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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.

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. 61% of B2B buyers agreed that the winning vendor delivered a better mix of content appropriate for each stage of the purchasing process. Buying criteria. Purchase Stage. Purchase-stage webinars are about validation, justification and risk mitigation.

Content Marketing and Your Buying Cycle

Biznology

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.

How B2B CMOs Can Achieve Customer-Centric Marketing With Buyer Personas

Tony Zambito

Personas can be insightful and informative towards decisions on designing user experiences, customer experiences, formulating marketing strategies, developing sales enablement programs, and devising content strategies. And, B2B CMOs need to get the buy-in on all levels. by Matt Brooks. Strengthening The Common View Of Customers. Particularly in strong sales-driven cultures.

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.

4 Ways a Longer Consumer Buying Cycle Can Work FOR You

Modern B2B Marketing

Author: Maggie Jones Marketing consumer products with a long buying cycle can be a blessing and curse. On one hand, there’s a bigger lag between your marketing efforts and an actual purchase – if you’re marketing a car, for example, it might take weeks for a buyer to make her decision. Intrigued? That’s why marketers need access to the analytics that matter.

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.

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.

Starting to Think About Purchasing B2B Marketing Services?

Marketri

Some of these meetings would be considered early stage in the buying cycle, meaning the business owners were simply gathering information about marketing. While I have occasionally been asked some questions “out of left field,” for the most part, there are some frequently asked questions (FAQs) during each stage of the buying cycle. Part One of Three.

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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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?

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.

Best B2B Marketing and Sales Strategy Guides and Insights of 2011

Webbiquity

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

Fathom

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. According to GlobalSpec, “83% of buyers review up to three pieces of content before making a decision on an industrial purchase over $1,000.”

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

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

Hubspot

The answer is simple: Leverage the customer buying cycle. What’s the buying cycle, you ask? In a nutshell, it’s the process that customers go through to make a purchase. Stages of the Customer Buying Cycle. Purchase : The action of ordering and buying from your ecommerce site. Create Targeted Content for Each Stage.

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.

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. Social media and our digitally-driven on demand culture has drastically changed the way that buyers navigate their purchase process. Curiously, B2B buyers tell us that 70% of the content they read and study before making a purchase decision is actually found by themselves; as opposed to being given to them by marketing or sales. Peter O’Neill: Yes, that is true.

Inside the Mind of the B2B Buyer – New Paths to Purchase

Fearless Competitor

Great insights presented by Genius and DemandGen Report , in the webinar  Inside the Mind of B2B Buyers: New Paths to Purchase. There’s been lots of discussion about how the B2B buying cycle has changed, but this presentation used actual data — they surveyed B2B buyers. I’m a bit of a data junkie. Neatly moving though a sales cycle — gone. Kaput.

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.

Social Media Supports Changing B2B Buying Landscape

Social Media B2B

The second chart shows that the length of the buying cycle is shorter. This is defined from first lead inquiry to purchase. 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.

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10 Event Marketing Tips to Accelerate B2B Lead Generation

LEADership

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. HAVE A PROCESS TO MONITOR AND ESTIMATE TIME TO PURCHASE.

Understanding the Buyers Journey

PR Meets Marketing

Here are the three key takeaways I found interesting: Purchase Decisions are a Team Effort. 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.”

Hey Retailers: Want to Boost Sales Conversion? Build a Mobile App

Synecore

Perhaps the best piece of evidence that a given marketing technology has reached maturity and broad-based consumer acceptance lies in its ability to drive conversion actions at every stage of the buying cycle. According to Criteo’s Q4 2015 State of Mobile Commerce report, mobile apps are doing just that, at least for U.S. retailers. Mobile

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59% of B2B Decision Makers Researching with Smartphones

Social Media B2B

B2B buyers are using smartphones in greater numbers as part of the buying process. According a recent study conducted by TriComB2B and the University of Dayton School of Business Administration and shared by eMarketer , 59% of B2B purchase decision makers have used their smartphone to research products and services when they are considering purchases.

B2B Social Media is for the Long Haul

Social Media B2B

For many B2B organizations, the sales process, or more correctly called the buying process, is a long one. It can be 6-9 months, with some cycles as long as 12-18 months for very complex products with many decision makers on the customer-side. Supporting the various points along those cycles has always been the role of B2B marketing. The right now of consumer advertising is about seeing an ad, or some other campaign marketing tactic, which could be a Facebook landing page or a promoted tweet, and being able to go to a store (bricks and mortar or online) and buying it.

3 Tips to Stop Leads from Falling Through the Cracks

Modern B2B Marketing

Send pertinent messages related to where your prospect is in the buying cycle offering them information to help move them from one stage to the next. Automation sifts through leads, qualifies them and keeps them in follow up mode until they move forward or drop from the buying cycle. When during their buying cycles did they enter the marketing funnel?

