Because prospects can easily access content via the Web, they largely forgo direct interactions with B2B companies until late in the buying process. In fact, in a recent survey by DemandGen Report , 79% of early adopters of marketing automation said they would “prepare the organization by building proper processes and content offers to feed the automation system.&# 2) In addition to mapping content to the buying process and buyer personas, you need to understand how long your assets can reasonably deliver value. generate leads). You could launch a separate site (i.e., MORE >>

There is no way to determine with 100% accuracy where an individual buyer is in their buying process. This leads to a difficult marketing conundrum when looking at targeting marketing efforts based on a best possible approximation of where that buyer is likely to be in his or her buying process; in a broad enough population, there will always be some response to a marketing campaign, regardless of what buyer stage it was targeted at. About the Author: Steven Woods is CTO of Eloqua , and author of Digital Body Language. We're thrilled to welcome Steven Woods. MORE >>

How do you capture all the numerous social media channels you are using to support your nurture process? Those super smarties at Eloqua and JESS3 have put together an infographic we think you should repurpose with your own plan and look super smart to your bosses! Content Marketing is coming of age. Finally most savvy marketers have embraced content as the opposite of spray and pray spam approach. We know it is about being at the right place at the right time in the format that our prospect will find most pleasing! But how the heck do you plot that out for your boss. MORE >>

Lead Management Questions Sales Will Ask Marketing - via @eloqua. If you have implemented a lead management process, you're bound to get some questions. How can it be August already? as we kick off the last month of summer, the last thing on your mind may be work. But the blogosphere is always buzzing. Here are some of our favorite picks from the week. Stay cool! What Lady Gaga Knows About Social Media Success (That You Don't!) by @SeanPlatt. Think B2B can't learn a thing or two from the reigning queen of pop? Think again. by @briansolis. Bite-sized and ready to apply! MORE >>

process, some tools, and a few great links. All-Time Fantasy Marketing Team: 7 Experts Share Their Draft Picks – by @noyesjesse via @eloqua. This is a fun post from Jesse Noyes at Eloqua about who people want on their content marketing dream team. Can you believe it's already September?! As we all savor the last official moments of summer (even as we've moved into autumn mode), make sure good reads are on your to-do list. We've pulled together our favorite ones of the week here. Sit back, relax, and enjoy! The Ultimate Guide to Content Planning by @SEOmoz. MORE >>