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  • 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.
  • 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?
  • 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.
  • 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.
  • 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 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.
  • 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.
  • 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.
  • 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
  • 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  |  THURSDAY, DECEMBER 5, 2013
    [Buying Cycle, Information] Does Your Sales Team Know About the Hidden Sales Cycle?
    They call this the ‘hidden sales cycle’. Know where they are looking for information – Are you taking advantage of those new social channels?  Get all the details, tips, and tricks in this presentation to help you uncover the hidden sales cycle : Have You Discovered the Hidden Sales Cycle? from Eloqua.
  • 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.
  • 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).
  • 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.
  • B2B LEAD GENERATION BLOG  |  MONDAY, MAY 13, 2013
    [Buying Cycle, Information] Digital Marketing: B2B marketers can get fresh, new ideas from B2C
    It was her untypical response that gave Gendusa pause. “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. What made me respond so quickly now?’”.
  • KOMARKETING ASSOCIATES  |  THURSDAY, APRIL 9, 2015
    [Buying Cycle, Information] Announcing The 2015 B2B Web Usability Report
    In our 2014 survey, we learned that social media activity had minimal impact on the buying process and that left us both surprised and confused. This year, we asked questions specific to three phases of the buyer’s journey: discovery, evaluation, and impact on the buying process specifically. Thorough Contact Information.
  • VIEWPOINT  |  THURSDAY, MAY 7, 2015
    [Buying Cycle, Information] The Skinny on Lead Nurturing - 11 Experts Weigh In (part 2 of 2)
    The creators of this process reasoned that because reps did not do the necessary follow-up, it was easy to mail additional information in intervals to keep and create more interest. Marketing became further educated when they asked sales about the customer buying process and the sales selling process. It’s 2015. Voice nurturing!
  • 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.
  • DIGITAL BODY LANGUAGE  |  THURSDAY, AUGUST 13, 2009
    [Buying Cycle, Information] What is B2B Marketing?
    Let’s look at a few of the areas that differentiate a B2B buying process: Information Exchange In B2B marketing, you are often dealing with a buying organization that requires a significant amount of information during their buying process. This need to exchange information continues throughout the buying process.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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
  • BIZNOLOGY  |  MONDAY, FEBRUARY 23, 2015
    [Buying Cycle, Information] 15 B2B case studies show how content marketing drives ROI
    Use specific content solutions to impact different stages of the buying cycle. This campaign targeted C-level prospects in financial institutions with $1 billion or more in assets across the buying cycle. 70% of content marketers are creating more content than they did a year ago (source: Content Marketing Institute ).
  • 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. 1.
  • 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.
  • 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?
  • 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!
  • B2B LEAD GENERATION BLOG  |  MONDAY, DECEMBER 8, 2014
    [Buying Cycle, Information] Lead Nurturing in 6 Simple Steps
    Make sure you understand what each persona looks like, their needs and goals, what information they’re looking for and how they prefer to receive their information. Decide what information would be most relevant to them . Lead nurturing is pretty easy to understand, but hard to execute when you have little time or budget.
  • 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?
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • IT'S ALL ABOUT REVENUE  |  WEDNESDAY, JUNE 12, 2013
    [Buying Cycle, Information] 6 Ways To Maximize Your Webinars With Automation Technology
    Live webinars are appealing for marketers because an online event provides an effective way to support brand awareness, demonstrate thought leadership and credibility, and support an engagement entry point through the sales cycle (all the way to product demonstrations). Segmenting can help reduce list decay and shorten the buy cycle.
  • 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 LEAD GENERATION BLOG  |  MONDAY, JANUARY 26, 2015
    [Buying Cycle, Information] 15 Tips to Generate More Leads in 2015 (Part 3, featuring tips 11-15)
    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. Soon, sales began to see why they needed to capture accurate information about leads in the system. Have you talked to them?
  • 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.
  • 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.
  • 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.
  • 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?
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  THURSDAY, MAY 21, 2015
    [Buying Cycle, Information] 33 Inspiring B2B digital marketing case studies
    Maybe it’s because the buying cycle takes longer, more people are involved in purchase decisions and sales are made for rational, not emotional, reasons. SAP : The global strategy was aimed at enabling cross-cultural information to be efficiently shared around the company. SAP Is it harder or are we not looking hard enough?
  • 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.
  • 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.
  • 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?
  • 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.
  • 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.
  • 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.
  • 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.
  • B2B LEAD GENERATION BLOG  |  MONDAY, APRIL 6, 2015
    [Buying Cycle, Information] Lead Generation That Converts Leads into Sales Opportunities
    Keep the ‘giving of information’ at a comfortable leve l. They come to your site for information. People start to question the value of providing too much information on forms before you’ve earned their trust. Start with requesting basic information such as an email address. challenge.
  • 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 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.”.
  • 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.
  • SALES CHALLENGER  |  MONDAY, JANUARY 28, 2013
    [Buying Cycle, Information] Is Mobile Changing the Rules of Sales Engagement?
    Real-time access to product information, multiple options, user reviews, and price comparisons has customers moving through 57% of the buying cycle before they interact with suppliers. Access to Business Intelligence and Sales Analytics: Reps can inform the sale by accessing business intelligence on customer accounts.
  • 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.
