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. The white paper has deconstructed the complex industrial buy cycle into four distinct stages that the buyer systematically goes through.

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

The Point

JULY 17, 2017

IMPACT : Ensure that your content library includes relevant late stage content that proves demonstrable ROI (ex: ROI calculators, ROI white papers, case studies). IMPACT : It may feel self-serving or even disingenuous to create content that explicitly provides a business case for buying your product.

Paid Search Agency 241

Paid Search Agency Demand Marketing Automation Services Peer-to-peer 241

The Point

APRIL 22, 2020

However, as much as it has a reputation as a way to generate “guaranteed” leads, content syndication is not a cure-all, and indeed, more than most demand generation channels, is likely to generate sales leads that gravitate towards the early stages of the buying cycle. A Nurture Strategy for Content Syndication Leads Click To Tweet.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

Act-On

SEPTEMBER 24, 2023

An example of top-of-the-funnel keywords she might search include “How to improve marketing productivity” or “How to scale a marketing department.” SEO Funnel and Bottom-of-Funnel Keywords Certainly, keywords at all stages of the buying cycle are important — from top funnel keywords to lower funnel keywords.

Top of Funnel 130

Top of Funnel Marketing Funnels Keywords Marketing Automation Services 130

Webbiquity

DECEMBER 4, 2018

Determine Product Messaging. To close deals, product language has to be consistent from the top of the funnel down to when a prospect becomes a client. Sellers and marketers have to collaborate to develop this consistency in product messaging. Map Content to the Buying Cycle.

Sales Management 218

Sales Management Top of Funnel B2B Sales Tactics 218

Zoominfo

MAY 25, 2021

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. Training wasn’t as immersive as it needed to be, either, says Gupta, who recently co-authored a research paper on this topic for the Journal of Business Research.

Automation 252

Automation Marketing Automation Services Zoominfo Planning 252

Ambal's Amusings

MAY 6, 2010

We asked white paper experts: " How should marketers balance the need for free content (helpful for prospects decision making) Vs. the need to have content that produces a steady flow of good leads (that can directed to sales team)? He is also the author of the White Paper Pundit blog. How should marketers leverage content?

Paper 100

Paper Enterprise Management Buying Cycle Lead Ranking 100

Stevens & Tate

JANUARY 31, 2022

Every consumer will go through different steps of consideration and purchase throughout the life cycle of a brand or service. In the past, the consumer buying cycle was explained by four stages: awareness, interest, evaluation, and purchase. At this stage, the consumer is close to buying your product.

Buying Cycle 115

Buying Cycle Touchpoints Custom Publishing Education 115

Biznology

OCTOBER 11, 2017

It’s the kind of real-life, forward-looking content that buyers in the consideration phase of the buying cycle are eager to consume. The same is true for articles like research reports and white papers. But it’s not going to take a lot of production meetings to refine the messaging. Easier than product videos.

Top of Funnel 112

Top of Funnel Work Management Video Marketing Marketing Management 112

Webbiquity

JANUARY 15, 2010

Back in prehistoric times (before the Internet, that is), b2b buyers learned about products and services by reading (print) magazines and (printed) analyst reports. Store rooms and offices were full of these glorious materials.

Sales Cycle 100

Sales Cycle Buying Cycle Social Media Marketing Management 100

Trade Press Services

SEPTEMBER 25, 2023

Chitwood provides a foundation for this understanding by acknowledging that all customers make five buying decisions in a precise, psychological order: About the salesperson About the company About the product or service About the price About the time to buy Decision #1: About the salesperson. Decision #5: About the time to buy.

Lead Ranking 52

Lead Ranking Buying Cycle B2B Sales Pricing 52

The ROI Guy

SEPTEMBER 13, 2011

An Interactive White Paper dynamically customizes the content of a white paper for prospects based on the prospect’s registration profile (if available), and inputs to a few profile questions.

Paper 40

Paper Co-Registration Buying Cycle Comparison 40

Ambal's Amusings

FEBRUARY 4, 2010

How do you concisely convey the information you want to present in your white paper? How long should a white paper be to convey information and yet hold readers interest from start to end? We have invited White Paper Experts to shed light on the following question: "What is the ideal length of a white paper?"

