAY, MARCH 8, 2012
    [Buying Cycle, Information] Is Your Content Boring? Here’s 6 Steps To Great Content
    We need a content strategy to understand what content our audiences want, at each stage of the buying cycle, and in all the places where they look for it. Some of the trends supporting this movement include the democratization of information as we now use social media and our connections to filter our news. Blogs. Newsletters.
  • 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.
  • SAVVY B2B MARKETING  |  THURSDAY, MARCH 29, 2012
    [Buying Cycle, Information] B2B Videos: Go Beyond Humdrum to Engage & Enthrall
    Whether used to inform or entertain, videos are claiming a place of prominence in the world of B2B content assets. As Beagle said, "… the animation is continuous stream of clear and relevant visuals punctuated by consistently enlightening and interesting information.” And it’s no wonder.
  • 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.
  • 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’.
  • KOMARKETING ASSOCIATES  |  THURSDAY, MARCH 7, 2013
    [Buying Cycle, Information] 32 Influential B2B Social Media Profiles (People) to Follow on Twitter
    The information and references shared are invaluable for developing one’s own social strategy. Here are 32 Twitter users that we rely on for B2B social media recommendations and information: Artillery Marketing (Douglas Burdett) (@ArtilleryMarket) : “B2B marketing agency principal. Twitter is one solution. Speaker. Blogger.”
  • B2B CONVERSATIONS NOW  |  FRIDAY, JANUARY 18, 2013
    [Buying Cycle, Information] B2B Selling - How to handle “I’m not ready to talk to sales yet” - Part 1
    Step 1 - You must create value in the eyes of the prospect at their current stage in the buying cycle - research. Now you don’t have to buy my new book “The Golden B2B Sales Question” (grin). This will work wonders but there are no short cuts! What they really need help defining are PROJECT REQUIREMENTS.
  • 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.
  • 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.
  • 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.
  • 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.
  • INDUSTRIAL MARKETING TODAY  |  WEDNESDAY, SEPTEMBER 21, 2011
    [Buying Cycle, Information] Website Content Must Address What’s Keeping Engineers up at Night
    42% of engineers and specifiers said they couldn’t find complete and detailed product or capabilities information on suppliers’ websites ( Source: ThomasNet’s Industry Market Barometer™ ). Since different people absorb information in different ways, provide website content in various formats – text, PDFs, videos, slides and Podcasts.
  • 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.
  • 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).
  • HUBSPOT  |  WEDNESDAY, JANUARY 5, 2011
    [Buying Cycle, Information] 25 Ways to Increase Sales and Lead Generation
    Informational offers such as ebooks, guides, and webinars do very well in this space, because people reading your blog would likely be eager to get more free information from you. ” What you ask for on a form should match the information your sales team needs from your leads to make the sale. And be specific. ” 15.
  • 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.
  • 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.
  • INDUSTRIAL MARKETING TODAY  |  SUNDAY, JULY 8, 2012
    [Buying Cycle, Information] Is Your Industrial Website Leaking Leads?
    While making your contact information very visible on your site is a good idea, it is not very effective in converting site traffic into named contacts or leads. It sounds simple enough, after all most manufacturers have lots of product information posted on their sites. In short, you may have a leaky industrial Website. Now What? ).
  • B2B MARKETING INSIDER  |  THURSDAY, JANUARY 24, 2013
    [Buying Cycle, Information] Top 50 B2B Marketing Influencers On Twitter
    Comscore – We provide analytics for a Digital World, turning information into insights and actions for our clients to maximize the value of their digital investments. MarketingB2B – B2BMarketing.com – Where the B2B marketing community comes together to share information, news, insights and knowledge. Powerful. link].
  • IT'S ALL ABOUT REVENUE  |  TUESDAY, MAY 17, 2011
    [Buying Cycle, Information] 5 Big Marketing Lessons From Kickstarter
    Sometimes this can be as informal as a chat over coffee. And it proves you can be entertaining and informative at the same time. by Jesse Noyes | Tweet this. When Kickstarter launched it was seen as a grand experiment for the largely untested crowdfunding model. Would people actually pony up cash to support others’ ideas? Share email.
