Navigate the Channel

JULY 27, 2023

Content and database marketing have emerged as indispensable tools in the modern marketing landscape. As we delve into the realm of content and database marketing, we’ll explore key insights and recommendations that can help your building product organization thrive in this dynamic digital age.

Database Marketing 65

Database Marketing Product Ad Building Content Marketing 65

B2B Marketing Directions

JULY 30, 2017

Fifty-eight percent of respondents said that the length of their purchase cycle had increased compared to a year earlier, while only 10% said that the length had decreased. Other findings explain why the buying cycle has gotten longer. 52% of respondents said the number of buying group members had increased significantly.

Buying Cycle 40

Buying Cycle Buy B2B Case Studies 40

Webbiquity

APRIL 18, 2024

Image credit: Mikael Blomkvist on Pexels This also applies, of course, to B2B marketing. Ideally, marketers focus their time on performing high-impact tasks that need our knowledge, expertise, and experience. So, why not let B2B marketing automation take care of the rest? What is B2B Marketing Automation?

Marketing Automation Services 165

Marketing Automation Services Ideal Customer Profiles Efficiency Marketing Automation 165

6sense

MAY 5, 2016

As the Vice President and Global Head of Marketing Analytics for HP, Kevin Bolden is always looking for that extra edge that data-driven insights can offer his marketing and sales teams. HP, like many advanced B2B organizations, has used firmographic data, segmentation and buyer profiles to improve their marketing and sales outcomes.

Buying Cycle 48

Buying Cycle Activities Buy Ideal Customer Profiles 48

Adobe Experience Cloud Blog

OCTOBER 21, 2016

Author: Peter Bell The swift digitization of the manufacturing sector continues—it’s no longer just focused on technologies that improve production and system efficiencies. The Sales and Marketing Blind Spot. This change has created a new reality for business buyers and manufacturers alike who are both becoming digitally savvy.

Buying Cycle 48

Buying Cycle Buy B2B Thought Leadership Account Based Marketing 48

NuSpark Consulting

DECEMBER 18, 2017

Unfortunately, it’s something that’s all too familiar to B2B marketers. Despite that, you need e-books, webinars and other information designed to attract leads, walk them through the buying cycle and convert sales. But what if you knew exactly who was in the market for your product, and what they wanted to read or view?

Buyer Intent 211

Buyer Intent Intent ROI Buying Cycle 211

KoMarketing Associates

DECEMBER 8, 2021

In addition to incremental changes, such as the shift toward mobile devices, B2B marketers must also contend with a rapidly changing workplace and online world. The end of third-party cookies by companies like Apple and Google can make it more difficult to visualize which sales or marketing strategies work — at least for now.

Top of Funnel 244

Top of Funnel Buyer's Journey Advertising Benchmark B2B 244

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. In fact, a failure to align offers with ad groups can be a prime culprit in poor conversion (click-to-lead) rates.

Marketing Management 207

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 207

Martech

MAY 24, 2024

B2C marketing deals with consumer purchases, which means B2C marketers are targeting individuals or small groups of people who make purchase decisions. But generally speaking, a couple considering a B2C purchase will have an easier time coming to a decision than a business buying group with varied wants and needs in a B2B setting.

Marketing Automation Services 102

Marketing Automation Services Marketing Automation Automation Tactics 102

Adobe Experience Cloud Blog

JULY 22, 2014

Author: Maggie Jones Marketing consumer products with a long buying cycle can be a blessing and curse. On one hand, there’s a bigger lag between your marketing efforts and an actual purchase – if you’re marketing a car, for example, it might take weeks for a buyer to make her decision.

Buying Cycle 48

Buying Cycle Buy Marketing Budget Budget Programs 48

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?

Buying Cycle 60

Buying Cycle Buy Work Management Marketing Management 60

Contently

DECEMBER 6, 2022

With the complex marketing strategies most of us design today, models like “multi-touch” and “omni-touch” are crucial to genuinely mapping ROI to every piece of content in the buyer’s journey. So why use single-touch attribution in a 21st-century marketing context? Why Use Single-Touch Attribution?

Multi-Touch Attribution 174

Multi-Touch Attribution Top of Funnel ROI Multi-Channel 174

Zoominfo

DECEMBER 28, 2020

They’re customers’ verbal buying signals—the cues your sales agent homes in on when talking to a prospect. And they’re online buying signals—the data trail—that prospective buyers leave as they research solutions online. Your marketing and sales teams need both. How to spot buying signals. Let’s break that down.

