Trending Sources

Lead Generation: How an insurance company reduced acquisition costs in purchased leads

B2B Lead Generation Blog

However, when you start supplementing organic leads with purchased leads from a third party, how can you be sure you are getting the most bang for your buck? The team at Plymouth Rock needed a way to ensure that the purchased leads were going to be viable with the ultimate goal of lowering acquisition expenses.  . Change the way leads are purchased. Source: LeadiD.  .

The state of B2B marketing in Asia—moving toward digital


We believe that many of the barriers to modern marketing—traditionally trained company directors, concerns about ROI on software purchases, and strong reliance on relationships and face-to-face transactions—are about to fall away. David also serves as chairman of the Digital + Direct Marketing Association of Hong Kong. He kindly agreed to share his perspective on B2B developments in Asia.

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LinkedIn Purchase Will Spark Brands into Buying Media Companies

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The outcome of these moves will pave the way for further media purchases throughout the year by non-media companies. Microsoft just purchased a media company for $26.2 It’s the second part of this prediction that I believe it critical to understand: The outcome of these moves will pave the way for further media purchases throughout the year by non-media companies. billion.

Filling The Knowledge Gap: How B2B Buyers Seek Information To Make A Purchase.


What information do B2B buyers want from you? Not only do they begin the buying process from a position of considerable knowledge, they also spend significant time acquiring the additional information they need to make the best possible choice. So the challenge for marketers is to provide them with that information in the smartest, most convenient (and most cost-effective) way possible. It was therefore one of the key aims of the new Buyersphere research into B2B buyer behaviour to look at how they acquire that information, and what they expect of the brands on their radar.

B2B Marketing Trends for 2016

advance the buyer through 70% of the purchase cycle, there are. sales agent to the information manager and broader business ecosystem. This report was compiled by Tom Pick and Tony Karrer, co-founders of the B2B Marketing Zone and Social Media Informer. Please contact for more information. B2B Marketing. processes are fundamentally changing.

The Purchasing Path: A Step By Step Guide to B2B Lead Nurturing


Your leads may spend months considering whether they’ll make a purchase with you. Competition is fierce in the B2B space, so it’s crucial that you actively nurture your leads during this time, keeping your company at the forefront of their considerations as they progress down the purchasing path. Follow these steps to help boost your success with B2B lead nurturing and sales.

Starting to Think About Purchasing B2B Marketing Services? (Part 2)


The purchase of B2B marketing services is typically a three legged journey. Through providing online content of value, B2B companies become trusted, go-to resources that lead to the capture of information about the potential buyer. Savvy B2B purchasers appreciate buying from product and service providers that understand their specific preferences. Part Two of Three. Branding.

How People Buy: The Evolution of Consumer Purchasing [Infographic]


As a marketing or sales professional, understanding where prospective customers get their information before making a purchase decision (and what factors help influence those decisions ) is crucial. To help shed some light on how purchase decision-making has changed over the past century, we teamed up with our friends at Column Five to create the infographic below. For example.

Starting to Think About Purchasing B2B Marketing Services?


Some of these meetings would be considered early stage in the buying cycle, meaning the business owners were simply gathering information about marketing. Purchasing B2B Marketing Services – Early-Stage Buying FAQs. Q. Look for “Part Two - Purchasing B2B Marketing Services - Mid-Stage Buying FAQs” in two weeks! Part One of Three. What is Marketing? A.

B2B Marketing Trends for 2016

advance the buyer through 70% of the purchase cycle, there are. sales agent to the information manager and broader business ecosystem. This report was compiled by Tom Pick and Tony Karrer, co-founders of the B2B Marketing Zone and Social Media Informer. Please contact for more information. B2B Marketing. processes are fundamentally changing.

How Inbound Marketing Aligns With the New Purchase Loop


Elmo Lewis developed the Purchase Funnel, the now familiar pathway customers travel from consideration to purchase. The Purchase Funnel. Action - The person puts desire into action and makes a purchase decision. The study identified six behavioral or mental states a buyer experiences when considering a purchase. And how would they find this information?

Integrating mobile video branding into the auto purchase funnel


If the dealer intends to use consistency from website content to showroom, reinforcing the benefits of buying what and where, the relationship strengthens and ensures further confidence in the purchase. The post Integrating mobile video branding into the auto purchase funnel appeared first on Biznology. Part One. think it’s time to address some of them for the auto marketers of today.

Use Commerce Data to Inform Top-of-Funnel Acquisition

It's All About Revenue

Today’s online customers have all the information they need about your company at their fingertips. How can you capitalize on the product research your customers perform to encourage purchases? To start, you need a plan for capturing commerce data to inform your acquisition strategy. Past Purchases. Activities. Behaviors. Communication Preferences.

