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Content Marketing and Your Buying Cycle

Biznology

But one important way you may not have thought about segmenting your audience is by where they are in the buying cycle. Every industry and offering has different wrinkles in their buying cycles, of course, but here are four fairly universal steps on the path your audience is probably walking, and against which you should be aligning content. For Detective. Judge.

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. But on the other hand, a lengthy buying cycle means you’ll have more opportunities to communicate. Here are 4 ways to use a longer buying cycle to your marketing advantage: 1) Score Your Buyers. Intrigued? How should I spend my marketing budget?

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

Tony Zambito

And, B2B CMOs need to get the buy-in on all levels. Buyer’s journey are goal -directed: Understanding the key path to buying decisions today requires more than creating a buyer’s journey map. B2B CMOs can ensure that a buyer’s journey perspective incorporates how to help buyers achieve their goals throughout the buying cycle as well as the entire customer lifecycle.

12 Secrets of the Human Brain to Use in Marketing

Buzz Marketing for Technology

Advertising Behavioral Targeting Buying Cycle Content Marketing Customer Experience Data Analytics Innovation Interactive Marketing Lead Generation Optimization Strategy Best Practices innovation 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.

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.

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

6sense

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.

Five Ways B-to-B Marketers Need to Change Their Game

Biznology

The Internet has driven dramatic changes in business buying behavior.  Just as no one buys a car anymore without first checking prices and features online, business buyers now research and educate themselves online, months—even years—before ever seeing a sales person. In Business buying processes are getting longer, and—most important—involving more parties than ever before. 

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.

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.

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.

Understanding the Buyers Journey

PR Meets Marketing

” The report isn’t discounting the value of thought leadership content or case studies, rather it’s about developing a well-rounded, content marketing strategy with balanced content at all stages of the buying cycle. Image Credit: Joe the Goat Farmer via flickr. Here are the three key takeaways I found interesting: Purchase Decisions are a Team Effort.

Importance of Context to Understanding the New Social Buyer Persona

Tony Zambito

  The second indicates that content strategy and content marketing, to be successful, will need a robust understanding of “circumstances” contextually in order to affect buyer interaction.   If we stick to definitions, the buyer world respective to background, frameworks, interactions, environments, settings, situations, events, occurrence, and etc. Image via Wikipedia.

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?

What is an Interactive White Paper?

The ROI Guy

An Interactive White Paper dynamically customizes the content of a white paper for prospects based on the prospect’s registration profile (if available), and inputs to a few profile questions. The customization of the content can be intelligently programmed to present different qualitative and quantitative results based on the prospects: Industry, geographic location and size Role in the buying cycle S tage in the buying cycle P ain points they are experiencing Currently installed solutions or current practices Current asset profiles and growth Other solutions being considered.

Paper 24

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.

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.     In the emerging social ecosystems of today, businesses will need to become integral members with their role in the social ecosystem being redefined by the social buyers they interact with.  Social Buyer Cycle. Image via Wikipedia.

10 Event Marketing Tips to Accelerate B2B Lead Generation

LEADership

For reasons ranging from, “we have an event budget we need to expend” to “we need an interactive forum with our customers” to “leads are not finding their way to us, so we need to go to them”. Which events and what type of interaction resulted in the highest conversion/buying actions? Different types of events will trigger buying decisions in different ways.

How Ready is Your Organization for the New Social Buyer Persona?

Tony Zambito

  Here is a key issue facing organizations today: each time a new social technology is introduced, it ultimately alters the buying behaviors of the new social buyer persona.    Have organizations today kept pace with the changes in buying behaviors and patterns?  Buying behaviors, patterns, and goals have and will continue to undergo further evolutions. 

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. His personal background is in international marketing, with a specific emphasis on field marketing strategy/execution coupled with the interaction dynamics between HQ and field marketing. Marketing Efficiency advocacy B2B customer experience buy cycle Content Marketing marketing and sales process sales cycle Social Media storytelling thought leadership

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

Webbiquity

The pieces presented here range from an extensive list of marketing cliches to avoid and tips to shorten the B2B buying cycle to guidance on branding, presentation skills, freelancing, job hunting and more. Steps To Shorten The B2B Buying Cycle by Search Engine Land. Enjoy! B2B Marketing Tips, Insights and Resources. 101 B2B Marketing Cliches. by Earnest about B2B.

Can social media accelerate the buying cycle?

Sazbean

Andrea Fishman, VP of global strategy and partner at interactive agency BGT Partners, however, believes that some of the challenges companies face in using social media is based on the fact that they’re applying the AIDA (attention-interest-desire-action) model. ” Instead, she suggests, companies can use social media to shorten the buying cycle by defocusing on this linear process and applying social media in more thoughtful ways: …stop thinking of how to apply social media to your current channels. – Can social media accelerate the buying cycle?

Content Marketing: Considerations When Defining a Content Plan

Conversionation

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. That’s an often overlooked aspect of content marketing. 4) Interaction with the content. Social”, anyone?

Plan 29

Buyerology Trend: Think Buyer Decision Model vs. Buyer Journey

Tony Zambito

  This article looks at how buyer decision models are changing and how marketing and sales can think beyond the buyer’s journey or buying process to adapt.    The convergence of the Internet and Social Interactions has produced a movement towards flattening models of decision-making.    Buying decisions are not excluded from this profound movement. 

