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Personalized content for more effective content marketing

Biznology

In today’s B2B world, your prospects don’t want to hear from you until much later in the buying process, so attracting, engaging and nurturing them until they’re ready to talk to a sales person is no longer a nice way to supplement the top of your funnel. Don’t call them, they’ll call you.

B2B Search Engine Marketing & Marketing Automation: An Interview with Marketo’s Jon Miller

KoMarketing Associates

Marketo is considered a leader in the lead management / marketing automation industry. Furthermore, according to Nuclear Research, 95% of companies reported some benefit from marketing automation. ” to “I’m ready to buy from this site!”

If You Want Better Leads, Set Your Content Free

Industrial Marketing Today

Traditional lead generation tactics usually involves creating some valuable marketing content such as a white paper to use as a giveaway for the purpose of collecting names and email addresses. Setting your marketing content free may sound like a radical idea for those who continue to believe in the old mantra “hand over your contact information if you want my white paper (or other content).” See White Papers: Lift Your Barrier? ).

33 Phenomenal Content Marketing and Copywriting Guides and Tips

Webbiquity

Disruptive as it is, this philosophical shift has spread widely and quickly: according to recent research , “86 percent of companies serving consumers and 92 percent of ‘business to business’ companies now use content marketing.”

Tips 148

Top 50 B2B Marketing Influencers On Twitter

B2B Marketing Insider

Forrester – Forrester Research, Inc – An independent research company that provides pragmatic advice to global leaders in business and technology. Marketo – Marketo.com – Marketing software. Write case studies, eBooks, white papers, etc.

How to Woo B2B Buyers With Interactive Assessments

SnapApp

Who can resist going off and telling people, “I’m such a Scorpio,” or “I’m such a Carrie [Bradshaw, not White]”? The modern B2B buyer does a huge amount of research during their purchase process. Find out if you’re ready to move beyond the white paper!

Social Media, Demand Gen and B2B Executives: Exploiting the ‘Power of Peers’

Modern B2B Marketing

Working with a wide variety of clients from tech firms to sports properties and lifestyle brands, Andrew has crafted successful campaigns built around white papers, event-based advertising sections and sales training materials.

Marketing in a Downturn Part 2: Content, Content, Content

Modern B2B Marketing

In a downturn, more people are involved in approving every B2B purchase, and the buying committee usually includes senior decision-makers who will not understand (or want to understand) the technical nuances of your product or service.

Paper 18

How Smart Lead Nurturing Can Grow Revenue

LeanData

Coveney and New-Waterson, who both are Marketo champions, described how the best lead nurturing is a combination of technology and authentic human interaction. “It’s Just as the name implies, lead nurturing is about growing relationships at every stage of the buying cycle – even when potential customers don’t seem interested in purchasing your product or service. We want to become a trusted advisor so later, when they are ready to buy, our company is where they will turn.”.

64 B2B Marketing Tools and Resources

Modern B2B Marketing

There is an amazing amount of great content about B2B marketing out there, ranging from trends in demand generation to best practices in lead nurturing, lead scoring, and landing page optimization to how to buy and select marketing automation systems. Many of these are authored by the team at Marketo, but certainly not all of them. Lead nurturing is the process of building relationships with qualified prospects regardless of their timing to buy. white paper).

4 simple truths about content marketing re-imagined

Biznology

While some wonderful guidance is available from the nice folks at Hubspot , and Marketo , most sites offer you “useful white papers” or “templates” to entice you to buy their (questionable) consulting services.

How to Make Your B2B Content Marketing More Successful

Modern B2B Marketing

Not only do people gravitate to different types of content depending on their consumption preferences, they tend to seek out certain content types depending on where they are in the buying cycle.

FAQ 18

Busting 12 Myths about Marketing Automation Tools

Hinge Marketing

Well known marketing automation platforms (MAPs) you’ve probably heard of include: Pardot, InfusionSoft, HubSpot, and Marketo. Marketing Automation is more than just a new marketing buzzword and the current “shiny object” for marketers.

Spam 24

Visual Content Marketing Insights from 13 Genius Thought Leaders

Writtent

Way back in 1998, Communications Professor Mitchell Stephens predicted the rise of images and video, writing “moving images use our senses more effectively than do black lines of type, stacked on white papers.” We’re not creating the buying process – we’re facilitating it.”.

How to do Lead Nurturing Right

Webbiquity

Marketing automation provider Marketo has just published The Definitive Guide to Lead Nurturing , a white paper that provides real value, covering the lead nurturing process from the basic how and why through ROI measurement.

The 3 Most Common Objections to Online Marketing for Professional Services

Hinge Marketing

And according to our research , 47% of firms plan to develop a content marketing program in the near future. Your CRM is able to track all of your online marketing conversions, be it joining your email list, downloading a white paper or registering for a webinar.

CPA 18

Top 24 B2B Marketing Posts in February

B2B Marketing Zone Posts

So in case you missed any of these, here are almost 100 of the best blog posts and articles covering social media strategy and tactics, measurement, monitoring, research, pitfalls to avoid, policies, tools and more from 2009. Conduct B2B marketing research in 15 minutes or less. B2BMarketingSmarts , February 23, 2010 Most good B2B marketers today know that effective marketing requires the insight of market research. White Paper (50). Best of B2B Marketing.

Book Review: eMarketing Strategies for the Complex Sale

Webbiquity

Marketing automation systems—from vendors like Eloqua , Marketo , Genoo , Manticore and others—are great tools for moving prospective buyers along the path from interest to desire to action.

Marketing Analytics Deep Dive: Bounce Rates and Why They Matter

Modern B2B Marketing

Perhaps your Pay Per Click team has identified that your visitors respond best to fulfillment labeled as ‘3 Steps to…’ as opposed to ‘white paper’. Marketing Analytics Deep Dive: Bounce Rates and Why They Matter was posted at Modern B2B Marketing - Marketo Best Practices Blog. | [link].

