Manufacturers, It’s Time to Take Back Control in the Buying Cycle

Modern B2B Marketing

Now, cloud computing is driving the creation of a network of connected machines that act as an intelligent network that can predict failures and trigger maintenance processes autonomously. Not a Campaign, But a Process.

Content Marketing and Your Buying Cycle


But one important way you may not have thought about segmenting your audience is by where they are in the buying cycle. Your best bet here is to make this last stage of the process as easy and intuitive as possible. Photo credit: Shannon Paul.

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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.

Lead nurturing via email series and content marketing

B2B Lead Generation Blog

However, the key channel for lead nurturing is email — particularly using email to send a series of relevant content pieces or offers to prospects as they move through the buying funnel. From there the team mapped content to the early, mid and late stages of the buying cycle.

6 Success Factors for Adopting Marketing Automation


Are you getting ready to implement marketing automation? Marketing automation is not rocket science, but it does take strategy, planning, and preparation to make it work well and meet your company’s expectations. Six readiness factors for implementing marketing automation. #1:

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. This is what allows them to design a new set of processes and techniques optimized for that situation.

Plan for the Social Buyer Before It’s Too Late

Tony Zambito

  For many organizations, they rely on the sales force’s knowledge of buyers and then plan around that knowledge gleamed from call reports and sales automation systems.  Image via Wikipedia. To say things are changing is an understatement. 

Importance of Context to Understanding the New Social Buyer Persona

Tony Zambito

These strategy areas include content strategy, social marketing, marketing automation, social selling, demand generation, and buyer experience marketing.  Image via Wikipedia.

Use Marketing Automation The Right Way


Several days ago, Mitch Joel, who is the President of Mirum, wrote a compelling piece on the misuse of marketing automation. He goes onto say, “I want all brands to use marketing automation. Knowing who was on the buying committee and what roles each played.

The State of Demand Generation

The Effective Marketer

The problem is, there are 4 key battles playing out in organizations: Task ownership (who does what in demand gen process). Buying cycle control (you need to facilitate the buying process and understand what is required of you as a result).

How to Successfully Launch Your First Marketing Automation Program

Modern Marketing

For marketing departments accustomed to smaller, fragmented software applications, implementing marketing automation software can be a daunting task. Properly integrating marketing automation into your organization requires a certain set of criteria, including: Understanding what marketing automaton can and can’t do. Luckily, there are several core undertakings that all marketers should complete when they begin to use marketing automation software.

5 Ways Your B2B Marketing Automation is Failing

Modern Marketing

Ascend2 found that the most significant barrier to marketing automation success is the lack of an effective strategy. And according to's Marketing Automation Benchmarking Report, 17% of marketers say marketing automation has been very beneficial for their company.

The Influence of the Social Buyer on B2B Business

Tony Zambito

  What we do know is that B2B buyers are demanding more social experiences in their buying processes.   Social Buyer Cycle. Turn B2B Buying Into a Social Experience ( Image via Wikipedia.

The Role of Webinars in the Sales and Marketing Process

Modern Marketing

Webinars have become a primary marketing tool to "help drive the buying cycle," according to market research firm SiriusDecisions. Webinars’ influence on the buying cycle is driven by their ability to: Engage prospective buyers.

Five Ways B-to-B Marketers Need to Change Their Game


The Internet has driven dramatic changes in business buying behavior. Just as no one buys a car anymore without first checking prices and features online, business buyers now research and educate themselves online, months—even years—before ever seeing a sales person.

Why Marketing Automation Does Not Work


They have a mantra — people, processes and systems. For technology to be effective in decreasing costs or increasing revenues, people and processes have to be in place first. You cannot automate a process that does not exist. Create Your Content Strategy and Process.

10 Event Marketing Tips to Accelerate B2B Lead Generation


Which events and what type of interaction resulted in the highest conversion/buying actions? HAVE A PROCESS TO MONITOR AND ESTIMATE TIME TO PURCHASE. Different types of events will trigger buying decisions in different ways. Demand generation cycles will vary in these situations.

Marketing Automation Simplified: The Small Guide to Big Ideas [eBook]

Modern Marketing

Marketing manages awareness, communication, and is tasked with implementing repeatable processes for sales success. So we sought out a way to break down the moving parts of marketing automation — the force helping sales, marketing, and other teams establish the right recipe for success.

How important is contextual content in the B2B sales process?

Sales Engine

They will come to you through different channels, they will have different needs, and they will be at different stages in the buying cycle. It’s the only way to effectively monitor and nurture each lead through the complex B2B buying journey.

The B2B Sales Role in the New Buying Process


The B2B buyer is truly driving the buying process taking control out of the hands of sellers. The phrase “buyers are turning to sales much later in the buying process” was repeated continually as a way to describe this shift of power.

Marketing Automation Like my Pool Guy

Lead Liaison

When you’re immersed in your job, and understand the real benefits of marketing automation technology, you start to look for real life use cases for how this technology is used. If this provider had used technology to support their sales process, I probably would have chosen them.

