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  • 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.
  • 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.
  • 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.
  • NUSPARK  |  THURSDAY, FEBRUARY 18, 2016
    [Buying Cycle, Information] Matching the Offer with Buyer Mindset: The Website Dilemma
    So, in other words, we’re talking about where they are in the buying cycle. Buying Cycle Stages. Before we go further, let’s agree on our buying cycle stages for the sake of this discussion. As soon as they select the right product, package or service, they will buy. You get the drift. Awareness.
  • NUSPARK  |  THURSDAY, JUNE 2, 2016
    [Buying Cycle, Information] Why Your B2B Buyer Personas Are Not Helping to Increase Lead Conversions
    And sales cycles linger endlessly. If you let them guide the way, you likely will fail to create content that attracts buyers and directs them step by step through the buying journey. Because salespeople don’t know where prospects turn for information as they move through the buyer’s journey. Or, at least, that’s the theory.
  • TOM PISELLO  |  WEDNESDAY, JUNE 2, 2010
    [Buying Cycle, Information] SiriusDecisions profiles value of Alinean and it's sales.
    Wednesday, June 02, 2010 SiriusDecisions profiles value of Alinean and its sales / marketing tool offerings According to SiriusDecisions: "Successful reps know that establishing credibility and providing value to a prospect or customer throughout the buying cycle is the difference between closing the deal and losing it. Think Again.
  • 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).
  • VIEWPOINT  |  THURSDAY, MAY 21, 2015
    [Buying Cycle, Information] Changing the Sales Conversation [PowerViews LIVE Highlights]
    On Tuesday, May 12, 2015, I had the pleasure of hosting Linda Richardson on PowerViews LIVE for an informative discussion on Changing the Sales Conversation: How to More Effectively Sell in Today’s Hyper-digital World. They’ve already advanced far into the buying cycle by the time they engage with sales. Truncated sales time.
  • 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.
  • 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.
  • TOM PISELLO  |  WEDNESDAY, SEPTEMBER 29, 2010
    [Buying Cycle, Information] Tech Media Publishers looking more Like Interactive Marketing.
    The age of Internet fueled buying decisions means that traditional print publications just dont meet buyer or seller needs. One of the programs we worked on is with Ziff Davis Enterprise (ZDE), launching a suite of interactive tool services for IT vendors to drive more qualified leads, reduce sales cycles and generate more transactions.
  • 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.
  • ANNUITAS  |  TUESDAY, MARCH 8, 2016
    [Buying Cycle, Information] Do Your Personas Need A Makeover?
    It’s true that it takes a village now more so than ever to make a purchase, but that buying committee does have a limit, and personas will help you narrow your focus to those audiences. Too Much Information (TMI)-. What would trigger them to enter a buy cycle? How long does it take to buy a solution like yours?
  • STORIES THAT SELL  |  THURSDAY, SEPTEMBER 22, 2011
    [Buying Cycle, Information] How HP Case Studies Cater to Readers and Skimmers
    Or, someone might intially skim but read more closely further into the buying cycle. One of the best ways is to summarize all the key information on page one of a multi-page story in a sidebar. Over and over, we hear that most buyers don't really read marketing copy, but rather skim it. First, that may not always be true.
  • 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.
  • 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 ).
  • ACT-ON  |  WEDNESDAY, MARCH 23, 2016
    [Buying Cycle, Information] New Research on How B2B Marketers Get More Leads
    As a result, there’s quite a lot of information available about what works and what doesn’t. The extra information will help your sales team winnow out the weaker leads. It doesn’t ask them for the same information all over again. Buyers – and particularly B2B prospects – know we’ve got their information. Sound good?
  • B2B MARKETING TRACTION  |  FRIDAY, APRIL 26, 2013
    [Buying Cycle, Information] CMOs Need to Up Their CRM Database Game
    Now more than ever, marketing needs to work with sales to maintain an accurate customer relationship management (CRM) system that will serve both departments as they nurture prospective customers through the buying cycle. Buying cycle, you say? Yes, the buying cycle. Does your CRM system need work?
  • ANNUITAS  |  TUESDAY, AUGUST 4, 2015
    [Buying Cycle, Information] Is Your Content Marketing Missing the Mark?
