Remove Case Study Remove Prospect Remove Sales Remove White Paper

Trending Sources

33 Inspiring B2B digital marketing case studies

grow - Practical Marketing Solutions

Maybe it’s because the buying cycle takes longer, more people are involved in purchase decisions and sales are made for rational, not emotional, reasons. If you need convincing, here are 32 B2B digital marketing case studies that prove the potental ROI. Content tactics included: executive briefs, case studies, infographics, checklists, Q and A, and Brainshark video.

15 B2B case studies show how content marketing drives ROI

Biznology

Here are 15 B2B case studies. ADP : Developed a content marketing campaign to connect and engage with their target audience on a ADP solution using white papers and a diagnostic assessment tool. The campaign generated over $1 million in new sales opportunities with several deals closed within the first 3 months of launch. Who is succeeding and why? million.

White Papers are Not Dead. They’re on Life Support.

Marketing Craftmanship

The original purpose of white papers as a B2B marketing tactic was to produce objective information, packaged as quasi-academic research, that might validate a company’s or product’s value proposition. White paper sponsors sought to educate, inform, raise comfort levels and eventually initiate sales conversations with prospective customers.

Paper 62

5 Examples Of Exceptional B2B Case Studies

bizible

Case studies are an important part of B2B content marketing. According to a survey done by the Content Marketing Institute, the top three most important marketing tactics for B2B businesses are in-person events, webinars and case studies. Unfortunately, case studies are often difficult to execute on. Best Practices For B2B Case Studies.

Are White Papers Dead?

The ROI Guy

Traditional white papers are likely the staple of your content marketing portfolio, and for good reason. According to a recent IDG survey, 84% of buyers leveraged white papers as a key resource to help them make a purchase decision. Although white papers are still a workhorse, there is a troubling fact that deserves your immediate attention.

Paper 25

Customer Case Studies: More Effective, Loss Costly

Stories that Sell

Time and again, I've posted on the effectiveness of customer case studies. In a 2011 survey by TechValidate , 126 B2B marketing and sales professionals weighed in on their challenges and strategies for content marketing. Case studies were included in multiple questions, and emerged as leaders on several fronts. Conclusion.

Guidelines for White Papers and Case Studies

Marketing Action

Carolyn Goodman, president and creative director of Goodman Marketing Partners, Inc, defines content marketing as “creation and distribution of original content that has perceived value in order to positively position your brand in the minds of your prospects and customers.”. Guidelines for white papers. Remember, a white paper’s goal is to inform the reader, not sell to them.

Raise Your Customer’s Voice: A Fresh Look at Case Studies & Testimonials

Act-On

In a marketplace that’s become crowded with new types of information in new channels, is there still a role for case studies and testimonials? Recent research indicates that case studies are still a popular and effective tactic. Marketers responding to a LinkedIn survey ranked case studies even higher; 89% said case studies are their most effective tactic.

Quiz: Is it a Case Study or a White Paper?

Stories that Sell

Every couple of weeks it seems, I see someone confuse customer case studies and white papers. People frequently call case studies "white papers," and vice versa - even marketing folks. In my narrowly focused case study world, I see them as distinctly different. Answer : White paper. Answer : White paper.

A Follow-Up Strategy for Content Syndication Leads

The Point

It’s important to recognize that content syndication leads are not like most sales leads. When someone registers to download a white paper or podcast or case study about the business challenge that your product solves, he or she is expressing an interest in that topic, not necessarily in your product. invites the prospect to call or email with any questions. 3.

Why Some Buyers Don’t Look at Case Studies

Stories that Sell

In the name of collecting leads, we''re interrupting the sales process and likely ticking off prospects in the process. Last week I set out, as I occasionally do, to find examples of great customer case studies online. followed link after link looking for examples of best practices in case studies today. In their journeys of seeking new solutions and service providers, prospects also don’t expect or want to arrive at a locked door - especially for content that markets a vendor''s solution. White papers are notoriously put behind gates.

