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Deconstructing the Four Stages of the Industrial Buy Cycle

Industrial Marketing Today

The problem becomes more acute for the industrial sector because the industrial buy cycle can be a long and complex process that often involves multiple decision makers.

Content Auditing and Mapping it to the Industrial Buy Cycle

Industrial Marketing Today

Industrial giants have deep pockets to create marketing content on a daily basis. How can you use marketing content to generate a decent volume of sales-ready leads at a low(er) cost? What is effective content marketing? What is a content audit?

Shortening the Industrial Buy Cycle in 5 Simple Steps

Industrial Marketing Today

Even though her article is about the B2B buy cycle in general, it is a perfect follow up to my earlier post “Deconstructing the Four Stages of the Industrial Buy Cycle.” She has focused on identifying the problem and providing a 5-step solution to shorten the buy cycle.

B2B 2

Creating Relevant B2B Marketing Content: Walk the Talk

Industrial Marketing Today

That is pretty much the mantra of B2B content marketing. Nothing happens until your site visitors and blog readers take some kind of an action after reading your content. What marketing content you serve at each phase of the buying cycle also matters.

Why marketers must become the new publishers

Chris Koch

But this trend has an unintended side effect: it exposes our content development processes (or lack thereof). We accomplish this feat through content. And if our nurturing metric is going to improve over time, so must our content. Improvement through relevance. By improve I mostly mean that we need to make the content more and more relevant to target buyers. To fulfill an ever-increasing demand for content you need a process. Audit content.

ClickInsights: How can B2B marketers use content effectively for demand generation?

Ambal's Amusings

B2B marketers are producing, managing, and distributing marketing content to reach prospects and turn them into customers. We have invited B2B Experts to shed light on the following question: How to use content effectively for demand generation? Get Content. Get Content.

Aberdeen Predicts Web Content Systems Will Add Marketing Automation: I Agree, But.

Customer Experience Matrix

Summary: a new Aberdeen Group report argues that Web content management systems should add customer management features and will ultimately compete with traditional marketing automation products. I’ve been convinced for some time that Web content management systems (CMS) will become important platforms for marketing automation. Aberdeen Group’s report Next Generation Web Content Management makes a convincing case for a similar position.

What is the ROI of Lead Management?


Both vendors suggest to look at conversion metrics between buying stages: from inquiry, via qualified lead and opportunity to a closed deal. This is the best way to get quick indicator of improvements, because waiting for the closed deal can take a while if you have a long sales cycle.

Are You Creating Irresistible Offers with Your Email Marketing?

Industrial Marketing Today

by Achinta Mitra on November 16, 2009 in B2B E-Mail Marketing Do you know the key component of email marketing that generates more high-quality leads and drives sales? Search This Site Browse Industrial Marketing Topics B2B E-Mail Marketing B2B Lead Generation B2B Marketing Collateral B2B Marketing Videos B2B Media Planning Content Marketing Industrial Marketing & Web 2.0

ClickInsights: How should case studies be used in marketing activities versus sales activities?

Ambal's Amusings

Joe Pulizzi's and Newt Barrett's book Get Content. She is also adept at content marketing, international web marketing and social media marketing. Sales teams bring feedback to improve a case study’s relevance for a market’s specific needs.

Using Content to Move Prospects Forward in the Sales Cycle

Industrial Marketing Today

The focus there is to optimize it for keywords or phrases for people to find your website when searching for relevant terms. That however is only part of the solution because if your content doesn’t engage the visitor s/he won’t take a desired action to move forward in the sales cycle.

Driving Traffic to Your Homepage All the Time May Be a Big Mistake

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Driving Traffic to Your Homepage All the Time May Be a Big Mistake by Achinta Mitra on October 26, 2009 in Industrial Websites , Website Design & Development You’ve read up on all the traffic generation tactics and optimized your site to rank high on major search engines. A high bounce rate generally indicates that site entrance pages aren't relevant to your visitors.

The Difference Between Drip Marketing and Closed Loop Marketing

Modern B2B Marketing

   Postcards, brochures, and other offline content can be used as part of a drip campaign, but can be more expensive and more difficult to track.    The results of these campaigns will increase more if marketers personalize the content in the ‘drips’ and/or if the recipient can select the frequency of the interactions. These terms, often used interchangeably, are different approaches to how you nurture your prospects. 

Why marketers must become the new publishers

Chris Koch

But this trend has an unintended side effect: it exposes our content development processes (or lack thereof). We accomplish this feat through content. And if our nurturing metric is going to improve over time, so must our content. Improvement through relevance. By improve I mostly mean that we need to make the content more and more relevant to target buyers. To fulfill an ever-increasing demand for content you need a process. Audit content.