Matching Webinar Content to the Buying Cycle: Evaluation and Purchase Stages

It's All About Revenue

61% of B2B buyers agreed that the winning vendor delivered a better mix of content appropriate for each stage of the purchasing process. As prospects increasingly self-educate through the buying cycle, webinars have become a primary source of information that buyers turn to before making a purchase decision. Purchase Stage. This post is Part 2 of a 2-part series.

Why Purchasing Email Lists Is Always a Bad Idea


That's the mindset many marketers find themselves in when they're on the phone with a list-purchasing company. Curious why purchasing email lists is a legitimate email marketer's kiss of death? You work with a list provider to find and purchase a list of names and email addresses based on demographic and/or psychographic information. Read on, my friend. Wrong again.

B2B Marketing Trends for 2016

advance the buyer through 70% of the purchase cycle, there are. sales agent to the information manager and broader business ecosystem. This report was compiled by Tom Pick and Tony Karrer, co-founders of the B2B Marketing Zone and Social Media Informer. Please contact for more information. B2B Marketing. processes are fundamentally changing.

3 Ways Mobile Insights Are Informing Online and Offline Marketing

Buzz Marketing for Technology

It’s predicted that shoppers around the world will have purchased about $119 billion worth of goods and services through their mobile phones by 2015. It’s a goldmine of information for the direction of marketers’ mobile strategies and determining where mobile fits in as both a sales channel and marketing medium. Posted in Customer Experience Mobile.

B2B Buyers Need Insights, Not Just Information

KEO Marketing

By the time buyers are ready to purchase, they’ve already developed a sense of the type of solution that will address the problems they face. They’ve got loads of information on which to draw. That’s why you need to go beyond just providing information and start delivering insights. You’re showing them why their future success hinges on making a purchase.

Why Marketing With Purchased Email Lists Is Like Unprotected Sex

The Forward Observer

So to prime the proverbial marketing pump, many companies that don’t have their own email list are tempted to purchase one in hopes of jump starting their marketing efforts. You’re also required to include clear “From,” “To,” and “Reply to” information that accurately reflects who you are. Do you know which emails on that purchased list are undercover spam traps? Bad idea.

Survey Says…Case Studies Still Influential in B2B Tech Purchases

Stories that Sell

Eccolo and Global Marketing Insite collected responses from 501 participants, who were C-level execs, VPs, directors, managers, developers/programmers and technicians - all of which participate in technology purchase decisions in some way. 50 percent had consumed a case study in the past six months when evaluating a technology purchase. We all work hard to create attractive content.

Aristotle’s Persuasions and the Neuroscience of Purchase Decisions

The ROI Guy

This part of the brain is responsible for thinking and processing rational information such as financial justification / ROI. What can a philosopher born some 2,400 years ago teach us about modern marketing and selling? More than you might imagine. To make a more emotion- ally charged impression, communicate your value in a story, and utilize visuals to make the story more memorable.

Filling The Knowledge Gap: How B2B Buyers Seek Information To Make A Purchase


A Buyersphere mini-report by Base One and B2B Marketing. Produced in association with McCallum Layton and Research Now Check out the 2nd report of the series

How to Market to Chief Information Officers (CIOs)

B2B Marketing Traction

Therefore, a CIO’s decision to purchase your product or service is not made lightly. It is often a lengthy process, requiring a lot of information. For more information, read my previous post about this. ). 3. Ask for a minimum of contact information when CIOs download your materials. Here’s what you need to know to market successfully to CIOs.

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Why Consumers Ditch Their Mobile Purchases (and How to Win Them Back)


Meanwhile, this survey shows that abandoned mobile purchases are most often left behind because the buyer simply isn’t sure about the product. That’s evidence enough that mobile purchases are simply a different animal. Curing Purchase Uncertainty. You know how very important education and information is to getting those buyers to your checkout page to begin with.

Informing Content Strategy with Buyer Persona Development

Tony Zambito

  To inform a content strategy, it strikes me that there are five key areas to evaluate: Buyer understanding :  gaining an understanding of how buyers intend to consume, utilize, and act upon content are the bedrock of a content strategy.    Buyer persona development is a methodology for informing strategy.  Image by Krista76 via Flickr.

Beyond Buyer Profiling To Buyer Personification

Tony Zambito

When the Internet came along, we began to see a seismic shift in how buyers gathered information and made decisions.  As time progressed in the early decade of 2000 to 2010, reliance on the sales representative for product and solutions information began to diminish. by Evan Shuster. Segmentation has been a staple of business marketing and sales for several decades.

Email marketing: Is emailing purchased data a waste of time?

Earnest about B2B

In this post, I’m going to talk to you about data (groannnn) and how: “Campaigning to purchased data is a bad idea” Sure you’ve managed to buy a list of 200,000 opt-in contacts – all with a shiny email address – but sending your campaign out to these people straight away won’t generate the results you want. Watch this space. B2B Marketing

The Never-Ending Cycle: Content Informs Data Informs Content

Marketing Action

The most effective content is informed by strong data. Data should inform all facets of your marketing strategy and go a long way towards removing the guesswork from marketing altogether. Data also informs the best time to reach your customer. If data shows the customer recently purchased a new phone, then they would be more receptive to being offered accessories.