Case Study: How One Tech Company Used Humor to Launch a New Brand

The Point

Sungard AS asked its demand generation agency, Spear Marketing Group , to help introduce business prospects within the company’s marketing database to the new brand. One of the significant risks inherent in the split-off was that those prospects would react differently, or not at all, to the new brand. This presented a challenge. Sungard AS was simply announcing a brand.

Want to Write Case Studies? How Technical Do You Need to Be?

Stories that Sell

Now as a freelance marketing writer, 90 percent of my clients for customer case studies are technology companies. So if you''re going to write customer case studies, do you need to be technical? First, there is a market for case studies with companies/clients that are not technical. • Ask your contact how technical the case studies should be.

B2B Marketers Are Turning Away Prospects

Digital B2B Marketing

One of the primary ways B2B marketers capture leads online is asking prospects to register for content. Doing it effectively requires creating content prospects want in a format that is easy to engage with while capturing the information you need. In the past year, 88% of people report using white papers for business research, followed by 73% for webinars.

The Two Core Elements of B2B Social Media Marketing Success

Webbiquity

Content can be produced in a wide variety of formats: • White papers. Case studies. The use of keywords in content should never be forced; content that’s truly written for your target prospects will incorporate these words and phrases in a natural manner. Compelling: to be shareworthy from your standpoint, the content should compel the reader to take some sort of next step—download a white paper, register for a webinar, subscribe to your newsletter, contact your sales team—some type of action that makes the effort of developing the content worthwhile.

White Papers are Influence Kings, But Need Personalization to Maintain Crown

Tom Pisello

Savvy buyers are using on-line content to set strategies, explore and select solutions, all before ever engaging a sales representative. When surveyed as to the most influential content in decision making, white papers remain the stand-out content of choice. This marked the third year in a row that white papers were ranked as the most influential when compared to several other collateral types, including superior influence in driving purchase decisions over case studies / success stories, product brochures / data sheets, videos, and podcasts.

Why Companies Need to F-R-E-E Their Case Studies

Stories that Sell

A small software company recently ran an experiment… The company, which had been requiring registration to download its customer case studies, decided to unlock those stories on their website. In just one week, the company reported that downloads of its case studies were three times higher than the previous four months combined ! The results were pretty shocking.

6 Keys for Creating Compelling White Papers

Agile B2B Copywriter

Tweet In the latest 2010 B2B Technology Collateral Survey Report business to business technology marketers found out what works when trying to influence their prospects. White papers. Of course not all white papers are created equally. Done poorly, white papers can do more to make you look bad than influence your prospects to buy. Tweet This!

Building a Blueprint for Sales and Marketing Success, Step 4: Content Marketing

Marketing Action

Mr. Stacy Gentile of  Invigra  and Jeff Linton of Act-On Software delivered a webinar about  The Blueprint for Sales and Marketing Success. White papers. Case studies. You can, for example, send the same white paper out four to six times a year. Posts in this series so far: Build a Solid Sales Infrastructure. Step 4. Content Marketing.

Why You Still Need PDFs for Content Marketing

WriteSpark

Is this company trying to push prospects away (unlikely) or is it simply caught up in the trend-du-jour of web interfaces and content presentation that view a downloadable PDF document as belonging in the dark ages? They want a document they can markup, pass around in a meeting, keep in a paper file of project information for future reference. Not exactly what I was looking for.

Where is ROI Best Applied in the Sales Process?

The ROI Guy

On average, 76% of deals are now won or lost early in the decision making process – going to the solution provider who helps your Prospect uncover and prioritize the issue and set the buying agenda, while only 24% are won / lost during the later competitive bake-off phase. Quantify the Pain Why Now? Justify the Gain Why You?

What Does B2B Social Media Success Look Like?

