How to Leverage the 5 Stages of the Customer Buying Cycle for More Sales


The answer is simple: Leverage the customer buying cycle. What’s the buying cycle, you ask? 5 Stages of the Customer Buying Cycle. Purchase : The action of ordering and buying from your ecommerce site.

How Manufacturers can Resurrect Product Content from the Dead Zone

Industrial Marketing Today

Manufacturers of industrial products struggle when it comes to generating a steady flow of fresh marketing content. Most manufacturing websites are packed with product data sheets and catalogs, a few case studies, some application notes, may be a technical article or two and not much else. In other words, their content is very product-centric. In my opinion, product-centric content is and will always be very important in manufacturing marketing.

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Best B2B Marketing and Sales Strategy Guides and Insights of 2011


Social media, content aggregation and curation , user-generated content and other developments have dramatically changed the B2B buying cycle over the past few years. Prospects often don’t surface until much later in the buying process than they did just a few years ago.

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


Get the details behind these stats and many, many more here in more than 40 of the best articles and blog posts about social media, search, budgeting and digital marketing research, facts and statistics of 2011 so far. Is a Blog Still Important in 2011?

Importance of Context to Understanding the New Social Buyer Persona

Tony Zambito

  Context also serves as the foundation of ethnographic and anthropological research often associated with the design of products or services as well as experience design.  Image via Wikipedia.

Future of Buyer Personas is Social - Part 3

Tony Zambito

  The science of goal orientation leads to discovering the often hidden and unarticulated roots of “why” people buy.    Traditional management and business models have been built on pushing outward through the organization to buyers and inducing them to buy

Predictions for B2B Marketing in 2011

Customer Experience Matrix

Summary: 2011 will see continued adjustment as B2B lead generators experiment with the opportunities provided by new media. This will eventually lead to a backlash against marketing automation, although that might not happen until after 2011. Whether or not they use marketing automation systems, marketers will increasingly rely on external training, consultants and agencies to help them take advantage of the new possibilities opened by changes in media and buying patterns.

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How to Optimize Your B2B Marketing and Sales with Online Video


According to a Universal McCann study cited by Brightcove , people find product information and research most compelling when delivered in video format. How video engages prospects throughout the buying cycle. by Jon Miller Online video is exploding.

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Creating Digital Content for Industrial Marketing

Industrial Marketing Today

It also includes downloadable whitepapers, eBooks, product datasheets, application notes, technical articles, how-to and best practices guides, FAQs, videos, webinars, podcasts, presentation slides, blog posts and content for use in social media.

A Conversation on 7 Buyer and Sales Trends to Watch in 2011

Tony Zambito

  My recent post entitled Seven Buyer and Sales Trends to Watch in 2011 is one of those instances for me personally.    That is, the usual forms of this is who we are, here is our product introduction, what features and benefits we have, and you can all guess the rest. 

Use Content Marketing to Manage Industrial Sales Funnels

Industrial Marketing Today

According to the recent MarketingSherpa’s B2B Marketing Benchmark Survey (June 2011) of more than 1,700 B2B marketers: 52% of the companies reported, “Converting qualified leads into paying customers” (MoFU) as their biggest challenge.

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How to Use Lead Scoring to Drive the Highest Return on Your Trade-Show Investment

B2B Lead Generation

The more broad based the trade-show appeal, the less aligned it will be with your product/service categories and target market, so the conversion rate will be lower. Depending on the nature of the presentation, this indicates a relatively early stage in the buying cycle.

Are Community Forums Good for Manufacturers and Industrial Companies?

Industrial Marketing Today

According to a survey done by GlobalSpec (Social Media Use in the Industrial Sector – 2011), 33% of industrial companies provide an online discussion community for customers, and 32% provide one internally for employees.

The Role of Marketing in B2B – What Should It Be?

Marketing Insider Group

The classic B2B company is often sales-driven or product-driven. In a product-driven firm, the engineers are in-charge. But I think the role of Marketing in B2B should be much more than creating product brochures and buying print ads in the magazines the sales folks read.

