How to Increase Your Manufacturing SQLs Using the Buyer's Journey

SmartBug Media

Accurately understanding who your buyers are (start by developing buyer personas ) will ensure that you’re targeting the most valuable potential customers. This is all part of understanding and utilizing the Buyer’s Journey. Buyer’s Journey Stage #1: Awareness.

Include video content in your buyers’ journey

Biznology

If the people buying your products/services are NOT busy, then they will have the time to read your paperwork and figure things out, but if they ARE busy, then they would prefer that you have video on your website and as sales collateral (like video FAQs, business video case studies, and corporate profile videos) so that they can quickly understand your products, the culture of your company, and the people who makes your company great. Video FAQs that answer common buyer questions.

Insiders

Sign Up for our Newsletter

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Tactical video for technology sales and marketing

Biznology

Tactical videos have specific objectives: establish a value proposition in the prospect’s mind, put across a memorable product differentiator, describe a new use case. I’ve adapted this model to show how different kinds of tactical video might serve to advance the kind of buyer’s journey typically encountered in technology businesses. Some different styles of tactical video that provide meaningful content thoughout the technology buying team’s journey.

B2B Demand Generation Best Practices: 10 Proven Ways to Improve Your Results

KoMarketing Associates

But recent research from DemandGen will show you exactly how B2B buyers would like to have content organized: Use personas. White papers: 55% (compared to 60% in 2020). Case studies: 46% (compared to 54% in 2020). This is one of the top ways B2B buyers find and consume content.

How to Boost Your ROI During a Content Drought

Webbiquity

Content alignment with the buyer journey. It’s important to produce content that serves the needs of your target customers throughout the buyer journey. Many B2B buyers, confined to working from home, are consuming more content than before.

ROI 168

The Telltale 8% Drop In Content Marketing Effectiveness

Tony Zambito

Buyers Are Saying The Same. Recent surveys, from the likes of Forrester and SiriusDecisions , indicate the sentiment is nearly 70% or more of buyers outright reject content. These mirror my own findings in conducting qualitative buyer persona research interviews directly with buyers the past two years. In one such buyer interview, an executive handed me a folder, rubberbanded. The Right Buyer Understanding Matters. by Aha-Soft.

Influencers: the key to content marketing

Biznology

What B2B buyers need is authentic voices from within the company, primarily from product managers and development leads. These are the people who know the most about the products and can give the “inside” information B2B buyers are hungry for. So we built a system to surface their content to the masses, strung the content together into typical user journeys, and optimized it for search engines. As I know in my own case, writing is hard work.

The Challenger Sale in Marketing: Gain Buying Group Consensus

Content4Demand

people who have already done research and are far along the buyer’s journey. The earlier you can identify a potential mobilizer in the buying journey, the easier it will be to persuade the whole team to make the purchase. Understand the Mobilizer's Journey.

Buy 76

TOFU, MOFU and BOFU: The Sales Funnel Explained

SmartBug Media

Today's buyer is more informed than ever, and as sales and marketing professionals, it’s our responsibility to educate and provide relevant information at each step of the buyer’s journey. White papers. BOFU content offer ideas include: Case studies. Case studies.

Make chatbot-ready videos for account-based marketing

Biznology

A person embarking on a buyer’s journey (at the “awareness” stage) is happy to view a short explainer video that brings them up to speed on the main features and benefits. Success is measured in “views” and, in some cases, call-to-action button responses (e.g., ” First of all, is this person on a “buyer’s journey?” Download our white paper.

How to Craft the Perfect Email for Every Stage of the Buyer's Journey

Hubspot

While there's no such thing as a perfect email strategy , it's important to consider the thought process of users at each stage of the buyer's journey along the way. New subscribers enter the buyer's journey at the top.

The 3 Stages of a Typical Buying Process (i.e. The Buyer’s Journey)

SmartBug Media

What is the Buyer’s Journey? It is the journey or buying process that consumers go through to become aware of, evaluate, and purchase a new product or service, and it consists of three stages that make up the inbound marketing framework : awareness, consideration, and decision. Analyzing the Buyer’s Journey through the inbound marketing lens allows marketers to conceptualize the path of a prospect as a framework. White papers.

5 Common Stages of B2B Lead Nurturing

Oracle

by Jesse Noyes | Tweet this If you work in the complex b2b marketing industry, you know just how long the journey from prospect to closed deal can take. Lead nurturing provides a structural framework for delivering specific types of content that answers buyers’ questions when they ask them. Your prospects are educated about the industry and it’s time to make the case for why you are best positioned to help them address their challenge.

