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Crossing the Divide: The Art of Closing the Sale

Everything Technology Marketing

The top three factors that correlated with successful sales also predicted buyers’ satisfaction with the purchasing process and intent to continue buying services from the seller. We see it again and again: professional services sellers misread the real desires and priorities of their buyers, and consequently stumble in the art of closing the sale.

The Top-5 B2B Marketing Trends for 2012

Everything Technology Marketing

If you are not thinking about (and implementing) a strategy that puts your buyers (with their persona and industry driven pain points, preferences, and buying stages) in the center of your marketing efforts - and create compelling content as the currency of your engagement with buyers that influences decisions along the buying process - now is the time. Happy New Year!

A Simple B2B Marketing Framework

Everything Technology Marketing

Marketing is getting involved in many more areas that touch the customer along the buying process, multiplied by a dizzying variety of new tactics, online communications and engagement platforms. In my mind, this common thread should be the customer’s buying process (instead of the vendor’s planning hierarchy). But that's content for another blog post.

Why Your Technology Firm Needs a Content Marketing Strategy

Everything Technology Marketing

This educational process replaces the old golf course method of developing trust. Online trust is developed through the educational process, and therefore the most trusted firm is the one that gets selected. The key to marketing success online is educating prospects. Content is king. Why, you ask? It is through content that many other online marketing channels flow best.

B2B Marketing Trends for 2016

processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. company sales rep, it becomes even more vital that both groups understand the buying process from.

5 Steps to Social Media Leads with Content Marketing

Everything Technology Marketing

Step 5 - Nurture Leads Along the Buyer’s Journey Follow-up content pieces, such as webcast #2 and #3 in a series of 3 webcasts, require the buyer to complete a lightweight registration form - as they enter your marketing system with lead scoring, routing, and nurturing processes. One of my recent posts (“ The Top-10 B2B Marketing Trends for 2011 ”) received a lot of great comments.

Developing Your Marketing Analytics Strategy - A 3 Step Approach

Everything Technology Marketing

This individual is responsible for keeping the process rooted in the path and realities of the firm. Guest post b y Glenn Facey We live in a new age of information superabundance: the burgeoning era of Big Data analytics. Never before have marketers had the opportunity to understand their audiences in such fine, precise, and comprehensive detail. Without actionable goals and insights, even the most data-rich, well-supported marketing analytics efforts can go awry. So how do you go about setting the stage for an effective marketing analytics strategy ? The top three include: ?

B2B Market Segmentation – Part 2: How to Approach Segmentation

Everything Technology Marketing

But it doesn't get to the core of why companies are buying and what problem they are looking to solve (don’t get me wrong, demographics are still an important factor in the segmentation process, but they shouldn't drive the first steps of segmentation). In part one of our segmentation series , we discussed the importance of and rationale behind market segmentation. Regulatory drivers?

Top-7 Challenges for B2B Marketers

Everything Technology Marketing

Especially the top-3 challenges have grown significantly from 2009 to 2010: 1) Generating high-quality leads (from 69% in 2009 to 78% today) - Today's B2B marketers are tackling this issue with processes and technologies such as marketing automation and lead scoring in an attempt to only deliver qualified, truly sales ready leads.

B2B Marketing Trends for 2016

processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. company sales rep, it becomes even more vital that both groups understand the buying process from.

A Framework for B2B Customer Segmentation – Part 1: Why Segment Your Market?

Everything Technology Marketing

Marketing segmentation is about subdividing markets into segments of customers that have similar needs and behaviors. This way, vendors can optimize their product offering, marketing, and sales approach to meet the specific requirements of the segment better and more cost efficiently than the competition. In complex markets, segmentation is not trivial. In short, they are more profitable.

The Brave New World of B2B Marketing - Are You Ready?

Everything Technology Marketing

Clearly presented, educating the reader along every step of their decision making process. How do they impact the buying process? In analogy to agile programming, we are looking at a highly iterative process that at each step needs to be tested, validated, and tweaked before moving on to the next step. Your B2B markets are changing rapidly.

New Marketing Report: B2B Lead Generation Trends 2013

Everything Technology Marketing

The secret to B2B email success: Provide compelling content for each stage in the buying process to move buyers from first touch to purchase. Finally, the new 2013 B2B Lead Generation Report is available! The results are in. Here are the Top-5 Trends in B2B Lead Generation (for more details download the report ): The number one challenge for B2B marketers: Generating high quality leads.

5 Steps to B2B Marketing Success

Everything Technology Marketing

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. Prospects and customers are becoming more sophisticated and better informed than ever before.

