Infographic – The Best Content Offers for Every Stage of the Buying Cycle

The Point

Aligning content offers with stages in the buying cycle is a critical factor in maximizing engagement. Later stage, mid-funnel or bottom-of-funnel buyers are further along in the process and so will be more interested in ROI, customer stories, or third-party reviews.

How to Use Visual Collaboration at Each Stage of the Buying Cycle

LEADership

In different phases of the buying cycle, they will be looking for different things. How do you build a relationship with your customer online, and what should you do to make sure that you address each phase of the buying cycle in a way that provides value and encourages sales? This is the final stage of the buying cycle – your customer has pretty much made their choice and they are ready to take the plunge. Customers are savvy these days.

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Facebook ads vs Google adwords: 7 key criteria to decide

Biznology

With any ad buy, Google lets you know the bid for a keyword that gets the best ad position. BUYING CYCLE: Top or bottom of the funnel? The stages of the Purchase Funnel are: awareness, opinion, consideration, preference, and purchase. Because Facebook is more interest-oriented, it is more of a top of the funnel-advertising solution. Google AdWords, being more needs-based, is in the bottom of the funnel.

Five Sales Enablement Tactics B2B Marketers Need to Master

Webbiquity

To close deals, product language has to be consistent from the top of the funnel down to when a prospect becomes a client. Prospects love this, as research reveals that 87 percent of buyers select a vendor who provided them with relevant pieces of content at each stage of the buying process. Map Content to the Buying Cycle. Consider the different content pieces and formats it takes to push prospects down the funnel. Guest post by Mary Ade.

What is business video content marketing and how to get started

Biznology

For example, if you realize that 81% of B2B purchase cycles start with a web search , then you probably invest in SEO. Because some would argue it is not a “sales cycle” any longer, but rather a “buying cycle” as buyers have more information and power than ever before, thus making B2B sales videos even more important as they are the only medium that can showcase your people, processes and benefits in a very personal manner from where ever and when ever buyers want.

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Why email marketing still matters–and how to make it work

Biznology

Unless you’re selling goods or services with a buying cycle of “right now” (like lattes) you need a way to stay in touch with prospects as they move through the buying cycle toward a decision. Email Marketing Webinars Andrew Schulkind buying cycle call to action Content marketing email marketing email marketing tips email outreach inbox market segmentation marketing prospects sales funnel segmentation Webinar

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Lead nurturing via email series and content marketing

B2B Lead Generation

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. Christine Elliot, Director of Content Strategy and Digital Marketing at Crowe Horwath, understood the value of lead nurturing to both fill leaks in the sales funnel and improve ROI. From there the team mapped content to the early, mid and late stages of the buying cycle.

11 inspiring case studies of digital transformation

Biznology

NETSPRESSO : Had the desire with its digital transformation to win new customers, gain a deeper understanding of its customers, and manage complex buying processes. Its cloud solution serves as an innovation platform with a full-fledged sales solution capable of handling the entire buying cycle: pricing, quotes, and orders. Furthermore, the app funnels back massive amounts of user data to the company, allowing them to better understand their customers’ habits and desires.

Convert articles and blog posts to video

Biznology

In the case of tech solution vendors, blogs are full of middle-of-the-funnel stuff that responds to customer concerns with a minimum of hype and marketing-speak. It’s the kind of real-life, forward-looking content that buyers in the consideration phase of the buying cycle are eager to consume. Buying committee members don’t like to appear to be advocating too hard for anything new. Are you one of those marketers wondering where and how to use video effectively?

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How to Leverage the 5 Stages of the Customer Buying Cycle for More Sales

Hubspot

The answer is simple: Leverage the customer buying cycle. What’s the buying cycle, you ask? 5 Stages of the Customer Buying Cycle. Purchase : The action of ordering and buying from your ecommerce site. “compare flat screen tvs” – The desire to compare products indicates this customer is further along in the cycle, such as the Consideration or Preference stage. Free Webinar: How to Market in the Ecommerce Funnel.

How Remarketing Can Help Increase Conversions

Single Grain

Good marketers know that it’s a rare occurrence for a new visitor to land on a website for the first time and buy a product right then and there. For example, I was looking at some electronics on Best Buy and later that day I was on another website. This Best Buy ad is a good online remarketing example. Understand Your Buying Cycle. Think of buying cycles in terms of traffic temperatures. A retailer like J Crew has short buying cycles.

5 Ways B2B Can Learn from B2C Marketers

Buzz Marketing for Technology

Posted in Buying Cycle Conversion Conversion Optimization Customer Customer Experience Personalization Strategy. And it’s obvious why: buying cycles are longer, buyer mentalities are different, and products typically require more investigation before a purchase. But the reality is that B2B buyers are very similar to B2C consumers— whether it’s buying a new car or new enterprise software, consumers want to be educated and informed.

