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

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

Industrial Marketing Today

MAY 26, 2010

The problem becomes more acute for the industrial sector because the industrial buy cycle can be a long and complex process that often involves multiple decision makers. 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

Ambal's Amusings

SEPTEMBER 9, 2010

White papers are powerful sources of lead generation. We asked our panel of white paper experts "What are the top 2 components of a white paper that is most effective to generate leads?" He is also the author of the White Paper Pundit blog. This principle of engagement also corresponds well to white papers.

Paper 100

Paper Lead Generation Enterprise Management Generation 100

Trade Press Services

SEPTEMBER 25, 2023

The B2B sales journey is complex, typically involving multiple small decisions about your brand that lead to a decision to purchase. Five Decisions That Impact Whether a Prospect Makes a Purchase Chitwood’s timeless advice still guides today’s salespeople. Decision #5: About the time to buy. Timing is crucial in B2B sales.

Lead Ranking 52

Lead Ranking Buying Cycle B2B Sales Pricing 52

DealSignal

APRIL 27, 2023

A company that is in-market today is much more likely to be purchasing a solution in the next few months. It consists of behavioral signals such as site visits, webinar attendance, email click-throughs, and downloads. Bombora’s intent is based on activity such as keyword searches, article views, and white paper downloads.

Ideal Customer Profiles 52

Ideal Customer Profiles Account Based Marketing ABM Intent 52

Madison Logic

JULY 20, 2023

According to Gartner, a typical buying committee for a complex B2B solution consists of six to ten decision-makers , each armed with their own set of four or five independently gathered pieces of information. When the committee comes together, they must share and align their research to make a unanimous purchase decision.

Buy 52

Buy Top of Funnel Account Based Marketing Multi-Channel 52

Vision Edge Marketing

NOVEMBER 15, 2018

For example, do you attribute more weight to the first touch (such as clicking on a digital ad) than the webinar that generated an online demo of offline conversation? Maybe you use a graduated scale where you give touch points closer to the end of the buying journey more value than touches earlier in the process?

Marketing Attribution 153

Marketing Attribution Multi-Touch Attribution Multi-Channel Allocation 153

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

Martech

DECEMBER 8, 2021

“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. We have to meet them where they are and how they want to show up in the buying process.” — to targeted accounts. Why it’s hot.

Account Based Marketing 70

Account Based Marketing Buy Process Marketing Automation Services 70

Martech

MAY 12, 2022

For years I have railed against browse-abandon emails (read my most recent rant ) because they’re based on an outdated idea that browsing a website signals purchase intent. My idea of intent abandonment means your browser showed a high degree of intent through search but didn’t purchase. Browse-abandon emails made me do it.

Intent 98

Intent Account Based Marketing Bombora Intent Signal 98

KoMarketing Associates

JULY 12, 2018

For many B2B companies, demos are a good compromise between the traditional sales cycle that some still go through (of meeting the prospect and building a relationship before purchase) and the online aspect, where buyers can get the information they are looking for quickly. Online Training Formats.

Work Management 154

Work Management CMS Development B2B Marketing Marketing Management 154

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. Marketers adjust their messaging as B2B customers progress through the sales cycle.

B2B Marketing 64

B2B Marketing Marketing AI Marketing Management B2B 64

Marketing Insider Group

AUGUST 19, 2015

Doing so helps guide the lead to informed purchase decision. Often, that content is a white paper, eBook, webinar or a newsletter. Have CTAs Mirror The Buying Cycle – Different offers appeal to people who are in different stages of their buying cycle. Call-to-Action.

Lead Generation 100

Lead Generation Generation Lead Scoring Lead Ranking 100

ANNUITAS

JANUARY 28, 2014

Demand Generation Program must begin with buyer insights and understanding of the buyers purchase path. Without an understanding of the buyer and their needs and approach to purchase, it is highly unlikely that the progression of Engagement, Nurturing and Conversion will take place. There are two main reasons for this: 1.

Demand Generation 100

Demand Generation Lead Ranking Demand Marketing Strategy 100

Madison Logic

AUGUST 31, 2023

Multiple decision-makers on a purchasing team do their own online solution research when buying a complex B2B solution. Research supports using multiple sources to validate assumptions, identify buying group members, and map out the buying cycle stages. B2B purchases are a team sport, not a solo exercise.