ClickLaunch: Ardath Albee's eMarketing Strategies for the Complex Sale

Ambal's Amusings

Ardath Albee: Marketing Interactions helps B2B companies with complex sales increase and quantify marketing-to-sales effectiveness by developing and executing interactive e-marketing strategies driven by compelling content. Essentially we help companies use content to engage with and help prospects choose to become buyers because of the strategic advantages they gain by doing so. Ambal Balakrishnan: Please walk us through the book writing life-cycle from concept to launch?

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7 Strategies for Using Content to Market Industrial Products

Industrial Marketing Today

It is heartening to see that content is at the center of most discussions about the state of B2B marketing today. However, industrial marketers face a challenge when it comes to producing a steady stream of fresh content to keep their target audience engaged.

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10 Ways to Optimize Your Lead Conversion Rate

B2B Lead Generation Blog

Remember, people buy from people. It can be things like giving them extra relevant content they didn’t expect or, if they attended a webinar, giving them a follow-up executive summary or an extra white paper that’s relevant. 80% of marketing leads are lost or discarded, according to a MarketingSherpa presentation delivered at B2b Marketing Summit 2009. Understand buyer motivation to help you share content that helps them convert.

Sales and marketing alignment: tips for getting it right with lead generation

B2B Lead Generation Blog

" Finally, connect the marketing/sales process to customer's buying process. Create relevant content for each stage of the customer buying cycle. According to the 2008 Miller Heiman Sales Best Practices Study, only 37% of respondents agreed that their sales and marketing organizations are aligned in what their customers want and need. I discussed this disconnect with Bill Golder in the February issue of Sales & Marketing Management.

10 things you need to know NOW about OmniChannel Marketing

grow - Practical Marketing Solutions

Add to that a study by Retail Systems Research indicating that 47% of retailers surveyed indicate that multi-channel customers are significantly more profitable than single channel customers – a rise from 38% in 2012 and a sharp rise from 28% in 2009.

It Might Be Time to Make Age One of Your Segmentation Criteria


Only instead of keeping your white shirt from turning blue, these piles set the stage for a range of marketing and sales activities – from personalizing outbound content, to prioritizing sales resources, to predicting whether a particular lead will turn into an honest-to-goodness paying customer. Among the more commonly used segmentation criteria are things like job title, industry, company size and the company’s position in the buying cycle. Content Marketing Strategy

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How (and Why) to Do Lead Nurturing Right


Unlike most white papers, this guide is very light on marketing (selected pages have sidebars headed "How Marketo Does It" rather than embedding marketing copy in the content—a nice touch).

SEO and PPC - 7 Reasons Companies Need Both


Put another way, searchers with an intent to buy are far more likely to click on an ad than those just conducting research for term papers or whatever—and those are precisely the searchers whose clicks are worth paying for. You can SEM content you can't SEO.


Translate Features into Benefits if You Want Your Marketing.

Industrial Marketing Today

What I do want to talk about here is the how and not the why of you should translate your features into tangible benefits if you want your marketing content to engage with prospects and convert them into customers. students at Harvard: “People don’t want to buy a quarter-inch drill.

Guest Post: Best Practices in Marketing Automation


It would be great if you can move towards the development of buying personas – so you can model what segmentation has been most profitable. Optimize Lead Nurturing Through Personalized and Relevant Communications. By: Lisa J. Cramer, President & Co-Founder, LeadLife Solutions.

Increasing Marketing ROI: The Top 5 Tips from our B2B Thought Leaders

Modern B2B Marketing

recent study by MarketingSherpa, 80% of B2B purchasing decision makers say that they found the vendor when they were ready to buy, rather than responding to a vendor finding them," answered WebMarket Central's Tom Pick. It boils down to ensuring that you have content spread across the web wherever your prospect may be looking, and that your website is optimized so that prospects can easily find you regardless of where they are in the buying cycle. Increasing.

Best Social Media and Digitial Marketing Research and Statistics of 2011, Part 1


” Nearly a quarter prefer video content to text. Content Sharing Trends in 2010 [Infographic] by Pamorama Pam Dyer reports on data from AddThis showing the top methods for sharing information from more than 300 options. just 4% contains links to non-blog corporate website content.

Unleash Your House Database with Lead Nurturing

Modern B2B Marketing

True lead nurturing is the process of building relationships with qualified prospects regardless of their timing to buy. Each and every lead nurturing interaction needs to be relevant and useful to the recipient. The internet has changed how buyers make B2B purchases , and it's affected how they consume content. Match your content to buyer profiles. Prospects find content targeted to their role or industry much more valuable than generic content.