Generate More B2B Sales With Lead Nurturing and the Human Touch

Modern B2B Marketing

Of that group, some should raise their hands every month (or whatever time period is most appropriate to your buying cycle) and say, “now I’m ready to engage with sales.”. At Marketo, our prospect-to-lead conversion rate triples with lead nurturing.

RFP 7

What Opens an Executive’s Wallet? – plus other answers about Provocation-Based Selling

Modern B2B Marketing

Schaub and Marketo’s SVP of Sales, Bill Binch, conducted a Marketo Revenue Masters webinar called ‘ From No Budget to Signed Deal Using Provocation-based Selling ’. Bill Binch and I answered these questions in the Marketo Revenue Masters webinar about Provocation-based Selling.

Does 'Being Findable' mean 'Being Everywhere'?

Ambal's Amusings

Before a B2B company can decide which tactics to use, they need to do some research and develop a strategy for being “findable.” How to Choose Your Carrot: Effective Lead Generation Offers for High-Technology Marketers (White Paper). Marketo's Modern B2B Marketing.

A Primer on Lead Nurturing

grow - Practical Marketing Solutions

Michele is a freelance marketing writer ( [link] ) specializing in creating buyer-focused B2B marketing content, such as white papers, research reports, feature articles and case studies. I'm pleased to feaure my friend Michele Linn as a guest blogger on {grow}.

Sales and Marketing Alignment: Thought Leadership with Jill Konrath

Modern B2B Marketing

Using that information, they should determine how to best interact with customers throughout their entire buying cycle. This messaging should then be incorporated into lead generation efforts, white papers, success stories, sales collateral and sales tools. Both Marketing & Sales need to focus on creating sales enablement tools that sellers can easily customize depending on industry, decision maker and stage in the buying process.I'm

ClickInsights: Biggest roadblock to converting marketing leads

Ambal's Amusings

Research showing that 79% of leads never become opportunities backs up the premise that our marketing efforts aren’t creating the best results across the long term. Marketo's Modern B2B Marketing. Mapping Content to the Buying Process - Slidecast.

How (and Why) to Do Lead Nurturing Right

WebMarketCentral

Marketing automation provider Marketo has just published The Definitive Guide to Lead Nurturing , a white paper that provides real value, covering the lead nurturing process from the basic how and why through ROI measurement.

The Content Marketing Question: To Gate or Not To Gate?

Ambal's Amusings

Webinars and white papers are two content formats generally considered “meaty” enough for prospects to risk that filling out the form won’t cause unwarranted intrusion into their very busy lives. White papers. Marketo's Modern B2B Marketing.

ClickInsights: What was your "Aha" moment in 2009? - Part 2

Ambal's Amusings

Marketo's Modern B2B Marketing. Mapping Content to the Buying Process - Slidecast. Marketing and Sales Alignment – Marketo eBook (New!). Creating Sales Opportunities with Lead Scoring – Genius.com white paper by Ardath Albee.

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

Ambal's Amusings

Marketo's Modern B2B Marketing. 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. Highlight new industry research.

ClickInsights: What ROI metric should B2B marketers use in this digital marketing era?

Ambal's Amusings

Marketo's Modern B2B Marketing. Marketing and Sales Alignment – Marketo eBook (New!). Creating Sales Opportunities with Lead Scoring – Genius.com white paper by Ardath Albee. Tune and refine the buying process.

Lessons Learned: A Reflection on Marketing Automation

Modern B2B Marketing

I read marketing automation white papers, sat through marketing best practices webinars, and participated in community forums, trying to optimize my marketing automation know-how. Here is a complete list of questions to ask before buying marketing automation.

How Smart Lead Nurturing Can Grow Revenue

LeanData

Coveney and New-Waterson, who both are Marketo champions, described how the best lead nurturing is a combination of technology and authentic human interaction. “It’s Just as the name implies, lead nurturing is about growing relationships at every stage of the buying cycle – even when potential customers don’t seem interested in purchasing your product or service. We want to become a trusted advisor so later, when they are ready to buy, our company is where they will turn.”.

ClickInsights: How to make marketing messages memorable?

Ambal's Amusings

Marketo's Modern B2B Marketing. Marketing and Sales Alignment – Marketo eBook (New!). Creating Sales Opportunities with Lead Scoring – Genius.com white paper by Ardath Albee. Think quickly. Which marketing slogan or jingle can you hear in your ear?

5 Ways to Give Your B2B Marketing Strategy a Makeover

Modern B2B Marketing

Use content – whether in a blog, in an e-newsletter, through a white-paper or via social networking channels – to educate customers rather than offering a sales pitch. There is no shortage of ideas for relevant, interesting and useful content: Create in-depth whitepapers with pertinent industry statistics and original research. if they aren’t able to connect with the prospect, or the customer isn’t quite ready to buy).

Top 60 B2B Marketing Posts and Hottest Topics November 2010

B2B Marketing Zone Posts

Certainly in this era where people actively seek information that is pertinent for their needs, questions or buying journey, personalized and valuable content is crucial. 9 Indispensable B2B Social Media White Papers - Social Media B2B , November 2, 2010 White papers and eBooks can be helpful resources when they’re well-prepared and provide usable information. Below are a list of 9 B2B white papers that have useful information for B2B social media marketers.

Email Marketing Best Practices from MarketingProfs Virtual Event

Modern B2B Marketing

Forrester Research shows that 59% of consumers open email based on their individual interests and 51% open emails based on their needs at that time. Buying Expensive. Buying More but Paying less. Have someone raise their hand to say they are ready to buy.