Remove Buying Cycle Remove Marketo Remove Persona Remove Process

Trending Sources

The Importance of Buyer Personas to Lead-to-Revenue Management

Tony Zambito

tough assignment for B2B marketers today is getting a handle on how buyers progress through the buying and selling cycles.    As Sirius Decision and CSO Insights have reported on often, buyers are progressing through 70-80% of the buying and sales cycle before engaging directly with sales.  Image by nicolasnova via Flickr.

Resources for Creating Buyer Personas Using the Right Content

Writtent

You need a lot of different kinds of content , you have to figure out how it all fits into your buying cycle , and your content has to adjust to the different media through which you share it. By creating buyer personas. scoured the web to find the best resources on creating buyer personas and aligning them with your content marketing. Understanding Buyer Personas.

Mapping marketing content across the buying cycle and personas (via )

Fearless Competitor

Event we did with Marketo on mapping content across the buying cycle. Today Find New Customers hosted a webinar today featuring Jon Miller, VP, Marketing at Marketo.  One of the key principals he shared was the process of mapping content to the way your customers buy.  Here's an excellent ebook from www.junta42.com clickpredictions2010[1] by Click Documents, sponsored by Marketo. Jon shared his "secret sauce" for lead generation. It was an excellent webinar for all of our Insiders at Find New Customers. One of the … Read More.

Mapping marketing content across the buying cycle and personas

Fearless Competitor

Today, Find New Customers hosted a webinar with Jon Miller, VP, Marketing at Marketo.  One of the key principals he shared was the process of mapping content to the way your customers buy.  clickpredictions2010[1] by Click Documents, sponsored by Marketo. One of the things I did at Aplicor was develop buyer personas, map the buying process, industry, and other factors.  Over that grid we wrote down the questions and concerns that particular buyer, in that particular stage of the buying process, etc. This enabled us to create a grid. 

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. processes are fundamentally changing. B2B Marketing.

My thought leadership interview at Marketo

Fearless Competitor

Recently, Marketo — a marketing automation company with an extremely popular blog called Modern B2B Marketing contacted me and invited me to share my expertise in B2B demand generation with their readers.  Here are the questions Marketo asked, along with my answers: (Marketo) How did you first get started with online B2B Marketing and what do you like best about it? decided to pen the white paper, How to Find New Customers , which Marketo generously sponsored. Jeff) Today, buying cycles are growing longer and decision making processes are growing more complex. 

Best Practices for Marketing Automation from 11 Experts

Modern B2B Marketing

Best Practice #1: You Can’t Automation A Process That Doesn’t Exist—Always Map Your Lead Flow. Marketing automation without a lead process is just like that… navigating without a map in the hopes of getting to the right place. You can’t automate a process that doesn’t exist.”. “The first step is understanding who’s involved in the buying cycle.

My thought leadership interview at Marketo

Fearless Competitor

Recently, Marketo — a marketing automation company with an extremely popular blog contacted me and invited me to share my expertise in B2B demand generation with their readers.  Here are the questions Marketo asked, along with my answers: How did you first get started with online B2B Marketing and what do you like best about it? In your white paper, How to Find New Customers , you discussed the ever-changing buying process. Today, buying cycles are growing longer and decision making processes are growing more complex.  Watch your language. 

Sights and Sounds of SXSW: Transformational Marketing and The Era of Engagement

Modern B2B Marketing

This year, Marketo set out to make a splash at the event. On Sunday, Marketo featured four informative sessions around both marketing best practices and the future of marketing. Use holistic, agile methodologies, software, and processes. Created buyer personas and journeys. Activation : Conversion through the buying cycle. East 6 th St. Big topic! Sales.

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. processes are fundamentally changing. B2B Marketing.

Top 50 B2B Marketing Influencers On Twitter

B2B Marketing Insider

Marketo – Marketo.com – Marketing software. curated production process + a fully-vetted community of creative pros = outstanding and affordable video content. that advance the buying cycle: Founding member  @ savvy_b2b  blog. Provide expertise in buyer research, buyer personas, and marketing/sales effectiveness to achieve revenue growth. Powerful.

How Should I Structure My Marketing Automation Team?

Modern B2B Marketing

As head of our Customer Success/Account Management team here at Marketo, one question I hear frequently from new CMOs, VPs of Marketing and Directors of Marketing/Lead Generation is: “How can I build my marketing automation team?”. At Marketo, we have a much larger team. He or she will work with your content manager, mapping the right content to the right place in the buying cycle.

33 Phenomenal Content Marketing and Copywriting Guides and Tips

Webbiquity

Share your expertise to guide them through the process to better understand their issues.” ” 5 CEO-Worthy Metrics for Demonstrating Inbound Marketing Success by Marketo B2B Marketing Blog. Because not all “leads” are ready to turn immediately into buyers, Shelley Pringle outlines a four-step process for converting those leads into customers over time.