5 Ways to Better Marketing Performance with Marketing Operations

Everything Technology Marketing

This is where the field of marketing operations (MO) has received a lot of attention lately as a new marketing function designed to create cross-company alignment, performance visibility, and the foundational systems and processes that enable marketing to scale, become more effective and efficient, and contribute to company goals. What happens if I cut your budget by 20 percent?

B2B Marketing Trends for 2016

processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. company sales rep, it becomes even more vital that both groups understand the buying process from.

Put an End to Flying Blind: A Ten-Step Process for Creating a Go-to-Market Tactical Plan

Everything Technology Marketing

This article outlines a ten-step process any size company can use to successfully enter a new market. What are the characteristics of the ideal customer and their buying process? 2. Understanding and documenting the customer buying process will be pivotal to knowing which influencers to approach, what thought leadership venues to secure, which tools are preferred and at what point in the buying process prospective customers want and use these tools. The operative words here are well thought-out and flawlessly executed. These steps involve: 1. Implementation 10.

Leveraging Actionable Customer Data for Revenue Growth

Everything Technology Marketing

Your marketing organization will need the right people, processes, data and technology. Performing customer analytics takes process, tools, and analytical skills but the payoff is better targeted relevant interactions with prospects and customers in order to improve customer loyalty, profitability and of course your marketing organization’s effectiveness. By Laura Patterson Peter Drucker is attributed to having said, “the purpose of business is to create a customer.” Delving deeper into what matters to your customers is the key to growing revenue. What do they buy? 3.

Lead Generation Checklist - Part 2: Sales and Marketing as One Team

Everything Technology Marketing

Unless both sales and marketing teams work hand in hand and agree on the lead generation goals, process, and qualification criteria, your lead gen money and efforts will go to waste. Here comes part two of the lead generation checklist series by Brian Carroll. The first part was about engaging prospects and customers in conversations and taking a consultative rather than transactional approach to marketing. Part two focuses on the chasm between sales and marketing that is common in many organizations. Click here to read the complete post

Fixing the Crisis in Marketing

Everything Technology Marketing

This approach replaces the static, long timeframe planning approach common in most marketing departments today with an agile approach that emphasizes team collaboration over process, quick iterative adjustments to changes over plan adherence. Bower takes a page from the shift in software development methodologies (agile development replacing waterfall model, etc over the last years) and applies it to marketing. How are you managing marketing in your organization

Why Process Transformation Fails

ANNUITAS

Recently I was presenting a Demand Generation Strategy that our team had developed for one of our B2B clients.  As we walked through the Demand Process approach we needed to take, one attendee from our client made mention of past attempts to “do things differently” and the resulting failure.  Why was change was actually occurring. Without hesitation she said “because it is technology led”.

Analyze your target’s buying process, for greater marketing efficiency

Biznology

B2B selling is a complicated affair, but you can simplify your marketing strategies dramatically with buying process analysis. This means that you lay out your prospect’s buying process, stage by stage, and then develop a selling process that maps to it. Here’s a typical B2B large enterprise buying process, broken down into its logical stages. Voila! And so on.

Digital transformation failure recipes: the content and process integration deficit

i-Scoop

As we know, digital transformation is happening everywhere and a large majority of organizations say they are in a digital transformation process. Actionable data, information and knowledge are at the very center of the value ecosystem most enterprises claim to seek with digital transformation. If you look at digital transformation from a technological perspective with […].

How the Brain Processes Different Types of Content [Infographic]

Hubspot

For example, did you know that the human brain processes videos 60,000X faster than text? Sometimes, the movie adaptation of a book is better than the book itself. Maybe it's the acting, maybe it's the special effects or the soundtrack, or maybe the story is simply better told on the big screen than in our imaginations. The reason? And some of their insights may surprise you.

MQL to SQL: The Qualification Process [Infographic]

B2B Marketing Insider

The post MQL to SQL: The Qualification Process [Infographic] appeared first on Marketing Insider Group. The customer lifecycle is a useful guide to help you gauge a lead’s readiness to purchase. This is important because the status of your lead should affect your lead nurturing strategy. For example, […]. Content Marketing

MQL 52

Content marketing: how process powers success

Biznology

Which brings us to the topic of process. Process – that larger plan – gives you a framework within which the preparation becomes a step toward your goal. First, I am suggesting that you focus on your content marketing process rather than your content marketing goals , but I’m not suggesting you ignore outcomes. That X, Y, and Z now becomes your process. Well, sort of.

My 4-Step Process to Marketing Research for Content Creation

Sales Prospecting Perspectives

When I’m writing a new piece of content for AG, I go through a specific process. Let’s talk about the first process in my content marketing efforts: research. This is the process of finding marketing research, insights, and quotes from professionals that benefit your readers. Everyone has a different process for sorting their information. The problem? Just hit subscribe!