Lead Ranking 309

Lead Ranking Buy Work Management Marketing Management 309

Marketing Insider Group

SEPTEMBER 2, 2020

With new trends, customer behaviors, and technologies transforming the industry at top speed, there has never been a better time to be in marketing. Just think about where marketing sat five years ago. It was mainly responsible for product launch campaigns and advertising initiatives. That was marketing’s main function.

Advertising Agencies 320

Advertising Agencies Planning Paid Search Agency CMO 320

Webbiquity

DECEMBER 4, 2018

Since it promotes an integrated approach to selling, sales enablement involves both marketing and sales teams. Here are five tactics your B2B marketing team needs to master to empower sales people to close deals faster. Determine Product Messaging. And for marketing, that’s your sales team.

Sales Management 223

Sales Management Top of Funnel B2B Sales Tactics 223

The Point

JUNE 23, 2020

B2B marketing has seen a dramatic change in the last decade, driven by radical advances in marketing technology and the emergence of new channels. Content marketing is dead. * Content marketing is dead. * Change in marketing is an evolution, not a coup. Cold-calling is dead. The MQL is dead. . The MQL is dead.

Lead Ranking 264

Lead Ranking Enterprise Management Marketing Qualified Leads Account Based Marketing 264

Biznology

APRIL 14, 2017

Business decision-makers LOVE online B2B marketing videos because it gives them the most amount of information in the shortest amount of time. So now that you are on board with the benefits of online B2B marketing videos, what does video content marketing really mean?

Top of Funnel 139

Top of Funnel B2B Thought Leadership Video Marketing Lead Scoring 139

Scoop.it

DECEMBER 30, 2021

Sales productivity is a critical element of your company’s performance. Sales team productivity can be defined as a measurement of how well a sales team meets the demands of their customers, achieves their goals, and satisfies their expected outcome from working with the company they have chosen. What is Sales Productivity?

Ideal Customer Profiles 93

Ideal Customer Profiles Top of Funnel Product Lead Ranking 93

Contently

DECEMBER 3, 2020

A key part of my job as a product manager at Contently is talking to people. By getting a sense of how people think, act, and solve problems, I can help tailor our product to their needs. None of the subjects I interviewed had actually applied multi-touch attribution to their content marketing efforts.

Lead Ranking 217

Lead Ranking Multi-Touch Attribution Lead Scoring ROI 217

Vision Edge Marketing

SEPTEMBER 22, 2020

Despite the continued emphasis and variety of approaches to accelerate the business-to-business (B2B) buying cycle, many organizations remain challenged. One of the primary reasons is that Marketing and Sales are not in synch. How to Evaluate Your Sales and Marketing Alignment. We market and sell to customers.

Top of Funnel 169

Top of Funnel Planning Buying Cycle Work Management 169

Industrial Marketing Today

MAY 26, 2010

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. Without a clear understanding of the stages, it is difficult to align your marketing content with your customer’s decision-making process.

Buying Cycle 60

Buying Cycle Buy Web 2.0 Allocation 60

Industrial Marketing Today

SEPTEMBER 3, 2010

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.”

Buying Cycle 60

Buying Cycle Buy Marketing Budget Web 2.0 60

Zoominfo

APRIL 20, 2022

Marketers have spent years making sure they get credit for the leads generated by their hardworking teams. Instead, B2B marketers are turning their attention to key performance indicators that showcase how full-funnel marketing efforts can deliver increased performance. In 2020, that figure was down to 47%.

Multi-Touch Attribution 130

Multi-Touch Attribution Zoominfo Account Based Marketing Lead Ranking 130

Act-On

SEPTEMBER 24, 2023

Lower funnel keywords are an often neglected SEO strategy for marketers. One thing is for sure, though: search intent isn’t aligned with marketing automation, which is what we do here at Act-On. One thing is for sure, though: search intent isn’t aligned with marketing automation, which is what we do here at Act-On.

Top of Funnel 130

Top of Funnel Marketing Funnels Keywords Marketing Automation Services 130

Zoominfo

MAY 25, 2021

Yet a similar phenomenon has already happened with another technology: sales and marketing automation. . But more than 30 years later, we are still talking about these same productivity gains — and automation remains elusive for many sales and marketing teams. The answer has little to do with the technology itself.