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How to Use the Funnel to Optimize B2B Lead Conversion

LeadCrunch

How to Use the Funnel to Optimize B2B Lead Conversion. To increase the conversion of marketing leads into pipeline and closed-won business, you need an in-depth understanding of the funnel. Business buying behavior is complicated and marketing technology is increasing complexity. Without a funnel, it’s hard to see where and why revenue leaks are happening. I architected a version of the funnel below 20 years ago and have been refining its use ever since.

How to Build the Perfect Conversion Funnel with Content Mapped To The Buyer Journey

Marketing Insider Group

After navigating your complex conversion funnel filled with quality content, they purchase right there on the first visit. However, once you treat each piece of content like a new opportunity to inspire your target audience, you’ll be able to push them farther down your conversion funnel. .

How to Match Great Content to Your Sales Funnel

Oracle

In the B2B marketing world, the buying cycle is long. There's a long cycle that has a lot of money and resources at stake, so you need to nurture your prospects all the way through the process. Navigating the Sales Funnel. Top of the Funnel. The top of the funnel includes content related to the topic of your industry and offering. This stage of the funnel is all about helping, not selling. Middle of the Funnel. Bottom of the Funnel.

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Use Content Marketing to Manage Industrial Sales Funnels

Industrial Marketing Today

B2B and industrial marketers are usually tasked with two main responsibilities: Fill the top of the sales funnel (ToFU) with high quality leads. Maximize the middle of the funnel (MoFU) for converting more leads into sales opportunities. Content marketing helps industrial and manufacturing marketers manage their sales funnels from ToFU to MoFU. How do you use content marketing to manage your industrial sales funnel?

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Plan Before You Execute

Televerde

With technology in place, the next step toward modern marketing success is to build an engagement strategy that stretches across the buying cycle, from inquiry to close. Here’s how: Define the Prospect Buying Cycle and, Within it, What Constitutes a Sales Accepted Lead. The SiriusDecisions demand waterfall is the industry standard for defining the buying cycle, delineating roles, measuring results, and optimizing demand creation efforts.

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Buying Journeys vs Prospect Experience: Why the Difference is Critical

Heinz Marketing

So whether we’re talking about your new house or new marketing platform, the buying journey is just a fraction of the overall prospect experience. And yet, the majority of selling organizations treat every prospect as if they’re in some stage of the buying journey. Even treating prospect as if they’re at the top of the funnel may, in the prospective buyer’s mind, feel aggressive, too fast and/or too pushy. By Matt Heinz , Founder & President of Heinz Marketing.

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Fallacy of THE Funnel

Capstone Insights

Optimizing Demand Generation Performance with Funnel Diagnostics. When I first arrived on the scene as a demand marketer over a dozen years ago, I did so armed with a spreadsheet model for the funnel I was going to fill with leads and pipeline opportunities. When you have just one funnel, you’re aggregating output from all your programs, for all the products you sell to a potentially wide and varied audience. Integrated Programs that Flex with your Funnel.

Lead Nurturing Isn’t a Stage in the Sales Funnel

ANNUITAS

” Carlos Hidalgo : “We can’t just focus on a piece of the funnel. First of all, we have to understand that the funnel isn’t a buying process. I never heard a Buyer say, ‘I’m in the sale acceptance stage of my buying process.’ We should be looking at a holistic buying process and then if we want to align that to a funnel that’s fine, but we should be looking at what does our Engagement content have to say?

5 Advantages of Sales Funnel Marketing

Valasys

Sales funnel marketing is all about the orchestration of your branding and business development endeavors in a way that helps salespeople acquire new potential customers and ultimately prompt those leads to make a purchase decision. You need to understand and prioritize their pain-points and preferences at each stage of their buying cycles. According to Salesforce, 68% of companies are yet to either identify or attempt to measure a sales funnel.

The 4 B’s of Buyer Experience Innovation (2nd Rendition)

Tony Zambito

  Buying today has become more sophisticated and has a multitude of variables that did not exist even a decade ago.    It is fair to say that many organizations are adopting specific buying strategies whereby decisions are often made well ahead of any sales involvement and the decisions are more about who to purchase from versus what to purchase.  Buying processes and buying decisions are being restructured many times over. 

Integrating Google AdWords with Salesforce to Measure Your Sales Funnel

NuSpark

This will help B2B firms with products that have longer buying cycles better measure how paid search investments are generating offline value. This lets you understand how your AdWords results in the most important milestones in your B2B sales funnel. When people fill out the form, they are entered as new leads in Salesforce, and you use Salesforce to track stages in the buying process.

A Conversation on 7 Buyer and Sales Trends to Watch in 2011

Tony Zambito

  In addition, we know from the people who survey sales trends, such as Sirius Decision , CSO Insights , and McKinsey , today’s buyers get through nearly 70-80% of the buying process BEFORE they engage with sales people.    On top of that, the entire buying experience is fragmented.  When you think about it, many of the tools and system that have been created revolve around these processes and measuring “the funnel” around these processes. 