    Do any of these statements sound familiar? “We have a lot of great content, and we generate a ton of leads but sales accepts only a few as sales-ready.”. “We can’t keep up with all the campaign requests we get from sales.”. “We have white papers for every buying stage, but we just can’t get enough people to download them.”. Information Needs.
  • ETRIGUE  |  FRIDAY, OCTOBER 31, 2014
    [Buying Cycle, Information] Roland The Headless Thompson Gunner
    Unlike simple batch-and-blast email systems, prospect visit data is collected and constantly updated, actions trigger follow-up, and sales is always informed of prospects that merit a personal contact. The actions of everyone viewing your site – as individuals – are important to understanding where potential prospects fit in a buying cycle.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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?
  • 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 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.
  • 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!
  • 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.
  • 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.
  • 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.
  • 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?
  • IT'S ALL ABOUT REVENUE  |  MONDAY, APRIL 18, 2016
    [Buying Cycle, Information] Use These 5 Steps To Plan for Better Lead Nurturing
    Modern Marketers know that not every prospect is ready to buy now. It turns out that 80% of unqualified prospects today will go on to buy from someone within the next 24 months. Interview your customers—as well as those that did not buy from you—to define your ideal customer profile and develop buyer personas.
  • 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).
  • 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.
  • 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.
  • TONY ZAMBITO  |  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. 
  • MARKETING ACTION  |  THURSDAY, FEBRUARY 27, 2014
    [Buying Cycle, Information] 6 Lead Scoring Lessons for Better Lead Conversion
    This is because lead scoring is a mechanism that when done correctly helps both sales and marketing meet the prospective buyer at the right time in the buy cycle. They are:  1.       Leadership buy-in to a lead scoring approach is critical. The lead scoring caveat. We at NuGrowth ( www.nugrowth.com ) have a unique view on this.
  • 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.
  • 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.
  • MODERN B2B MARKETING  |  WEDNESDAY, MARCH 16, 2016
    [Buying Cycle, Information] 3 Technology Trends Powering Account-Based Marketing
    At the same time, a significant amount of research by B2B buyers is being done through publisher sites, buying guide portals, technical comparison sites, social sites, and a vendor’s own website. For every piece of digital information that is predictive of buying intent, there are hundreds of data points that are just noise.
  • CMO ESSENTIALS  |  FRIDAY, NOVEMBER 13, 2015
    [Buying Cycle, Information] Getting Demand Generation Right: 5 Things You Need to Change
    While the way B2B buyers buy has changed significantly, many marketing and sales departments are struggling to keep up. While this has been the norm for marketing departments for years, buyers do not buy in a start and stop, tactical fashion. ” This is most apparent in the way marketers buy technology. Times Have Changed.
  • 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?
  • 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
  • PUZZLE MARKETER  |  WEDNESDAY, MAY 29, 2013
    [Buying Cycle, Information] The New Rules of Lead Generation Book Review
    Tacking on some more traditional thinking, he identifies what stage in the buying cycle (attention, interest, decision, and action) the lead could be in and then suggests developing products/services that solve a problem at each particular stage. For more information on The New Rules of Lead Generation: Like the book on Facebook.
  • 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.
  • AGILE B2B COPYWRITER  |  WEDNESDAY, FEBRUARY 2, 2011
    [Buying Cycle, Information] Three Tips for Easy Editorial Calendars
    It helps you: Ensure you have content for each part of the buying cycle. Most calendars have these few basic pieces of information. Does it touch every part of the buying cycle? Tweet We’ve all heard it. I see the reminders practically every week in one form or another. And they all say the same thing. Title.
  • HUBSPOT  |  THURSDAY, FEBRUARY 16, 2012
    [Buying Cycle, Information] How to Map Lead Nurturing Content to Each Stage in the Sales Cycle
    Studies show that 50% of leads are qualified but aren't immediately ready to buy something from you [Source: Gleanster Research]. To nurture those leads correctly, however, you need to somehow adjust your messaging based on their point in the sales cycle. Here's how you can map lead nurturing content to every stage in the buying cycle.
  • MODERN B2B MARKETING  |  THURSDAY, JUNE 26, 2014
    [Buying Cycle, Information] Be Relevant or Die: The New Nature of Nurture
    Thanks to increasingly sophisticated data collection technology, marketers now have the option to track and collect massive amounts of information about their prospects and customers. When your customers willingly share their personal information, they rightfully expect an improved user experience. But the simple truth?
