Martech
MAY 10, 2022
Tonkin needed more reviews in more places, but he also wanted to streamline Planful’s marketing strategy to focus on in-market buyers — the people who had done their research and were close to making a purchase. That helps us understand how we want to market to these different types of audiences. A different kind of B2B buyer.
DealSignal
APRIL 10, 2024
Most importantly, we’ll show you how to leverage B2B intent data to create prioritized, consistent, and repeatable pipeline generation processes that will generate high-quality, intent-based leads and accounts to exceed target numbers each month. These actions also help create great sales-marketing alignment.
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The Point
APRIL 22, 2020
I posted recently on LinkedIn that, in the current climate, leads from content syndication and other CPL programs may be an ideal replacement for lost trade shows and other events, and indeed can be an effective way to stay engaged in the marketplace at a time when many buyers are laying low. Quality content = quality leads.
The Point
MAY 17, 2021
Whatever demand gen channels you use to generate marketing leads, there’s value in always promoting a mix of content and other offers that span the entire buying cycle: early-stage, mid-stage, and late-stage. Use of very short-term metrics will almost certainly devalue those leads and the perceived ROI from the program.
Convince & Convert
FEBRUARY 20, 2015
Contact information is easy to get, but how do you turn a lead into a customer? There is no magic bullet for conversion, despite the many wild promises you may hear, but lead nurturing can drive huge improvements. In fact: 79% of marketing leads never convert to sales. Buyers respond to brands they trust.
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?
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. Without a clear understanding of the stages, it is difficult to align your marketing content with your customer’s decision-making process.
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