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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. How can you accomplish all that?

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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. Without a clear understanding of the stages, it is difficult to align your marketing content with your customer’s decision-making process.

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Variety of Content is the Key in the Early Stages of the.

Industrial Marketing Today

In Needs Awareness and Research phases, the first two stages of the industrial buy cycle (see my earlier post Deconstructing the Four Stages of the Industrial Buy Cycle ) your prospects and customers use a variety of online content to find solutions to their current problems and needs.

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Using Content to Move Prospects Forward in the Sales Cycle

Industrial Marketing Today

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. Ardath Albee, CEO of Marketing Interactions, Inc. Your online content needs to play a much more active role in moving site visitors along in his/her buy decision.

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B2B Websites: To Publish Prices, Or Not To Publish…That Is The.

Industrial Marketing Today

Source: CMP (now United Business Media ) Electronics Group’s Global Media Usage Study, 2006) 74% industrial buyers went looking for prices but only 23% of manufacturers published them on their website. Reasons people don’t want to publish prices online There may be many reasons (excuses?) This may include basic pricing information.

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Social Media with Email Marketing – is it the Super Combo?

Industrial Marketing Today

I paid a visit to GlobalSpec and downloaded their Trends in Industrial Marketing 2010 report. 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

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Have Digital Marketing and Social Media Killed the Industrial.

Industrial Marketing Today

Even though the widespread adoption of social media in industrial marketing has been slower than general B2B and B2C marketing, it has had a serious impact on industrial sales, especially on the traditional role of the outside sales rep. Provide online access to your in-house subject matter experts via a blog or live chat.