  • 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
  • IT'S ALL ABOUT REVENUE  |  MONDAY, SEPTEMBER 16, 2013
    [Buying Cycle, Information] The 4 As of Sales Enablement Content Success
    As sales coach Bob Apollo explained recently , sales and marketing teams have a lot to learn from each other, noting that, “If marketing really engages with salespeople on a regular basis, they can develop a much better idea of what an ‘ideal prospect’ looks like and how prospects make buying decisions – and what marketing can do to help.”.
  • KOMARKETING ASSOCIATES  |  THURSDAY, MARCH 17, 2016
    [Buying Cycle, Information] 10 Digital Marketing Trends That Should Influence Your 2016 Content Strategy
    Numbers behind this trend : Nearly three out of every four (71 percent) technical professionals visit at least six websites a week for work-related purposes, with 85 percent pinging search engines for information during the research analysis portion of the buying cycle. Data Management. Source ). Digital is Where the Money Is.
  • ANNUITAS  |  THURSDAY, JUNE 11, 2015
    [Buying Cycle, Information] Two Reasons Your B2B Marketing Programs Are Failing
    At the same time, they want to provide the information buyers want through a positive experience, and use technology to effectively manage and measure the buying cycle. First, know your buyers and how they buy and align it against your marketing and sales goals. To ignore that would be a waste of time. Congratulations!
  • B2B LEAD GENERATION BLOG  |  MONDAY, APRIL 20, 2015
    [Buying Cycle, Information] 4 Steps to Lead Nurturing: Walking the buying path with your customers
    define lead nurturing as consistent and meaningful communication with viable prospects (those that are “a fit” for your solution), regardless of their timing to buy. It’s not “following up” every few months to find out if a prospect is “ready to buy yet.” Tweet Lead generation can take you on a long hike. It’s about progression.
  • B2B MARKETING INSIDER  |  TUESDAY, AUGUST 23, 2011
    [Buying Cycle, Information] Make Lead Nurturing Work For You
    The role of lead nurturing is specifically to move the prospect forward and give information, when they want it, and in a format that they want it in through “calls to action.”. You know what information targeted sales leads are asking for so give it to them. good CRM Tool is very helpful in keeping organized. —-. Rob is the Sr.
  • 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?
  • 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.
  • NUSPARK  |  SATURDAY, APRIL 5, 2014
    [Buying Cycle, Information] Website Call to Action; Alternatives to “Contact Us” for lead generation
    Place critical information high on the page – don’t hide it at the bottom. Give detail – ‘Buy Now’, ‘Submit’, and ‘Click Here’ are the worst. Give options – visitors are in different stages of the buying cycle. Here’s a question to ponder: Why did you build a website for your business? What is Conversion Optimization?
  • 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.
  • 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.  Get comfortable experimenting, acting on partial information, and adjusting course as they find new information. She can assess the prospect’s level of knowledge and fill in gaps. 
  • INDUSTRIAL MARKETING TODAY  |  MONDAY, AUGUST 27, 2012
    [Buying Cycle, Information] Digital Marketing Can Increase Industrial Sales
    The industrial buy cycle has not changed. However, the way potential buyers look for information has. Make sure your digital content focuses on helping them make an informed decision while moving the needle for you. Sources: Frost & Sullivan and GlobalSpec ). See Problem-centric Industrial Marketing ).
  • VOLACCI  |  FRIDAY, NOVEMBER 29, 2013
    [Buying Cycle, Information] 8 Habits of Marketing Automation Experts
    While they may have very little in common from a business perspective - different industries, verticals, customer buying cycles, etc. - we''ve found some very consistent habits among the very top performers that separate them from the rest of the pack. At Volacci, we work with a lot of Marketing Automation experts. What''s missing?
  • 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.
  • 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.
  • SAVVY B2B MARKETING  |  WEDNESDAY, AUGUST 10, 2011
    [Buying Cycle, Information] Savvy Speaks: What's Your Strategy?
    Where they're looking for information (in terms of placement and format - text vs. audio vs. video, etc). When they're looking for it (in terms of the buying cycle). quick and very effective way to find out is to ask your sales team about what “buying questions” prospects ask. Read on. Stephanie.
