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Matching Webinar Content to the Buying Cycle

It's All About Revenue

As prospects increasingly self-educate through the buying cycle, webinars have become a primary source of information that buyers turn to before making a purchase decision. To be most effective, your webinar content must be tailored to the specific objectives of each stage of the buying cycle. This post is Part 1 of a 2-part series. Awareness Stage. Benchmarks.

Manufacturers, It’s Time to Take Back Control in the Buying Cycle

Modern B2B Marketing

Although buyers are no longer as reliant on sales information in shaping their purchase decisions, they are still—perhaps more than ever—in need of expertise and assistance. Author: Peter Bell The swift digitization of the manufacturing sector continues—it’s no longer just focused on technologies that improve production and system efficiencies. The Sales and Marketing Blind Spot.

Matching Webinar Content to the Buying Cycle: Evaluation and Purchase Stages

It's All About Revenue

An overwhelming majority (82%) of senior executives said that content was a significant driver of their buying decisions. As prospects increasingly self-educate through the buying cycle, webinars have become a primary source of information that buyers turn to before making a purchase decision. Buying criteria. This post is Part 2 of a 2-part series. Case studies.

Content Marketing and Your Buying Cycle


Content marketing can only be effective if the content you’re producing is relevant and informative enough to attract your target audience and hold their attention. Relevance But one important way you may not have thought about segmenting your audience is by where they are in the buying cycle. Photo credit: Shannon Paul. Detective. Judge. The Innocent Buystander.

B2B Marketing Trends for 2016

Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. matching content to stages of the buying cycle.

11 inspiring case studies of digital transformation


NETSPRESSO : Had the desire with its digital transformation to win new customers, gain a deeper understanding of its customers, and manage complex buying processes. Its cloud solution serves as an innovation platform with a full-fledged sales solution capable of handling the entire buying cycle: pricing, quotes, and orders. Nespresso’s Need some examples? Like this post?

12 Secrets of the Human Brain to Use in Marketing

Buzz Marketing for Technology

Knowing how the human mind processes information and images—and putting that knowledge to use—can help you become a more engaging and effective marketer. Advertising Behavioral Targeting Buying Cycle Content Marketing Customer Experience Data Analytics Innovation Interactive Marketing Lead Generation Optimization Strategy Best Practices innovation

7 Elements Of Customer Understanding The C-Suite Must Master

Tony Zambito

Changes in customer and buying behaviors continue to rock the very foundations of many industries. According to recent surveys by PWC, Forrester, IBM , and McKinsey, disruptive trends in customer and buying behaviors are expected to continue over the next five years. This can include views of buying interactions and future customer engagements. by Yarden Gilboa.

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


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

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B2B Marketing Trends for 2016

Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. matching content to stages of the buying cycle.

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


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

Content Marketing for Industrial Companies – Authenticity is Mission Critical

Industrial Marketing Today

Today’s industrial buyers are far better informed and using deceptive marketing practices won’t get [.] Content Marketing Industrial Marketing Strategies Authenticity Buyer Personas industrial buy cycle Industrial Marketing Marketing sometimes gets a bad rap of being deceptive. There is a fine line between persuasion and deception. Stretching the truth, exaggerating the positives and putting a positive spin on the negatives have been staples of marketing for a long time. This is only a content summary. Please click on the headline to read the full article.

Lead nurturing via email series and content marketing

B2B Lead Generation Blog

However, the key channel for lead nurturing is email — particularly using email to send a series of relevant content pieces or offers to prospects as they move through the buying funnel. The program was based around a 12 to 18-month sales cycle and targeted C-suite executives and large financial institutions with at least $1 billion in assets. Background on the campaign.

How to Leverage the 5 Stages of the Customer Buying Cycle for More Sales


The answer is simple: Leverage the customer buying cycle. What’s the buying cycle, you ask? Stages of the Customer Buying Cycle. Purchase : The action of ordering and buying from your ecommerce site. This is a critical stage to capture contact information. Create Targeted Content for Each Stage. Photo Credit: Ina. Connect with HubSpot

Deconstructing the Four Stages of the Industrial Buy Cycle

Industrial Marketing Today

The problem becomes more acute for the industrial sector because the industrial buy cycle can be a long and complex process that often involves multiple decision makers. The white paper has deconstructed the complex industrial buy cycle into four distinct stages that the buyer systematically goes through. Sounds simple, right? There are plenty of charts and graphs too.

