Trending Sources

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.

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. Based on the profile, the white paper content intelligently fine tunes itself to be more relevant and personalized for a prospect’s particular research and needs. More relevancy improves the white paper’s effectiveness at attracting, engaging and selling today’s more overloaded, skeptical and frugal buyer.

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.” Get Engineers Can Sell white paper now.

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. 

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. The issue is that traditional white papers are often not engaging enough to break through the clutter.

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.

Ebooks and White Papers: A Complementary Pair

Savvy B2B Marketing

Here's the question on my mind: How are ebooks different from white papers, and how do you decide which one to use? Ebooks seem to be all the rage, but I am strong proponent of a (well-written) white paper as well. In many ways, white papers and ebooks are similar: Both should be targeted to a specific reader. than with the medium (ebook vs white paper).

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Ebooks and White Papers: A Complementary Pair

Savvy B2B Marketing

Here's the question on my mind: How are ebooks different from white papers, and how do you decide which one to use? Ebooks seem to be all the rage, but I am strong proponent of a (well-written) white paper as well. In many ways, white papers and ebooks are similar: Both should be targeted to a specific reader. than with the medium (ebook vs white paper).

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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. Overall, buyers continue to prefer documents such as research briefs, white papers and blog posts as the most important form of content along each stage in the buyer’s journey. These visual and aural formats are becoming a preferred form of content, especially early in the sales cycle to connect to executives, and later to help confirm the selection and business case.

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Tom Pisello: The ROI Guy: Do White Papers Still Engage? They do if.

Tom Pisello

Tuesday, September 28, 2010 Do White Papers Still Engage? They do if they are Interactive! Using this content, buyers are taking control of the buying cycle from direct / channel sales, making the content that marketing delivers more important than ever in driving shorter sales cycles and increasing the number and value of transactions. Do White Papers Still Rule?

The Demand Spectrum and Value-Based Sales & Marketing

The ROI Guy

As the starting point for New Concept solutions, Alinean recommends a focus on the following value selling and marketing tools: • Interactive Assessment Tools: One of the best ways to diagnose issues is with an interactive assessment. Like a survey, the interactive assessment asks the prospect a series of probing questions. Why are the expenses higher?

The Big O – Outcome Selling

The ROI Guy

Empowered Buyers: Fueled by the Internet, with access to a wealth of resources, research, discussions, product and pricing information, buyers are self-empowered to drive the buying cycle, inviting sales later and later into the decision making process, if at all. Path - How will it be purchased and how can you help facilitate the decision cycle? Who will use your product? 3.

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New Research on How B2B Marketers Get More Leads

Act-On

So should every white paper, every webinar, and every other content format. White papers also do well in the CMO Council’s “Lead Flow That Helps You Grow” report. White papers and webinars again do well in Demand Gen’s 2016 Demand Generation Benchmark Report. White papers are ideal for the middle to the end of the buying cycle. That’s harder than it sounds.

Spring has Sprung, and So Should New Sales and Marketing Practices

The ROI Guy

It is not often we see so many thought leaders and pundits confluence around such significant observations: • At Forrester , sales enablement analyst Scott Santucci indicates that “We are in the middle of a major transformation in the B2B sales model, driven by customer’s enterprise-wide strategic procurement initiatives to buy only what they need at the lowest possible price”. Marketing luminary Seth Godin indicates that "No business buys a solution for a problem they don't have." Path - How will it be purchased and how can you help facilitate the decision cycle?

Alinean Launches Interactive White Papers

The ROI Guy

Overcomes Marketing Information Overload, Transforming Traditional White Papers into Dynamic, Personalized Engagement Tools Alinean, the leading creator of value-based interactive sales and marketing tools for B2B vendors, today launched a new demand generation tool for B2B marketers – Alinean Interactive White Papers. Unlike traditional white papers, Alinean Interactive White Papers use profile information from a prospect to intelligently customize the collateral with more personalized, relevant and analytical content.

Tom Pisello: The ROI Guy: Do White Papers Still Engage? They do if.

The ROI Guy

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons. Tuesday, September 28, 2010 Do White Papers Still Engage? They do if they are Interactive!

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.

Tom Pisello: The ROI Guy: Alinean Launches Interactive White Papers

Tom Pisello

Wednesday, October 13, 2010 Alinean Launches Interactive White Papers Overcomes Marketing Information Overload, Transforming Traditional White Papers into Dynamic, Personalized Engagement Tools Alinean, the leading creator of value-based interactive sales and marketing tools for B2B vendors, today launched a new demand generation tool for B2B marketers – Alinean Interactive White Papers.

Are you using the wrong lead-gen model?