  • SYNECORE  |  WEDNESDAY, JANUARY 2, 2013
    [Buying Cycle, Information] Promoting Content with Social Media and eMail Marketing
    Businesses are increasingly reliant on content marketing to inform and educate prospects and existing customers. Such information allows for greater personalization in brand messaging and in marketing content, guiding prospects down the sales funnel more efficiently. SOCIAL MEDIA. EMAIL MARKETING. INTEGRATION IS KEY.
  • BIZNOLOGY  |  WEDNESDAY, FEBRUARY 17, 2016
    [Buying Cycle, Information] Generating ideas for your content marketing
    Walk Prospects Through the Buying Cycle. With all your content, not just your newly discussed trove of content, be sure you are adapting so that you have items of interest to prospects at all points along the buying journey. Not all of that information even needs to be on your site. Your Outbox is a Goldmine. More gold!
  • NUSPARK  |  SUNDAY, SEPTEMBER 9, 2012
    [Buying Cycle, Information] Online Display Advertising, Targeting, and Capturing Leads
    Such information to gather includes: • Minimal spend. If a prospect downloads a white paper, you can serve the prospect a banner ad that offers a new piece of content that promotes a topic that complements the white paper or is more promotional as you guide the prospect through his/her buying cycle. Cost models- CPM, CPA, CPL.
  • 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. Shorten your follow-up time and do it personally. Use your manners.
  • 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. Creating content can feel difficult and discouraging. Exciting. Content Marketing
  • MARKETING ACTION  |  THURSDAY, MAY 9, 2013
    [Buying Cycle, Information] Email Marketing: Best Practices in a Multichannel, Multi-Device World
    Establish rapport and trust prior to the beginning of the buying cycle. Alison Shaffer, director of marketing operations and analytics at Dell, stressed that email is a good way to collect behavioral data, and that combining email with a strong online presence can shorten the buying cycle. Just sayin’.).
  • TOMORROW PEOPLE  |  THURSDAY, MAY 3, 2012
    [Buying Cycle, Information] Why inbound marketing is good for copywriting
    Inbound marketing technology allows you to automate your marketing content to match each stage of your prospect’s buying cycle. One is that your salespeople can make more informed and effective follow up calls. Why inbound marketing is great news for your business content. Content is a business essential right now.
  • FATHOM  |  TUESDAY, APRIL 22, 2014
    [Buying Cycle, Information] Is Your About Us Page Killing Your B2B Marketing Strategy?
    Treating Your “About Us” Page Like A Key Step in B2B Buying Cycle . The simple truth is, due to its popularity, the “About Us” page plays a key role In the B2B buying cycle. So try to keep this information short, and focused on how it solves the pains of the consumer. Don’t be ashamed if your answer is “yes.”
  • BIZNOLOGY  |  WEDNESDAY, JUNE 22, 2016
    [Buying Cycle, Information] How to implement a Video 1st content marketing strategy that drives action
    But when it comes to the process of making business decisions, people would first invest a couple of short minutes watching an online business video, like a business profile video, a product marketing video, or an animated explainer video, before they invest more time reading… which usually occurs deeper into the buying cycle.
  • MARKETING ACTION  |  TUESDAY, APRIL 7, 2015
    [Buying Cycle, Information] Nurturing Leads With Webinars: Awareness is Just the Beginning
    The buyer’s journey has changed due to the high-quality information now easily available to prospects. B2B technology buyers are using this information in the early stages of the buying process and aren’t engaging directly with salespeople until much later. Awareness. Consideration. Evaluation. Purchase.
  • 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!
  • 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.”.
  • SALES PROSPECTING PERSPECTIVES  |  WEDNESDAY, OCTOBER 9, 2013
    [Buying Cycle, Information] 3 Tips to Teach New Reps for Successful Sales and Marketing Alignment
    Teach your salesperson how to take advantage of all information available at hand – such as marketing intelligence on the prospect’s activity on your website (what pages have they visited? These materials are relevant to your target audience and can be leveraged by your sales rep during the sales cycle. How do you avoid this?
  • TONY ZAMBITO  |  SUNDAY, MARCH 4, 2012
    [Buying Cycle, Information] 3 Ways To Connect With Today’s B2B Buyers
    Buyer modeling incorporates the elements of attitudes, beliefs, values, goals, perceptions, needs, and motivations.  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. 
