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Matching Webinar Content to the Buying Cycle

It's All About Revenue

Webinars are one of the most important tools for marketers to drive demand and nurture new leads. As prospects increasingly self-educate through the buying cycle, webinars have become a primary source of information that buyers turn to before making a purchase decision. Prospects in the “Awareness” stage are just learning about your company. Benefits.

Manufacturers, It’s Time to Take Back Control in the Buying Cycle

Modern B2B Marketing

However, when it comes to sales and marketing, very little has changed despite significant changes in buyer behaviors—the result of which has decreased the volume of leads that sales receives. Generating more leads isn’t a short-term, “one and done” campaign. These are the customers and prospects who are the difference between success and failure. The result?

Matching Webinar Content to the Buying Cycle: Evaluation and Purchase Stages

It's All About Revenue

An overwhelming majority (82%) of senior executives said that content was a significant driver of their buying decisions. As prospects increasingly self-educate through the buying cycle, webinars have become a primary source of information that buyers turn to before making a purchase decision. Buying criteria. Lead Nurturing You can read part 1 here.

How Content Marketing Fits into Your Buying Cycle

Writtent

To attract the best prospects, generate the most leads, and convert the most buyers, it pays to have a well-planned buying cycle or sales funnel for each buyer persona. That way you know where your sales are coming from and how to appeal to each type of customer. So where does content marketing fit into [.]. Content Marketing

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. preference, lead generation) isn't new, just more intense.

Deconstructing the Four Stages of the Industrial Buy Cycle

Industrial Marketing Today

Typically, that means understanding the prospect’s pain and then offering a solution for relief. But not easy to execute because there usually is a disconnect between what your prospect wants to hear and what you want to say about your company and its products and services. Sounds simple, right? In short, this is good, practical and actionable stuff and not some marketing theory.

3 Tips for Nurturing Prospects in Inside Sales

Sales Prospecting Perspectives

Sales Prospecting Perspectives is pleased to bring you a post from Taylor Lacey, a Business Development Representative at AG Salesworks. Or can they slowly become a lead by means of a strong lead nurturing campaign? These are three important tips to remember when nurturing prospects. Some Leads Aren’t Sales-Ready. It can lead to wasted time and wasted profit.

Lead Generation That Converts Leads into Sales Opportunities

B2B Lead Generation Blog

Tweet Ask most executives and marketers what salespeople need to sell in this economy, and they will say one thing: more leads. That’s why many marketing and lead generation programs tend to focus on quantity. Unfortunately, as little as 5 to 15%  of all marketing inquiries (aka leads) turn out to be truly sales-ready opportunities. challenge. Create a marketing funnel .

5 Ways B2B Can Learn from B2C Marketers

Buzz Marketing for Technology

Posted in Buying Cycle Conversion Conversion Optimization Customer Customer Experience Personalization Strategy. And it’s obvious why: buying cycles are longer, buyer mentalities are different, and products typically require more investigation before a purchase. Either way, the company’s aim is to educate the prospect to drive a sale. You’ll be forgiven if you.

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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. preference, lead generation) isn't new, just more intense.

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. social media ROI, lead quality, content marketing) will remain priorities in 2012.

6Sense Finds B2B Prospects Using Web Site Activities

Customer Experience Matrix

I mentioned 6Sense briefly in a recent post about vendors who help companies find prospects on the Web. Since then, I’ve had a more detailed briefing, which clarified that their scope extends well beyond prospect lists to predictive models applied across all stages of the purchase cycle. The advantage of Web site activity is it finds companies early in the buying cycle, when they are most open to considering new vendors. Company models score each company’s likelihood to buy from the client. Stages are defined in consultation with the client.

10 Event Marketing Tips to Accelerate B2B Lead Generation

LEADership

HERE ARE 10 EVENT MARKETING TIPS TO ACCELERATE YOUR B2B LEAD GENERATION. 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? Time is precious.

A 6-Point Email Marketing Checklist for B2B Lead Generation

LEADership

A 6-Point Email Marketing Checklist for B2B Lead Generation -  Back-to-School B2B Primer—Part Two. HERE IS A 6-POINT CHECKLIST OF EMAIL MARKETING TECHNIQUES THAT ARE WORKING FOR B2B LEAD GENERATION TODAY. 1.     Hook, line and sinker. You have spent some time listening to social media conversations and getting feedback from your field staff about prospects’ reactions.

