Adobe Experience Cloud Blog

MAY 15, 2019

Are they at the right stage of the buying cycle? Why target the busy executive who won’t have time to read your content when you can target the person tasked with researching technology and reporting to them? In fact, according to research by MarketingSherpa , databases naturally degrade by about 22.5%

Demand Generation 134

Demand Generation Segmentation Demand Generation 134

Tony Zambito

JANUARY 5, 2011

When looking at lead-to revenue management models, as recently put forth by Marketo and Forrester , they offer promising perspectives on shifting the focus from the quantity of leads to actual revenue generation.    This makes buyer personas, mapping of the buying process, and qualitative research even more important! . 

Buyer Personas 100

Buyer Personas Lead Ranking Work Management Buying Cycle 100

Webbiquity

FEBRUARY 14, 2010

Marketing automation provider Marketo has just published The Definitive Guide to Lead Nurturing , a white paper that provides real value, covering the lead nurturing process from the basic how and why through ROI measurement. The guide itself is well-researched, clearly written and highly practical.

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Sales Qualified Leads 100

Customer Experience Matrix

AUGUST 28, 2014

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. and key activities (Web site visits, topics researched) and scores at both company and individual levels.

Lead Ranking 120

Lead Ranking Activities Lead Scoring Marketing Automation Services 120

Adobe Experience Cloud Blog

JULY 7, 2017

The lead must also have a need for your product or service and be ready to research and evaluate solutions. By the time a lead reaches your website, they’ve already done 60% of the research elsewhere online. Intent data from the social web gets you much greater visibility earlier in the buying cycle. Why is that?

Lead Ranking 134

Lead Ranking Lead Scoring Intent Data Intent 134

Adobe Experience Cloud Blog

AUGUST 2, 2017

It’s easy to buy software, but it’s difficult to transform. How do you overcome your legacy systems and processes? How do you maintain relationships throughout years-long healthcare buying cycles? How do you navigate the regulatory waters? How do you convey value propositions that are deeper than ROI? Lead Management .

Work Management 134

Work Management Budget Programs Marketing Management Advertising Agencies 134

SalesIntel

NOVEMBER 17, 2022

The top 3 barriers to effective implementation of marketing strategies were considered to be lack of brand awareness, lack of leads generated and lack of automation of processes. The buying cycle in the education industry is typically longer and often involves more decision-makers compared to other businesses.

Top of Funnel 98

Top of Funnel Marketing Budget Paid Content Paid Search Agency 98

NuSpark Consulting

OCTOBER 9, 2017

Start with your persona research. Understand your buyers and the questions they ask throughout the buying cycle. As you write, you’ll continue to research and new juicy thoughts will float into your brain. Judgments are just speed bumps in your writing process. As you write, dig into your research and learn.

Ethics 145

Ethics Buying Cycle Stats Marketo 145

Lake One

APRIL 23, 2020

Marketing automation helps manufacturers simplify complex b2b processes while personalizing and scaling their digital marketing and sales efforts. Marketing automation is all about using software to automate manual processes and activities. Found on HubSpot , Research by Jupiter Research. But First, Strategy.

Marketing Automation Services 52

Marketing Automation Services Sales Management Marketing Automation Automation 52

NuSpark Consulting

JANUARY 21, 2012

B2B lead generation and lead management is a complicated process that can’t be detailed all in one book. The original book from Hubspot that started the transition from outbound marketing and push advertising to inbound marketing; the process of making prospects find you. Makes complicated processes easy to understand.

Demand Generation 100

Demand Generation Lead Generation Demand Generation 100

Ambal's Amusings

APRIL 21, 2010

Conduct an audit to determine nature and effectiveness of content marketing assets vis-à-vis purchase influencers and points in the buying cycle. Research and retain outside experts for strategy, ideation, and content development. Click and download FREE eBook from Marketo and ClickDocuments. Strengthen weak spots.

B2B Marketing 100

B2B Marketing B2B Thought Leadership Long Tail Marketing B2B 100

Adobe Experience Cloud Blog

AUGUST 28, 2017

Start with your persona research. Understand your buyers and the questions they ask throughout the buying cycle , then fill your editorial calendar with topics they want to learn about. As you write, you’ll continue to research and new juicy thoughts will float into your brain. But you’ll pay the price. a brain dump.

Thought Leadership 134

Thought Leadership Ethics Buying Cycle Stats 134

Webbiquity

FEBRUARY 13, 2010

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.

Emarketing 100

Emarketing Marketing Automation Services Manticore Marketing Management 100

Launch Marketing

NOVEMBER 20, 2019

Recent Gartner research discovered that over 80% of organizations currently expect to compete primarily on customer experience (CX). Most customers complete 57% of the buying process before engaging with a company representative (Accenture). Support prospects’ pre-purchase research.

