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

Tony Zambito

The goal for a B2B CMO, in today’s digital economy, is to strengthen the common view of customers by which their organization can make informed decisions on how best to be relevant. Today, many are realizing to succeed in being relevant to buyers, this level of understanding is crucial. And, B2B CMOs need to get the buy-in on all levels. by Matt Brooks. Related articles.

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.

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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

  In part 1 of this reflection on the future of buyer personas, I focused on some of the misconceptions about buyer personas and in part 2 , I offered perspectives on why changes were needed to be relevant to the social age.    The science of goal orientation leads to discovering the often hidden and unarticulated roots of “why” people buy.  Related articles.

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.

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. When analyzing decision making patterns, buyers make purchasing decisions based on content containing the most valuable information and seek out sources, which are trustworthy and relevant. 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.

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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?

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!

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.

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.

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.

Industrial Marketing Content that Helps Buyers

Industrial Marketing Today

IMO, the key to content marketing success is relevance. The truth is that your buyers don’t care about you, they only care about what you can do for them (See my post, “Industrial Content Reengineering for Improving WIIFM Relevance” ). 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. Sellers may be too close to the forest to see the trees and firmly believe their marketing content is helpful to their buyers. Valve sizing programs.

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&#.

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.

How Relevant Marketing Content Helps B2B Branding

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website How Relevant Marketing Content Helps B2B Branding by Achinta Mitra on June 29, 2010 in B2B Lead Generation , Content Marketing , Industrial Marketing & Web 2.0 , Industrial Marketing Strategies , Integrated Industrial Marketing Branding is usually not a popular topic in B2B marketing, especially in the industrial sector.

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.

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

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.

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. However, you do want to have enough profile information and pivot points to enable the content to be intelligently customized and relevant. Second, buyers expect that an interactive white paper will be customized to match their relevancy needs. So there needs to be a tradeoff between what buyers want with regards to personalized content, and what can be made cost-effectively available as part of the interactive white paper content.

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.

Feeding Sales Is a Process, Not a Project.

Sales Engine

They develop white papers, email campaigns, go to trade shows, and —well, you know, execute on lots of projects. Today, B2B buyers start with an anonymous Google search, which then leads to the consumption of white papers, webinars, videos, blogs, and so on. In fact, Forrester says that as much as 90 percent of the buying process is complete before the prospect engages with a vendor.

Online Display Advertising, Targeting, and Capturing Leads

NuSpark

You can find interested customers, such as sports enthusiasts, and show them relevant ads as they browse sites across the Google Display Network. If a prospect downloads a white paper, you can serve the prospect a banner ad that offers a new piece of content that promotes a topic that complements the white paper or is more promotional as you guide the prospect through his/her buying cycle.

Who Should Nurture B2B Leads with Social Media?

NuSpark

Executives can no longer ignore these channels when their entire consumer base is actively using them for research and communication during the buying cycle. Social media communication has been woven into the fabric of everyday life, so companies who want to stay relevant to their consumers should re-think their current use of social channels for nurturing. Social Selling

10 Facebook Tips Every B2B Marketer Should Know

PWB Marketing Blog

Know your buyer personas and their buying process, then develop content (white papers, ebooks, webinars, etc.) around each stage of the buying cycle. Provide fans with the most relevant and interesting content by learning and understanding which posts are truly motivating and receive the most interactions from fans. The best pages create a community, encourage fans to interact with one another, and participate in conversations in a meaningful way. Are you one of the 41% of B2B companies acquiring customers through Facebook? Be human.

Attribution: the science of marketing

Biznology

You could, for example, only measure the quality of your assets (white papers, case studies, videos demos, etc.) That severely limits potential buyer interactions with your key assets.The other main problem with requiring registrations is abandonment. If you are confident you can measure user interactions accurately, it’s time for marketing science. Attribution science.

How B2B Buyers Have Changed- and the Role of Content & Social Media

NuSpark

Information is available free (or close to it) today that you couldn’t buy for any amount of money five years ago. The astounding growth in social media usage by B2B buyers reflects an accelerated tendency to eliminate salespeople from the early stages of the buy cycle. Social media provides sellers the opportunity to interact with a range of customers, partners and prospects to discuss industry news, business issues, solutions, etc. Informative, non-promotional content in the form of blogs, case studies, webinars, white papers, videos, etc. attract prospects.

How B2B Buyers Have Changed- and the Role of Content & Social Media

NuSpark

Information is available free (or close to it) today that you couldn’t buy for any amount of money five years ago. The astounding growth in social media usage by B2B buyers reflects an accelerated tendency to eliminate salespeople from the early stages of the buy cycle. Social media provides sellers the opportunity to interact with a range of customers, partners and prospects to discuss industry news, business issues, solutions, etc. Informative, non-promotional content in the form of blogs, case studies, webinars, white papers, videos, etc. attract prospects.