  • INBOUND SALES NETWORK  |  TUESDAY, OCTOBER 18, 2011
    [Buying Cycle, Information] The Truth About Online Lead Generation
    Another will tell you that it’s Search Engine Marketing (SEM) because 83% of all B-2-B buyers start their buying process online. Each medium delivers a different type of lead, with buyers who are at varying stages in their buying process. Focus on how your customer buys and the experience you are creating for them.
  • MODERN B2B MARKETING  |  MONDAY, APRIL 22, 2013
    [Buying Cycle, Information] The Who, What, When, How and Why of Lead Nurturing with Webinars and Videos
    The need to engage meaningfully with prospects and customers has skyrocketed as savvy professionals increasingly self-educate at every stage of the purchasing cycle, and using video thought leadership content can be a great way to capture your buyer’s attention. Follow Kathryn on Twitter at @KKilner. Ask yourself, “Who am I selling to?”
  • 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.
  • 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.
  • HUBSPOT  |  FRIDAY, MARCH 16, 2012
    [Buying Cycle, Information] 7 Places You Need to Publish Content on Your Website (Beyond Your Blog)
    The news section of a website is often found under the 'About Us' portion of the main navigation, and contains content like press releases about company and product updates, event information, mentions of your company in the news, and awards received. Don't let content creation begin and end with blogging. News Room. That's a lot of content!
  • 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.
  • CONVERSIONATION  |  THURSDAY, JULY 21, 2011
    [Buying Cycle, Information] B2B: Involve Your Sales People in Social Media Marketing and CRM Now
    In many B2B companies, especially those with a longer sales cycle (or buying cycle if you will), there is at least one division where employees meet customers and prospects without sitting behind their computers and campaign or CRM dashboards all the time: sales. Of course, it’s not the only division in most cases.
  • 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.
  • CHRIS KOCH  |  FRIDAY, APRIL 10, 2009
    [Buying Cycle, Information] Why bother with thought leadership? Five questions and answers.
    In industries where the product or service is very information intensive, such as research, management consulting, technology, aerospace, etc., Thus, thought leadership is applicable to any industry with interest in competitive information and process improvement. This post is from a real query I received from a client this week.
  • BUYEROLOGY  |  SUNDAY, MARCH 4, 2012
    [Buying Cycle, Information] 3 Ways To Connect With Today’s B2B Buyers
    By modeling buyers, buying scenarios, buyer experience, and decision journeys, B2B executives can then map strategy as well as tactical marketing and sales activities that enable them to connect with B2B buyers on a relational level.  Descriptive Buyer Segmentation Based on Buying Behavior and Opportunity. Image via Wikipedia.
  • ANNUITAS GROUP  |  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.
  • HUBSPOT  |  THURSDAY, JANUARY 30, 2014
    [Buying Cycle, Information] The Essential Guide to Creating a Successful Content Marketing Strategy
    Stage 1: Getting Buy-In. All great content marketing plans start with getting people within the company to buy into your vision -- basically, those people who''ll give you the resources and/or budget to help make your plans a successful reality. 2) Understand where the content gaps are in your buying cycle. Exciting.
  • 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.
  • INBOUND SALES NETWORK  |  THURSDAY, FEBRUARY 9, 2012
    [Buying Cycle, Information] Do You Really Understand How Your Customers Buy?
    Ask them how well they know their customers’ buying processes and you get a very different story. According to a recent CSOinsights 2012 Sales Performance Optimization survey, only 11% of sales people have a really good understanding of their customers’ buying process. Buying by Committee is the Norm.
  • WEBBIQUITY  |  MONDAY, JULY 25, 2011
    [Buying Cycle, Information] Web Presence Optimization, Reloaded
    Because more than 80% of consumer purchases and 90% of b2b buying cycles now begin with search. If your potential customers can’t find you, they can’t buy from you. So I figured it was time to update my inaugural post on this blog, What is Webbiquity? Where do I start? Do I have to do everything ?
  • B2B MARKETING INSIDER  |  TUESDAY, OCTOBER 25, 2011
    [Buying Cycle, Information] 5 Steps To A Better Marketing Plan
    ” You can always adjust based on new information or other observations (like benchmark data) to make that may not be reflected in your data. Define a content strategy based on the needs of your buyers in each phase of their buying cycle. The first step to great marketing is having a great marketing plan. Have they changed?
  • 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.
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