4 Ways The B2B Buying Process Has Changed in 2015

Crimson Marketing

Improving and creating effective marketing strategy means marketers need to thoroughly understand the B2B buying process and how it is evolving. The Buying Process Is Growing More Complex. As a result, the modern B2B buying process looks less like a linear path from first contact through to sale—it’s more like a spiderweb of social influence and research channels.”

7 Benefits of a Prescriptive Sales Process

Your Sales Management Guru

7 Benefits of a Prescriptive Sales Process. By taking the time to document what each salesperson should at each step of the sales process you will ensure higher levels of performance. One of the best ways to help B and C performers improve is to write out a prescriptive sales process. During the sales process your company’s value proposition must be proven.

My online influencer research and engagement process

Biznology

So, my process is: set up SDL SM2, add all the keywords I have collected through going down a Wikipedia rabbit hole, let it go to parse, search, and churn. The post My online influencer research and engagement process appeared first on Biznology. At least, right now, it’s a one man band. Really big. You just won’t believe how vastly, hugely, mind-bogglingly big it is.

[Infographic] The Outsourced Inside Sales Teleprospecting Process

Sales Prospecting Perspectives

Everyone is feeling overwhelmed, including your buyers, who complain that the sales process is too tech-heavy with early demo offers that turn them away from the product. Are you prepared for the transition and implementation phases of the outsourcing process? The Outsourcing Process Infographic includes: 4 easy, actionable steps to outsourcing inside sales functions.

New Report: Improve The B2B Buying Process With Social Proof Marketing

Influitive b2b

So, how can brands get in front of buyers during the research phase, and help speed up the process once they make the vendor shortlist? If prospects consider online information and opinions from peers as two of the most vital sources of information when starting the buying process, then marketing and sales teams need to leverage their customers to generate social proof for their product.

How to Validate Your Blog Post Topics: A 3-Step Process

Hubspot

To help you avoid wasting time on topics and keyword plays that won't generate a meaningful return for your business, we've put together a simple process for validating your ideas before you start writing. How to Validate Your Blog Post Topics: A 3-Step Process. 1) Get to know your audience really well. But as it turns out, that's not the end of the world. The result? Jackpot.

So You Think You Know The Customer’s Buying Process?

Buyer Insights

Buying Process Featured Buying Decision Buying Research Procure To Pay Cycle Procurement Process Sales ProcessSellers are naturally focused on the purchase order. However, in winning the sale it is important to look beyond the buying decision to see the customer's broader business and procurement goals.

Content marketing metrics – process metrics and outcomes metrics

Biznology

There are two kinds of metrics in content marketing: process metrics and outcomes metrics. Process Metrics. Web traffic is an example of a process metric in that it tracks how our audience is interacting with our content. In addition to website traffic, process metrics include things like. These process metrics are the measurements nearly all of us think of first.

7 Benefits of a Prescriptive Sales Process

Your Sales Management Guru

7 Benefits of a Prescriptive Sales Process. One of the best ways to help B and C performers improve is to write out a prescriptive sales process. By spelling out the steps that the A performer often uses intuitively in her sales process, you can develop the rest of your sales staff. During the sales process your company’s value proposition must be proven.

A new process to quantify content marketing success

grow - Practical Marketing Solutions

This represents the most profound competitive issue for any organization today: How do you stand out from this noise and maintain valuable mindshare with your customers? I am proud to announce a new organization and a revolutionary new process to help you cut through this wall of noise … and win. content marketing measurement process. The Process. Traffic? Sales? Traffic?

Continuum and Process vs. Event, Project or Campaign Thinking

Avitage

It’s past time to shift your thinking about your approach to marketing activities as an event, project or campaign, to continuum and process thinking. The problem is, if a B2B buyer is at a different stage in their buying process than the content you distribute suggests, you could miss engaging them entirely. The consensus is clear.

Lead Generation: Streamlining the process for quality over quantity

B2B Lead Generation Blog

According to Debbie, the process in place had been corrupted and broken by a system of incentives to drive lead volume with little check and balance in place for assessing lead quality before the handoff to Sales. Challenge your process. Lead Generation lead gen process lead generation lead quality marketing automation Marketing-Sales alignment quality leads You may also like.

The Rise of the Marketing Technologist Part 3: People, Process, Content and then Technology

ANNUITAS

There is no doubt that the role of the B2B marketer has changed and this change has been led by the change in the buying process and the access to information that is at the finger tips of todays B2B buyer. Step Two: Process. An effective Demand Process Architecture aligns people, process, content and technology to the Engage, Nurture and Convert sequence of the buyer’s purchase path.