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


Yesterday’s BtoB Leading Edge, Demand Generation in the Digital Age was a great way to make sure your organization’s demand generation programs are best-in-class.      Offers need to be relevant AND appropriate for the prospect's place in the buying cycle.   You can do this by understanding buyer personas and then using incentives with those personas that are going to be motivated to buy because of them.

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25 Great B2B Content Marketing Articles


For example, the complex sale is usually unique to B2B selling, and that’s when you would map content to stages in the buying cycle. Joe Pulizzi, BtoB Content Marketing: Six Places to Find Hidden Content Gems. Steve Woods, The Buying Process; Auditing your Content Assets. Steve Woods, Buyer Roles, Buying Stages, and Perception Challenges. Jeffrey Ogden, Mapping marketing content across the buying cycle and personas.


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Don’t Underestimate Industrial Marketing’s Contribution to Sales

Industrial Marketing Today

From BtoB LinkedIn group ). I understand that it is not always easy to recognize exactly which marketing strategy generated an actual sales lead, especially in a long sales cycle involving many decision makers as is typical in industrial sales. This problem results in not being able to truly recognize marketing’s contribution to every stage of the buy cycle.

The Twofold Benefit of Optimizing Marketing Content

Industrial Marketing Today

Because B2B and industrial buyers tend to be more sophisticated in the use of online content in making their decision over the entire buying cycle. BtoB marketers need to create and deliver content that is relevant to those searching for their solution while mapping it to the prospect’s buying cycle. Source: IDC Analyst Connection: Coordinating Marketing and Sales across the Entire Revenue Cycle.)

Kicking Off Eloqua Experience Europe With The 5 Tenets of Modern Marketing


While the concept of knowing your customer is not new, today’s modern marketers know that there are two dimensions that they have to work on in terms of knowing their customer: The first is typical demographics, the second is the buyer’s Digital Body Language , because actionable behavior is a better predictor of how a prospect is going to buy, as well as the attributes that identify the makeup of that prospect.

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The Disconnect Between B2B Content Marketing and Customer Engagement

Industrial Marketing Today

Also see a very interesting post from Junta42, “Engage and Inspire Employees First, Customers Second.” ) Because of the longer cycles and the complexities of B2B and industrial sales, marketers find it very difficult to associate leads to specific marketing content. As a result, most BtoB marketers tend to credit sales-ready leads to the last marketing touchpoint. The report was based on a survey of over 70 BtoB marketers and was conducted by

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7 Strategies for Using Content to Market Industrial Products

Industrial Marketing Today

Here are seven content marketing strategies that you can use to engage your prospects and move them forward in their buying cycle. Once they find the correct part number, offer datasheets with performance characteristics, applications and tolerance information, include a way for the visitor to send a quick question to your engineering department and if applicable, add a “buy now” button to take advantage of online sales.

High-Performance Email Marketing for Attracting and Engaging.

Industrial Marketing Today

WHEN : When on the sales cycle do you expect to engage with your prospects? Today, the customer split is 55/45 in favor of B2B clients Read the full case study on BtoB Online at [link] Case study #2: Driving qualified traffic and growing in-house list using emails with videos links Business challenge: Milwaukee Electric Tool Corp.

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32 Influential B2B Social Media Profiles (People) to Follow on Twitter

KoMarketing Associates

BtoB Online (@btobmagazine) : “The resource for #marketing strategists” Follow BtoB Online at that advance the buying cycle: Founding member @savvy_b2b blog.” It’s no secret that social media is an important channel of digital marketing. For B2B marketers, there are endless opportunities for leveraging social media platforms and strategies.

The Role of B2B Marketing is Shifting from Lead Generation to.

Industrial Marketing Today

The recently released B2B Marketing Skills Survey jointly done by Genius and BtoB Magazine reveals some new trends and contradicts certain popular beliefs. B2B Lead Generation Using a Business Blog Variety of Content is the Key in the Early Stages of the Industrial Buy Cycle Content Auditing and Mapping it to the Industrial Buy Cycle Is Your Industrial Website Still Just a Business Card?

Top 50 B2B Marketing Influencers On Twitter

Marketing Insider Group

BtoBmagazine – BtoB Online – The resource for # marketing strategists. that advance the buying cycle: Founding member @ savvy_b2b blog. Who are the top B2B Marketing influencers on twitter? To answer this question, I looked at a variety of factors including twitter followers, profiles that included “B2B marketing,” the focus of their tweets including the hashtag # B2BMarketing , as well as a variety of social scoring tools using the keyword.

4 New Marketing Fundamentals Impacting the B2B SEO Professional

KoMarketing Associates

Think about what that means in B2B buying cycles, where multiple individuals are impacting the decision making process. However as discussed in recent BtoB Research Insights piece, “ Defining the Modern Marketer “, key metrics in the evaluation of overall marketing performance must end up focusing most heavily around sales performance and enablement.