Multi-Channel 52

Multi-Channel Account Based Marketing Advertising Channels ABM 52

markempa

MARCH 2, 2017

Yet, it’s helpful to notice that all customer buying cycles fit into three distinct funnel stages. During this stage, you’ll share content to help progress them from interest towards purchase intent. The goal of lead nurturing is to help progress leads from initial interest toward purchase intent. Let me explain.

Lead Nurturing 120

Lead Nurturing Top of Funnel Sales Qualified Leads Tactics 120

Everything Technology Marketing

APRIL 8, 2010

They want to be able to engage with a vendor when they are ready and actively seek out advice, often very late in the buying cycle, and have the vendor guide them through a complex buying and problem solving process - outsourcing part of the buying process to the vendor community if you will.

Marketing Automation Services 100

Marketing Automation Services B2B Marketing Buying Cycle Lead Ranking 100

Biznology

OCTOBER 24, 2013

As simple as it sounds, you must keep the buying cycles in mind for various buyer types. If enterprise leads convert early on in the cycle, your top-of-the-funnel content should be as compelling as possible. White papers. Key measures: requests for quotes, orders, purchases, referrals. How-to videos. Endorsement.

Top of Funnel 80

Top of Funnel Sales Cycle Content Marketing Planning 80

NuSpark Consulting

OCTOBER 24, 2011

The astounding growth in social media usage by B2B buyers reflects an accelerated tendency to eliminate salespeople from the early stages of the buy cycle. and get detailed feedback on the problems they’re trying to solve, the solutions they’re investigating, and who best to purchase them from. attract prospects.

Social Media 100

Social Media Cold Calling Peer-to-peer Media 100

NuSpark Consulting

OCTOBER 24, 2011

The astounding growth in social media usage by B2B buyers reflects an accelerated tendency to eliminate salespeople from the early stages of the buy cycle. and get detailed feedback on the problems they’re trying to solve, the solutions they’re investigating, and who best to purchase them from. attract prospects.

Social Media 100

Social Media Marketing Management Cold Calling Peer-to-peer 100

markempa

OCTOBER 27, 2014

It can be things like giving them extra relevant content they didn’t expect or, if they attended a webinar, giving them a follow-up executive summary or an extra white paper that’s relevant. The goal of lead nurturing is to help progress leads from initial interest toward purchase intent. Serve them. It’s about progression.

Conversion Rate 120

Conversion Rate Lead Scoring Lead Ranking Ideal Customer Profiles 120

Industrial Marketing Today

JUNE 19, 2010

Creating engaging marketing content is NOT clever wordsmithing B2B marketing content that will truly engage you audience and nurture them until they are ready to make the purchase decision, requires more than just copywriting and/or hiring someone who can put a clever spin on words. This white paper aims to change that perception of them.

Relevance 60

Relevance B2B Marketing CMS Development Buying Cycle 60

KoMarketing Associates

DECEMBER 8, 2015

75 percent of B2B buyers said they research at least 25 percent of their work-related purchases online, even if they made the actual purchase offline. Additionally, 80 percent of them consider product videos to be important in the purchasing process. Demand Generation. source ). >. percent within the next five years.

Marketing Budget Creation 120

Marketing Budget Creation Marketing Budget Budget Programs Enterprise Management 120

NuSpark Consulting

DECEMBER 31, 2011

Laser-focus your solutions to the target audiences most likely to buy from you. Limit waste messaging, and present a clear case to the key stakeholders who have purchase influence. How long are their buying cycles? Ask them questions; why they purchased? Evaluate your resources. What their needs are.