  • B2B MARKETING INSIDER  |  MONDAY, AUGUST 24, 2015
    [Buying Cycle, Information] What Does A Content Marketing Plan Look Like?
    Step # 1 : Get Buy-in For Your Plan. To make this happen, HubSpot recommends doing these 3 things when pitching your plan to get buy-in: Talk about the challenges your plan will solve. Once you have your buyer personas, conduct a content audit and look at where the content gaps are in the buying cycle for each audience.
  • 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? Why is web presence optimization important?
  • SAVVY B2B MARKETING  |  THURSDAY, JANUARY 13, 2011
    [Buying Cycle, Information] B2B Marketers: Have You Localised Your Content Plan?
    Hear, hear!] 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.
  • THE ROI GUY  |  TUESDAY, SEPTEMBER 13, 2011
    [Buying Cycle, Information] Can different call to actions in the Interactive White Paper be recommended based on the customer profile information?
    Often, based on the user’s role and stage in the buying lifecycle, the call to action within the Interactive White Paper can be custom configured to provide proper / better guidance. interactive smart content interactive white paper Demand Generation Pisello Alinean
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  WEDNESDAY, FEBRUARY 12, 2014
    [Buying Cycle, Information] 31 business building benefits of Buyer Personas
    Gives a deeper understanding and models buying behaviors of  buyers and customers. Gives you the information and perspective you need to make objective decisions about how to craft your marketing messages. Gives a framework to have informed discussions about who your customers are, how they behave, and what they want.
  • HUBSPOT  |  WEDNESDAY, AUGUST 12, 2015
    [Buying Cycle, Information] 6 Landing Page Musts for Higher Conversion Rates
    This will allow you to share news about upcoming sales and keep an eye on where they are in the buying cycle at all times. Security Information. Before anyone buys anything from your site, they’re probably going to look for your security seals. These six landing page musts will never change. Matching Products. Short Form.
  • 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.
  • 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.
  • THE ROI GUY  |  MONDAY, MARCH 24, 2014
    [Buying Cycle, Information] Gartner: The Technology Sales Rep Has Lost Their Mojo!
    Gartner research showed that Sales came in last place after Technical and Industry Expert, Service and Support and Senior Executives as ‘the most influential personal interactions across the entire buying cycle’. The evidence? The Gartner research is outlined in this blog article by Tiffani Bova at: [link].
  • 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.
  • MARKETING ACTION  |  TUESDAY, AUGUST 25, 2015
    [Buying Cycle, Information] 5 Keys to Revenue-Boosting Demand Generation
    These early stages of the buying cycle fall squarely into the marketing department’s territories of content marketing, SEO, and social media. And you can use landing pages and forms to collect contact information, initiating a relationship with potential leads that will allow for follow-up and lead nurturing. Nurture Leads.
  • 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.
  • IT'S ALL ABOUT REVENUE  |  THURSDAY, NOVEMBER 19, 2015
    [Buying Cycle, Information] Modern Marketing is Customer-Centric in 140 Characters or Less #MME15
    We have seen changes in the entire buying cycle and how prospects discover information related to purchases, so it is logical that marketing has also changed along with it. Consumers are less willing to accept advertising content and have more buying power - they`re more digitally savvy. Long sales cycle? MME15.
  • 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.
  • MARKETING ACTION  |  THURSDAY, SEPTEMBER 24, 2015
    [Buying Cycle, Information] 6 Steps to Fix a Leaky Pipeline
    This lead may be sales-worthy, but they still require more nurturing to get to a point where they are ready to buy. Sales-Qualified Lead: This lead has been accepted by sales and has shown a level of interest that makes the sales team think the lead will buy within a certain amount of time. Learn the Language. Score Leads Accurately.
  • NUSPARK  |  MONDAY, JANUARY 9, 2012
    [Buying Cycle, Information] The missing topic on b2b digital lead generation: advertising
    Let’s look at the mind-set of potential buyers of a b2b complex solution (with 6-18 month buying cycle, provided they enter the funnel in the first place). I use search engines because: I’ve uncovered a business need, and want to research solutions. Let’s look at Information Week as an example.  Remember advertising? 
  • 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.
  • 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.  We were quite successful in developing these programs for our clients and the leads were graded based on the answer to the BANT questions. 
  • 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.
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