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How to Conquer 5 Common B2B Marketing Problems with Content

NuSpark

B2B marketers face many obstacles on the way to the sale. When it’s a new concept that’s sophisticated and versatile, potential clients need education, not a sales pitch. She has to assess the impact process changes might have on customers and inside sales associates. B2B Marketing Problem 3: Long Buying Cycles. Each can have a substantial impact on your sales results.

Why Your B2B Buyer Personas Are Not Helping to Increase Lead Conversions

NuSpark

And sales cycles linger endlessly. There are logical reasons why they don’t understand the full buying cycle and what’s going on inside the buyer’s brain. You’ve probably heard the oft-cited statistic that buyers don’t reach out to a vendor until they are 57% through the buying cycle. When prospects start to consider various options, they might talk with a sales person.

How to Convince Your CEO of the Power of B2B Content Marketing

NuSpark

It takes time, but delivers, in the long term, a higher number of leads and sales opportunities. Content Marketing Conquers the Buying Cycle. It can move buyers through the buying cycle, attracting web traffic, converting visitors into leads, and transforming leads into sales opportunities. Such campaigns are familiar. Why would you give away information? It’s not.

Matching the Offer with Buyer Mindset: The Website Dilemma

NuSpark

Your website is a marketing and sales tool. So, in other words, we’re talking about where they are in the buying cycle. Buying Cycle Stages. Before we go further, let’s agree on our buying cycle stages for the sake of this discussion. Buying cycle stages can be broken down differently depending on the complexity of your product or service, how it’s packaged and so forth.

Advocate Marketing Creates B2B Relationships That Lasts A Lifetime

help sales close deals, and B2B buyers prefer to. what sales and marketing claim. when marketing sees them simply as sales support. they correlate positively with satisfaction and retention.” › References help sales accelerate deal conversion. When they visit your website or engage with sales for the first time, they. deals that sales wins or closes. enjoy?”

Survey Results: Improving Content Marketing is the #1 Priority for 2012 Lead Generation.

NuSpark

The poll was promoted throughout LinkedIn Groups; a mix of b2b marketing and sales groups that I am a member of.  I received 172 votes and the results were quite interesting. Great nurturing content that tells a compelling story with the goal to shorten sales cycles is the key to increased sales opportunities. B2B Lead to Sale Process Content Marketing Strategy

Implementing Your Lead Nurturing Campaigns; Free Templates That Help You Plan

NuSpark

Considering that around 80% of leads never turn into sales, you need a proper lead nurturing plan, including lead scoring, with the goal to transform those leads you do have into potential sales opportunities. The benefits of lead nurturing are: Automatic lead qualification, meaning increased sales productivity. Shortening of sales cycles.  Lead Nurture Planning.

The B2B Lead Generation-Demand Generation Book “Hall of Fame”

NuSpark

Lead Generation for the Complex Sale: Boost the Quality and Quantity of Leads to Increase Your ROI. One of the first books to discuss the complex buying cycle of B2B and how to align sales and marketing to engage and nurture prospects.  A great overview on how to keel leads in the pipeline. eMarketing Strategies for the Complex Sale. Books are listed by funnel category.

Marketing & Sales Alignment; We’ve Aligned to Optimize Your Lead Funnel & Pipeline

NuSpark

Content drives leads into the funnel; content nurtures leads into sales opportunities. If you’re a sales executive, call Frank, and he’ll bring me in.  We’ve aligned; now it’s your turn, but only if you crave more quality leads, more sales opportunities, and shortened sales cycles. Why the alignment?  pmosenson@nusparkmarketing.com.

The Lead Generation-Inbound Marketing- Funnel Optimization Toolkit

NuSpark

Nowadays there are hundreds and hundreds of online tools and platforms that assist us in generating, converting, and nurturing leads into sales.  Leads are now email addresses, conversation is written dialog and content, and the phone is saved until later in the sales process.  So let’s review the tools needed to manage an inbound marketing and conversion optimization campaign. Funnel Management:  Qualify and nurture leads until they become real sales opportunities. . Advertising B2B Lead to Sale Process Marketing StrategyIn the old days, we had a phone. 

