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

B2B Lead Generation Blog

Tweet Generating leads organically can ease the qualifying process, throwing “bad” leads out that are simply not worth pursuing. 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? Change the way leads are purchased. Source: LeadiD.  . You might also like.

Why Process Transformation Fails


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”.

The Purchasing Department: The Next Frontier for Social Media?

grow - Practical Marketing Solutions

But there’s also a new area of buzz right now — application to the purchasing department and the complex supply chain. At this point, applying social media to the purchasing process is still in the very early stages but certainly the potential is there for some exciting applications to some age-old supply chain problems. That is not always practical.

How Colors Affect Your Purchase Decisions


With the average human brain processing visuals 60,000 times faster than text, it''s important for brands to recognize the important role that color plays in purchasing decisions. What color signal does your brand project? Check out the video below to see exactly how colors portray emotion and influence consumer spending habits: Love marketing as much as we do? Follow @Spenceafied.

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.

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


The B2B sales cycle is an extended process that’s much longer and more detailed than B2C buying. Your leads may spend months considering whether they’ll make a purchase with you. Subsequently, understanding the purchasing path means the difference between success and failure for B2B marketers. Follow these steps to help boost your success with B2B lead nurturing and sales.

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

Buyer Insights

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

Starting to Think About Purchasing B2B Marketing Services? (Part 3)


There are many options when it comes to purchasing marketing services. Are there specific questions I ask during the interview process? A. What would you expect our role (as you client) to be in the marketing process? As a buyer, your will want to see a detailed scope of what is being provided that includes the breakdown of certain processes. Part Three of Three.

Salesforce Purchases Deep Learning Artificial Intelligence Vendor MetaMind: Yeah, That's a MarTech Trend

Customer Experience Matrix

It’s worth a brief note to record that purchased artificial intelligence vendor MetaMind on Monday. There aren’t many details available: in the announcement , MetaMind founder Richard Socher said Salesforce will use its technology to "automate and personalize customer support, marketing automation, and many other business processes." In a way, that vagueness is exactly what’s most interesting about the deal: it supports the notion that AI will be embedded in many system features rather than limited to a handful of specific tasks.

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.

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

Influitive b2b

The study found that 80% of respondents were doing more research, and, as a result, 53% said the purchasing cycle had increased in length from the year prior. 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? In the B2B software world, it’s a buyer’s market. The answer: social proof marketing.

Responding to the Buyers Purchase Path


Because these personas will each take a different approach to the buying process and be viewing this purchase differently. Assuming that all buyer personas approach the buying process the same way severely limits the results that will come from the demand generation strategy.  However, the decision-maker re-joined the buying process at the end of the cycle.  Decision.

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


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.

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. There are four steps in the process that have always been integral to every CMO's approach to marketing: Awareness, Interest, Desire, Action. The Purchase Funnel. Action - The person puts desire into action and makes a purchase decision. Openness.

Integrating mobile video branding into the auto purchase funnel


Marketing people didn’t stop to think about all the little mental stops along the way our parents made in the decision making process. 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. Part One. The What to Buy Moment (Top Funnel).

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.

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.

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.

How to Build the Business Case for Purchasing Marketing Technology


If you want to make a change, such as purchasing a new marketing technology, you essentially have two options. Preparing a business case for your martech purchase will solve two important goals: Making sure you’re making the right purchase recommendation; and. Ask yourself: Where are there inefficiencies in our process? New processes/procedures. Change is hard.

Marketing lessons from the college admissions process


The youngest starts college in the fall. I’ve gone through the college process twice, and each time I’ve absorbed new lessons about marketing to Millennials in an era of rapid change. And I’m sure many parents are familiar with the process of “How to get the teen to read that email you just sent.” It goes something like this: Send the email. I truly feel for the college marketer.

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. Fishy, eh?

Better Processes & Improved Focus with Queue-Based Lead Management Platforms

Sales Prospecting Perspectives

Am I purchasing the right lists & working with the right list providers? Removing all of the additional work required to sift through the list frees up your sales team to focus on lead nurturing and building relationships with the lead in an effort to move them closer to the buying process. Source: HubSpot ). Source: Lattice Engines / CSO Insights ). Source: ).

7 Strategies To Prevent Delays In Getting The Customer’s Purchase Order

Buyer Insights

Closing the sale and getting the Purchase Order no longer go hand in hand.  In many buying organizations a new level of bureaucracy and administration has grown around what was once just an administrative formality.  How Buyers Buy Uncategorized Buying Process Buying Steps Maverick Buyer Procurement Purchase Order Sales Process Sales Success Getting the PO is no longer a straight-forward matter – for the unprepared seller can be a costly maze. Waiting [.].

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

Tony Zambito

Don't Fix Your Marketing Process

Customer Experience Matrix

Marketers need people, processes and technology that allow them to react quickly to new opportunities. So far, his main points have been that the role of B2B marketing has expanded to cover the entire buying cycle from initial lead generation through closed deals and that new technology must be accompanied by changes in people, process and content to have an impact. HOW can marketers adjust their staffing and processes, given the practical constraints of time and budget? In this situation, any optimized process will rapidly become obsolete.