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5 Core Competencies Driving a Modern Marketing Strategy

Hinge Marketing

The report underscores research from a comprehensive survey created in conjunction with BtoB Magazine , and explores the skills and technologies marketers need to optimize ROI initiatives. The second is the buyer’s Digital Body Language – actionable behavior that serves as a key predictor of how a prospect is going to buy. By Amanda F. Batista, Guest Post. It’s been said that marketing is a balance of art and science.

B2B Lead Generation Blog: Lead Generation for the Complex Sale

B2B Lead Generation

Recent Posts Learn the New Rules for Selling to Crazy-Busy Prospects BtoB 2010 Lead Generation Guide just published Thoughts on how the human touch impacts marketing performance 5 Steps To Creating A Lead Gen Machine & The Predictable Revenue That CEOs Love 100 Tips for Trade Show Lead Generation LinkedIn B2B Lead Generation Roundtable Group Turns One Lead Generation 2.0 Do you have to understand the customer buying cycle? Do you have to understand the customer buying cycle?

Latest B2B Marketing Trends From SiriusDecisions Summit 09

Anything Goes Marketing

Technorati Tags: B2B Marketing , sales marketing alignment , lead management , lead nurturing , Twitter , BtoB , social media , demand waterfall , marketing automation , marketing ROI. If you’re looking for an eloquently written post on how B2B marketing has changed and recommendations on what you should do, you’ve come to the wrong page.

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

B2B Lead Generation

Recent Posts Learn the New Rules for Selling to Crazy-Busy Prospects BtoB 2010 Lead Generation Guide just published Thoughts on how the human touch impacts marketing performance 5 Steps To Creating A Lead Gen Machine & The Predictable Revenue That CEOs Love 100 Tips for Trade Show Lead Generation LinkedIn B2B Lead Generation Roundtable Group Turns One Lead Generation 2.0 Create content thats relevant for each stage of the buying cycle.

B2B Lead Generation Blog: Google Makes Web Analytics Free but will it help your lead generation?

B2B Lead Generation

Recent Posts Learn the New Rules for Selling to Crazy-Busy Prospects BtoB 2010 Lead Generation Guide just published Thoughts on how the human touch impacts marketing performance 5 Steps To Creating A Lead Gen Machine & The Predictable Revenue That CEOs Love 100 Tips for Trade Show Lead Generation LinkedIn B2B Lead Generation Roundtable Group Turns One Lead Generation 2.0 B2B Lead Generation Blog About Free Resources Get FREE Updates Instantly Get A FREE Chapter from my book.

B2B Lead Generation: The Best of PowerViews


Tony Jaros, SiriusDecisions Brian Carroll, MECLABS Rich Vancil, IDC Ginger Conlon, DM News (formerly with 1to1 Media) Christopher Hosford, BtoB, The Magazine for Marketing Strategists. Tony Jaros, Sirius Decisions, talked about “Establishing Presence at the Earliest Stages of Buying”. Buying cycles are changing.

“Information Overload” Biggest Change Agent for Marketing in Next Decade?

The ROI Guy

The basic white paper is still one of the most important pieces of marketing content, used and trusted as the key buying decision tool by over 65% of early stage buyers, and 61% of middle stage buyers according to relevancy and buying cycle research by SiriusDecisions (May 2010). Other marketing tools such as peer referrals, webinars, e-mails, user events, analyst reports and case studies all lag considerably in early and middle stages of the buying cycle.

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Tom Pisello: The ROI Guy: Diametrically Opposed Forces: Selling.

The ROI Guy

Buyer Facilitation versus Selling The majority of B2B sales teams have faced an elongated sales cycle over the past few years. But the problem is not “why sales cycles are getting longer&# , its why buyers are taking longer to make decisions. Understanding how to facilitate this buying lifecycle, especially how to connect and engage todays economic-focused executive, is a key to sales success, and establishes a roadmap for sales enablement.

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

Ambal's Amusings

When you create your content strategically, you have the ability to more accurately gauge how far along prospects are in their buying process based on which content they view. By creating valuable content mapped to the needs they have throughout their buying process, you both win. Influence: your prospects are driven to promote this knowledge to others in their organization and drive interest and buy-in for your product or service. They must move the buying process forward.

Boost Sales 10% with an Investment in Sales Enablement? IDC Says Absolutely!

The ROI Guy

Cost drivers of this continued misstep in strategy include: 1) More Leads to Make Same Sales : a poorly performing lead pipeline requiring 2,000 to 5,000+ contacts at the front of the pipeline to yield 1 closed deal over a 17 month average buying cycle. for BtoB, large revenue deals, from marketing through to sales); 2) Lack of Value: An inability for sales reps to engage their clients in a strongly desired dialogue by buyers to solve their greatest problems.