The ROI of Marketing Automation

Modern B2B Marketing

In other words, companies don’t buy marketing automation to automate their marketing. They buy it to: Grow revenue faster. Source: Marketo Benchmark on Revenue Performance as of Sept 15, 2012 (N=489). The Marketo Benchmark on Revenue Performance identified four levels of maturity, with the majority of responders in the two lowest levels. Process. Data Quality.

How Should I Structure My Marketing Automation Team?

Modern B2B Marketing

As head of our Customer Success/Account Management team here at Marketo, one question I hear frequently from new CMOs, VPs of Marketing and Directors of Marketing/Lead Generation is: “How can I build my marketing automation team?”. At Marketo, we have a much larger team. They will work with your content manager, mapping the right content to the right place in the buying cycle.

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. processes are fundamentally changing. B2B Marketing.

Content Curation for Lead Nurturing

Modern B2B Marketing

Lead nurturing is the process of building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready.  You need different content for each buying profile, e.g. each target persona.  The Content Challenge. Remember, the primary goal of nurturing is to keep in touch with the potential buyer.

Three Key Job Roles to Make Your Marketing Automation Rock

Modern B2B Marketing

Three Key Job Roles to Make Your Marketing Automation Rock was posted at Modern B2B Marketing - Marketo Best Practices Blog. | [link]. by Heidi Bullock Marketing automation is a great solution to help drive your business.  Marketers need to be more accountable, engage with customers and potential buyers, and also scale their activities.  Content Manager. Marketing Operations Manager.

How Consumers Decide: Marketing for the 5-Step Model

Modern B2B Marketing

In 1968, researchers Engel, Blackwell, and Kollat developed a five-step model of the consumer buying decision process (known as the Engel-Blackwell-Kollat or EBK model), and that model is still useful for marketers today. The first step of the buying cycle is that the consumer recognizes a problem which needs to be solved, or a need which needs to be satisfied.

The Case for Predictive Marketing Automation: Account-Based Marketing

6sense

This evolution has allowed lean teams to drive customized messaging and improved engagement across product lines, personas and the customer lifecycle. Using customer behavioral data coupled with predictive modeling, predictive intelligence is helping companies identify in-market accounts and gain visibility into their buying needs and the stage of the buying cycle they’re in. Companies that are able to make the most of ABM strategies sell products that require a highly considered purchase process. Target and market to buying committees not individuals.

John McTigue On The Intersection of Content and Marketing Automation

Modern B2B Marketing

Marketing automation will yield higher conversion rates and ROI because campaigns are better targeted towards the right persona and utilize consistently high quality, relevant content. The most important thing is to emphasize the “marketing” and not just the “automation” Pay attention to the content marketing strategy and target persona in every stage of a campaign.

B2B 13

Book Review: eMarketing Strategies for the Complex Sale

Webbiquity

Marketing automation systems—from vendors like Eloqua , Marketo , Genoo , Manticore and others—are great tools for moving prospective buyers along the path from interest to desire to action. Without a solid content strategy to support that movement through the marketing and sales cycle, all you’ve got is a nice email system. Begin by creating buyer personas—who are your buyers?

Top 24 B2B Marketing Posts in February

B2B Marketing Zone Posts

Gentle touches mapped to buyer personas and other variables. This information includes the answers to: Who is the buying decision-maker? Online Lead Generation: How to optimize forms to convert “window shoppers” into leads webinar by Flint McGlaughlin - B2B Lead Generation Blog , February 12, 2010 As I’ve written before , when dealing with the complex sale, most people aren’t coming to your website to buy; they’re coming to your site for information. One of the key principals he shared was the process of mapping content to the way your customers buy

Key Takeaways from IDC’s 2012 CMO Advisory Service Best Practice Series: Realizing the Vision of the 21st Century Lead Management

Modern B2B Marketing

According to the companies surveyed, here are some key attributes and skills that you need to think about when looking for your team: Attributes: Process and systems thinker: comfortable working in complex environments, process oriented, and able to conceptualize the entire lead life-cycle. As marketing becomes more complex and more technical, the talent pool narrows.

Top 32 B2B Marketing Posts and Hot Topics of Social Media Forecast

B2B Marketing Zone Posts

HP, P&G) to the channel… The Difference Between B2B Leads and Personas - Marketing Interactions , April 17, 2010 B2B marketers have relied on lead definitions to define their marketing programs for years. Monday Marketing Term: Content Mapping - Marketing Genius Blog , April 26, 2010 Content mapping is the process of understanding and organizing the flow of content for your website, nurturing campaigns or blog, so it can be presented to your audience ( personas ) based on their needs and stage in the buying cycle. Best of B2B Marketing. April 2010.