  • WEBBIQUITY  |  MONDAY, MARCH 28, 2011
    [Buying Cycle, Information] Why Social Media Matters for B2B Vendors
    B2b buyers use social media tools throughout their buying processes, from problem-solving and how-to content in the initial research phase through product/vendor comparisons and customer experience validation. Bloggers provide much of this information, supplementing the reporting and commentary of trade publications and industry analysts.
  • 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. This helps get a better grasp of buying committees, as well as ecosystems, networks, interactions, goals, challenges, etc. Please outline those seven ways.
  • 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.
  • IT'S ALL ABOUT REVENUE  |  MONDAY, JULY 20, 2015
    [Buying Cycle, Information] How to Match Great Content to Your Sales Funnel
    In the B2B marketing world, the buying cycle is long. There's a long cycle that has a lot of money and resources at stake, so you need to nurture your prospects all the way through the process. and the same holds true for the sales cycle. Navigating the Sales Funnel. 1. Top of the Funnel. Middle of the Funnel.
  • 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. To what do you attribute this?
  • LEADERSHIP  |  FRIDAY, AUGUST 1, 2014
    [Buying Cycle, Information] Interesting Infographics: 6 Components You Need In A B2B Online Marketing Program
    think you will find the following information valuable, which Circle S Studio also emphasizes in their infographic: Essential Components For A Successful B2B Online Marketing Program. Please consider the “buying cycle”; by doing so, you can determine which format is appropriate for a certain step in the buying circle.
  • 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?
  • 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. A. 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.
  • 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.
  • 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.
  • IT'S ALL ABOUT REVENUE  |  SUNDAY, JULY 28, 2013
    [Buying Cycle, Information] How to Start Your Company’s Discussion About Marketing Automation
    Profile customer information and behavior accurately. Guide prospects through the buying process by delivering the right messages at the right time through the right channel. Measure and manage effectiveness across stages of the buying cycle. Marketing is moving in leaps toward the complementary themes of art and science.
  • 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.
  • 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.
  • 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! 3. Trust.
  • 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.
  • B2B MARKETING INSIDER  |  THURSDAY, JANUARY 9, 2014
    [Buying Cycle, Information] Is Context The Future Of Customer Experience?
    The information this device gathers about us (or that we tell it) will help companies create experiences that make the “segment of 1” a reality.  I envision the world around me being aware of my demographics and psychographics, as well as the contextual information about my current state.  The e-book summarizes these answers. Strateg
  • 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.
  • 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).
  • 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.
  • SYNECORE  |  THURSDAY, NOVEMBER 29, 2012
    [Buying Cycle, Information] Your Brand's 2013 Content Marketing Plan
    WHAT WE NEED TO DO TO GET THERE: We need to create a 2013 content calendar organized in the following way: Vertically, by a) theme, each of which will be a distinct campaign, and b) every segment of our target audience; Horizontally, by a) stage of the buying cycle (TOFU, MOFU, BOFU), and b) content media to connect with each audience segment.
  • SAZBEAN  |  MONDAY, JANUARY 13, 2014
    [Buying Cycle, Information] 7 Benefits of Using Lead Generation Software
    Improving the user journey IP tracking software enables you to work out the highest exit pages and observe which pages your visitors dropped out of during the buying cycle. This From a marketing point of view consider if the pages display enough content or core information, or if there’s a significant lack of calls to action. Having
  • SAVVY B2B MARKETING  |  MONDAY, APRIL 11, 2011
    [Buying Cycle, Information] 4 Steps to Creating More Effective Content From the Buyer's Perspective
    During my buying process, I found myself longing for data from “real” people, aka, my peers. I was reading white papers and watching webinars from vendors, but I really hungered for “real” information. I'm not talking necessarily about glossy case studies. The B2B buying process still sucks.
  • 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  |  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.
  • 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.
  • 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
  • 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.
  • FUNNEL FOCUS  |  WEDNESDAY, MAY 11, 2011
    [Buying Cycle, Information] Interview: Brian Hansford Shares 5 Tips on Lead Nurturing for the Complex Sale
    In the B2B market, long, complex sales cycles come with the territory and can last anywhere from 6 months to 3 years. First, develop the profiles of the buyers and influencers involved in the buying process. Secondly, develop a content strategy that provides the information for these contacts at the various stages of buying process. 
  • LEADSLOTH  |  TUESDAY, OCTOBER 26, 2010
    [Buying Cycle, Information] Guest Post: Best Practices in Marketing Automation
    It would be great if you can move towards the development of buying personas – so you can model what segmentation has been most profitable. Relevant content is not just about the content the user cares about, but also what is important to them at the phase of the buying cycle they are in. By: Lisa J. Is the lead dead?
  • BUYEROLOGY  |  SUNDAY, MAY 8, 2011
    [Buying Cycle, Information] Content Marketing and Sales Enablement Must Get Married
      Devising content strategy and content marketing tactics is becoming predominantly about publishing content that meet buyer demand for knowledge in the early stages of the buying cycle.    Tools related to processes and having information available at their fingertips when prospecting and calling on buyers. 
  • 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.
  • AGILE B2B COPYWRITER  |  SUNDAY, MARCH 20, 2011
    [Buying Cycle, Information] K’s Top Five for the Week – March 20
    Hope you find this week’s picks to be helpful and informative. B2B Marketing: Calls-to-action and the business buying cycle via @MarketingSherpa. That means matching it to stages of the buying cycle. Tweet This week’s list of top five picks talks a lot about content. But to get results you have to do content right.
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