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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.” 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. 

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. Stage 3: Vendor Selection. You have to be prepared to engage them throughout the cycle.

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.

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?

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.

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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!

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. When making a large purchase decision, companies usually focus on a few vendors that they prefer to inform them of what's going on in the marketplace.

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.

Five Reasons You May Not Be Spending Enough on Content Marketing

Tom Pisello

Two economic downturns over the past decade have made buyers more spendthrift, and more skeptical of vendor claims. 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. Alinean Powers ROI Calculator for Interactive Inte.

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50+ Statistics Designed to Influence B2B Marketing Budgets in the New Year

KoMarketing Associates

total of 86 percent of respondents from a study by Research+Data Insights found that word of mouth from peers was the most influential factor in narrowing their options for potential vendors. B2B buyers are exploring a number of different channels when conducting vendor. Over Over the past year, 83 percent of respondents said that they have turned to white papers for research. Other

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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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.

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.

5 Steps to B2B Marketing Success

Everything Technology Marketing

By Holger Schulze Major shifts are taking place in B2B marketing that started a few years ago but have accelerated in recent months – in the marketplace as well as inside vendor organizations. This exercise will help you understand how your customers are progressing through the steps of the buying cycle. Customers are are in the driver’s seat today. Time to get ready

Tech Media Publishers looking more Like Interactive Marketing.

Tom Pisello

As well, the Tech Media publishers have seen a dramatic shift in B2B vendors, who are looking for innovative ways to break through marketing fatigue to attract, connect and engage ever more skeptical and frugal buyers. The age of Internet fueled buying decisions means that traditional print publications just dont meet buyer or seller needs. Do White Papers Still Engage?

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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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.

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

NuSpark

They do their own research online, and then contact vendors and service providers when they’re ready to talk price. 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.

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

NuSpark

They do their own research online, and then contact vendors and service providers when they’re ready to talk price. 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.

Demand Generation 101: 7 Tactics For Generating High Quality Leads

Act-On

From there, the lead is nurtured from that first interaction along a journey to the consideration phase where marketing passes the qualified lead off to sales. But if they aren’t ready to buy now, that doesn’t mean that they won’t ever buy. Consumers are now in the driver’s seat in their buying journey. How do they go about making buying decisions?

33 Phenomenal Content Marketing and Copywriting Guides and Tips

Webbiquity

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.” How can every vendor be the ‘leading provider’ anyway?” What Tech Buyers Want From Content by Marketing Interactions. What types of content are most valuable to my sales prospects? Adam T.

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.

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.

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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. And they are looking for relationships with vendors that cause the least amount of disruption to these interdependencies. How Buyer Personas Shape White Papers

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. As well, the Tech Media publishers have seen a dramatic shift in B2B vendors, who are looking for innovative ways to break through marketing fatigue to attract, connect and engage ever more skeptical and frugal buyers. and creating advertising networks.

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.

The Quest to Prove Marketing’s Impact

LeanData

Brinker’s compilation of 1,876 vendors across 43 categories in his 2015 Marketing Technology Landscape Supergraphic is an eye-catching representation of the expanding universe of MarTech companies. It’s really hard to say what sealed the deal in a complex selling environment where the sales cycle is long and lots of parties are involved in the buying committee. percent to 11.1

2013 Marketing Automation Trends That Will Boost Your Social Media

WindMill Networking

Digital marketers continued to explore ways to integrate social media with traditional lead generation, and many automation vendors began rolling out software features to encourage that integration. The Use of social media interactions (e.g. Consolidation might provide vendors with the resources to develop more complete sets of social media-related functions. Related articles.

Tom Pisello: The ROI Guy: Diametrically Opposed Forces: Selling.

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. The Bottom Line Buyers are clearly in control of the buying cycle and are more frugal than ever before.

Tom Pisello: The ROI Guy: IDC: Economic Buyers, Digital Overload.

Tom Pisello

As a result, sales is being invited later into the decision making process, sales cycles are extending and deals are stalling. This can cause buyers to slow the buying lifecycle as they struggle on their own to put the pieces together, or worse, dismiss your solution altogether because of perceived benefit or value issues. We call this the “Internet fueled buying cycle.&#

Best Social Media and Digitial Marketing Research and Statistics of 2011, Part 1

Webbiquity

And nearly two out of three executives have visited a vendor’s website after viewing an online video elsewhere. are the most retweetable day/time of the week, per Dan Zarella of HubSpot. (I don’t buy that one, as in my experience, Twitter pretty much dies between noon on Friday and early Saturday morning.) 48% of Twitter users say they rarely or never check Twitter.

Tom Pisello: The ROI Guy: Predictions for 2011: The End of B2B.

Tom Pisello

At the same time, B2B buyers are taking advantage of the wealth of information available via the Internet and social media to become more empowered, taking charge of the buying cycle. Internet Fueled Buying Cycles on the Rise – In the B2C space, the Internet has fundamentally changed how books, apparel, electronics, music, cars and other goods are bought and sold.