The Point

APRIL 22, 2020

However, as much as it has a reputation as a way to generate “guaranteed” leads, content syndication is not a cure-all, and indeed, more than most demand generation channels, is likely to generate sales leads that gravitate towards the early stages of the buying cycle. You can always swap out content if needed.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

ClearVoice

DECEMBER 18, 2023

Rather, understand where each customer stands in the buying cycle and reach out to them with the right type of content. You can tell a lot from a prospect’s purchase readiness by looking at the resources they access: webinars, white papers, newsletters, or landing pages.

Account Based Marketing 95

Account Based Marketing ABM Tactics Top of Funnel 95

Industrial Marketing Today

MAY 26, 2010

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.

Buying Cycle 60

Buying Cycle Buy Web 2.0 Allocation 60

Industrial Marketing Today

JUNE 8, 2010

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. How can you accomplish all that?

Buying Cycle 60

Buying Cycle Buy Work Management Marketing Management 60

Industrial Marketing Today

SEPTEMBER 3, 2010

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.”

Buying Cycle 60

Buying Cycle Buy Marketing Budget Web 2.0 60

DealSignal

APRIL 27, 2023

ABM intent data is about ABM marrying Ideal Customer Profiles, Buyer Personas, high-quality contact information, and intent data into a strategic go-to-market strategy for B2B firms. It consists of behavioral signals such as site visits, webinar attendance, email click-throughs, and downloads.

Ideal Customer Profiles 52

Ideal Customer Profiles Account Based Marketing ABM Intent 52

Trade Press Services

SEPTEMBER 25, 2023

Content such as blogs, articles, webinars , videos and white papers serve as valuable resources for demonstrating expertise and success. Buyers want to know if the time is right to make a purchase and are influenced by industry trends, market conditions and their own buying cycles. Timing is crucial in B2B sales.

Lead Ranking 52

Lead Ranking Buying Cycle B2B Sales Pricing 52

Litmus

APRIL 11, 2022

That’s why we’re proud to share some of the hot tips and email marketing ideas our very own Jaina Mistry, Senior Email Marketing Manager at Litmus, shared on the recent Salesforce webinar “ 8 Email Best Practices for 2022 to Drive Growth.”. Don’t assume you know each customer journey. Reimagine your preference center.

Email Marketing 86

Email Marketing Planning Webinar Metrics Click Rate 86

Madison Logic

JULY 20, 2023

According to Gartner, a typical buying committee for a complex B2B solution consists of six to ten decision-makers , each armed with their own set of four or five independently gathered pieces of information. Each buying group member will go through the buyer’s journey at their own pace.

Buy 52

Buy Top of Funnel Account Based Marketing Multi-Channel 52

Martech

DECEMBER 8, 2021

“I think the other dynamic is that you’ve got a new generation of buyers who don’t buy like previous generations — on the B2C or B2B level — and they have budget. We have to meet them where they are and how they want to show up in the buying process.” In the future, we anticipate a lot more bidirectional flow.”

Account Based Marketing 84

Account Based Marketing Buy Process Marketing Automation Services 84

NuSpark Consulting

MARCH 9, 2014

Gated” means web visitors who want to read your e-books, white papers, and more fill in a form with their contact information as payment for downloading it. And if it’s a webinar for prospects deeper into the buying cycle, ask for some contact information. Not so fast. But you’ve locked it away.

Optimization 100

Optimization Lock-In Business Buying Cycle 100

KoMarketing Associates

JULY 12, 2018

For many B2B companies, demos are a good compromise between the traditional sales cycle that some still go through (of meeting the prospect and building a relationship before purchase) and the online aspect, where buyers can get the information they are looking for quickly. Online Training Formats.

Work Management 154

Work Management CMS Development B2B Marketing Marketing Management 154

Valasys

JANUARY 17, 2020

To perform a better job of selling their products to the B2B customers, marketers must understand how to talk to them & help them at the individual stages of their buying cycles. Brands need to effectively propagate their message, propagate their vision, key features, & other relevant information that needs to be displayed.