B2B 48

B2B Paid Search Agency Content Touchpoints 48

Adobe Experience Cloud Blog

JANUARY 2, 2013

Instead, you must create multiple pieces of content relevant to buyer roles and buyer stages, enticing a lead to engage with your content multiple times during the buying cycle. Buying Role. When we speak of buying roles we are specifically talking about the procurement responsibility of the prospect. Content Mapping.

Demand 48

Demand Generation Demand Generation Agencies Buying Cycle 48

Marketing Insider Group

JANUARY 24, 2013

Forrester – Forrester Research, Inc – An independent research company that provides pragmatic advice to global leaders in business and technology. Marketo – Marketo.com – Marketing software. that advance the buying cycle: Founding member @ savvy_b2b blog. Cambridege, MA – [link].

Twitter 100

Twitter Demand Generation Agencies Paid Search Agency B2B Marketing 100

Adobe Experience Cloud Blog

JUNE 5, 2013

As a Solutions Consultant here at Marketo, I speak to financial services companies on a regular basis. Opportunity – Firms need to overhaul their marketing to target clients much earlier in their decision making process (buying cycle): the point in time when people are still unaware of financial services products.

Work Management 48

Work Management Marketing Management Marketing Automation Services Service 48

Adobe Experience Cloud Blog

JUNE 13, 2011

Of that group, some should raise their hands every month (or whatever time period is most appropriate to your buying cycle) and say, “now I’m ready to engage with sales.”. The conversion rates of each respective group will help you persuade those who claim nurturing doesn’t significantly alter the buying process.

Lead Nurturing 48

Lead Nurturing Sales Management Top of Funnel B2B Sales 48

Adobe Experience Cloud Blog

SEPTEMBER 5, 2014

Some are made quickly, without much thought, while others can take weeks or months of research and deliberation to decide. From the moment a consumer decides to start researching a purchase, she’ll inevitably be presented with many available options. The larger the purchase decision, the longer this process will take.

Thought Leadership 48

Thought Leadership Buyer Personas Buying Cycle Paid Search Agency 48

Adobe Experience Cloud Blog

APRIL 7, 2016

Author: Stacey Thornberry A joint Marketo and Reachforce research piece found that businesses are 67% better at closing deals when sales and marketing work together. Align your content to stages of the buying cycle and score each asset accordingly. See if your marketing team can automate these processes for success!

Lead Ranking 48

Lead Ranking Top of Funnel Marketing Qualified Leads Lead Scoring 48

Adobe Experience Cloud Blog

OCTOBER 18, 2012

In this blog, I’ll summarize: The latest research on the ROI of marketing automation, Explain how varying levels of sophistication in usage (e.g. Source: Marketo Benchmark on Revenue Performance as of Sept 15, 2012 (N=489). Source: Focus Research Study: Marketing Automation, March 2011. Consider just a few studies.

Marketing Automation Services 48

Marketing Automation Services Marketing Automation ROI Automation 48

Adobe Experience Cloud Blog

SEPTEMBER 20, 2009

How to customize drip "stay in touch campaigns" based on buyer role and stage of the buying cycle. What types of campaigns accelerate the buying cycle. The Definitive Guide to Lead Nurturing is a systematic, research-based look at how to approach your lead nurturing process. "The MarketingSherpa.

Lead Nurturing 48

Lead Nurturing Webinar Metrics Demand Leads 48

Adobe Experience Cloud Blog

MARCH 7, 2011

by Bill Binch To create the best lead generation process, you’ve got to keep sales and marketing on the same page. Automation speeds up and beefs up lead qualification processes. Automation breaks down the time barrier and allows marketers to determine exactly when leads enter the buying cycle, making it possible to follow up quickly.

Top of Funnel 48

Top of Funnel Lead Scoring Lead Ranking Marketing Management 48

Valasys

AUGUST 19, 2019

The very purpose of content marketing has been associated with the feedback mechanisms to trigger lead generation processes for B2B businesses. In marketing, the action or process of identifying and cultivating potential customers for a business’ product or services is termed lead generation.

Lead Generation 40

Lead Generation Top of Funnel Lead Ranking Sales Qualified Leads 40

Engagio

JULY 31, 2017

The B2B lead handoff process is broken. Research shows that upwards of 80 percent of leads generated by marketing are neglected or never acted upon by a sales rep. For example, Socedo can push Twitter-based intent signals onto lead records as new fields into marketing automation platforms such as Marketo or Oracle Eloqua.