5 Things You Shouldn’t Expect from Marketing Automation

Digital Body Language

Marketing automation is becoming a vital tool in today’s B2B space, as more marketers need to gain a better understanding of their customers’ buying cycles and increase their ROI from every campaign. Create interesting and relevant content. Marketing automation allows you to communicate with your leads without human interaction. Define buyer personas.

5 Ways to Help Inside Account Executives Build Their Own Pipeline

Act-On

The most valued skillset that your account executives possess is their ability to advance a potential customer through the buying cycle to close. Try this: In order to determine the quantity of opportunities that your sales reps need, do this: First , draw your funnel out on paper or whiteboard, including the conversion rates. Their pipeline has essentially dried up.

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

The ROI Guy

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.

How to Maximize Results from the Most Effective B2B Content Marketing Tactic

3D2B

When you think of content marketing, do online tactics come to mind—e-books, white papers, emails and more? Think about who you want your company representatives to interact with at the event. This one-on-one interaction gives you the opportunity to have a conversation, find out the prospects’ needs, explain the relevance of meeting with you at the event and book appointments.

33 Phenomenal Content Marketing and Copywriting Guides and Tips

Webbiquity

” Since content marketing itself is no longer a differentiator, practitioners are asking questions like: how can I efficiently create a steady stream of fresh, relevant content? Now in their mid-teens to mid-thirties, people in this generation came of age knowing how to interact with technology and are comfortable using it to their advantage.” ’ Yawn. ”).

Agency: Bottom-Line Boosters for Marketing Agencies to Adopt in the New Year

Act-On

Web Design – Rather than just passively receiving information from old-fashioned, static websites, today’s prospects and customers want to participate in the learning process, so companies have responded by creating dynamic, interactive content on their sites to help visitors educate themselves, share feedback, make choices, and opt in for further communication. Others are using all of them.

Using Content to Move Prospects Forward in the Sales Cycle

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Using Content to Move Prospects Forward in the Sales Cycle by Achinta Mitra on May 5, 2010 in B2B Lead Generation , B2B Marketing Collateral , Content Marketing , Industrial Marketing Strategies , Sales Strategies We often think of online content as the text on a web or blog page. Get Engineers Can Sell white paper now.

Beyond Buyer Personas: Connecting with Today's B2B Buyers

Savvy B2B Marketing

We know buyers aren’t operating in a cocoon when making a decision, but today, organizations often aren’t interacting with prospective buyers until quite late in the buying cycle. We’re seeing more of this interaction during purchase decisions because companies want to minimize risk. Buyer Personas: How to Deliver Relevant Content to B2B Buyers.

The End of Marketing as We Know It: Overcoming Buyer Challenges with Interactive Smart Content

The ROI Guy

The question any marketer needs to ask - Are your marketing efforts adding to the clutter, or driving a valuable dialogue and as a result, connecting meaningfully with prospects to advance the buying cycle? Rounding up the challenges, recent studies indicate that 9 out of 10 of buyers say that when they are ready to buy, they find you.

CFOs Take More Control: Frugalnomics in Full Effect

Tom Pisello

CFO Control Drives Frugalnomics Further This centralization of power to financial chiefs has important implications for the way the buying cycle is managed, and how B2B sales and marketing groups must navigate these more complex waters. Research white papers and case studies that clearly demonstrate what changes could be made to drive improvements can help loosen the status quo.

Tech Media Publishers looking more Like Interactive Marketing Firms Every Day

The ROI Guy

Tech Media publishers have seen an exponential shift in buyer behaviour, recognizing that the B2B buying decisions these publications support are now Internet driven , and that buyers are in control of the buying cycle like never before - seeking trusted sources of diagnosis, advice and recommendations. The age of Internet fueled buying decisions means that traditional print publications just don't meet buyer or seller needs. Looking at the top three technology publishers: IDG generated 43% of its revenue from print in fiscal year 2008 and 39% in fiscal year 2009.

Use Content Marketing to Manage Industrial Sales Funnels

Industrial Marketing Today

Effective content marketing requires developing content that your target audience will find relevant to their needs, roles and the stage that they are at in their buying cycle. B2B and industrial marketers are usually tasked with two main responsibilities: Fill the top of the sales funnel (ToFU) with high quality leads. similar trend is seen in the industrial sector.

B2B Videos: Go Beyond Humdrum to Engage & Enthrall

Savvy B2B Marketing

When asked which content types they had consumed in the previous six months to evaluate a technology purchase, respondents to the Eccolo Media 2011 B2B Technology Collateral survey listed videos third behind brochures/data sheets and white papers. Whether used to inform or entertain, videos are claiming a place of prominence in the world of B2B content assets. And it’s no wonder.