B2B Marketing 64

B2B Marketing Marketing AI Marketing Management B2B 64

The ROI Guy

JUNE 22, 2010

And it dawned on me that this is the greatest challenge for the next 10 years– Information Overload. One of the best ways we have found to connect with customers one-on-one is through interactive white papers. Its no longer good enough to have a one size fits all approach to white paper content.

Enterprise Management 40

Enterprise Management Buying Cycle Peer-to-peer Paper 40

Webbiquity

SEPTEMBER 7, 2010

Ask yourself and answer these questions: Do I understand my buyers’ buying cycle? You need to be able to map out your typical buyer’s buying cycle. It is the basis of any good nurturing campaign since you will building your nurturing campaign content and messages on each step of the buying cycle.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Buying Cycle Lead Management 100

Industrial Marketing Today

SEPTEMBER 13, 2010

In Needs Awareness and Research phases, the first two stages of the industrial buy cycle (see my earlier post Deconstructing the Four Stages of the Industrial Buy Cycle ) your prospects and customers use a variety of online content to find solutions to their current problems and needs.

Buying Cycle 60

Buying Cycle Marketing Automation Services Peer-to-peer Web 2.0 60

Marketing Insider Group

AUGUST 19, 2015

Doing so helps guide the lead to informed purchase decision. Often, that content is a white paper, eBook, webinar or a newsletter. Have CTAs Mirror The Buying Cycle – Different offers appeal to people who are in different stages of their buying cycle. Call-to-Action. Clear the decks!

Lead Generation 100

Lead Generation Generation Lead Scoring Lead Ranking 100

Biznology

FEBRUARY 17, 2016

Webinar/Seminar Decks and Scripts. 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.

Content Marketing 80

Content Marketing Generation Content Buying Cycle 80

Marketing Insider Group

AUGUST 6, 2015

The problem is that product-centric white papers, webinars, press releases and articles simply are not that interesting to the buyer … and here’s the thing … Google can tell whether or not the audience is engaged by your story, and it will impact your SEO. So how should this influence your content marketing strategy?

Marketing Analytics Tools 100

Marketing Analytics Tools Buying Cycle Webinar Metrics Press 100

markempa

OCTOBER 27, 2014

When people ask for information, they expect a rapid and personal response. Remember, people buy from people. It can be things like giving them extra relevant content they didn’t expect or, if they attended a webinar, giving them a follow-up executive summary or an extra white paper that’s relevant. Serve them.

Conversion Rate 120

Conversion Rate Lead Scoring Lead Ranking Ideal Customer Profiles 120

ANNUITAS

JULY 2, 2015

The problem is that product-centric white papers, webinars, press releases and articles simply are not that interesting to the buyer … and here’s the thing … Google can tell whether or not the audience is engaged by your story, and it will impact your SEO. So how should this influence your content marketing strategy?

Marketing Analytics Tools 100

Marketing Analytics Tools Buying Cycle Webinar Metrics Google 100

Everything Technology Marketing

APRIL 8, 2010

Prospects and customers are becoming more sophisticated and better informed than ever before. This exercise will help you understand how your customers are progressing through the steps of the buying cycle. What are their goals, concerns, what data do they need to move to the next step, where do they look for information?

Marketing Automation Services 100

Marketing Automation Services B2B Marketing Buying Cycle Lead Ranking 100

ANNUITAS

JULY 29, 2014

The problem is that product-centric white papers, webinars, press releases and articles simply are not that interesting to the buyer … and here’s the thing … Google can tell whether or not the audience is engaged by your story, and it will impact your SEO. So how should this influence your content marketing strategy?

Marketing Analytics Tools 100

Marketing Analytics Tools Buying Cycle SEO Google 100

Madison Logic

AUGUST 31, 2023

Gartner research suggests sales reps only have 5% of a buyer’s time during their B2B buying journey, so it’s up to marketers to arm buying groups with all the information needed to make an informed decision. Enter multi-channel account-based marketing (ABM).

Multi-Channel 52

Multi-Channel Account Based Marketing Advertising Channels ABM 52

markempa

MARCH 2, 2017

Yet, it’s helpful to notice that all customer buying cycles fit into three distinct funnel stages. Look at the relationships you’ve started through the different lead generation sources and ask what content or information can be shared to advance that conversation. Let’s say you just did a webinar or an online event.

