Shortening the Industrial Buy Cycle in 5 Simple Steps

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Shortening the Industrial Buy Cycle in 5 Simple Steps by Achinta Mitra on June 8, 2010 in B2B Lead Generation , Content Marketing , Industrial Marketing Strategies , Search Engine Optimization (SEO) , Website Design & Development The other day I read an interesting article titled “5 Steps To Shorten The B2B Buying Cycle” by Kerry Spellman , Client Relationship Manager at iProspect.

Deconstructing the Four Stages of the Industrial Buy Cycle

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Deconstructing the Four Stages of the Industrial Buy Cycle by Achinta Mitra on May 26, 2010 in B2B Lead Generation , B2B Marketing Collateral , Content Marketing , Integrated Industrial Marketing B2B marketers agree that lead generation and nurturing campaigns must deliver relevant content to their target audience to be successful. This white paper aims to change that perception of them.

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Content Auditing and Mapping it to the Industrial Buy Cycle

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Content Auditing and Mapping it to the Industrial Buy Cycle by Achinta Mitra on September 3, 2010 in B2B Lead Generation , Content Marketing , Industrial Marketing Strategies , Integrated Industrial Marketing These days it is popular to say “Content is marketing currency.” Industrial giants have deep pockets to create marketing content on a daily basis.

How B2B CMOs Can Achieve Customer-Centric Marketing With Buyer Personas

Tony Zambito

A recent survey by B2B Marketing, in conjunction with the UK-based agency Tomorrow People, indicated only 38% of marketers considered their content to be “very customer-centric.” This mirrors findings of other surveys related to content marketing and customer-centric marketing, which consistently hovers in the 35- 40% range of “very customer-centric” or “very effective content marketing.”. Making it difficult to move beyond market and role-based segmentation. by Matt Brooks.

What is Business to Business Digital Marketing?

KEO Marketing

Business to business digital marketing is a type of marketing needed by companies who sell to other companies. These B2B focused companies need strategies and tactics that advance a buying cycle that often includes multiple buyers and long sales cycles. Why is business to business digital marketing so widely utilized? . Investing in a business to business digital marketing strategy .

7 Elements Of Customer Understanding The C-Suite Must Master

Tony Zambito

Changes in customer and buying behaviors continue to rock the very foundations of many industries. According to recent surveys by PWC, Forrester, IBM , and McKinsey, disruptive trends in customer and buying behaviors are expected to continue over the next five years. Many organizations are undergoing digital transformations in order to improve customer interactions, engagement, and understanding. This was necessary in order to serve the needs of U.S.

6 Ideas to Create More Relevant Lead Nurturing Emails

B2B Lead Generation

I’ve learned a lot from listening to the sessions and speakers here. As I listened to attendees and speakers, I frequently heard the same keywords, such as: Personalization. But something I wanted to hear more about was relevance. People aren’t trying to open and click your emails. They’re looking for reasons to delete them. So, how do we better align align our email and nurturing messages with what is relevant to our audience?

B2B vs. B2C Marketing: Four Myths, Six Differences, and One Key Similarity

Webbiquity

Business-to-business (B2B) marketing is a passion to those of us who’ve devoted our lives and careers to it. Common myths and misunderstandings can leave you standing alone in the corner at parties when you try to describe what you do. Here’s how to combat those myths and explain B2B marketing in a way that’s actually interesting to those outside the profession. Oh, and the purchases tend to be a lot larger.

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How is B2B Marketing Different From B2C Marketing?

KoMarketing Associates

Apart from knowing that the target audiences are different, the average business professional may not know the differences between business-to-business and business-to-consumer marketing. That said, there are definite nuances and characteristics of B2B marketing that are different from marketing to a general consumer. You simply have to create content and ads that are of interest to your target audience , no matter where you find them.

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Expert Q&A: Transform Marketing With A Revenue-Relevant Customer Experience Strategy

Oracle

by Amanda Batista | Tweet this The advent of social media, empowered buyers, and users bringing their own technology to work has now morphed B2B business models from product to services provision. This expands the sales cycle to a much longer and precarious customer lifecycle: the prospect becomes a buyer; who becomes a customer; and then becomes a potential prospect again for renewal or at least advocacy. But that isn’t so easy to do.

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. In this post, I’m going to focus on content for the early stages of the buy cycle. Not every action needs to be scored.

3 Ways CMOs Can Achieve Deeper Insights Into The Customer Journey

Tony Zambito

As CMOs look ahead, gaining greater clarity into how buying behaviors are changing is becoming one of their most important aims. At the same time, the ability of marketing to influence and support the entire customer lifecycle continues to expand. Such pressing concerns have CMOs seeking better ways to understand the entire buying cycle, as opposed to marketing’s traditional concern with building awareness. Some are heeding to this call.