6 Ways Social Data Can Inform Your Marketing Strategy


Thankfully, we''ve learned that there''s a layer of science behind social media marketing, and we can actually extract highly valuable data that can inform our overall inbound marketing strategy. Digital marketing is, afterall, about not having to guess any more as the data informs the strategy. Social media has historically been a great conversational tool for businesses.

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The Single Most Important Element for Increasing B2B Lead Gen and Sales


Once a site visitor has searched for and filled their online shopping cart with desired items, competing the purchase requires literally one click: Amazon knows the customer’s preferred method of payment, credit card details, shipping address, even preferred shipping mode. Compared to the typical B2B purchase—there is no comparison. Insufficient or hard-to-find information.

Aer Lingus Engaged Customers with the Right Offers Between Ticket Purchase and Travel Date

It's All About Revenue

Whether it’s just a few hours, a day, a week, two months, or even ten years, purchase cycles exist for every product. The length of the cycle usually reflects the size of the purchase, with smaller items such as groceries having shorter purchase cycles, and more significant transactions such as cars, houses or holidays working in far longer cycles. Each purchase is a valuable opportunity for brands to engage with a customer, increasing the connection they feel with a brand. ” email, which provides pre-flight information.

7 Elements Of Customer Understanding The C-Suite Must Master

Tony Zambito

Here are seven elements CEOs and their teams must develop in order to make informed decisions to achieve growth: 1 – Research, Analytics, And Insights. Below is one example of how to frame such a view with the customer persona at the center.  It does not suggest all information can fit on one page. by Yarden Gilboa. The yield on these promises, thus far, has been lacking.

How B2B CMOs Can Achieve Customer-Centric Marketing With Buyer Personas

Tony Zambito

Personas can be insightful and informative towards decisions on designing user experiences, customer experiences, formulating marketing strategies, developing sales enablement programs, and devising content strategies. by Matt Brooks. Strengthening The Common View Of Customers. B2B CMOs can be caught in a maze of an organization faced with marketing complex solutions for complex problems.

71% More Likely to Purchase Based on Social Media Referrals [Infographic]


Consumers connect, rate, discuss, and consume product information and reviews like never before, making a strong online presence paramount for all sizes of ecommerce businesses. Ecommerce companies that invest in inbound marketing will greatly increase their opportunity to grow online sales, lower COCA (cost of customer acquisition), and increase new customer retention. Enjoy!

Purchases are fun, but…….they don’t move the business needle

Fearless Competitor

Too often we confuse business purchases with what is truly required to generate business results, especially quality sales leads for salespeople. Let me share some truisms about the kinds of purchases business executives make: Buying golf clubs does not make you a great golfer. We enjoy buying things, like cars, golf clubs, iPads, and vacations.  I do too. ” 2 of 13 = 10.5%.

Inside the Mind of the B2B Buyer – New Paths to Purchase

Fearless Competitor

Great insights presented by Genius and DemandGen Report , in the webinar  Inside the Mind of B2B Buyers: New Paths to Purchase. Reality : Over 9 out of 10 buyers consumed content on their way to purchase — especially white papers, eBooks, webinars, podcasts, and more and more, video clips. For more information, check out this webpage from Avitage on Think Like a Publisher.

The Evolving Risks and Roles of CISOs in 2016


Chief Information Security Officers (CISOs) are charged with more responsibility than ever before: Maintaining the enterprise vision, while ensuring technology assets are protected. Many issues that Chief Information Security Officers faced in 2015 will carry into 2016. The balance between CIO and CISO purview and purchasing power can be somewhat blurred. The Roles of CISOs.

B2B Marketing is Becoming More Like B2C Marketing – Or is it?


There’s no reason corporate purchasing professionals shouldn’t be able to buy office supplies, chairs, filing cabinets, commodity technology items and other frequently purchased, generally low value items online as easily as they’d buy a book, a pair of shoes or music in their personal lives. Information trumps image. That may be changing. Yes and no.

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How Buyer Perceived Risks (BPR) Affects Buyer Behavior and Purchase Decisions

Tony Zambito

The notion that perceived risks influences purchasing behavior has been around for quite some time.    As we have seen an increase in the complexity of the buying process, we are seeing a correlating increase in Buyer Perceived Risks (BPR)© associated with purchase decisions.  Image by IceSabre via Flickr. There is a given in all this.  Related articles.

What Facebook’s Purchase of Instagram Means to B2B Marketers

Social Media B2B

Ask a single compelling question about the information in the graphic to ensure a bit more engagement. 4. Yesterday Facebook bought photo-sharing site Instagram for $1 billion, but you already know that as a B2B social media marketer. It was hard for everyone to ignore the billion with a B price tag for an app. If you want to learn more about the sale, search for it.