Intent Data 85

Intent Data Account Based Marketing Intent ABM 85

Customer Experience Matrix

SEPTEMBER 30, 2010

There’s still time to sign up for my October 7 Webinar on stage-based marketing measurement (sponsored by Marketo and hosted by the American Marketing Association ). Quick review: stage-based measurement tracks the ability of marketing programs to move leads through stages in the purchase process. And, here's a funny picture.

Budget Programs 120

Budget Programs ROI Forecasting Statistics 120

Adobe Experience Cloud Blog

JANUARY 3, 2014

At a recent webinar with Cory Munchbach, analyst at Forrester Research, and Jon Miller, Marketo’s co-founder and VP of Marketing, the two speakers clarified exactly that. But to customer obsessed organizations, there’s nothing “random” about this new buying cycle. Which channels do they research your product on?

Ideal Customer Profiles 48

Ideal Customer Profiles Multi-Channel Lead Scoring Lead Ranking 48

Adobe Experience Cloud Blog

JANUARY 3, 2014

At a recent webinar with Cory Munchbach, analyst at Forrester Research, and Jon Miller, Marketo’s co-founder and VP of Marketing, the two speakers clarified exactly that. But to customer obsessed organizations, there’s nothing “random” about this new buying cycle. Which channels do they research your product on?

Ideal Customer Profiles 48

Ideal Customer Profiles Multi-Channel Lead Scoring Lead Ranking 48

Adobe Experience Cloud Blog

DECEMBER 20, 2010

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. To learn more, download the full webinar.

Marketing Automation Services 48

Marketing Automation Services Ideal Customer Profiles Marketing Automation Automation 48

Adobe Experience Cloud Blog

MAY 6, 2011

What kind of influence do particular leads have in the buying cycle (i.e. What is the current length of the buying cycle and how can we shorten it? Knowing these will enable you to intercept them as they research solutions to their challenges. They’ve just begun the research process.

Sales Leads 48

Sales Leads Sales Qualified Leads Tips Leads 48

Directive Agency

AUGUST 3, 2020

Usually, this is a piece of content such as an ebook, downloadable research report, or even a webinar. . In this example, this ad from Marketo doesn’t immediately ask for a buy-in: Instead, the ad points the user to a long-form piece of content where the user can learn more about marketing automation software in general.

Top of Funnel 64

Top of Funnel Paid Search Agency Facebook Ads 64

Adobe Experience Cloud Blog

NOVEMBER 11, 2009

What aspects of the buying cycle are most important to open source companies? The entire buying cycle is important. Most open source companies are starting to understand their sales funnel better and are educating their customers throughout the buying cycle.

Thought Leadership 48

Thought Leadership Practices Marketing Automation Services Lead Ranking 48

Adobe Experience Cloud Blog

OCTOBER 24, 2011

by Liz Smyth The abundance of information available online and on social networks has fundamentally changed the way that customers research and buy solutions. Taking time to map your content based on profile and stage in buying cycle is the first step to ensuring relevance. And the answer is a resounding “Yes!”.

Marketing Automation Services 48

Marketing Automation Services Marketing Automation B2B Marketing Automation 48

Adobe Experience Cloud Blog

DECEMBER 16, 2008

But as we all now know, the ways buyers research and purchase B2B solutions has been transformed by search and social media. This means marketing needs to fill in the gap by nurturing those leads until they are ready to engage in an active buying cycle. Looking for more information?

Sales Leads 48

Sales Leads Sales Qualified Leads Top of Funnel Leads 48

Adobe Experience Cloud Blog

OCTOBER 4, 2011

The idea behind activity intelligence is gaining the insight into what potential buyers are doing throughout their research processes. Tracking a few keywords can provide a vendor with valuable insight into what factors various buyers are weighing the heaviest in their decision-making process. Things are speeding up, no doubt.

Demand 48

Demand Brand Identity Branding Demand Generation 48

Adobe Experience Cloud Blog

SEPTEMBER 16, 2016

Whether you’re at a small shop that manages a few hundred million or at a firm that manages billions, you may still be relying on antiquated processes for driving demand. Small and large businesses alike face similar challenges, and financial services in general are often behind the curve when it comes to new technology and processes.

Work Management 48

Work Management Marketing Management Lead Scoring Lead Ranking 48

Adobe Experience Cloud Blog

MARCH 26, 2014

As a Marketo Solutions Consultant tasked with designing and configuring digital marketing strategies for our prospects, I think about engagement marketing a LOT. They expect you to respond and adjust to their feedback at every step of the process. Or are they more likely to watch a webinar and do research on their own?

Multi-Touch Attribution 48

Multi-Touch Attribution Peer-to-peer Lead Scoring Lead Ranking 48