Marketing Automation Tips for Manufacturers


Manufacturing companies have been figuring out ways to automate repeatable processes for over two centuries. Automation, in one form or another, has been driving the improvement of manufacturing since the first industrial revolution. Automate, then dominate!

How to Start Your Company’s Discussion About Marketing Automation

Modern Marketing

Science-driven marketing demands the ability to manage data, and measure a variety of different behaviors and indicators, as well as the numbers to prove that your processes are working. It also can be challenging to realize the full value of your technology because of a lack of process.

B2B Marketing Automation: Crawl, Walk, Run, Win

Sales Lead Insights

The bad news is that when it comes it comes to implementing marketing automation for generating, nurturing and qualifying leads, many B2B marketers are daunted by the perceived complexity. Putting marketing automation to work doesn’t have to be an overwhelming effort.

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. The middle of the sales cycle is where most companies experience difficulty.

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6 Ways To Maximize Your Webinars With Automation Technology

Modern Marketing

Live webinars are appealing for marketers because an online event provides an effective way to support brand awareness, demonstrate thought leadership and credibility, and support an engagement entry point through the sales cycle (all the way to product demonstrations).

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Prevent Demand Generation Failure with Buyer Personas

Tony Zambito

  Adam gives us a good sense of the numbers and dollars being invested in demand generation and marketing automation.    Acquiring a deep understand of your target buyer and their buying process.  Image by justin_levy via Flickr.

How Should I Structure My Marketing Automation Team?

Modern B2B Marketing

In fact, football teams are a lot like marketing automation teams – you need talented players, of course, but you also need dedicated roles, internal coordination, and sound strategy. The Basic Structure of a Marketing Automation Team. Marketing Automation

What is the Difference Between Email Marketing and Marketing Automation?

Modern B2B Marketing

by Dayna Rothman What is the difference between email marketing and marketing automation? There are many differences between an email marketing and a marketing automation application. With marketing automation you can start to take out the manual work of crafting individual emails.

How to Implement an Account-Based Marketing Program in Your Firm


Formalizing the process by implementing an official ABM program helps you to make it part of the corporate culture, obtain executive buy-in (and the budget that goes with it) and set performance parameters for its success. Account Based Marketing B2B Lead to Sale Process

The ROI of Marketing Automation

Modern B2B Marketing

by Jon Miller Marketing automation is a technology that streamlines and automates marketing tasks so companies can increase operational efficiency and grow revenue faster. In other words, companies don’t buy marketing automation to automate their marketing. Process.

Best Practices for Marketing Automation from 11 Experts

Modern B2B Marketing

He is an expert in marketing automation and lead management best practices. In that spirit, we’ve asked some of the big brains on the marketing automation scene for tips, tricks and best practices that will help marketers make it rain with their next marketing automation program or campaign.

5 Mistakes Companies Make When Automating Their Marketing


the marketing automation space is due to grow by 60% this year and reach overall revenues of $1.2 However, there are some additional numbers that reveal that the growth in automation does not equal success. VB asked 1,000+ marketers about marketing automation.

How to Create Marketing People Love with Marketing Automation

Modern B2B Marketing

by Jon Miller (@jonmiller) Modern marketing in the digital age is not just about numbers and processes. To this end, I sometimes get asked, “How does marketing automation software help me to create marketing that my customers love?” Perhaps they are confused by the term automation.

SMB Marketing Automation: Getting Started with Content Strategy


This same concept can be applied to marketing automation for small and mid-size business. I’ve been hired my firms past and current with the challenge to generate quality leads and manage marketing automation drip campaigns. Otherwise why do you have marketing automation?

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How Should I Structure My Marketing Automation Team?

Modern B2B Marketing

In fact, football teams are a lot like marketing automation teams – you need talented players, of course, but you also need dedicated roles, internal coordination, and sound strategy. The Basic Structure of a Marketing Automation Team. Marketing Automation

Email Marketing vs. MA Solutions: Which is Right for Your Business?


It wasn’t long ago that many small-business marketers were deploying email marketing, but viewed marketing automation (MA) as a tool for mid-size and enterprise organizations only. Multi-channel engagement is a core differentiator for marketing automation.

Is Marketing Automation Worth the Investment?

Marketing Action

Researchers keep saying that marketing automation is growing really, really fast. This is more than my (yes, admittedly biased) vested opinion; the research shows clearly that companies who use marketing automation skillfully fare better than those who do not use it (or who don’t use it well).

The Importance of Buyer Personas to Lead-to-Revenue Management

Tony Zambito

A tough assignment for B2B marketers today is getting a handle on how buyers progress through the buying and selling cycles.    Understanding what buyers are doing in the lead generation to sales cycle gap is proving to be a competitive difference maker.

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Two Reasons Your B2B Marketing Programs Are Failing


At the same time, they want to provide the information buyers want through a positive experience, and use technology to effectively manage and measure the buying cycle. Deficient Demand Process (lack of strategic oversight and too much tactical focus).