Channeling Buyer-Based Experiences in SMB

Tony Zambito

This is part 4 of a series on the challenge of targeting SMB markets and how the use of buyer-based modeling and buyer-based marketing help organizations to grow their SMB customer base. . We addressed the segmentation thought process crucial for buyer-based marketing to the SMB segment in the previous article, Grow SMB Revenues With Buyer-Based Marketing , as a means to know where to have a presence. Therein lays the new buyer realities of today.

SMB 159

How Influencers Can Guide Your Buyers on Their Journey

Content4Demand

The 2020 Content Preferences Study published by Demand Gen Report found that over the prior 12 months, 43% of B2B buyers increased their preference for content from industry influencers. The report shows they’re sharing video, white papers, research reports, blog posts and E-books most often.

Should Your Individual Products Have Their Own Websites?

SmartBug Media

To do this, we’ll start at the beginning of most marketing challenges—your buyer personas. Specifically, it’s important to take a quantitative and qualitative approach and answer two questions: WHO — Are the buyers of each product generally the same? I say “generally” here because there will be nuances in the buyer personas of each product, so a little wiggle room is understandable. Their buyer demographic is pretty tight. We might have a case for multiple websites.

Emergency Alert: We Need to Rethink Content Strategy

Contently

We get tunnel vision and have conversations like: Marketer A: Our white paper on millennial investing trends got 400 views. Marketer B: Our white paper on AI and the future of robo-investing only got 100 views. High-skill professionals and the C-suite prefer white papers. The buyer journey can also be improperly mapped. Voices audience persona buyer journey Content Strategy data distribution Millennials SiriusDecisions video

What are Marketers Doing with AI Right Now?

Navigate the Channel

They can even produce short white papers using an AI technology known as natural language generation, or NLG. However, with AI marketing, this does not necessarily have to be the case. Advertising AI B2B Big data Buyer Journey Channel Communications Data digital marketing Marketing Marketing Automation Targeting artificial intelligence examples

Closing the Loop with Paid Search: Linking the Right Message to the Right Audience

SmartBug Media

In any case, take a look at your ultimate goal and put yourself into the shoes of someone who would benefit from taking this action. Are you trying to increase bottom-funnel leads on the site—or maybe you would like to improve the high-funnel visibility of a new guide or white paper that you have developed? Paid Media SEM Buyer's Journey Lead GenerationAn End-to-End Approach.

Link 48

Content Ideas for Every Stage of the Buyer’s Journey

SmartBug Media

White papers. Case studies. To craft compelling copy that converts, the inbound marketing approach focuses on crafting content driven by buyer personas in order to hit the right notes at each stage of the Buyer’s Journey.

Marketing Automation Like my Pool Guy

Lead Liaison

When you’re immersed in your job, and understand the real benefits of marketing automation technology, you start to look for real life use cases for how this technology is used. As a buyer, I tended to gravitate towards the companies that didn’t give me a hard sales pitch or bash other pool companies. Since I’m a first time pool buyer, I thought from the very beginning that I would be comfortable putting my trust with this provider. How long is their journey?

13 Examples of Content Your Manufacturing Company Can Use to Generate Leads

SmartBug Media

Whether you make fasteners, paper products, or appliances, creating content with the intent of lead generation for your manufacturing company can establish a more sustainable system for filling your funnel without relying on short-term campaigns or events like tradeshows. This practical and evergreen content is a powerful tool for your demand generation strategy when you use the Buyer’s Journey as your guide. Learn more about mapping content for your Buyer’s Journey here.

The business case for a strong CMO-CIO partnership: A guide

Full Circle Insights

With social distancing measures in place, millions of office workers tackling their workload from home, and consumers and business buyers researching products and making purchases online, companies had little choice. Examining the CRM integration use case. White Papers.

CMO 56

How to Create a B2B Content Audit

Biznology

Case studies. White papers. Objective, meaning its marketing purpose, such as how-to, use case, testimonial, comparison. Target job role, if applicable–these might be decision-maker, technical buyer, end-user, etc. B2B Marketing Content Marketing B-to-B B2B buyer journey buying process content audit Content marketing Photo credit: Wikipedia. In the B2B marketing world, content is used primarily to 1. Attract new prospects, and 2.

B to B 139

AnalyticsToday Podcast: How To Transform Your Marketing Funnel Using Content Consumption Data

PathFactory

That’s a huge focus for us here at PathFactory and what our service really revolves around because it’s quality insights that allow you to best serve your buyer—to remove the friction slowing down their buying process and really enable them to self-educate and progress through their journey. Well, our mission is to help their buyers buy. And I think that probably the biggest tension, the biggest problem facing marketing is that our B2B buyers are consumerized.