How to Optimize Your B2B Marketing and Sales with Online Video

Modern B2B Marketing

How video engages prospects throughout the buying cycle. You may also take things to the next level with emerging interactive video technologies such as VeepleTV. This enhances the quality of the relationship prior to the visit and personalizes the buying experience.  by Jon Miller Online video is exploding.  Take YouTube, for example. The appeal of the play button.

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CMO Spotlight: Judith Sim, CMO, Oracle Corp.

LEADership

Your B2B demand generation efforts must take into account the cross-channel, multi-point and multi-interaction scenario that buyers are experiencing today. Sim refers to this as the “commerce anywhere” approach but truly, it is much more than commerce; it is accompanying the buyers on their journey only to add value at every stage, in every interaction, whether direct or indirect.

Buyer Interaction Shapes Buyer Experience Design

Tony Zambito

  Mead’s work concerned itself with human interactions and the symbolic nature of the world and languages.    Mead theorized that how people view the world, as well as experienced the world, shaped human interactions and that our interactions with others also shaped our view of society.  Image via Wikipedia.

What is a Marketing-Qualified Lead? What MQL Really Means

Act-On

Who are the individuals at organizations that you want your team to interact with, whom you’re most likely to have an intelligent conversation with? How important is receiving a direct dial number to your sales team, or do you interact more via email or social? Interaction-based. However, the form didn’t have any field asking whether I wanted to buy anything. Or did it?

MQL 98

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. So you might want to use this tactic when it appears as if someone is closer to buying. First, your leads are all in different phases of the buying cycle. Lead nurturing works.

B2B Companies are Really Content Companies, But is Content.

Tom Pisello

As a result, most buyers have taken charge of the buying cycle , engaging with sales representatives later and later. As a result, Internet fueled buying cycles have required B2B marketers to deliver more content and tools over more and more channels to actively engage ever more empowered, skeptical and frugal buyers. Alinean Powers ROI Calculator for Interactive Inte.

Who Do B2B Buyers Trust?

The ROI Guy

A common debate in B2B marketing is how to create and deliver the right content at the right time to help improve the connection and engagement with prospects and their buying decisions. This has led to a desire to have content that is more targeted, personalized and relevant – giving a rise in popularity to newer content formats such as videos, webcasts and interactive tools (such as diagnostic assessments, ROI calculators and TCO comparison tools). Marketers are becoming savvier as to what asset formats, content and sources work best to help facilitate the decision cycle.

Trust 30

Face-to-Face Selling Is Still Effective

Kaon

Even though people are using the Internet to get through the buying cycle before reaching out to a sales person, that does not mean face-to-face meetings are unnecessary. In fact, real data proves that in-person meetings are the most important part of a customer’s buying experience. Not every customer interaction has to happen face-to-face.

Interview with Dave Chaffey of Smart Insights

Buzz Marketing for Technology

We all know content marketing is at the heart of digital marketing, yet often content marketing strategies don’t invest sufficient in the right range of content across the buying cycle and by content I am referring to our Content Marketing Matrix which helps businesses review the best types. Advertising Behavioral Targeting Customer Experience Facebook Innovation Interactive Marketing Mobile Pay Per Click Search SEO B2B Marketing CMO content marketing Digital Marketing Teams Testing TrainingHere there must be the right balance between paid, owned and earned media.

Right vs. Wrong – B2B Sales People and Additional Thoughts About the SiriusDecisions B2B Buyer Research

ANNUITAS

Citing sources from their own research and that of Forrester and Corporate Executive Board (CEB ) that show how the majority of B2B buying cycles are self-driven, digital endeavors, Sirius then showed additional research that said these research backed statements – including their own –  may not be completely accurate. Is it really this cut and dry and right or versus wrong?

Buyer Experience Innovation: Why B2B CEO’s Must Make It Their Top Priority

Tony Zambito

Let’s define Buyer Experience Innovation : “Creating in totality an ideal buying experience and innovative interactions that engages as well as enables buyers to enter into a transactional and loyal relationship with the organization”. Sales Cycle Modeling : The sales cycle and the numerous selling models that exist have been reinvented over and over throughout the years. 

Content Investments Effective When Aligned to Facilitate Buyer’s Journey

The ROI Guy

The good news is that some tactics are perceived worthy, including tactics that involve direct interaction with buyers such as in-person events (78% effective) and webinars / webcasts (70%). the results indicate that best-in-class marketers invest more of their budgets on content marketing (31% vs. 26% on average), and secure executive commitment and buy-in to support their efforts. Of greatest importance, the most successful marketers develop and segment their content based on the buying cycle (45%) to help facilitate decision makers along each step in the process.

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. In contrast, an average viewer spends 56 minutes in a live, interactive ON24 webinar, according to our benchmark data.

White Papers are Influence Kings, But Need Personalization to Maintain Crown

Tom Pisello

Internet Fuels IT Buying Cycles According to a recent survey of 500 technology decision makers and influencers, Internet access to content is changing the way IT solutions are purchased, with buyers using on-line research to drive substantial portion of the decision making cycle on their own. In a do-more-with-less environment, IT buyers view on-line content as essential to the buying process, a facilitator to help make better decisions more quickly. Noise is removed and education streamlined, helping to reduce sales cycles and drive more sales.

Paper 21

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

B2B Lead Generation Blog

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.” The journey map is about helping you understanding the key interactions that your future customer will have with the organization.

Five Reasons You May Not Be Spending Enough on Content Marketing

Tom Pisello

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. The consumer is now in charge: researching specifications, configuring and customizing solutions, getting peer reviews and advice, comparing prices, and “buying now&#.