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.

Feeding Sales Is a Process, Not a Project.

Sales Engine

They realize that engaging with prospects through the internet is a process and not a series of projects—and marketing’s job is to generate leads that create actionable sales intelligence. We may not have liked talking to salespeople, but it’s how we got the information we needed in order to evaluate a purchase. The process won’t be the same with the next prospect. Ingrates !"

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

Tony Zambito

by Matt Brooks. recent survey by B2B Marketing, in conjunction with the UK-based agency Tomorrow People, indicated only 38% of marketers considered their content to be “very customer-centric.” In this same survey mentioned above, it was found 50% or more of marketers surveyed have not engaged in researching and creating buyer personas for their marketing efforts. The same goes for buyer personas.

Beyond Buyer Profiling To Buyer Personification

Tony Zambito

Whereby sales organizations, in particular, went through training on how to adapt to the personalities of individuals in the buying process. With an emphasis on strategic selling and understanding the key strategic initiatives, risks factors, buying teams, buying processes, and buying criteria involved in selling.   (Many may remember profiling performed with Miller Heiman blue sheets.).

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. The second reason for abandoning a mobile purchase is a slow site or app. Yes, you can streamline the process for them.

How the Internet has made your B2B sales process outdated


At the time, I know now, it was unusual to even have a process for such a thing, but that is how IBM worked (and still does). Most B2B businesses did not have such a process and the ones who did probably did not follow them as religiously as IBM did, but even if you don’t know you have a process, you do. Whatever you do is your process.

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


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. We asked 500 B2B buyers about recent purchases (of at least £20,000) in order to find out: What kind of information they sought. Get free insight now by downloading our free mini-report, Filling The Knowledge Gap: How B2B Buyers Seek Information To Make A Purchase. What information do B2B buyers want from you? B2B buyers do not make hasty decisions. Quite the opposite.

The 6 Step Inbound Marketing Process [Infographic]

Puzzle Marketer

I wanted to share this fantastic and easy to understand infographic I came across outlining the Inbound Marketing Process. ” The Inbound Marketing Process infographic can be found on their original blog post here. I’ve outlined their 6 step process in the infographic below. internet users regularly use a social network” “20% of monthly Google searches are for local businesses” Step 4: Convert traffic to leads Leverage your website in order to get the visitor’s information and start them through your sales process.

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


Upon closer examination, the move toward consumerization seems to boil down to embracing one key concept long pursued by B2C brands: minimizing friction across the promotion and buying process. Compared to the typical B2B purchase—there is no comparison. The Amazon experience is clearly beginning to impact the world of B2B purchasing. Image credit: The Blue Diamond Gallery.

Initiating the Social Media Path to Purchase Model

WindMill Networking

The new social path to purchase model has a broad range of significant implications along each stage of the buying process. Here are the implications at the beginning of the journey, prior to the purchase. Initiating the Social Media Path to Purchase Model by Joe Ruiz - Maximize Social Business. Related Stories Understanding Social Customer Experience Path to Purchase Behaviors 5 Design Principles That Drive Social Customer Experience Marketing Evolving From #SoLoMo to Customer Experience Marketing. Customer Experience Marketing

Navigate Your Web Design Process in 5 Steps


Today we will show you how to navigate your website design process in just five easy steps: Love marketing as much as we do? Today we will help you navigate your website design process in five easy steps. Approximately 67% of users say that they are more likely to purchase a product or service from a site that is mobile friendly. Follow @Spenceafied. Follow @deannabaisden.

How Can Marketing Meet the Expectations of a Complex, Large Purchase Buyer?

Sales Engine

This is why it’s important to have great content available that supports every stage of the buying process in a complex sale. All of these conversion rates are pretty good, which tells us that the marketing is going in the right direction, they have a fair number of qualified suspects in their database, and their sales process is sound. based on marketing to over 117,000 lead records.

MQL 42

A process to connect social media, content marketing and sales

grow - Practical Marketing Solutions

It can also be useful when customers are trying to get buy-in for a purchase, doing detailed research, and during the demo or trial process. Now, let’s see where social media/social interaction can play a role in the sales process. Now you know where the different elements can contribute to the sales process. Purchase. It’s both expected and accepted.

Stop Focusing On The Sales Process, Silly!

B2B Marketing Insider

The buyer’s journey and the selling process terms are often confused. However, the sales process focuses on how to push the customer to get them to buy from you. So, are you creating your business strategy based on the selling process or the buyer’s journey? Focus on Content Development For Each Phase Of The Buying Process. Forrester). B2B buyers engage with 11.4

Do B2B Customers Want to Tweet a Purchase?

Social Media B2B

Most use a laptop or desktop to make their purchase, with 45% citing security concerns of the mobile web and 43% noting the lack of a mobile-friendly website. Let’s ignore the marketing problem of that question and examine the steps of the process: Your customer enters a standard order that can be shipped or invoiced based on a tweet. It is not about Emoji. They can be text.