How to Use B2B Email Automation to Align Sales & Marketing

Delivra

This is one of the most critical ways to address the needs of prospects during phases of your buyer’s journey. Based on the significant changes in the buyer’s journey over the past few years, email automation is a valuable, proven step in gaining sales. Consider these statistics: 74% of business buyers said they conduct more than half of their research online before making a purchase offline.—

Content Creation: Even “Non-Creatives” Can Help!

The Mx Group

Their unique perspectives can reveal new ways to better connect with your buyers. Your content map will help point you toward which topics are most relevant to your buyers, but the resources you share have to be valuable, too. White papers. Case studies. These types of objective content give buyers the information they need to make confident decisions at every part of their journey. And then making a testimonial video with the subject of the case study.

Break Down the Content Gates

Content4Demand

The data that prospects and buyers share can make a powerful impact on our ability to connect with them and build relationships. Buyers are onto us. According to the 2019 Content Preferences Survey Report , 63% of respondents are willing to share information to access webinars, and 49% will share data for a white paper. While it does help your buyer in the decision-making process, it helps you more. Blog buyer's journey content marketing strategy gated content

The Biggest Lead Scoring Mistake

ANNUITAS

Often times marketers score certain types of content (white papers and case studies) with higher value than other types (eBooks or product sheets). White papers aren’t more valuable than eBooks or infographics because of their format…it depends on where the content is consumed in the buyer’s journey that makes the difference. Did everyone who converted/ purchase attend a certain webinar in the Nurture stage of their journey?

Creating an Interactive Marketing Campaign from Start to Finish [Case Study]

SnapApp

And not just in an ad hoc, random way – our content team mantra is “think interactive first,” so before anyone ever puts pen to paper (or more likely, finger to keyboard) for that next comprehensive white paper, definitive ebook guide, or one-page piece of collateral, I always ask: “Is this the best format? We put together a comprehensive survey digging into the behaviors of B2B buyers across generations. . Interactive white paper.

22 Companies Dominating the World With Content Marketing Campaigns

Single Grain

When buyers realize they have a specific pain point, 72% of them turn to Google to find the solution: Usually, these initial search terms are high level and looking for general information. HubSpot has a piece of content that is ideal for people at this stage: They’ll then also have more detailed content for those who are further along in their content marketing journey : HubSpot is ready for users at every stage of their purchase journey.

Content Hit List

Content4Demand

These intriguing conversations and case studies not only drove eyeballs and downloads but stirred some interesting comments and dialogue along the way. The B2B Buyer Journey Is Unique for Everyone, So You Need to Personalize. As all the journeys we love to discuss have given way to self-guided buyer paths, personalization becomes increasingly critical for B2B marketers. without turning your nose up at good, old-fashioned pen and paper when that’s easiest.

List 61

B2B Lead Generation Best Practices: 6 PR Methods You Need to Know

B2B PR Sense

PR has the power to influence all aspects of the sales funnel from the first stage of the buyer's journey to its conclusion. It is important to create a nurturing process that can help your audience along the buyer's journey -- from awareness to decision stage. Especially in the B2B buyer's journey, where price points are high and trust is a necessity, you need to prove your industry expertise. Case Studies & Testimonials.

PR 199

10 Secrets To Help You Succeed In B2B Content Marketing

Marketing Insider Group

Newsletters can do everything from promote your latest blog post or case study, talk about upcoming seminars or webinars, serve as a mini-article, and more. White Papers. White papers need to be some of your best content. Case Studies. Ease Buyer Pain.

Help 274

Lead Generation vs. Lead Nurturing

Launch Marketing

A lead is a potential new buyer who has shown interest in your company’s product, services or content—by downloading content from your website, requesting a demo or inquiring about your offerings. Lead nurture activities are largely determined by where a lead is in the buyer journey.

How to Build Nurture Campaigns Based on Buyer Intent

SnapApp

How Buyer Intent Can Inform Nurture Streams. In order to identify leads that can benefit from nurture (and disqualify leads that aren’t worth spending time on) marketers need insights into buyer intent. Understanding buyer intent allows marketers to determine where a prospect is in their buyer journey, and what they need in order to convert to the next stage. . The post How to Build Nurture Campaigns Based on Buyer Intent appeared first on SnapApp.

Why Now Is the Time to Outsource Your Content Marketing Strategy

Marketing Insider Group

The changes in buyer behavior due to the shift to digital have meant that marketing has overtaken sales in importance. Understanding Buyer Behavior Post-COVID. Buyers are spending more time online than ever before. Why Content Marketing Is Critical in the New Buyer Funnel.