3 Ways To Connect With Today’s B2B Buyers

Tony Zambito

This is part 4 of a limited series on why buyer choice modeling is the new view B2B Business must adopt to improve revenue performance and develop long lasting relationships with buyers. Depending on surveys from such sources as IDC , IDG Connect, DemandGen Report , Forrester , and more, we know that buyers are remaining invisible to B2B businesses and spend only a quarter of their time talking directly to sales when making purchase decisions.

Creating Relevant B2B Marketing Content: Walk the Talk

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Creating Relevant B2B Marketing Content: Walk the Talk by Achinta Mitra on June 19, 2010 in B2B Marketing Collateral , Content Marketing , Industrial Marketing Strategies , Integrated Industrial Marketing There is plenty of advice out there about engaging B2B and industrial buyers with relevant marketing content at every stage of the buying cycle. In other words, it is time to walk the talk!

How To Shorten The B2B Buyer Cycle With Landing Pages

Marketing Insider Group

The curious and cautious B2B buyers B2B buyers are curious about how a product can make life easier and business better; however, they are also more cautious when making purchases because a mistake can be costly both for the company and their career. Because of these two things, in order to win a B2B sale you first have to build trust, demonstrate how reliable your product is, and show how it is suitable for the particular business you’re speaking with.

How To Shorten The B2B Buyer Cycle With Landing Pages

Marketing Insider Group

The curious and cautious B2B buyers B2B buyers are curious about how a product can make life easier and business better; however, they are also more cautious when making purchases because a mistake can be costly both for the company and their career. Because of these two things, in order to win a B2B sale you first have to build trust, demonstrate how reliable your product is, and show how it is suitable for the particular business you’re speaking with.

The Four Elements of Buyer Experience Ecosystem Thinking

Tony Zambito

  While B2C successes in customer experience offer a guide, the translation to the complex world of B2B is not that easy.    There are no definitive maps to get you there per se’.    Buyer Experience Innovation pays particular attention to the customer acquisition aspects of the B2B buyer experience cycles and how companies can embrace design thinking to create innovative buyer experiences.  Image via Wikipedia.

Content2Conversion Keynote Recap: 5 Tips For The Challenger Marketer

Oracle

Because we’ve come to realize that our traditional tactics and communication methods aren’t going to be effective in the same ways they historically enabled the discussion with buyers. And if worrying about how to inject ourselves into our potential customers’ research and discovery process wasn’t enough to keep us up at night, we’re also thinking about how to trump our competitors at every possible touch point. It’s a different kind of buying.”.

The Future of Online Advertising

Oracle

While online ads have commonly been about delivering ads to buyers who have interacted with a brand, now there’s the ability to personalize by delivering ads based on where the person is in the buying cycle. At Eloqua Experience , Steve took time to share the online advertising trends shaping the industry. Click here to view the embedded video. You can get more on the future of advertising in our Grande Guide to Social Advertising.

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How to Synch Marketing and Sales to Achieve Growth

Measure Up Marketing

Despite the continued emphasis and variety of approaches to accelerate the business-to-business (B2B) buying cycle, many organizations remain challenged. How to Evaluate Your Sales and Marketing Alignment. We market and sell to customers.

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How Kele Developed a Personalized Email Strategy

Oracle

by Contributor Friendly | Tweet this Editor's Note: Today's post comes courtesy of Jennifer Igartua , Marketing Automation Consultant at Bluewolf, an agile business consulting firm. It’s no new news that to get your ideal buyer’s attention, you need to differentiate your brand and value proposition. Gaining insight into a customer’s unique habits and behavioral trends while engaging with your brand is key to providing a personalized experience.

3 Lead Scoring Problems – And How to Solve Them

Oracle

Few marketers would argue with the premise that “less is more” when it comes to delivering the right leads to sales. Gone are the days of inundating sellers with poorly qualified leads or “prospects” with little or no interest in buying. Here are three concerns I frequently hear from b2b marketers when it comes to scoring leads and some thoughts on how best to solve them. Challenge #1: Inability to score or prioritize all leads.

Search Engine Optimization Won’t Grow Your Business

NuSpark

But you’re not trying to win a popularity contest. Alone, SEO can’t grow your business because visitors do nothing for you unless they turn into customers. And if you’re selling a complex, business-to-business product, you need leads that you can nurture until they transform into customers. Gated” means web visitors who want to read your e-books, white papers, and more fill in a form with their contact information as payment for downloading it.

How Kele Developed a Personalized Email Strategy

Oracle

by Contributor Friendly | Tweet this Editor's Note: Today's post comes courtesy of Jennifer Igartua , Marketing Automation Consultant at Bluewolf, an agile business consulting firm. It’s no new news that to get your ideal buyer’s attention, you need to differentiate your brand and value proposition. Gaining insight into a customer’s unique habits and behavioral trends while engaging with your brand is key to providing a personalized experience.

Does Your Sales Team Know About the Hidden Sales Cycle?