B2B Marketing On a Budget: Thought Leadership with John Watton of ShipServ

Modern B2B Marketing

Tradeshows, industry associations, and seminars all remain relevant. So, I went through a process of refreshing our content to focus on business-issues and communicating in the customers' language. I also tried to give the content a point of view/personality and accelerated our customer evidence initiatives, providing proof points to the benefits we were conveying. It's a volume business, operating on a daily sales cycle.

Sales and Marketing Alignment: Thought Leadership with Jill Konrath

Modern B2B Marketing

This interview with Jill provides great insight and best practices to improve sales and marketing alignment and shorten the sales cycle for B2B companies. Using that information, they should determine how to best interact with customers throughout their entire buying cycle. Both Marketing & Sales need to focus on creating sales enablement tools that sellers can easily customize depending on industry, decision maker and stage in the buying process.I'm

BtoB Leading Edge: 10 Sharp Tips taken from the Cutting Edge Demand Generation Virtual Conference

Modern B2B Marketing

  This allows you to make sure you are sending the right content to the right people without wasting marketing dollars on those who will be unreceptive to your offers.      Offers need to be relevant AND appropriate for the prospect's place in the buying cycle. In demand generation we often focus on creating great content, but the timing of when it is delivered is often an afterthought.

The Twofold Benefit of Optimizing Marketing Content

Industrial Marketing Today

Optimizing your marketing content around keywords or phrases is the first step in your content marketing strategy. However, there is another strong reason for optimizing your marketing content that has nothing to do with SEO. See Do I Really Need a Content Strategy?)

Why Thought Leadership Is Your Most Valuable Asset

Modern B2B Marketing

This means B2B marketing professionals must help educate prospects in the early stages of the buying cycle; doing this well can help frame their buying process and establish your brand as a trusted advisor that understands their problems and knows how to solve them. Thought leaders: Develop relationships with customers, prospects and others by engaging them in non-sales, industry-relevant conversations.

Five Reasons You May Not Be Spending Enough on Content Marketing

The ROI Guy

Fueled by a wealth of on-line resources and social networks, buyers have seized control of the buying cycle, engaging with sales representatives later and later, and further elongating sales cycles. Content may indeed be King to the Internet fueled buying cycle.

7 “Rs” for B2B Marketing Content Planning

Industrial Marketing Today

With a majority of marketing efforts going digital, that means even more content is needed. The instant gratification mindset of B2B content consumers means they’re demanding more content, faster. Designing content for 1X use is wasteful.

Focus on Content in B2B Marketing

Industrial Marketing Today

However, to be successful with social media, you have to provide real value and that usually comes from great content. The old ways of pushing out content is no longer effective. Now, B2B content marketing’s agenda is to educate and inform customers and prospects.

Top 10 Clichés to Avoid in B2B Marketing Content

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Top 10 Clichés to Avoid in B2B Marketing Content by Achinta Mitra on May 18, 2010 in B2B Marketing Collateral , Content Marketing , Industrial Marketing Strategies You can find plenty of clichés used (overused?)

Is Content Curation an Easy Way for Content Marketers to Do More.

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Is Content Curation an Easy Way for Content Marketers to Do More With Less? Google News, aggregating content via RSS feeds and social bookmarking sites have been around for a while.

B2B Lead Generation Blog: Sales and Marketing as a Team: Five Tips to Improve Performance

B2B Lead Generation Blog

Create content thats relevant for each stage of the buying cycle. Create content thats relevant for each stage of the buying cycle. B2B Lead Generation Blog About Free Resources Get FREE Updates Instantly Get A FREE Chapter from my book.

Unconventional Use of Marketing Content by Engineering Companies

Industrial Marketing Today

I figured these companies would be great examples of marketing with content. What I found was somewhat contrary to conventional content marketing practices. Fluor Corporation ( , NYSE: FLR) – $22 billion in 2009. billion in 2009. Free and valuable content is usually in-depth technical articles written by engineers and not produced by marketing as bait for capturing someone’s contact information.

Top 25 Articles and 8 Topics in B2B Marketing for March 2010

B2B Marketing Zone Posts

Best Social Media Stats and Market Research of 2009 - Webbiquity , March 31, 2010 Whether you need data to back up a proposal for investing in social media marketing for CFO, want to understand which online tactics work best for engaging with customers and prospects, or are just an analytics data junky, you’ll find a treasure trove of key insights and happy hour trivia in this collection of the best articles and blog posts on social media and other marketing research of the past year.

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