The 3 P’s of B2B Lead Generation: People, Process, Platforms

NuSpark

When people ask me what I do, I usually give them my standard 15-second commercial; generate quality inbound leads and shorten sales cycles via lead generation, lead nurturing, and content marketing.  I am also active on Google Plus. Marketing can communicate messages via word, audio, or video, but marketing folks can rarely create a personal relationship as well as those in sales

The 3 P’s of B2B Lead Generation: People, Process, Platforms

NuSpark

When people ask me what I do, I usually give them my standard 15-second commercial; generate quality inbound leads and shorten sales cycles via lead generation, lead nurturing, and content marketing.  I am also active on Google Plus. Marketing can communicate messages via word, audio, or video, but marketing folks can rarely create a personal relationship as well as those in sales

The Statistics of Lead Nurturing for B2B

NuSpark

Lead Nurturing is the process of communicating to a lead on an ongoing basis in order to educate, inform, continue to qualify and build a relationship until the lead is sales-ready.  Most importantly, a sound lead nurturing marketing program has proven to increase revenues for firms.  It’s why I continually promote the entire lead management cycle, from email capture to sales.  Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost. Companies that excel at lead nurturing have 9% more sales reps making quota. CSO Insights.

The Statistics of Lead Nurturing for B2B

NuSpark

Lead Nurturing is the process of communicating to a lead on an ongoing basis in order to educate, inform, continue to qualify and build a relationship until the lead is sales-ready.  Most importantly, a sound lead nurturing marketing program has proven to increase revenues for firms.  It’s why I continually promote the entire lead management cycle, from email capture to sales.  Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost. Companies that excel at lead nurturing have 9% more sales reps making quota. CSO Insights.

The Secret to B2B Marketing Content That Helps Win More Clients; Buyer Personas

NuSpark

Producing content that answers buyers’ questions in the formats they prefer helps to shorten your sales cycle and bring more buyers in the door.  . In this phase of the cycle are they looking at case studies, articles, white papers, or something else? B2B Lead to Sale Process Marketing Strategy You might think this article is about how to write in an engaging, persuasive way that brings prospects flocking to your website, downloading e-books, white papers and case studies, and picking up the phone to place their orders.  . It’s not.  . Do they hope to save money?

The benefits of outsourcing telemarketing as part of your demand gen program

NuSpark

By creating the demand that will pull the potential client or customer into a decision that is favorable to your company, you are accelerating and therefore shortening the marketing / sales cycle. A Demand gen or Demand Generation program is composed of all activities and tasks that help to create, from regular leads, an awareness, acceptance and desire for your product or services.

The importance of optimizing eMarketing; An Interview with a COO

NuSpark

The utmost  importance of optimizing the entire “visitor-to-lead-to-sale&# cycle as an eMarketing strategy cannot be questioned. If you don’t pay attention to a specific micro element of an eMarketing plan, the entire strategy won’t work as well; you’ll lose leads and sales.  We speak to a number of companies who have fancy-designed websites; but they can’t be found on search engines; they don’t convert visitors into leads, and once those leads are generated, they aren’t properly … [ visit site to read more ]. Related posts.

The importance of optimizing eMarketing; An Interview with a COO

NuSpark

The utmost  importance of optimizing the entire “visitor-to-lead-to-sale&# cycle as an eMarketing strategy cannot be questioned. If you don’t pay attention to a specific micro element of an eMarketing plan, the entire strategy won’t work as well; you’ll lose leads and sales.  We speak to a number of companies who have fancy-designed websites; but they can’t be found be search engines; they don’t convert visitors into leads, and once those leads are generated, they aren’t properly … [ visit site to read more ]. Related posts.

3 Tips to Shrink Your Long Enterprise Sales Cycle

Act-On

You can’t overturn a single rock nowadays without some thought-leading salamander slithering out from under to tell you how to shorten your sales cycle and proposing magical elixirs for driving your time to close down to days as opposed to months. While many of these folks give sound advice, the reality for some of us is that we simply have a long sales cycle.

Can You Really Use Marketing to Shrink the B2B Sales Cycle?

Great B2B Marketing

It seems at least once a week that I talk to a B2B company about how to shrink their sales […]. The post Can You Really Use Marketing to Shrink the B2B Sales Cycle? B2B Sales Sales Cycle Sales Model B2B sales cycleappeared first on Great B2B Marketing.

Does Your Sales Team Know About the Hidden Sales Cycle?

It's All About Revenue

They call this the ‘hidden sales cycle’. So, does your sales team get this?  But, for those that don’t, we’ve come up with a few tips you can pass along to your sales counterparts. Get all the details, tips, and tricks in this presentation to help you uncover the hidden sales cycle : Have You Discovered the Hidden Sales Cycle? from Eloqua.