B2B Marketing Trends for 2016

Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. matching content to stages of the buying cycle.

5 Ways B2B Can Learn from B2C Marketers

Buzz Marketing for Technology

Posted in Buying Cycle Conversion Conversion Optimization Customer Customer Experience Personalization Strategy. And it’s obvious why: buying cycles are longer, buyer mentalities are different, and products typically require more investigation before a purchase. And they certainly don’t want to be bored to death with encyclopedic catalogue-type information.

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Best B2B Marketing and Sales Strategy Guides and Insights of 2011


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

For Manufacturers Today, Content Is A Key Tool In The Buying Cycle


But the Internet has also changed some of the dynamics in the buying cycle for manufacturers – understanding these changes and how you need to adapt to them can mean the difference between mediocrity and truly thriving on the Web. The post For Manufacturers Today, Content Is A Key Tool In The Buying Cycle appeared first on Fathom. You’ll be glad you did.

How HP Uses 6sense to Find Customers in Active Buying Cycles


With the rise of predictive intelligence and the ability to make sense of large amounts of customer data, HP wanted to take their marketing analytics to the next level and begin targeting customers in active buying cycles. With data driving the next wave of innovation, HP began looking for a partner who could help them improve their ability to predict timing and identify prospects in active buying cycles. The 2sense product allowed HP to quickly put predictive insights into the field and begin monitoring changes in conversion rates, sales cycles and pipeline.

9 Search Marketing Tips for Effective B2B Lead Generation


Statistics from the Consumer Executive Board show that buyers are typically 2/3 of their way into the buying cycle before they even engage with a company they would potentially buy from. We need to stop using pushy, promotional content that we wrongly presume is “informative” and “educational”. This may not apply in very early stages of the buying cycle.

Content2Conversion Keynote Recap: 5 Tips For The Challenger Marketer

It's All About Revenue

We’ve got to focus less on the story we’re aiming to tell, and keenly center our messaging on information that’s more conducive to customer learning. And ironically, it’s the last thing your customers want to buy.” When customers can learn on their own, there are massive implications for sales and marketers,” Adamson said. “It’s a different kind of buying.”.

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The State of Demand Generation

The Effective Marketer

Buying cycle control (you need to facilitate the buying process and understand what is required of you as a result). The Customer Buying Cycle Framework. According to SiriusDecisions, buyers go through three stages and six steps during their buying process. You have to be prepared to engage them throughout the cycle. Here are some of my notes. deals.

Future of Buyer Personas is Social - Part 3

Tony Zambito

  Many a good sales professionals as well as marketing professionals I knew back in the ‘80’s and ‘90’s adopted the valued practices of understanding the buying process, profiling their customers/buyers, discovering buyer constraints, understanding the buyer’s decision criteria, and adopting KSF (Key success Factors) factoring in marketing and sales planning.  Related articles.

Understanding the Buyers Journey

PR Meets Marketing

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

Plan for the Social Buyer Before It’s Too Late

Tony Zambito

  However, trending information clearly points to the fact that sales reps are having a hard time making contact with buyers and don’t get involved until much later in the buying cycle.  Image via Wikipedia. To say things are changing is an understatement.    You might be surprise that most often, outbound calls are going directly into voice mail. 

Importance of Context to Understanding the New Social Buyer Persona

Tony Zambito

One of the major outcomes of the recent advances in the social age is the resurgence of contextually-based persona development and its’ role in helping to inform as well as shape strategy.  Buyer Patterns : patterns related to how and why buyers buy have undergone significant changes and most notably in B2B these patterns are undergoing constant change and evolution.

Content Auditing and Mapping it to the Industrial Buy Cycle

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Content Auditing and Mapping it to the Industrial Buy Cycle by Achinta Mitra on September 3, 2010 in B2B Lead Generation , Content Marketing , Industrial Marketing Strategies , Integrated Industrial Marketing These days it is popular to say “Content is marketing currency.” What is effective content marketing?

