The Effective Marketer

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The Big Myth About Buyer’s Journey in the Digital Age

The Effective Marketer

Last week I attended a webinar presented by SiriusDecisions and Alinean titled “ SiriusDecisions Interview: Death of the B2B Sales Rep? ”. If you know anything about SiriusDecisions these guys are the top analysts when it comes to B2B sales and marketing. Sales people matter more than your digital assets. Your sales enablement and content marketing plans need adjustment.

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The State of Demand Generation

The Effective Marketer

There are over 20 presentations available, ranging from Social CRM and Lead Generation, to Case Studies and Sales Enablement. Buying cycle control (you need to facilitate the buying process and understand what is required of you as a result). Create (generation of “original” demand, focusing on quality, i.e. generating a better lead for sales). Sales Programs.

Getting Started Guide for Marketing Automation

The Effective Marketer

Step 1: Sales and Marketing Alignment and Documentation. If you did your marketing automation purchase following best practices, the sales team (or at least sales management) was involved to help make the selection. If not, stop what you are doing and meet with the sales leadership. What does the sales and marketing funnels look like? How and in which stage will marketing hand leads off to sales? How will marketing get feedback from sales? Make sure to validate with sales and other relevant departments. Now what? Step 2: Buyer Personas.

A Content Framework for Sales Enablement

The Effective Marketer

Although not as glamorous, internal content like sales enablement materials are an important component of making sure all that nurturing given to your leads actually convert into deals. Sales Enablement Content. More importantly, how to make sure the sales team is aligned with marketing’s priorities for content creation? Right after that, I put in the sales rep goals.

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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?”

Marketing Automation is More Than Technology

The Effective Marketer

The magic relies on the higher conversion rates throughout the sales cycle. And when the process includes both sales and marketing working together on definitions, on content strategy, and qualification criteria companies see higher response rates overall. As the report states: With a handoff process in place, sales now accepts and processes more than 58percent of MQLs; the higher quality of these leads in turn yield a third conversion rate of roughly 49 percent to opportunity, and an increased close rate of a bit more than 23 percent. Increasing Response Rates.

When Inbound Marketing Goes Wrong

The Effective Marketer

Shorten sales cycle. Lets sale show when their prospects are engaging online. The fact that Inbound Marketing is taking over traditional marketing methods is not news. It seems that every eBook, blog post, and webinar is now touting content marketing and inbound marketing as the go-to strategies for the new marketers. Marketing is evolving , there is no denying that. But for those out there in the trenches, trying to follow all the advice and get their marketing engines running it is not that simple. Why Your Inbound Program Isn’t Working. Capture your target.

A Content Framework for Sales Enablement

The Effective Marketer

Although not as glamorous, internal content like sales enablement materials are an important component of making sure all that nurturing given to your leads actually convert into deals. Sales Enablement Content. More importantly, how to make sure the sales team is aligned with marketing’s priorities for content creation? Right after that, I put in the sales rep goals.

FAQ 9

Your Content Focus: Narrow vs Wide

The Effective Marketer

Others don’t want to “abandon” leads they have already generated and argue for more nurturing campaigns with content that will guide those leads down to eventually close a sale. believe it is a matter of understanding a few important things before making a decision, such as: How long is your sales cycle? If you have a relatively short sales cycle, then developing content focused on driving leads down the marketing funnel to help close deals might be the best bet. So how do you solve this? What content has already been created?

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?

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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.

Let’s Make a Deal: Best-in-Class Sales Training Can Shorten Your Sales Cycle

CMO Essentials

Sales training is commonly understood to be a must-have component in managing quota-carriers. Today, no sales leader is foolish enough to deny the value of basic training for their B2B sales team members. above 2013 sales training spend levels. Figure 1: Customize, Coach, Close: Best-in-Class Sales Guidance. Taking Training beyond the Basics.

Behind the Scenes with Brahim Zebbar, EMEA Sales Manager

IKO-Systems

As we all know, running an effective sales team is no easy task. With this in mind, we sat down to pick the brain of Brahim Zebbar, EMEA Sales Development Manager for a leading global marketing software, for insight into running and producing results with a 7-person SDR team. They’re a key part of the sales process, since they make sure the account exec is talking to the right person.

How to Use B2B Content Marketing for Each Stage of the Sales Cycle

Hinge Marketing

By catering your content to each stage of the sales funnel, you can demonstrate a specific understanding of individual client needs. Let’s take a look at the sales funnel and break down how you can leverage your B2B content marketing for each stage. B2B content marketing is all about communicating and building trust. Top of the Funnel. have a relationship with your firm.

How Reversing the Funnel Increased Sales by 14% for a Sales Incentive Company

B2B Lead Generation Blog

Tweet Traditional marketing practice presumes the more you invest in driving leads through the top of the sales funnel, the more revenue will come out the other side. But, when Certif-A-Gift Company, a sales incentive company, reversed this presumption, they ended up increasing sales by 14% and moving prospects through the sales cycle 23% faster.

12 Quick B2B Sales and Marketing Fixes

Great B2B Marketing

B2B Sales Cycle Sales and Marketing B2B SalesAt Fusion Marketing Partners, we sometimes deal with clients who have both longer-term strategic issues (business model, lead-to-revenue strategy, etc.) […].

How to Map Lead Nurturing Content to Each Stage in the Sales Cycle

Hubspot

Lead nurturing is a crucial part of your marketing and sales success. With lead nurturing , however, you can bring those leads through your sales funnel and garner 4-10 times the response rate compared to a regular email blast while doing it [Source: SilverPop/DemandGen Report]. To nurture those leads correctly, however, you need to somehow adjust your messaging based on their point in the sales cycle. Here's how you can map lead nurturing content to every stage in the buying cycle. Understanding the Buying Cycle. But how do you do that? In what order?

The Fat Pipeline

Sales Intelligence View

Data Funnel Sales 2.0 Sales Intelligence Sales Management sale efficiency sales automation Sales Cycles Sales Data Sales Pipeline sales productivity Note: Today’s guest post is another in a series provide […].

B2B Lead Generation Blog: Winning the Complex Sales Cycle with Thought leading Content

B2B Lead Generation Blog

» Winning the Complex Sales Cycle with Thought leading Content David Meerman Scott shares some great ideas on how to leverage your thought leading content on your website. In the complex sale, we need to continually remind ourselves that companies dont buy - people do. Customers are weary of pitches, hype, pushy sales people and manipulative marketing. agree.

How B2B Sales Cycles Are Changing

Modern B2B Marketing

by Carol Fox As Dylan wrote, “The times, they are a-changing,&# and B2B sales cycles are no exception. But regardless of the factors at play, it stands to reason that learning more about what’s happening to sales cycles can help sales and marketing departments figure out how to shorten them. First, let’s define “sales cycle.”