Sales Engine

They diagnose their own pain (for better or worse) and start searching for solutions by watching videos, downloading white papers, attending webinars, and using social media to check vendor references before ever talking to a rep. That’s why white papers, infographics, testimonials, and webinars are effective at driving this initial interaction. They need marketing.

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

KoMarketing Associates

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. Qualities of this visitor:  At this stage of the buying cycle, prospects are likely looking for content that meets their personal or organizational needs.

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.

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33 Inspiring B2B digital marketing case studies

grow - Practical Marketing Solutions

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. Here we go: CONTENT MARKETING ADP : Developed a content marketing campaign to connect and engage with their target audience on a ADP solution using white papers and a diagnostic assessment tool. million. million. million.

Advanced Retargeting: Nurturing Your Audience Across Digital Channels

Act-On

And when as much as 75 percent of the buying process happens before a contact ever reaches out to you , it is critical to be looking for proactive ways to win hearts and minds by building the brand through any number of tactics, including retargeting. According to Gleanster Research, 30 percent to 50 percent of the leads that marketers get are qualified, but are not yet ready to buy.

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&#.

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How many profile questions does Alinean recommend for an Interactive White Paper questionnaire?

The ROI Guy

Interactive White Papers are designed to quickly personalize white paper content for relevancy. The last thing a user wants to do, even to get a valuable white paper, is fill out a lengthy profile to receive their personalized report, but at the same time you want to ask enough questions so that the content can be customized appropriately. interactive smart content interactive white paper Demand Generation Pisello AlineanThis occurs automatically on program launch, and means the user does not have to retype important profile information.

15 B2B case studies show how content marketing drives ROI

Biznology

Use specific content solutions to impact different stages of the buying cycle. ADP : Developed a content marketing campaign to connect and engage with their target audience on a ADP solution using white papers and a diagnostic assessment tool. This campaign targeted C-level prospects in financial institutions with $1 billion or more in assets across the buying cycle.

Can different call to actions in the Interactive White Paper be recommended based on the customer profile information?

The ROI Guy

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. For example, early in the buying lifecycle, executive decision makers could be guided towards a diagnostic assessment, to help pinpoint opportunities and provide prioritization advice / build urgency. interactive smart content interactive white paper Demand Generation Pisello Alinean

Industrial Marketing Content that Helps Buyers

Industrial Marketing Today

Here are some marketing content ideas for helping your buyers move closer to the procurement stage of the industrial buy cycle. Online interactive and real-time design tools. The marketing content ideas I have listed here are best suited for the late stages of the buying cycle to move industrial buyers closer to specifying your products in their BOMs and RFQs. It is very common to find marketing content from manufacturers and industrial companies that is all about how great their products are or that their technology is innovative. Valve sizing programs.

How does Alinean decide which customer profile data points to use in order to personalize the Interactive White Paper?

The ROI Guy

Typically for an Interactive White Paper , as a rule of thumb, you don’t want more than 4 or 5 profile questions. Second, buyers expect that an interactive white paper will be customized to match their relevancy needs. From our research of what buyers want, the relevant dimensions to pivot on, in priority order are: Role in buying decision (persona) Stage in buying cycle (discovery, consideration, selection) Pa in points / opportunity / analysis I ndustry Size Geographic Location.

Agency Focus: How Content Marketing is Changing, & How to Measure It

Act-On

The Gartner Group has predicted that by 2020 (just three and a half years away), customers will manage 85% of their vendor relationships without ever interacting with a human. Effective content is so critical in the right context, aimed at the right audience, at every stage of the buying cycle. But press releases, articles, and white papers? Agency leaders agree. Invest.

Is Your Content Marketing Missing the Mark?

ANNUITAS

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.”. What their information needs are at each stage. Personas.

Tech Media Publishers looking more Like Interactive Marketing.

Tom Pisello

The age of Internet fueled buying decisions means that traditional print publications just dont meet buyer or seller needs. In the recent BtoB magazine article, " Tech Media Evolution a Bellwether ", the major technology publishers were examined to understand how quickly the shift to interactive marketing was occurring. Alinean Powers ROI Calculator for Interactive Inte.

The Biggest Challenge in Creating and Marketing White Papers

Connect the Docs

Business decision makers don't read white papers just because a product or service is "cool" They have real business problems they are trying to solve. We asked white paper experts: " What is the biggest challenge in creating and marketing a white paper? He is also the author of the White Paper Pundit blog. Generating More Leads with Video White Papers.

Killer Questions to Ask Before Starting a White Paper Project

Connect the Docs

How can you create a white paper that serves it purpose - create high quality leads, provide useful information to potential customers etc. Well, like Stephen Covey said, "You begin with the end in mind" We asked our panel of white paper experts "W hat are the 3 key questions you ask before starting a white paper project? Question #1: Why a white paper?

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