Paper 100

Paper Enterprise Management Marketing Management Case Studies 100

DealSignal

APRIL 27, 2023

Bombora’s intent is based on activity such as keyword searches, article views, and white paper downloads. Boosting the buying cycle The use of downstream intent data can accelerate the buying cycle by enabling brands to score, segment, and prioritize accounts based on recent behavior.

Ideal Customer Profiles 52

Ideal Customer Profiles Account Based Marketing ABM Intent 52

Martech

AUGUST 10, 2021

As a journalist covering marketing and technology, I often have cause to look up a vendor or product I’ve not heard of before. I didn’t explore the vendor’s website, download a white paper, or put on a t-shirt saying “Intent!”. Understanding different product roles in marketing technology acquisition. That’s all. Read more here.

Work Management 110

Work Management Marketing Management Marketing Analytics Tools Digital Marketing Funnels 110

Zoominfo

MAY 25, 2021

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. Training wasn’t as immersive as it needed to be, either, says Gupta, who recently co-authored a research paper on this topic for the Journal of Business Research.

Automation 130

Automation Marketing Automation Services Zoominfo Planning 130

ANNUITAS

DECEMBER 23, 2016

When product-focused marketers are the only group tasked with creating content, you run the risk of having that content focus on features and benefits rather than the buyer’s needs at every step of the journey. Not creating enough content for the top of the funnel: This one dovetails nicely with the “too much content” problem.

Top of Funnel 100

Top of Funnel Content Marketing Advertising Agencies Content 100

ANNUITAS

FEBRUARY 2, 2016

When product-focused marketers are the only group tasked with creating content, you run the risk of having that content focus on features and benefits rather than the buyer’s needs at every step of the journey. Not creating enough content for the top of the funnel: This one dovetails nicely with the “too much content” problem.

Top of Funnel 100

Top of Funnel Content Marketing Buying Cycle Advertising Agencies 100

Adobe Experience Cloud Blog

FEBRUARY 11, 2020

The new generation of digitally savvy customers does a bulk of their product research online. In most cases, they’ve already made somewhat of an assessment about your products based on your digital platform. At the beginning of the customer journey , customers may become aware of your product or service but not quite ready to purchase.

Lead Generation 174

Lead Generation Lead Ranking Ideal Customer Profiles Lead Scoring 174

Adobe Experience Cloud Blog

OCTOBER 8, 2020

A long-term relationship that allows you to build trust: In a B2B environment, t he act of buying itself does not usually take long, but the process that leads to it can take months or even years depending on your offer and the complexity of your buying cycle. A first strategy consists of analysing your content production.

Marketing Automation Services 129

Marketing Automation Services Multi-Touch Attribution Marketing Automation Relevance 129

NuSpark Consulting

FEBRUARY 18, 2016

So, in other words, we’re talking about where they are in the buying cycle. Buying Cycle Stages. Before we go further, let’s agree on our buying cycle stages for the sake of this discussion. Their search is in high-level, discovery mode and not nearly ready to focus on any particular product.

Marketing Websites 100

Marketing Websites Buying Cycle Marketing Analytics Tools Sales Qualified Leads 100

Tomorrow People

MARCH 8, 2018

Recent research has found that consumers now pay more attention to online reviews than to traditional word of mouth when choosing a product or service. Listening lies at the heart of every successful content marketing strategy; actively listening to the demand for your particular product or service, as it’s happening.

Marketing Budget 267

Marketing Budget Top of Funnel Lead Scoring Lead Ranking 267

Circle Studio

AUGUST 23, 2018

Research reports and white papers. Firms with highly technical expertise have a great opportunity to publish research reports, technical briefings, white papers and other long-form content that speaks to a particular subject matter. While white papers may not be the shiniest content format, they still have a place in your content mix.

Traffic 99

Traffic Marketing Websites Case Studies Case Study 99

Industrial Marketing Today

MAY 14, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website 7 Strategies for Using Content to Market Industrial Products by Achinta Mitra on May 14, 2010 in Content Marketing , Industrial Marketing & Web 2.0 , Industrial Marketing Blog I am a big fan of Content Marketing or as some people like to refer to it as Inbound Marketing.