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

Act-On

Definitions were set, processes were tested, sales and executives bought in across the board, and the panacea of the Lead Marketing Funnel brought peace to all. Marketing Qualified Lead (MQL ). At its simplest, a “marketing qualified lead” is a lead that has met some benchmark(s) that identifies it as having enough potential to warrant attention from your marketing department.

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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. preference, lead generation) isn't new, just more intense.

Lead Nurturing in 6 Simple Steps

B2B Lead Generation Blog

Tweet What’s the quickest, cheapest way to implement lead nurturing? I get that question frequently when I talk to marketers about lead nurturing. Lead nurturing is pretty easy to understand, but hard to execute when you have little time or budget. thought I’d share my barest-bones lead nurturing strategy. I’ll do my best to resist the urge to elaborate. Step #1.

Content Marketing Tips for Lead Nurturing

B2B Lead Generation Blog

Tweet I was asked by a reader to provide some examples of what lead nurturing touches may look like. Lead nurturing is something that’s fairly easy to understand, but for many, it’s become a frustrating thing consistently execute for two reasons: Lack of content. No plan for consistency. I’ve found that many marketers get stuck on not having enough good and effective lead nurturing content. My advice is to start accumulating and building your lead nurturing library now. How do you build your library of relevant lead nurturing content ? What can you do online?

6 Ideas to Create More Relevant Lead Nurturing Emails

B2B Lead Generation Blog

lead-nurturing tactic. Read more on how to put your customers first in lead generation. Idea #2: Understand where your prospect is in the buying cycle. Be sure to provide different kinds of information to your prospect based on what point they are in the buying process. Read more on Email Marketing: 3 lead nurture paths you should automate.

The State of Demand Generation

The Effective Marketer

There are over 20 presentations available, ranging from Social CRM and Lead Generation, to Case Studies and Sales Enablement. Buying cycle control (you need to facilitate the buying process and understand what is required of you as a result). Create (generation of “original” demand, focusing on quality, i.e. generating a better lead for sales). deals.

New Research on How B2B Marketers Get More Leads

Act-On

Lead generation, also commonly referred to as lead gen, continues to be one of B2B marketers’ top goals. It’s so important that if you distilled an average B2B marketer’s job description down to two words, they might well be “get leads”. Most marketers struggle to land enough leads, and enough quality leads. Struggling with your lead generation efforts?

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 a content audit?

10 Ways to Optimize Your Lead Conversion Rate

B2B Lead Generation Blog

Tweet The ultimate goal of B2B marketing and lead generation is to help the sales team sell. Marketers spend a lot of time and effort creating inbound leads but struggle getting those leads to convert into customers after they hand them off to sales. As I talk to marketers about their lead generation results, I often hear statements like, “We’re generating lots of leads, but they aren’t converting” or “We need to increase lead quantity” or “We need to generate more qualified leads.” Remember, people buy from people. Use your manners.

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

B2B Lead Generation Blog

Tweet Lead generation can take you on a long hike. The goal of lead nurturing is to help progress leads from initial interest toward purchase intent. 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. Lead Nurturing B2B customer path

Shortening the Industrial Buy Cycle in 5 Simple Steps

Industrial Marketing Today

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. What is the key to shortening the buy cycle? The steps are: 1. Resources

Long-Term Leads Demand Attention Now

ViewPoint

Your sales team likes nothing better than getting leads with a high probability of closing soon. So much so that many reps often ignore every lead they don’t consider hot. In reality, long-term leads often prove to be more valuable than those slated for a short-term decision. Often hot leads are really prospective buyers that have already been sold by another vendor. They’ve indicated they have a short buying cycle and they’re eager to talk, but what these buyers may be doing is validating a decision already made.

7 Benefits of Using Lead Generation Software

Sazbean

This is where lead generation software can be invaluable. Reaching your audience One of the primary functions of marketing is to make prospects aware of who you are and what you offer. Although Online lead generation With lead generation software you will able to determine the identity of your unknown website visitors. In Let’s take a closer look at how this is the case.