Shortening the Industrial Buy Cycle in 5 Simple Steps

Industrial Marketing Today

Even though her article is about the B2B buy cycle in general, it is a perfect follow up to my earlier post “Deconstructing the Four Stages of the Industrial Buy Cycle.” She has focused on identifying the problem and providing a 5-step solution to shorten the buy cycle. What is the key to shortening the buy cycle? The steps are: 1. Resources

The Influence of the Social Buyer on B2B Business

Tony Zambito

  What we do know is that B2B buyers are demanding more social experiences in their buying processes.     How businesses price and execute business models, whether they be fixed pricing or variable pricing based, are being drastically affected by changes in social buying behaviors, social technologies, and social ecosystems. Social Buyer Cycle.

10 Event Marketing Tips to Accelerate B2B Lead Generation


Which events and what type of interaction resulted in the highest conversion/buying actions? Of course, you need a new spin on each subsequent event, but at the core of the sales and buying cycle, you still need the conversion mechanism that will allow you to take control of the funnel and ensure better lead management. Demand generation cycles will vary in these situations.

CMO Spotlight: Michael Brenner, Business 2 Community


The buyer wants good information, relevant content, useful advice, not noise. Leadership audience engagement B2B buyer b2b marketing brand marketing buying cycle cmo content marketing customer experience management home marketing leadership Social Media “Marketing has a marketing problem”. says Michael Brenner, Head of Strategy at NewsCred. agree 100%! That needs to change.

A 6-Point Email Marketing Checklist for B2B Lead Generation


Each of them will have certain individual traits that will influence the buying process. Everyone from the bean counters to the CMO to the sales department cares about ‘cost per lead’ and if you give them a way to nail that information, your email is a winner. 4.     Tailor emails to fit into buying stages. Correction—all human beings are like that, not just teenagers.

Best Random but Interesting B2B Marketing Posts, Articles and Resources of 2010


In this penultimate best-of-last-year post you’ll find a compendium of interesting, informative and valuable but difficult-to-categorize marketing-related articles and blog posts from 2010. Steps To Shorten The B2B Buying Cycle by Search Engine Land. Enjoy! B2B Marketing Tips, Insights and Resources. 101 B2B Marketing Cliches. You won’t find it here!

Expert Q&A: Transform Marketing With A Revenue-Relevant Customer Experience Strategy

It's All About Revenue

This expands the sales cycle to a much longer and precarious customer lifecycle: the prospect becomes a buyer; who becomes a customer; and then becomes a potential prospect again for renewal or at least advocacy. They look for information (via search, communities, discussion forums, websites, blogs) that is based upon their business issues and outcomes. Marketing Efficiency advocacy B2B customer experience buy cycle Content Marketing marketing and sales process sales cycle Social Media storytelling thought leadership Peter O’Neill: Yes, that is true.

Social Media Supports Changing B2B Buying Landscape

Social Media B2B

The second chart shows that the length of the buying cycle is shorter. While the most common cycle is 1-3 months in both 2010 and 2011, the number increased in 2011. There were fewer in the ranges of 4-6 months and 7-12 months in 2011, and only cycles of more than a year held steady. Sales buying cycle marketing sherpa sales cycle sales data social selling statistics

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Content Marketing: Considerations When Defining a Content Plan


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

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How to Optimize Your B2B Marketing and Sales with Online Video

Modern B2B Marketing

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

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Prevent Demand Generation Failure with Buyer Personas

Tony Zambito

  Acquiring a deep understand of your target buyer and their buying process.  Image by justin_levy via Flickr. Recently, Adam Needles, Left Brain Marketing’s VP of Demand Generation Strategy, posted a thought provoking article entitled Why Do (Well-intentioned) B2B Demand Generation Efforts Fail? on the organization’s blog.  You are focus on lead quantity not lead quality.

CMO Spotlight: Judith Sim, CMO, Oracle Corp.


We know that buyers are in control, much more than ever before, of the buying process, while the marketer’s role is being steadily and increasingly marginalized. Right from the early stages of research, comparative analysis of available options and extensive information gathering, buyers are independently, self-navigating through the buying cycle. in no uncertain terms.

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