Webbiquity

Until recently, most social media case studies have focused on consumer brands. Digging into the results publicized in these case studies, what does B2B success look like? Based on analysis of a number of published B2B social media case studies (in addition to my own client experience), here are some of the criteria used to judge success. Objectives.

Five Ways to Create Content that Motivates Prospects to Action

LeanData

In B2B marketing, there are usually so many different people involved in the decision-making process that you can’t afford to neglect content that provokes the right questions in prospects and moves key decision-makers along.  Urgency is what moves prospects to act. The benefit is that, unlike eBooks, a white paper is less “how-to” and more argumentative in nature.

Savvy Roadtrip - White Papers

Savvy B2B Marketing

The Savvy B2B marketing roadtrip began with White Papers. The six Savvy Sisters met when we were all participants at a White Paperseminar. It should come as no surprise that we have as a group written much collective wisdom about white papers from our journey ever since. But you can’t drive leads or close sales if your target market doesn’t notice it.

Improve Your Content: From Passive to Interactive

The ROI Guy

This large content investment is fueled by a significant increase in buyer demand for content, with two thirds (67%) of your prospects indicating they rely more on content to conduct research and help guide purchasing decisions than they did a year ago (DemandGen Report). More white papers, More infographics, More videos. The secret is Interactive Content. In you they trust?

20 Ways to Generate ROI from a Corporate Blog

Webbiquity

More recently, numerous writers including Olivier Blanchard , Neil Glassman and Mark Schaefer have tried to make the case that social media ROI is real, can be measured, and must be measured. Yet a Bazaarvoice/CMO Club study showed that only 15% of CMOs could point to a “significant return&# from Facebook marketing efforts, while 9% report no ROI and 35% basically had no idea.

ROI 67

Sample Outline for a Lead Generation White Paper

The Point

Dollar for dollar, white papers continue to be some of the most effective offers for most high-technology marketers. Prospects are usually more likely to download or otherwise register for a white paper vs. a Webinar, free trial, etc. because 1) the time commitment is minimal, and 2) white papers are perceived (not always justifiably) as information of value rather than sales collateral. Benefits/Applications/ROI (including case studies, if possible). 5. How to choose a solution/vendor. 6. Summary.

Content Selling: How Sales Can Better Leverage Marketing Content

The Point

Recently I had the opportunity to sit down with Daniel Chalef, CEO of KnowledgeTree , developers of an intriguing new solution, built for both Salesforce.com and mobile (iOS), that enables sales teams to instantly find, surface, and present the ideal content in any selling situation. This makes it critical that sales teams are seen as partners that add value to the conversation.

Combining Content with Sales Strategy—Where Most Companies Get Stuck

Sales Engine

It’s not hard to develop a piece of content —say, a video or an infographic, an article or a white paper—on a topic that somebody might find interesting. But, if there’s not a natural bridge for a sales rep to use to follow up on the consumption of that content and turn that into a sales conversation, you’re really just creating content for branding and awareness.

Guide Campaigns in Assisted Living Marketing: A Case Study

Fathom

In this case study from a major national player in the assisted living industry, you’ll see just how powerful a senior living guide can be in attracting new leads, educating potential residents, and stewarding leads into move-ins. Download our comprehensive white paper, From Lead to Move-in: Digital Marketing for the Assisted-Living Industry. You bet! think so.

How to write lead generating white papers?

Connect the Docs

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. Books.

FAQ 2

What to Do With Mid-Funnel Prospects?

Marketing Action

If you pass it to sales and it doesn’t close, it’s a “bad” lead. Engage your sales team and find out how they take leads all the way through the funnel, especially the mid-funnel. If a lead suddenly heats up and looks at 20 pages on a specific product in 15 minutes, have a way to score that and alert the sales rep in real time. Get case studies you can share.

Who Do B2B Buyers Trust?