Webinar Metrics 60

Webinar Metrics Marketing & Strategy Marketing Strategy Product 60

Choozle

AUGUST 11, 2020

And how has the buying cycle changed in 2020? This amount includes everything from clothing, paper supplies like pencils and notebooks, and electronics to break down to roughly $519 per child. Third-party data: Third-party data targeting enables the ability to reach specific audiences as they are in the buying cycle.

Advertisements 97

Advertisements Advertising Buying Cycle Education 97

Buzz Marketing for Technology

NOVEMBER 21, 2012

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. 5) Allow product reviews.

B2B Marketing 100

B2B Marketing B2B Buying Cycle Paid Search Agency 100

The ROI Guy

JANUARY 25, 2011

Internet Fuels IT Buying Cycles According to a recent survey of 500 technology decision makers and influencers, Internet access to content is changing the way IT solutions are purchased, with buyers using on-line research to drive substantial portion of the decision making cycle on their own.

Paper 40

Paper Personalization Buying Cycle Ideal Customer Profiles 40

Biznology

JUNE 22, 2016

So, if you’re looking to up your game and be more productive and efficient in your content marketing strategy, then you should look at a “Video 1st” content marketing approach. After you have that on paper, organize so it aligns with your business goals and other marketing investments you are making.

Top of Funnel 150

Top of Funnel Video Marketing Marketing Strategy Marketing & Strategy 150

Velocity Partners

NOVEMBER 22, 2023

If you’re company has a new model (not just new products or services), it really pays to understand the marketing implications. A budgeting challenge New models often need to seek new budgets and different buying teams in an organisation. Spreetail is SUCH a great story and the awesomest company you never heard of. Do webinars.

Lead Ranking 95

Lead Ranking Differentiation Work Management Marketing Management 95

NuSpark Consulting

MARCH 9, 2014

And if you’re selling a complex, business-to-business product, you need leads that you can nurture until they transform into customers. Gated” means web visitors who want to read your e-books, white papers, and more fill in a form with their contact information as payment for downloading it. Create a mix of gated and un-gated content.

Optimization 100

Optimization Lock-In Business Buying Cycle 100

Webbiquity

SEPTEMBER 7, 2010

Ask yourself and answer these questions: Do I understand my buyers’ buying cycle? You need to be able to map out your typical buyer’s buying cycle. It is the basis of any good nurturing campaign since you will building your nurturing campaign content and messages on each step of the buying cycle.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Buying Cycle Lead Management 100

Vision Edge Marketing

NOVEMBER 15, 2018

and marketing content (white papers, customer testimonials, thought leadership articles). Like the first-touch model, this approach does not reflect how and what the customer consumes and uses as they make their buying decision. Check out the free white paper, Intuition To Wisdom: Transforming Data Into Models and Actionable Insights.

Marketing Attribution 153

Marketing Attribution Multi-Touch Attribution Multi-Channel Allocation 153

Martech

DECEMBER 8, 2021

” Colby Cavanaugh, VP of Product Marketing at Integrate, was reflecting on the rapidly changing B2B marketing environment. The product roadmap. “I think the other dynamic is that you’ve got a new generation of buyers who don’t buy like previous generations — on the B2C or B2B level — and they have budget.

Account Based Marketing 82

Account Based Marketing Buy Process Marketing Automation Services 82

Valasys

JANUARY 17, 2020

To perform a better job of selling their products to the B2B customers, marketers must understand how to talk to them & help them at the individual stages of their buying cycles. The new buyers can be directed to the YouTube channels to help them better understand how to use a particular product or service.

B2B Marketing 64

B2B Marketing Marketing AI Marketing Management B2B 64

The Effective Marketer

MARCH 22, 2012

Buying cycle control (you need to facilitate the buying process and understand what is required of you as a result). Enable (help reps increase productivity, both for sales and marketing-sourced demand). The Customer Buying Cycle Framework. This all leads to a few things. Inbound marketer. You see less.

Demand Generation 100

Demand Generation Lead Ranking Demand Marketing Qualified Leads 100

Sana Commerce

FEBRUARY 21, 2023

Simply put, personalized marketing uses customer interests and behavior to personalize the buying journey from start to finish. Key differences between B2C and B2B buying behavior B2C shoppers tend to buy mostly based on emotions, personal tastes and opinions. So clearly expectations are not being met.

Personalization 98

Personalization B2B Sales Qualified Leads Business 98