Lead Nurturing 120

Lead Nurturing Top of Funnel Sales Qualified Leads Tactics 120

Webbiquity

FEBRUARY 2, 2011

It helps move a prospect along the buying cycle. E-newsletters, blogs and white papers are among the most popular types of content. White Paper Marketing: 5 White Paper Types and When to Use Them by SmartBug Media. . • It enhances your organization’s image (e.g., by Savvy B2B Marketing.

Marketing Budget 100

Marketing Budget Tactics Tips Content Marketing 100

NuSpark Consulting

OCTOBER 24, 2011

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.

Social Media 100

Social Media Cold Calling Peer-to-peer Media 100

NuSpark Consulting

OCTOBER 24, 2011

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.

Social Media 100

Social Media Marketing Management Cold Calling Peer-to-peer 100

Navigate the Channel

AUGUST 15, 2017

Most buyers depend on a vendor’s digital resources (like whitepapers, blog posts, and videos) when they’re at the beginning of their decision-making process—and they hold off making contact with suppliers until much later in the buying cycle. Once again, digital marketing provides the benefit of data-driven information.

Trade Show 66

Trade Show Planning Sales Qualified Leads Lead Scoring 66

Engagio

JUNE 10, 2019

This information helps inform how you communicate with them. You need to identify the individuals and determine the concerns and questions they may have during each phase of the buying cycle. Your goal is to learn who is on the buying team, their titles, roles in the buying decision and contact information.

Account Based Marketing 75

Account Based Marketing ABM Ideal Customer Profiles Marketing Automation Services 75

Biznology

OCTOBER 24, 2013

As simple as it sounds, you must keep the buying cycles in mind for various buyer types. If enterprise leads convert early on in the cycle, your top-of-the-funnel content should be as compelling as possible. You can do so with the following content: General information blogs. White papers. How-to videos.

Top of Funnel 80

Top of Funnel Sales Cycle Content Marketing Planning 80

MarketJoy

JULY 27, 2018

I’m sure you’ve heard that buyers have more power now than ever before because of all the tools and information at the buyer’s disposal. The maturation of the internet has changed the B2B buying cycle forever. You must prepare your contacts with materials that can help them gain buy-in from other stakeholders.

Purchase 64

Purchase Peer-to-peer B2B Buyer Personas 64

Industrial Marketing Today

JUNE 19, 2010

And they use different sources to get their information. What marketing content you serve at each phase of the buying cycle also matters. Here’s a chart from Enquiro’s white paper, “Building Business Online: Your Digital Persuasion Portfolio” that shows how specific content from your website plays a role at different stages.

Relevance 60

Relevance B2B Marketing CMS Development Buying Cycle 60

NuSpark Consulting

JUNE 26, 2010

Marketing automation is simply a “software as a software&# (SaaS) system that allows you to target audiences throughout various stages of the buying cycle with relevant messaging and content that further influences a lead to become a sale. Understand the customer buying process. Have an ideal customer profile.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Lead Ranking 100

B2B Marketing Analytics

AUGUST 2, 2020

These 2 KPIs are very influential when it comes to evaluating the market mix across marketing tactics and channels in different phases of the buying cycle. Designate and combine all sales and marketing engagements data along with their respective dates and account level information.

Marketing Attribution 91

Marketing Attribution Resource Management Multi-Touch Attribution Analytics 91

NuSpark Consulting

SEPTEMBER 9, 2012

Such information to gather includes: • Minimal spend. Promote offers, content, webinars, or free demos/trials. Many I have used myself for clients. When dealing with ad networks other than Google, it’s important to ask the right questions as you determine which network to do business with. Cost models- CPM, CPA, CPL.

Display 100

Display Advertisements Advertising Lead Ranking 100

Industrial Marketing Today

MAY 5, 2010

said it best when she wrote, “Passive reading of your content is not going to help online marketing initiatives shorten buying cycles or increase customer acquisition and revenues.” Your online content needs to play a much more active role in moving site visitors along in his/her buy decision.

Sales Cycle 60

Sales Cycle Web 2.0 Buying Cycle Privacy Policies 60