Automation 252

Automation Marketing Automation Services Zoominfo Planning 252

Heinz Marketing

MAY 31, 2023

By Karla Sanders , Engagement Manager at Heinz Marketing In the fast-paced world of B2B marketing, businesses often face difficult times characterized by slowing win rates and longer buying cycles. These challenges can be particularly daunting, but they also present opportunities for growth and innovation.

B2B Sales 107

B2B Sales B2B Buying Cycle Sales Qualified Leads 107

B2B Marketing Traction

MAY 30, 2014

I’m still seeing a real reluctance on the part of many B2B businesses to get human with their marketing and really tell their story. For too long, B2B marketers have put products and services first, believing that all they had to do was “build it and they will come.” People buy from people they like.

B2B Marketing 100

B2B Marketing Product B2B Trust Marketing 100

Brandpoint

JULY 1, 2021

For sales and marketing, it will be known as the year that everyone got serious about digital. However, before the pandemic, there were still many businesses that approached their marketing and sales like it was 1995. This is especially true when it comes to marketing and sales. What Does This Mean For Marketing?

Digital Transformation 169

Digital Transformation Ideal Customer Profiles Paid Search Agency Planning 169

Marketing Insider Group

DECEMBER 17, 2019

B2B marketing has a bad reputation. Marketing materials targeted at businesses are not exactly known for their innovative and exciting ideas. If you think about the first words that pop into your head when you think about B2B marketing, they’re probably “corporate”, “dull”, “old school”, “safe”, and similar. Quick Takeaways.

Tactics 262

Tactics B2B Marketing Work Management Planning 262

Biznology

APRIL 9, 2018

Most companies conduct various types of research to understand the needs of the market. In addition to those, digital capabilities come with their own sources of real-time digital insight to help keep customers’ needs and experience in focus as you plan and execute your marketing efforts. Content is keyword. Like this post?

Paid Search Agency 184

Paid Search Agency Buying Cycle Classified Ads Keywords 184

Kaon

JULY 20, 2015

Finn: We provide interactive 3D product storytelling applications for sales, marketing and channel partners to use at live events and sales meetings. These are interactive, 3-dimensional product and solution tours. Think about the companies who buy your product. They are very realistic and engaging.

Product 100

Product Ad Building Buying Cycle Lead Ranking 100

B2B Marketing Directions

NOVEMBER 14, 2021

The predominant view of B2B buying is that it involves expensive and/or complex products or services, large buying groups and long buying cycles. That's why marketing leaders should define relevant buying scenarios as part of their planning for 2022.

Buy 94

Buy Planning Marketing Management Buying Cycle 94

Martech

SEPTEMBER 16, 2022

Businesses use content marketing strategies to generate brand awareness, educate prospects and customers and establish credibility. Providing the content customers need when they’re ready for it ultimately leads to better outcomes for marketers. How important is personalization in content marketing? Additional reading.

Digital Asset Management 131

Digital Asset Management Paid Content Work Management Marketing Management 131

Customer Experience Matrix

DECEMBER 16, 2018

So far, we’ve seen two main trends emerge: extension of CDP product scope beyond the core of building the customer database itself and expansion into new industries. Product Scope CDP product scope has a more convoluted history than you might think. But the nature of software products is to expand their functions.

Enterprise Management 278

Enterprise Management Work Management Marketing Management Marketing Automation Services 278

Sword and the Script | B2B

SEPTEMBER 12, 2023

58% spending more time researching products before making purchasing decisions; social media has become increasingly important in B2B marketing The consumerization of business technology is probably one of the biggest driving forces in the development of B2B software. Using people’s names in marketing email (i.e.

B2B Marketing 109

B2B Marketing Peer-to-peer B2B Paid Search Agency 109

KoMarketing Associates

FEBRUARY 12, 2019

B2B marketers get a bad rap. If you do a search for “B2B versus B2C marketing,” you’ll immediately see a bunch of articles about how B2B marketers “lag” behind B2C marketers. Then you’ll find more articles about how “B2B marketing is boring.” Or “what B2B marketers can learn from B2C marketers.”.

Work Management 121

Work Management B2B Marketing Marketing Management Peer-to-peer 121

Martech

MARCH 11, 2024

Martech has exploded in recent years, with over 11,000 solutions available to help marketers automate and optimize operations. However, much of this martech stack is designed to convert prospects into leads and track them through the marketing funnel. Only 5% of our market , is ready, willing and able to consider buying our product.

Efficiency 82

Efficiency Marketing Automation Services Lead Ranking Branding 82