Prevent Demand Generation Failure with Buyer Personas

Tony Zambito

You don’t frame your demand generation plans in terms of the “reverse funnel math”.   Acquiring a deep understand of your target buyer and their buying process.  Image by justin_levy via Flickr. Recently, Adam Needles, Left Brain Marketing’s VP of Demand Generation Strategy, posted a thought provoking article entitled Why Do (Well-intentioned) B2B Demand Generation Efforts Fail? on the organization’s blog. 

The 4 B’s of Buyer Experience Innovation

Tony Zambito

  Buying today has become more sophisticated and has a multitude of variables that did not exist even a decade ago.    It is fair to say that many organizations are adopting specific buying strategies whereby primary decisions are often made well ahead of any sales involvement and secondary decisions are more about who to purchase from versus what to purchase.  Buying processes and buying decisions are being restructured many times over. 

I noticed you read my blog, do you want to buy from me?

Sales Engine

Following up on content consumption with “buy from me now” is a strategy that’s destined to fail. Again, this will vary according to your sales process, but in general we are probing for need (and solution fit), commitment level to solve the problem, buying process, and ability to pay. So the question becomes, How do you follow-up in a nurturing fashion so that when someone is converted from an unknown visitor into an MQL , you add value and shepherd them through the buying journey?

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3 Tips to Stop Leads from Falling Through the Cracks

Marketo

Send pertinent messages related to where your prospect is in the buying cycle offering them information to help move them from one stage to the next. Automation sifts through leads, qualifies them and keeps them in follow up mode until they move forward or drop from the buying cycle. To be sure both are on the same page, ask these questions about closed leads: How long were their sales cycles? When during their buying cycles did they enter the marketing funnel?

Industry Perspective: Is Your Demand Marketing Keeping Up With the Changing Buying Process of B2B Banking Customers?

ANNUITAS

In an industry heavily reliant on relationships, the reality is that the B2B banking customer’s buying process is typically long, and rarely linear. The Traditional Buying Process for Financial Institutions. Traditionally, B2B banks face a long buying process. As long as marketing and sales struggled to connect with buyers throughout the funnel, then the company would continue to miss growth goals.

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How to Optimize Your B2B Marketing and Sales with Online Video

Marketo

How video engages prospects throughout the buying cycle. Convert casual interest into product curiosity to narrow your funnel and qualify your leads. YouTube promoted videos let you expand your marketing funnel with a simple video upload and specification of preferred keywords, and Call-To-Action overlays (semi-transparent ads that pop up during your video) route potential qualified leads back to your site. by Jon Miller Online video is exploding.

10 Event Marketing Tips to Accelerate B2B Lead Generation

LEADership

Which events and what type of interaction resulted in the highest conversion/buying actions? Of course, you need a new spin on each subsequent event, but at the core of the sales and buying cycle, you still need the conversion mechanism that will allow you to take control of the funnel and ensure better lead management. Different types of events will trigger buying decisions in different ways. Demand generation cycles will vary in these situations.

Optimizing the B2B Content Marketing Funnel: Turning Contacts into Clients

Hinge Marketing

If you are doing it right, your content funnel probably looks something like this: Then you realize you aren’t converting your new contacts into new clients. While some contacts are further along in the buying cycle, they are most likely still learning more about your firm. Depending on your typical sales cycle, these workflows can span anywhere from a month to several months and include anywhere between three and ten emails.

Report: Why Demand Marketers Should Expand their Focus Beyond the Lead

The Point

When Account-Based Marketing (ABM) first arrived on the scene, vendors were quick to pronounce traditional, funnel-based marketing obsolete. One fixture of B2B marketing for more than a decade is the lead funnel, brought to prominence by the analysts at SiriusDecisions (now part of Forrester.) For those demand marketers promoting complex solutions, with long sales cycles, into large organizations, this is a must read.

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How Has B2B Sales Changed in the Digital Era?

Heinz Marketing

Gartner says that only 17% of the buying cycle is spent actually talking to sales. Buying Journey and Sales Process Customer Buying Journey Decision Making Process Sales Process & Documentation B2B sales sales Sales process

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6 B2B Marketing Campaign Ideas to Power the Middle of Your Funnel

SnapApp

Ah, the often overlooked middle of the marketing funnel — even the most thoughtful marketers often fail to create dedicated content that speaks to the unique needs of buyers in this critical step between helping your audience realize they have a problem and that your company has the best solution. First, let’s remember the job of middle of the funnel contnet in relation to other content and campaigns in your marketing mix: Top, Middle, and Bottom of the funnel.

6 B2B Marketing Campaign Ideas to Power the Middle of Your Funnel

SnapApp

Ah, the often overlooked middle of the marketing funnel -- even the most thoughtful marketers often fail to create dedicated content that speaks to the unique needs of buyers in this critical step between helping your audience realize they have a problem and that your company has the best solution. . First, let's remember the job of middle of the funnel contnet in relation to other content and campaigns in your marketing mix: . . Top, Middle, and Bottom of the funnel. .

The B2B Sales Role in the New Buying Process

ANNUITAS

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. However this does not mean that sales is rendered ineffective in the early stages of the sales cycle as some would have you believe. Social media has played a pivotal role in the shift of the B2B buying process.