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Tech Media Publishers looking more Like Interactive Marketing Firms Every Day

The ROI Guy

Tech Media publishers have seen an exponential shift in buyer behaviour, recognizing that the B2B buying decisions these publications support are now Internet driven , and that buyers are in control of the buying cycle like never before - seeking trusted sources of diagnosis, advice and recommendations. The age of Internet fueled buying decisions means that traditional print publications just don't meet buyer or seller needs.

Tom Pisello: The ROI Guy: Predictions for 2011: The End of B2B.

The ROI Guy

At the same time, B2B buyers are taking advantage of the wealth of information available via the Internet and social media to become more empowered, taking charge of the buying cycle. Internet Fueled Buying Cycles on the Rise – In the B2C space, the Internet has fundamentally changed how books, apparel, electronics, music, cars and other goods are bought and sold. Alinean recognized by BtoB Magazine’s as one of To.

Tom Pisello: The ROI Guy: IDC: Economic Buyers, Digital Overload.

The ROI Guy

However, with more marketing channels available, and more messages per day than ever reaching these skeptical buyers, marketing fatigue and information overload are prevalent; Investing more in Sales Enablement is critical as buyers indicate that internal decision making is becoming more complex, while at the same time, sales professionals are not adding the needed information and value needed to overcome the growing buying cycle complexity.

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Top 35 B2B Marketing Posts for May 2010

B2B Marketing Zone Posts

Content SEO , May 18, 2010 Longer sales cycles due to more complex products and services and business purchasing processes often require more information. Craft Content to the Buying Cycle: Stage 4, the Invested Buyer - The Content Factor , May 3, 2010 Have you ever been solicited by a company that you already do business with? BtoB 2010 Lead Generation Guide - B2B Lead Generation Blog , May 24, 2010 BtoB Magazine just published their 2010 Lead Generation Guide.

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Numeric Scoring: The Key To Lead Management Success

delicious b2bmarketing

Three key ones that we look at: profile match, engagement level, and buying cycle position. The third dimension we use is the lead's position in the buying cycle. But, a lead who is looking at pricing and detailed specifications on your site is implicitly telling you that he's farther along in the buying cycle than a lead who is simply downloading a high-level white paper or analyst article.

Tom Pisello: The ROI Guy: Value Selling Tools and the Buying Lifecycle

The ROI Guy

Monday, January 17, 2011 Value Selling Tools and the Buying Lifecycle With two economic downturns in the past ten years, buyers are more frugal than ever, demanding that each investment help them do-more-with-less, provide a bottom-line impact, and deliver superior value. It is best to look at what tools are needed to address each stage in the buying lifecycle, and have tools specifically designed to help move the decision making from initial engagement to delivery.

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

Webbiquity SMM

I don’t buy that one, as in my experience, Twitter pretty much dies between noon on Friday and early Saturday morning.) Study: 93% of B2B Marketers Use Social Media Marketing by Social Media B2B The always insightful Adam Holden-Bache reports that according to research from BtoB Magazine , “B2B marketers overwhelmingly favor ‘the big 3′ social media channels, with LinkedIn being the most-used channel (72%).

Tom Pisello: The ROI Guy: Measure to Manage - Driving Sales.

The ROI Guy

Transferring knowledge to sales representatives, and then helping these reps more effectively share this knowledge with customers and prospects is the mission of sales enablement, and it has become a vital best practice to overcome Information Overload, fight Frugalnomics and take control of Internet driven Buying Cycles. The lack of preparation has been directly shown to drive inefficient conversion, longer sales cycles, more discounting, and higher competitive losses.

Tom Pisello: The ROI Guy: Do White Papers Still Engage? They do if.

The ROI Guy

Using this content, buyers are taking control of the buying cycle from direct / channel sales, making the content that marketing delivers more important than ever in driving shorter sales cycles and increasing the number and value of transactions. The question any marketer needs to ask - Are your marketing efforts adding to the clutter, or engaging with prospects to advance the buying cycle? Alinean recognized by BtoB Magazine’s as one of To.

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Tom Pisello: The ROI Guy: Leaders indicate Growing Investment in.

The ROI Guy

Todays buyers are challenged, suffering from Information Overload and Frugalnomics, and are changing buying cycles through Internet fueled decisions. Alinean recognized by BtoB Magazine’s as one of To. Value Selling Tools and the Buying Lifecycle Is there an ROI from Social Media? Accelerate Slow Sales Cycles with More Sales Enabl. The End of Marketing as We Know It: Overcoming Buy.