The ROI Guy

A common debate in B2B marketing is how to create and deliver the right content at the right time to help improve the connection and engagement with prospects and their buying decisions. Overall, buyers continue to prefer documents such as research briefs, white papers and blog posts as the most important form of content along each stage in the buyer’s journey. These visual and aural formats are becoming a preferred form of content, especially early in the sales cycle to connect to executives, and later to help confirm the selection and business case.

Trust 26

Don’t Let Prospects Get Lost: Create a Customer Journey Map

Marketing Action

In the beginning, the prospect is just starting to become aware of your brand. The goal here is to increase the number of known prospects in the funnel and gain as much insight about them as possible. This can be either the conversion of a lead to an opportunity, or an opportunity to a sale. Stations Along the Way. Attract. What content is being consumed? ” Capture.

3 Ways to Get the Most from Case Studies

Agile B2B Copywriter

Case studies. Nearly 80 percent of respondents said case studies were moderately to extremely influential in their decision. And getting your customers to talk about their experience with you not only influences prospects to do business with you, it can even trim the sales cycle. Getting a portfolio of great case studies takes some planning.

B2B 2

Tell Your Own Stories

WriteSpark

If so, have you written your own case study? And many have produced case studies, white papers, and other resources about the implementations, the value gained, and the lessons learned. Intel: IT@Intel Microsoft:  Microsoft IT Showcase What materials and techniques have you used to share your company's product experience with customers and prospects?  .

What can the losing football coach teach us about making your sales quota?

Sales Engine

As sales and marketing professionals, I think we can all identify—players on the field feel like they are facing an all-out blitz! Sales Plans are unattainable! The sales team is not making quota! Is it the VP of Sales? Consider this: 85% of B2B phone calls places by Sales Professionals go to Voice Mail and are never returned. Sales EnablementIt used to be.

The Biggest Challenge in Creating and Marketing White Papers

Connect the Docs

Business decision makers don't read white papers just because a product or service is "cool" They have real business problems they are trying to solve. We asked white paper experts: " What is the biggest challenge in creating and marketing a white paper? He is also the author of the White Paper Pundit blog. White Paper FAQs.

SME 2

Know Thy Audience: Business and Technical White Papers

Connect the Docs

Do you know your white paper audience? Are those concerns being addressed in your white papers? We asked white paper experts " How should a white paper that is addressed to a Technical Decision Maker be different from a white paper that is addressed to a Business Decision Maker? Generating More Leads with Video White Papers.

FAQ 2

Killer Questions to Ask Before Starting a White Paper Project

Connect the Docs

How can you create a white paper that serves it purpose - create high quality leads, provide useful information to potential customers etc. Well, like Stephen Covey said, "You begin with the end in mind" We asked our panel of white paper experts "W hat are the 3 key questions you ask before starting a white paper project? Help close a sale.

SME 2

Want to be Essential and Memorable? Teach Your Prospects!

Savvy B2B Marketing

So today in honor of Teacher Appreciation Week and Mr Reynolds who taught 6 th grade science at Columbus Middle School let’s talk about the value of teaching through sales and marketing. In B2B our sales cycle is one that tends to be long and often requires educating customers on the ROI and value at many levels of the organization and in various departments. The Researcher.

SME 51

Fresh Ideas to Reignite Stalled Leads and Accelerate the Sales Funnel

B2B Lead Generation Blog

Tweet Longer selling cycles and stalled deals are impeding sales funnels everywhere. As such, an interview or survey should happen close enough to the event that the prospect will recall the context of the decision. Create an automated rule - on the first teleprospecting conversation send an email to the prospect moments after the call. 2. Here’s how you can go about it: 1.

The Domino Theory of B2B Content Marketing

B2B Lead Generation Blog

That approach works well for the short time someone is engaging your landing page or other marketing medium, but what about longer time horizons common to complex B2B sales? Let me illustrate the answer with a case study where I first learned about what I will refer to as the “domino theory” of content marketing. Tweet “You don’t optimize a landing page or an email.