Embrace True Nurturing Programs

Connect the Docs

Why should you engage prospects consistently across the complete buying cycle? " Marketers will employ nurturing programs across the entirety of buying cycles to fuel pipeline momentum. They will realize that engaging prospects consistently across the complete buying cycle drives more viable sales opportunities into their pipeline. Ardath Albee.

7 Ways to Generate More Sales Revenue with Marketing Automation

Modern B2B Marketing

by Katie Byrnes In a recent webinar, Mac McIntosh, Founding Partner of AcquireB2B, and Jep Castelein, Founder of LeadSloth (and new Principal Consultant at Marketo!) According to AcquireB2B research, 25 – 33% of prospects buy your product after 1-18 months. discussed the top seven ways to utilize marketing automation to generate more sales revenue. Increase sales productivity.

Content Takes Center Stage

Connect the Docs

" Stephanie Tilton is a seasoned white paper and case study writer who helps B2B companies advance the sales cycle by engaging prospects and customers. Recognizing that marketing automation tools are only effective when fed sufficient content to nurture leads throughout the buying cycle, more B2B organizations will commit a growing percentage of their budget to content creation.

Turning Marketing Into a Revenue Center: Interview with Debbie Qaqish

Modern B2B Marketing

by Jason Miller The Marketo 2012 Global User Summit is right around the corner and we have a stellar lineup of keynotes including Debbie Qaqish, Chief Revenue Officer at the Pedowitz Group. We We’ve refined the “how” into a simple model and online assessment we call RM6 (Revenue Marketing 6) that uses 6 main controls – Strategy, People, Process, Technology, Content and Results.

Marketing Automation Trends for 2010

LeadSloth

Manager, Inbound Marketing, Marketo. With shiny new marketing automation platforms now in place, 2010 promises to be the year that marketers begin to create business processes to measure and manage the marketing funnel. funny thing happens when you start planning out communication—it actually happens, it addresses buying cycle gaps and it becomes more effective because it’s cohesive. Access to this data is the foundation for making budgetary and, when necessary, process changes. Manager, Inbound Marketing, Marketo ( @InboundMarketer ). predictions.

ROI 9

What Marketers Can Learn from Top-Performing Sales Reps

Savvy B2B Marketing

Top-performing sales reps: Understand prospects' needs and objectives Make the most of sales tools Quantify each sales activity and interaction Negotiate at every turn By studying these best practices, marketers can improve their own processes for connecting with prospects and guiding them down the path to purchase. This list serves as a basis for bargaining throughout the buying cycle.

What Marketers Can Learn from Top-Performing Sales Reps

Savvy B2B Marketing

Top-performing sales reps: Understand prospects' needs and objectives Make the most of sales tools Quantify each sales activity and interaction Negotiate at every turn By studying these best practices, marketers can improve their own processes for connecting with prospects and guiding them down the path to purchase. This list serves as a basis for bargaining throughout the buying cycle.

Sales and Marketing Alignment: Thought Leadership with Jill Konrath

Modern B2B Marketing

This interview with Jill provides great insight and best practices to improve sales and marketing alignment and shorten the sales cycle for B2B companies. They should map out the customer decision process and create buyer personas. Using that information, they should determine how to best interact with customers throughout their entire buying cycle. Your post, How to Shorten Your Sales Cycle , advises following "triggering events" (such as include mergers) that indicate a prospect could benefit from the service you provide. Enjoy! 1. technology.

ClickInsights: How can B2B marketers use content effectively for demand generation?

Connect the Docs

Marketo's Modern B2B Marketing. When you create your content strategically, you have the ability to more accurately gauge how far along prospects are in their buying process based on which content they view. By creating valuable content mapped to the needs they have throughout their buying process, you both win. They must move the buying process forward.

ClickInsights: What ROI metric should B2B marketers use in this digital marketing era?

Connect the Docs

Marketo's Modern B2B Marketing. Marketing and Sales Alignment – Marketo eBook (New!). Tune and refine the buying process. You’ll see shorter buying cycle times. There are a couple of things you need to do to make this metric viable: • Map your prospects’ buying process (personas and segmentation will help). Blogs.

BtoB Leading Edge: 10 Sharp Tips taken from the Cutting Edge Demand Generation Virtual Conference

Modern B2B Marketing

  Buyer personas help companies develop paths for pros pects, helping those who may purchase learn about your product or service and allowing them to consume information at their own pace.      Offers need to be relevant AND appropriate for the prospect's place in the buying cycle.   Because consumers want to see different information at different parts of the decision process, the asset you choose to present at a particular time may often decide if you make their short list.     2.   3.   Why?