Use Digital Content to Shorten the B2B Sales Cycle

Great B2B Marketing

Marketers, sales reps, and business owners are becoming aware of the many benefits of propagating fresh and relevant digital content. But perhaps the most important content marketing benefit is the impact on the sales cycle. relevant piece of content available to the prospect at the right time in the sales cycle, can accelerate the purchase decision. Case Studies.

4 Steps to Shorten Your Sales Cycle

Sales Prospecting Perspectives

Sales Prospecting Perspectives is pleased to bring you a guest post from Damian Davila, Content Marketing Consultant at idaconcpts.com. Back in May 2010, the Aberdeen Group released an important report on how to shrink the sales cycle and focus closers on sealing more deals. "We don''t convert enough leads to sales," said 59% of respondents in the report. Takaway point.

The Marketing Automation Sales Cycle

Salesfusion

The post The Marketing Automation Sales Cycle appeared first on Marketing Automation | Lead Generation | Email Marketing | Salesfusion. Best Practices Email Marketing Lead Nurture Website Tracking

Lead Qualification: Rethinking BANT in the Modern B2B Sales Cycle

Act-On

In today’s complex B2B sales cycle, it’s important that an organization’s sales and marketing teams create a clearly defined and agreed upon, definition of a qualified lead. Distinctly identifying where the lead handoff happens is the first step in creating a seamless transition between sales and marketing. Do your biggest sales happen on the East Coast?

BANT 56

SiriusDecisions Research: Longer Sales Cycles Drive Need for Change

The ROI Guy

Sales cycles are taking longer than ever, lengthening by 24% over the past two years, this according to research by SiriusDecisions. Just two years ago, the average sales cycle was 6.4 Why the longer sales cycle? However, the sales cycle delays are not just because of a changed buyer and Frugalnomics.

What is the Best Content to Use for Each Stage of the B2B Sales Cycle? [Infographic]

Crimson Marketing

Key takeaways include: Blogs and newsletters are most valued by B2B buyers early in the sales cycle, when they are starting to learn about a topic and evaluate products/vendors. Whitepapers are most valued in the beginning and middle parts of the sales cycle, when buyers are attempting to understand a problem. MarketingProfs ). Infographic] appeared first on.

How to Shorten the B2B Sales Cycle

Great B2B Marketing

If there is one thing that aggravates the modern B2B company, it is the constantly lengthening sales cycle.  Everyone, from CEO to sales VP to sales rep, suffers from this problem and wants to know what to do about it.  What exactly do I mean by the term “sales cycle”? Of course, the sales cycle time is expressed as an average. 

The 21st Century Buying Experience: Say Farewell to the Sales Cycle

CMO Essentials

This begins with the “hidden sales cycle” and carrying through the intertwined marketing, sales, and service stages of the relationship lifecycle. Figure I: Leaders Anticipate and Influence the Hidden Sales Cycle. The post The 21st Century Buying Experience: Say Farewell to the Sales Cycle appeared first on CMO Essentials.

It Just Takes Longer. Your Sales Cycle in 2013?

The ROI Guy

A significant 43% of B2B companies indicate that sales cycles have lengthened over the past three years, this according to a recent survey of 243 solution providers by B2B Magazine. Confirming lengthening B2B sales cycles, SiriusDecisions indicates that durations have increased an average of 22% over a similar period. For more information, click here.

4 Lead Nurturing Campaigns to Run After the Sales Cycle

It's All About Revenue

Here are a few different types you might find after the sales cycle has come to a conclusion. 1. Lead Nurturing Campaigns to Run After the Sales Cycle is from Eloqua’s It’s All About Revenue, a Blog Covering Business To Business Marketing. Lead Nurturing b2b marketing Content Marketing lead management lead nurturing campaigns marketing automation sales cyclesby Dan Pecoraro | Tweet this We often talk about lead nurturing campaigns as if they are monolithic. But with a little investigation we find that they’re not all alike. The “Lost the Deal” Nurture.

The High Cost of Lengthening Sales Cycles

The ROI Guy

For many B2B firms, sales cycles have extended by a month or more over the past few years, and show little signs of shortening. These sales cycle delays have had a serious impact on B2B sales revenue and growth, resulting in the failure of many sales and marketing organizations to meet growth goals and quotas. As a result of stalled sales and lengthening sales cycles, hundreds of millions in new sales has been lost, yet most organizations are unaware of the real cost of these sales cycle delays.

