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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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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The 2014 Content Marketing Imperative

Marketing Insider Group

We’ve heard it time and time again: according to the Corporate Executive Board (CEB) almost 60% of the buyer journey is complete before prospects reach out to vendors. It may even hurt us in the buying process. Content marketing meets the needs of your buyers across ALL phases of the buying cycle: There is the largest number of potential buyers in the early stages. There are more potential buyers in the middle of the buying process than in the latest stages.

Latest B2B Marketing Trends From SiriusDecisions Summit 09

Anything Goes Marketing

kdewitte27 : # sds09 trend in channel demand gen strategy: let the partner create his leads and have the vendor support them with the right tools. 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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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.

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: 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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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. The influence of vendors as a trusted source of information lags dramatically, at only 8.1%

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

And nearly two out of three executives have visited a vendor’s website after viewing an online video elsewhere. I don’t buy that one, as in my experience, Twitter pretty much dies between noon on Friday and early Saturday morning.) Social media advertising is still a relatively rare tactic among B2B vendors and in the SMB space. Vendors are viewed as the least credible source (ouch!).

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

The ROI Guy

The good news is that todays buyer wants to be engaged, with 9 out of 10 actively relying on vendor provided information on their way to making a purchase decision. 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. Alinean recognized by BtoB Magazine’s as one of To.

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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.