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

6sense

For years, HP has used internal data and competitive research to identify accounts with a high likelihood of making a purchasing decision. 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. Time-to-value.

Buying Triggers and Why They Matter

ANNUITAS

As consumers, if we are not in an active buying cycle, we are in a passive buying cycle. Like it or not, in the course of our daily lives we are exposed to and consume so much information and content that buying something or acquiring something including experiences, goods, food or resources is always on our mind. Understanding the triggers –. Ask them.

B2B Lead Nurturing Myths That Promote Sales Pipeline Leaks

It's All About Revenue

You Can Nurture a Complex Sales Cycle with Email Alone. Probably the best way to nurture is to use emails for leads which you believe are in the early stages of the buying cycle. For instance, they may just be gathering information for a decision they plan to make several months from now. First, your leads are all in different phases of the buying cycle.

B2B Social Media and Content Marketing in the Sales Funnel

Social Media B2B

Content marketing allows them to restructure and repurpose existing content, like white papers, ebooks and product videos, and present them to buyers at the right stage of the buying process for maximum impact. As buyers move into the consideration phase, they are looking for more than just product information. Content Marketing is Growing for B2B Companies. Encourage Sharing.

The Role of Webinars in the Sales and Marketing Process

It's All About Revenue

Webinars have become a primary marketing tool to "help drive the buying cycle," according to market research firm SiriusDecisions. Webinars’ influence on the buying cycle is driven by their ability to: Engage prospective buyers. Move prospects and opportunities faster in the purchase process. Accelerating the Buying Cycle.

B2B Companies are Really Content Companies, But is Content.

Tom Pisello

With the Internet, B2B buyers have access to more information than ever. As a result, most buyers have taken charge of the buying cycle , engaging with sales representatives later and later. The good news is that todays buyer wants to be engaged, with 9 out of 10 actively relying on vendor provided information on their way to making a purchase decision.

4 Steps to Lead Nurturing: Walking the buying path with your customers

B2B Lead Generation Blog

The goal of lead nurturing is to help progress leads from initial interest toward purchase intent. 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.” It’s about progression.

Lead Nurturing in 6 Simple Steps

B2B Lead Generation Blog

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 . The channels you’ll use and the frequency of touches will depend on the product or service being sold and the buying cycle of the prospect.

Use These 5 Steps To Plan for Better Lead Nurturing

It's All About Revenue

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. Lead nurturing is a way to help keep your brand front and center when that purchase happens. What purchase process do they follow? But it’s a mistake to ignore those leads.

Lead Generation That Converts Leads into Sales Opportunities

B2B Lead Generation Blog

Keep the ‘giving of information’ at a comfortable leve l. It is important to remember that most people coming to your website aren’t coming to purchase right away. 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. challenge. You might also like.

B2B Websites: To Publish Prices, Or Not To Publish…That Is The.

Industrial Marketing Today

You are not alone, most business purchases, especially industrial products don’t lend themselves to a simple Manufacturer’s Suggested Retail Price (MSRP). There have been many studies done over the years that indicate that price information is the very reason why most B2B buyers visit a vendor’s website. This may include basic pricing information. There is no secrecy.

How to Match Your Content Strategy with the Buyer’s Journey

KoMarketing Associates

Nearly 64 percent of B2B technology buyers say that they read between 2 to 5 pieces of content before making a purchase. With these thoughts in mind, I want to walk through some ways to map your content strategy to match the three primary stages of the buying cycle and the types of content that might resonate best with the audience at each stage. Stage 3: Ready to Buy.

Why Your B2B Buyer Personas Are Not Helping to Increase Lead Conversions

NuSpark

To create content that boosts lead and demand generation, you need to construct B2B buyer personas that give you a clear picture of your customer, mapping their journey from when they decide to solve a problem to their purchase decision. And sales cycles linger endlessly. Because salespeople don’t know where prospects turn for information as they move through the buyer’s journey.

B2B Marketing: 4 solutions to the most common challenges

B2B Lead Generation Blog

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. Who was involved in the purchasing process. Their buying cycle. She adds that purchased lists can fill the gaps. for MarketingSherpa’s B2B Summit 2012.

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How to Use Interactive Quizzes to Make Your Sales Team Smarter

Act-On

On the sales front, you know some of the basic information about the prospect, including a few demographics, from the form they submitted. But you don’t know specifics, like their role in a purchase decision or specific pain points. While engagement and brand awareness are fine and dandy, where an interactive quiz really shines for sales teams is in the information that’s captured.

Matching the Offer with Buyer Mindset: The Website Dilemma

NuSpark

When we speak of mindset in relation to an offer, we’re talking about the degree to which your prospect is receptive to considering a purchase. 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. Awareness.