Your Sales Cycle Dilemma in 2013

The ROI Guy

With more financial constraints, more stakeholders, and more scrutiny on each purchase, buying cycles have been extended by almost 10% over the past three years. As a solution provider, the lengthening decision cycle can be frustrating and costly to you, as deals stall and critical sales revenue is delayed. Can your sales professionals answer key buyer questions: Why Change?

60% of the Sales Cycle is Over – BEFORE a buyer talks to your Salesperson

Fearless Competitor

“On average (and with little variation among industries) customers will contact a Sales rep when they independently complete about 60% of the purchasing decision process.” They reach a shocking conclusion – this is not a misalignment of sales and marketing. Marketing buyer personas content marketing lead-generation lead-nurturing lead-scoring management-best-practices sales-challenges Think Like A Publisher” This should be a wake-call for all leaders in companies who sell products to other businesses. The world is passing you by. Deep buyer personas.

3 Tips to Help Content Marketers Understand Sales Cycles

Biznology

Simply posting a blog per day won’t amount to anything if you’re not taking your customers’ sales cycles into account and adjusting your marketing strategy accordingly. What’s What’s a sales cycle, you ask? Understanding Sales Cycles. Before you can create content for your buyers, you must understand the sales cycle for each buyer type.

Shortening Sales Cycles By Focussing On The Social Buying Process

Conversionation

One of the main advantages of word-of-mouth marketing is that it shortens the sales cycles, according to George Silverman. Blog Sales Social CRM customer-centricity Sales 2.0 sales cycles social buying process word-of-mouthOr better: it speeds up the buying process. And trust is a crucial element in the purchasing decision. Shortening the [.].

B2B Sales Cycle: 4 steps to avoid the wasteful ‘no decision’

B2B Lead Generation Blog

Tweet CSO Insights , which interviews thousands of chief sales officers to benchmark B2B sales best practices, has tracked an alarming trend. Jim Dickie, CSO Insight’s managing partner, says this should make any sales leader cringe. “It’s not a big deal to lose to a competitor; it happens to everyone,” he explains. No deal = broken sales cycle. He says the escalating number of “no decisions” is a sure sign that sales cycles are broken. CSO Insight’s latest sales performance optimization study reveals that an average of 4.1 Sales

B2B E-mail Marketing Pro-Tip: Understand Your Sales Cycles

The Forward Observer

Often, the impulse is to push some unwanted sales messages or company news out to an email list. It is the glue that is holding together the online sales process. The best way to approach email marketing is to align it with your sales cycle. For instance, what kinds of questions are prospects asking the sales team? How long is the sales cycle?

3 Ways to Use Buyer Personas to Shorten Your Sales Cycle

Hubspot

When speaking with sales and marketing organizations across North America, I share that the most important question a business can answer is, “ Who do we want to be a hero to ?”. It’s not enough to merely talk about it among the senior team and occasionally in sales meetings, nor is it enough to document your buyer personas and then cast them aside with your marketing plan to collect dust.

The Benefits of Marketing Automation for Sales: Use Email to Shorten the Sales Cycle

Marketing Action

The benefits are especially clear when you look at the ways marketers and sales teams can use email campaigns to nurture prospects along the journey to conversion. Better Visibility and Shorter Sales Cycles. According to Bulldog Solutions , companies that invest in marketing automation solutions see 70% faster sales cycle times. Email Marketing to the Max.

Sales 2.0: Shortening Sales Cycles Means Focussing On The Social Buying Process

Social Marketing Forum

Shortening the sales cycles is important because it leads to higher profit but also because sales cycles (certainly in B2B) appear to be longer than before. Research Sales B2B buying process George Silverman HubSpot OneSource Outsell Sales 2.0 sales cycles word-of-mouthTrust is a crucial element in speeding up the purchasing decision.

Nurturing Relationships In A Long Sales Cycle

Marketing Action

Here is the shortest sales cycle I can think of: You’re driving along a country road. To stick to our vertical of restaurants, here’s another sales cycle scenario. This was a three-month sales cycle…a bit long for a restaurant meal, but this wasn’t just any restaurant meal. How long is the typical sales cycle? You come to a small town.

Social Selling Throughout The B2B Sales Cycle

Social Media B2B

The impact of social media on brand monitoring, customer service and marketing is a hot topic these days, but there has been less discussion about one of the biggest areas of social media impact: B2B sales. The opportunity to capitalize on social media in sales is clear: if Customer 2.0 leverages social media to inform their purchase decisions, why not tap into the same well to inform our sales engagements? critically drives their sales team’s success. Over the next several posts, I will explore effective social selling tactics for every phase of the sales cycle.