Televerde

DECEMBER 27, 2017

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. Build Buyer Personas and Map Buyer Journeys.

Planning 58

Planning Top of Funnel Buying Cycle Buyer's Journey 58

ANNUITAS

MARCH 8, 2016

If you’ve built solid personas, reviewing their goals and motivations when there is dissension can help to move in the right direction for your buyers. It’s not a question of what you or your boss likes, but what your buyer needs to move along the buyer journey. What would trigger them to enter a buy cycle?

Buyer Personas 100

Buyer Personas Demand Generation Buying Cycle Work Management 100

Marketing Interactions

AUGUST 24, 2021

Buyers need to complete specific jobs before consensus can be reached for a buying decision. They need information that helps them understand what to ask, do, understand, and evaluate. Think about what your buyers have already gone through before they engage with your sales reps. They’ve got work to do. Or you can.

B2B Thought Leadership 62

B2B Thought Leadership Thought Leadership B2B Gartner 62

The Mx Group

MAY 5, 2017

Steve’s talk came down to this: The relationship between buyers and sellers has changed. Buyers’ needs, not yours, drive the purchase process. And your buyers demand an engaging experience. Because today’s buyers self-direct their purchase journeys, they choose what information and experiences to interact with.

Marketo 63

Marketo Marketing Automation Services Lead Scoring Marketing Automation 63

Marketing Insider Group

AUGUST 11, 2011

A content strategy flips the tables on traditional, linear marketing by defining the process and then securing the right resources for producing a consistent stream of content mapped to buyer needs across all phases of the buying cycle. And as I said before, this is much bigger than the marketing department.

Enterprise Management 100

Enterprise Management B2B Marketing Marketing Management B2B 100

KoMarketing Associates

DECEMBER 8, 2015

Nearly 45 percent of B2B marketers, surveyed by Annuitas, indicated that they are not using buyer personas in demand generation programs and almost half are failing to align content to their buyer’s pain points. Buyers need thorough contact information to make informed purchasing decisions.

Marketing Budget Creation 120

Marketing Budget Creation Marketing Budget Budget Programs Enterprise Management 120

Tony Zambito

APRIL 7, 2008

So herein lays a few reasons why sales forces must change today: Buyers research more than ever today. The Internet has made most of the information a buyer needs to know available at their finger tips. Buyers want to engage in the buying cycle on their own terms. How should sales forces today respond?

Buying Cycle 100

Buying Cycle Comparison Buyer Personas Marketing Management 100

Webbiquity

FEBRUARY 13, 2010

Here she expounds on the shift in technology buying processes I outlined in a previous post, How Social Media Changed the Sales Cycle into the Buying Cycle. Buyers today expect to be able to gather the vast majority of the information they need to make a purchasing decision without ever talking to a sales rep.

Emarketing 100

Emarketing Marketing Automation Services Manticore Marketing Management 100

InsightSquared

OCTOBER 22, 2018

When there’s a breakdown in communication, we often hear comments like, “Marketing isn’t producing the content my buyers need,” from sales reps, or “Our sellers are using outdated content and always asking for customizations,” from marketers. Sound familiar?

Work Management 218

Work Management Marketing Management Customer Satisfaction Marketing & Strategy 218

ANNUITAS

AUGUST 4, 2015

A Content Map plots your buyer personas against your buyer journey for their information needs at each stage. A general representation of this concept is below: Of course, the first step is to understand your buyer journey and the personas involved. Information Needs.

Content Marketing 100

Content Marketing Buyer Personas Buying Cycle Demand Generation 100

Kapost

APRIL 5, 2017

This Plain Jane, but extremely comprehensive, buyer’s journey includes key stakeholders, buyer needs, influencers, most impactful content, and top outlets for each stage of the customer journey. This is especially true of large high stakes B2B purchases that have longer buying cycles and more cautious buyers.

Top of Funnel 81

Top of Funnel Buyer's Journey Digital Marketing Funnels Buyer Personas 81

Delivra

NOVEMBER 14, 2018

Define/refine your buyer personas. Whether you have 5,000 or 50,000 prospects, you need to build one-on-one relationships with every single person on your list. With an effective marketing automation strategy, you can constantly define—and refine—your buyer personas. Proving marketing ROI.

Marketing Automation Services 45

Marketing Automation Services Marketing Automation Automation B2B Marketing 45

Marketing Insider Group

JUNE 9, 2011

A content strategy flips the tables on traditional, linear marketing by defining the process and then securing the right resources for producing a consistent stream of content mapped to buyer needs across all phases of the buying cycle. These 13 examples from Michele Linn ( @michelelinn ) is a good start.

Marketing Strategy 100

Marketing Strategy Marketing & Strategy Planning Content 100

Webbiquity

APRIL 12, 2016

Craft detailed buyer personas to help with your understanding of buyer needs, interests, and concerns. Another consideration is “when” in the buying cycle is a specific piece of content important to a specific buyer?

Marketing Report 100

Marketing Report Marketing Strategy Marketing & Strategy Content Marketing 100