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Best Web Presence Optimization Guides and Tips of 2011


The intersections between a buyer’s decision path and a product’s marketing presence are many, and each can send the buyer off in a different direction.

How to Outflank Your Competitors With Inbound Marketing?

Tomorrow People

This content should directly target the demand you have identified through the listening stage to reflect the buying cycle in your potential customers to ensure that the right information reaches the right leads at the right time. It’s carefully crafted and distributed to meet each stage of a clearly defined lifecycle - your potential customer’s buying cycle.

Content – The Biggest Hurdle in Digital Marketing for Manufacturers

Industrial Marketing Today

Most manufacturers of industrial products agree that digital marketing is essential for their success now and going forward. Existing marketing collateral focuses primarily on the company and its products. It is a major hurdle for them to customize their content for different stakeholders and make it relevant for different stages of the prospect’s/customer’s buying cycle.

Why Industrial Companies and Manufacturers Struggle with Content Marketing

Industrial Marketing Today

There is tremendous amount of resistance from the sales team to any kind of change that is perceived as affecting their livelihood, feeling of being relegated to the very end of the buying cycle and the loss of control over the way they have been doing their jobs. Repurposing existing product collateral and breathing new life into them (See my post, How Manufacturers can Resurrect Product Content from the Dead Zone ).

Best Content Marketing Guides, Tips and Tactics of 2010


It helps move a prospect along the buying cycle. What different types of content should you develop for different types of buyers and the various stages of the buying process? How to Take Advantage of the New B2B Buying Behavior by Fast Company.

33 (of the) Best Marketing Strategy Guides and Insights of 2010


Do we really understand why our customers buy from us? The 3 Reasons That Motivate B2B Buyers to Buy by The Marketing Melange. Bob Apollo suggests a three-phase plan to re-architect the sales and marketing process to better reflect today’s business buying process.

5 Steps To A Better Marketing Plan

Marketing Insider Group

Define a content strategy based on the needs of your buyers in each phase of their buying cycle. The first step to great marketing is having a great marketing plan.

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Lead Nurturing Is Not A Marketing Option, It’s A Sales Necessity

Industrial Marketing Today

What they really want to know is, “are you ready to buy now?”. Results: Endless cycle of voice messages, unreturned calls and/or a rude NO! Salespeople mail out marketing brochures and product datasheets in an effort to maintain a relationship. After lead nurturing: Salespeople only call those prospects that have sent a clear signal of their readiness to buy with their online interactions with your marketing content.

Why Social Media Matters for B2B Vendors


B2B products and services don’t generally make the same kind of emotional connection with buyers that consumer brands do, and tactics that work for b2c marketers (e.g. They rely on search and social media through the bulk of their buying process, and expect b2b vendors to be there.

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Content Marketing Delivers Lead Insight to Sales

Industrial Marketing Today

It is true that industrial buyers are more in charge of the buying process today than ever before. Even though the process of buying industrial products and services has not changed much over the years, how industrial buyers prefer to go through their buying cycle has changed dramatically. On the contrary, it makes them more productive by providing valuable insight into the lead.

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Inbound Marketing Must Set the Table for Industrial Sales

Industrial Marketing Today

This is when I have to take a step back and start talking about how the job of inbound marketing does not end with lead generation but extends into setting the table for sales so they can be more productive. Sales is most productive when they spend bulk of their time engaging with leads in meaningful dialogs instead of sparring and posturing with them. However, it is sales that actually hears how customers describe their products and services.

Website Content Must Address What’s Keeping Engineers up at Night

Industrial Marketing Today

Make sure online datasheets include ratings, classifications, sizes, operating ranges and material options for all your industrial products. 42% of engineers and specifiers said they couldn’t find complete and detailed product or capabilities information on suppliers’ websites ( Source: ThomasNet’s Industry Market Barometer™ ). New documentation and training are in high demand because of the constant change as a result of new products, processes and retooling.