Oracle

by Sylvia Jensen | Tweet this We’ve all heard the statistic that 67% of the sales cycle is complete BEFORE the buyer ever speaks to a sales person. In the ‘old days’ the sales person really controlled the message received by target buyers and educated them at every step of the buying journey. They call this the ‘hidden sales cycle’. But, for those that don’t, we’ve come up with a few tips you can pass along to your sales counterparts.

6 Ways Marketing Can Help Generate Early Leads for Sales

Oracle

by Shawn Cook | Tweet this A marketer posed a perplexing question to me recently. Research indicates that sales cycles are 22% longer over the past 5 years but 49% of companies are saying that their buying cycles are shorter. In fact CEB Sales Practice research says that on average prospects are 57% of the way through making a purchase before they ever talk to sales. Getting to prospects is paramount, but so is focusing on the most qualified leads.

Chart: The Holidays are Hot for B2B

Oracle

Data pulled from Eloqua shows that B2C companies deploy substantially more emails during the holiday season – a 28% jump in November and December compared to August and September. Accordingly, potential customers check out the businesses’ web properties in larger numbers. But the number of page views of those companies digital assets see a big bump in the holiday season – a 13% jump in November and December when compared to the rest of the year.

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Are Your Prospects Scared to Talk to Strangers? [CHART]

Oracle

by Taha Sheikh | Tweet this Personalized email signatures are a powerful way for you and your sales team to foster stronger relationships with your prospects. When sending emails to a large distribution list, it is also possible to automate signature personalization for each recipient so that it appears as though the email was sent directly from someone relevant to them – for example, the signature of their account manager. .

Is Sales Hungry For Your Marketing Content? [CHART]

Oracle

This weekend, we analyzed customers who use the Eloqua Engage sales tool, which allows marketers to make marketing designed email templates available for their sales reps so that they can send the right message to their prospects at the right moment in the buying cycle, and track their response to it. Sales is typically sending these out to very small lists, and very often as one-to-one communications. by Egan Cheung | Tweet this In a word: Yes.

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The Twofold Benefit of Optimizing Marketing Content

Industrial Marketing Today

However, there is another strong reason for optimizing your marketing content that has nothing to do with SEO. I am referring to optimizing customer engagement in B2B marketing. 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. Source: IDC Analyst Connection: Coordinating Marketing and Sales across the Entire Revenue Cycle.)

Where Are Marketers Allocating Budget? [CHART]

Oracle

While marketers anticipated spending more budget in mobile and video adverting, social media was the leading channel marketers use to increase their ad spend. Furthermore, their ad products offer targeting based on demographics, social connections, interests, and habits — all rich data points for marketers to leverage. They are then targeted with display ads to drive them back to your site. The right ad to the right lead, at the right time.

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How to Start Your Company’s Discussion About Marketing Automation

Oracle

by Amanda Batista | Tweet this Over the weekend you may have received one or more marketing emails that weren’t of interest to you, perhaps even after you opted in to receive communication from that particular company. The opportunities for a marketing faux pas are endless, but that’s why it’s important to focus on driving the success of marketing and sales collaboratively — across all initiatives. Measure and manage effectiveness across stages of the buying cycle.

Tips From Demand Gen Report’s 2014 B2B Buyer Behavior Survey

Oracle

by Amanda Batista | Tweet this While the sales cycle is getting longer and buyers continued to wait to engage with sales, B2B buyers are more satisfied with the process than they were a year ago, according to Demand Gen Report’s 2014 B2B Buyer Behavior Survey. Eloqua: The report notes that respondents are waiting a longer period to initiate engagement with vendors. To what do you attribute this?

How Many Fields Belong On Your Landing Pages? [Chart]

Oracle

by Egan Cheung | Tweet this One of the most popular requests we get is to look at how the number of questions asked in a form affects whether or not people fill it in. We analyzed data from 1,500 forms over the last 3 months and calculated the conversion rate as the number of submissions per unique visitor to that page. But most of the forms seem to settle between 5 and 10 questions in exchange for an average 40% conversion rate.

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

Oracle

by Amanda Batista | Tweet this The influx of content, information, and education available to consumers is an astounding, evolving issue for marketers. Particularly for those organizations that are challenged with managing multiple, segmented programs — or those with a small headcount compensating to manage their workflows — it’s hard to get the moving parts of strategy and technology to sing in harmony. How to establish your audience of content consumers.

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

Oracle

Shootman discussed how we as marketers have to be able to predict how our buyers are going to interact with us, and things like marketing ROI. We as marketers also have to stay open with our mindset and our technology in order to adapt to the ‘cool’ new technologies that we can’t predict will be the next thing. CMOs must digitize to survive and close the gap between today’s ‘real’ marketing and the ‘ideal.’

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

Oracle

Both companies cater simultaneously to consumers (B2C) and businesses (B2B). It occurred to me it would be interesting to see how online activity, or digital body language , differs between companies that are either B2B or B2C. Traditionally one would think that a pure B2C company would have much higher website traffic than a pure B2B company of similar size, due to both consumer behavior and online marketing spend.

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