5 Things You Need to Convert B2B Prospects NOW

LEADership

He has often sent me a comment or a message via LinkedIn about his thoughts and experiences in the world of B2B lead generation. Most companies do not have the resources, skills and the time to do this the right way. I am also inclined to believe that there is almost a fear of innovation in the vast majority of B2B organizations that are actively using content marketing for lead generation.

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. 

Who Should Nurture B2B Leads with Social Media?

NuSpark

The Webbiquity report also indicated that companies view increasing brand awareness as their top objective on social channels, followed by lead generation. However, many are still missing the boat when it comes to using social platforms to nurture those B2B leads. However, there are many people in a B2B organization who could potentially nurture a lead on social channels.

B2B Lead Nurturing Myths That Promote Sales Pipeline Leaks

It's All About Revenue

Myths are plentiful when it comes to B2B lead nurturing. Let’s step back a minute and ask a key question, “Why is lead nurturing so important?” ” Well, the data is in and according to Forrester , businesses that put nurturing at the forefront of their lead generation strategies produce 50% more leads while slashing costs by 30%. Forget the myths.

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. We talked to Peter O’Neill, Vice President and Principal Analyst at Forrester Research , where he leads research on B2B demand generation and channel marketing, managing a small group of analysts and working with other analysts who serve CMOs and other marketing leaders. What are some of the implications of this shift on the marketing and sales processes?

Targeting Content and Calls To Action: Where Are Your Prospects?

Biznology

The contention is that knowing where your prospect is when he or she is interacting with your content becomes more and more crucial as mobile devices – and mobile networks – grow. However, there’s another important way to look at where your prospects are, and mobile devices have nothing to do with it. Where Is Your Prospect? Tweet Photo credit: Frank Gruber.

Prospects DO Judge Your White Paper by its Cover

Savvy B2B Marketing

IDG Connect showed two white paper cover examples side-by-side to 250 buying team members and asked their preference. The second added profile information, specifically who the white paper targets, what buying stage it covers and the buying team role. You can arrive at this understanding of prospects by developing buyer personas. Why Design Matters in Content Marketing

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Lead Generation: How 64% of marketers starve Sales of opportunity

B2B Lead Generation Blog

Unbelievably, most are still sending only raw leads to Sales, and they aren’t making an effort to bring those leads to a place where they’re ready for Sales to bite into. Consider data from a new report released by our sister company MarketingSherpa, the 2012 Lead Generation Benchmark Report (free excerpt at that link). 59% still don’t have lead nurturing programs.

Use These 5 Steps To Plan for Better Lead Nurturing

It's All About Revenue

Modern Marketers know that not every prospect is ready to buy now. In fact, according to SiriusDecisions , even the 20% of leads that sales reps follow up on, 70% are not qualified. But it’s a mistake to ignore those leads. It turns out that 80% of unqualified prospects today will go on to buy from someone within the next 24 months.

3 Tips to Stop Leads from Falling Through the Cracks

Modern B2B Marketing

by Maria Pergolino It’s one thing to generate leads. The industry wide statistic of 70% of leads never receiving effective sales follow-up is astounding. With the mass amount of resources devoted to lead generation, the act of following up on leads has to be improved to experience growth in conversion rates. Communicate with prospects effectively.

Social Media Supports Changing B2B Buying Landscape

Social Media B2B

The second chart shows that the length of the buying cycle is shorter. This is defined from first lead inquiry to purchase. While the most common cycle is 1-3 months in both 2010 and 2011, the number increased in 2011. There were fewer in the ranges of 4-6 months and 7-12 months in 2011, and only cycles of more than a year held steady.

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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. It doesn’t take a rocket scientist to understand that organizations need to know what their customers and prospects want and which channels (the content “carriers”) they prefer. 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. In any case, the content must ultimately lead to interaction. Social”, anyone?

Infographic: Top 10 Types of Demand Generation Content

The Point

Choosing the right content offer for a demand generation campaign isn’t simply about aligning that content with a particular buying persona. Some content types are best-suited for early stage offers, while others will only appeal to those buyers in the very latter stages of the buying cycle. Click here to view the infographic full size.