Who is teaching the CMO how to sell?


” Further, in companies in which marketing fully participates in the revenue cycle we see improved closed rates, lower cost of sale, and improved revenue results versus the competition. This disintermediation with sales has effectively given control of the sales cycle to the buyer. They cut their teeth on product-price-placement-promotion—the 4 Ps of marketing.

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Inbound Marketing Alone May Not Be Enough for Industrial Companies

Industrial Marketing Today

After all, every industrial marketer would like hordes of interested visitors swarming to his/her website, eager to sign up for free content and engage in a meaningful conversation at every stage of their buying cycle. These buyers are not looking to engage, they want complete product specifications. Inbound marketing requires prospects to be actively searching for products and solutions. Inbound marketing with content has been getting all the attention lately.

Prospect Development Program Jumpstarts Manufacturer’s Channel Sales


While at any given time only 3% to 5% of your target market is in a buying mode for your products and services, those targets change (how fast depends on your buying cycle). How many times have you lost a piece of business because the buyer didn’t know who you were?

B2B marketing and lead generation campaigns: Expert tips

Sales Lead Insights

He presents products and services (both online and off) in ways that make sense to customers. The people who buy aren't always the people who start the process and move it along. This is another in an ongoing series of tips from experts in.

Eloqua, TopRank, Demandbase and More – OMS Minneapolis Wrapup


Among Steve’s observations and insights from the summit: • The buying process is now 1) online, 2) all about the buyer, and 3) complex (multiple stakeholders). • Find a tie between your “boring&# product and something interesting and capitalize on it. Buy his new book !

Content Marketing Insights for Technology Companies


As a possible reason for this rating, the report concludes that the content produced by tech companies is not matched to the different information needs of buyers at different stages of their decision cycle.

Five Expert Copywriting Tips


Writing has always been a demanding vocation, but the challenge of producing copy that stands out and compels people to action in today’s environment of sensory overload is uniquely daunting. Sentences must be short. Ideas must be explicit. Prose must be lucid.

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Chart: Groupon, LinkedIn & The Blurring of B2C and B2B Marketing

Modern Marketing

The following chart, which was generated using Eloqua’s Revenue Benchmark Index , plots the ratio of B2C vs. B2B website traffic from 2008 to 2011 (Sept 30) for companies with over $1 billion in revenue.

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B2B Marketing Automation: Crawl, Walk, Run, Win

Sales Lead Insights

Build a multi-touch campaign with one or more touches per buying-cycle step. Working with your sales team, develop a lead scoring system to rank prospects according to the level of their buying interest or readiness to buy.

Industrial Content Reengineering for Improving WIFM Relevance

Industrial Marketing Today

Industrial sales cycles are usually several months long and involve numerous people in different roles. Identifying where a prospect is on the buying cycle is sometimes difficult because there are long periods of silence with little to no online activity to track. question for each of the stakeholders involved in the industrial buying cycle. It can help to reduce the length of the industrial sales cycle and provide you a competitive advantage.

The Rise of the Content Marketer « The Effective Marketer

The Effective Marketer

If you are even remotely interested in marketing it is clear that the more the web has transformed the way we promote our products, the more firmly ‘content’ has planted itself as the center of our lives.

Market Research: The First Step to a Lead Generation Strategy; Interview with Carolyn Frith


How and why does your buyer buy? This includes what they research during the buying process and how they act on available content. Are different content types used at different stages in the buying cycle? They’ll just realize lost sales and time consumed as they cycle in many unproductive directions. Describe how they would likely do research for your product or service.

Chart: The Holidays are Hot for B2B

Modern Marketing

Prospects are taking the time during this hectic season to educate themselves about B2B products and services. They can also establish lead nurturing based on that behavior and ensure prospects get the assets they need at every stage of the buying cycle.

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Don’t Limit Your Nurturing


At first, there’s initial interest (they look at your product or service). Over time, as the buy cycle moves along, the conversations between you and the buyer become deeper and more focused on specific, rather than general needs.