Lead Generation 100

Lead Generation Budget Programs Sales Qualified Leads Paid Search Agency 100

NuSpark Consulting

JULY 9, 2010

Start targeting problem-solving content towards buyers throughout their purchase cycle. Start lead scoring so that the salespeople create relationships with those leads most likely to buy. NuSpark Marketing ‘s team of experts contribute to the transition. By implementing marketing automation, your firm will. Other areas.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Work Management 100

NuSpark Consulting

JULY 9, 2010

Start targeting problem-solving content towards buyers throughout their purchase cycle. Start lead scoring so that the salespeople create relationships with those leads most likely to buy. NuSpark Marketing ‘s team of experts contribute to the transition. By implementing marketing automation, your firm will. Other areas.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Work Management 100

Industrial Marketing Today

MAY 5, 2010

said it best when she wrote, “Passive reading of your content is not going to help online marketing initiatives shorten buying cycles or increase customer acquisition and revenues.” Your online content needs to play a much more active role in moving site visitors along in his/her buy decision.

Sales Cycle 60

Sales Cycle Web 2.0 Buying Cycle Privacy Policies 60

ANNUITAS

APRIL 10, 2014

A white paper is developed and marketing decides to launch a “campaign” around the white paper. Emails are created, sent out to a list of potential buyers and those who respond are deemed leads and those that do not are targeted for the next campaign which may be a webinar, event, video, etc.

Paid Search Agency 100

Paid Search Agency Enterprise Management Marketing Management Automation 100

Outreach

APRIL 22, 2021

There are myriad other theories that estimate the minimum number of times a customer must engage with your brand before they make a purchase: While the actual number of interactions needed is debatable, there's no doubt that customer engagement is essential for moving prospects through your buying cycle. Boost Revenue.

Conversion 52

Conversion Webinar Metrics Resource Management Marketing & Strategy 52

Industrial Marketing Today

JUNE 12, 2010

You are not alone, most business purchases, especially industrial products don’t lend themselves to a simple Manufacturer’s Suggested Retail Price (MSRP). In order to get on the buyer’s short list as early in the buy cycle as possible, your B2B website needs to provide relevant information that your prospects are looking for.

Sales Management 60

Sales Management Pricing Price Marketing Websites 60

Vidyard

APRIL 1, 2014

The only difference is that your content should map to your buying cycle and turn viewers into customers. While you still need white papers and other collateral, Unruly discovered that enjoyment of a video increases purchase intent by 97% and brand association by 139%! Set up a video content journey! (I

Top of Funnel 51

Top of Funnel Video Marketing Buying Cycle Buyer Intent 51

Industrial Marketing Today

JULY 23, 2010

Rule #1: Natural or organic search engine optimization (SEO) In the research phase of the industrial buying cycle , engineers and industrial buyers tend to use broad keywords and phrases that describe their current problem. The same holds true for video white papers. This white paper aims to change that perception of them.

Rules 60

Rules Marketing Websites Marketing Automation Services Web 2.0 60

6sense

JUNE 16, 2016

Pivotal purchasing decisions in companies are made over the span of many months and include large buying committees. Intent data has always been there, whether in the interactions a prospect took with your webinar, the white paper downloads you generated through a partner or a conversation over drinks at a trade show.

Demand Generation 48

Demand Generation Ideal Customer Profiles Intent Data Digital Marketing Funnels 48

NuSpark Consulting

JULY 15, 2011

white papers, case studies, website copy, videos, podcasts, blogs). Based on research from comScore, 85% of businesses use search during the purchasing process. The science behind selling says everyone engages in a series of steps before making a purchase: Defining a problem that needs to be solved. Search Engine Optimization.

Lead Ranking 100

Lead Ranking Lead Scoring Planning Sales Management 100

NuSpark Consulting

JULY 15, 2011

white papers, case studies, website copy, videos, podcasts, blogs). Based on research from comScore, 85% of businesses use search during the purchasing process. The science behind selling says everyone engages in a series of steps before making a purchase: Defining a problem that needs to be solved. Search Engine Optimization.

Lead Ranking 100

Lead Ranking Lead Scoring Planning Sales Management 100

Industrial Marketing Today

JUNE 24, 2010

This white paper aims to change that perception of them. Get Engineers Can Sell white paper now. B2B Lead Generation Using a Business Blog Variety of Content is the Key in the Early Stages of the Industrial Buy Cycle Content Auditing and Mapping it to the Industrial Buy Cycle Is Your Industrial Website Still Just a Business Card?

Social Media 60

Social Media Email Marketing Social Marketing Web 2.0 60