2020 Content Marketing Trends – Content for the Buyer Journey

Marketing Insider Group

Those insights lead to one of the biggest trends in Content Marketing: we need to develop content for the every stage of the buyer journey. Content that hits across the customer life cycle creates more influence over buyer decisions. Develop focused buyer personas.

6 Different Types of Buyer Journey Maps


Organizations that use a mapping program to manage buyer and customer journeys average a 79% increase in cross-sell and upsell revenue, marketing research from the Aberdeen Group reveals. In the new B2B marketing landscape, buyers are in control of their journeys. So understanding what customers are thinking and feeling at each stage of the journey is critical. While there is no single way to create a buyer’s journey map, below are a few that struck our fancy.


Sign Up for our Newsletter

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

The Buyer’s Journey Will Transform Into The Buyer’s Quest By 2020

Tony Zambito

Funnels, stages, paths, journeys, and more labels that suggest some form of a linear line of thinking has dominated marketing and sales for decades. In vogue the last few years is the idea that the buyer’s journey is the best way to view how buyer’s get to a decision. Mapping such a journey is very helpful and can reveal what steps and processes the buyer is going through. Is The Buyer’s Journey The Right Perspective For 2020?

Revenue Attribution 101: Tracking, Connecting, and Crediting Marketing Touchpoints to Revenue


Accurate tracking means tracking every touchpoint (or at least the key touchpoints) throughout the full funnel, from the first touch to the last, both online and offline touchpoints. If you’re systematically omitting certain kinds of touchpoints—say, with single-touch attribution or online touchpoints only—not only will you undervalue the touchpoints that you didn’t track, you will also overvalue the touchpoints that you did track.

How Conversion Funnels Create a Better Customer Journey + How to Optimize Yours


Conversion funnels are a fundamental concept in sales. Personally, I like to visualize the funnel as that big scary slide you wanted to try as a kid. Customers take a similar journey through your company's conversion funnel when evaluating whether or not to buy from you.

5 Roadblocks Your Content Strategy Needs to Avoid in the Buyer's Journey


The B2B buyer’s journey consists of the actions that a prospect takes from discovery of the product to purchase of the product, and your marketing content has a great influence on that journey. Consider these two points: 67% of the buyer’s journey is now digital. Today’s buyer can be up to 90% of the way through their journey before they personally reach out to sales. Often, these stages are discussed as top, middle, and bottom of the funnel.

How-to Map Your Touchpoints for Conversion Rate Optimization

Inbox Insight

However, as conversion journeys get more complex and multifaceted to reflect B2B buyer life cycles, the ability to accurately analyze and contextualize your conversion rates can become more complicated. This article looks at how to plot , execute and measure your conversion journeys to deliver high performing lead generation campaign with an upwards lift in conversion rates. This is because, buyers no longer move down a clean linear passage to purchase.

Why Taking A Full-Funnel Marketing Approach Is Critical


If you’re a B2B marketer, you are more than likely familiar with the buyer funnel. In its simplest form, there is the top of the funnel (TOFU), middle of the funnel (MOFU), and the bottom of the funnel (BOFU). Marketers are most successful and organizations get the best results when the marketing team does full-funnel marketing. To capitalize on this potential, marketing organizations must develop full-funnel strategies. Full-Funnel Paid Media.

Funnel 122

Programmatic Marketing Connects Brands with Buyers Across Funnel


B2B buyers interact with many online sources in pursuit of answers, and programmatic marketing keeps brands in front of in-motion buyers. The marketing funnel is the collection of stages through which prospective customers move on their way to a purchase.

Marketing 101: Flywheel vs Funnel

TrustRadius Marketing

If you’ve been in marketing for a while, you know funnels inside and out. Funnels are the mechanisms that convert leads into customers. Over the past few years, the relevancy of the funnel has slowly died out, leaving room for a new, digitally-informed strategy to take its place. Here we discuss: The Marketing Funnel (and why it may no longer be relevant). Your Old Pal: The Marketing Funnel. The funnel is as classic as a tool can get in marketing.

Marketing 101: Flywheel vs Funnel

TrustRadius Marketing

If you’ve been in marketing for a while, you know funnels inside and out. Funnels are the mechanisms that convert leads into customers. Over the past few years, the relevancy of the funnel has slowly died out, leaving room for a new, digitally-informed strategy to take its place. Here we discuss: The Marketing Funnel (and why it may no longer be relevant). Your Old Pal: The Marketing Funnel. The funnel is as classic as a tool can get in marketing.

Why Customer Experience Matters Most for B2B Marketers


The biggest mistake that many companies make in their B2B sales and marketing activities is the way they fragment or silo different touchpoints in the customer journey among disparate functional teams. You’ve got a CRM team that focuses on developing those leads, funneling them to the right salespeople, and turning them into sales. When you fail to connect these functions, you risk breaking the steps of the customer journey — and of breaking the customer experience.

The Down-Funnel Impact of B2B Cross-Channel Marketing [Data]


In the complex B2B buyer journey, marketers understand that it’s important to reach prospects across multiple channels. However, until now, we haven’t seen much data that specifically supports the down-funnel impact of cross-channel marketing for B2B marketers. more likely to have engaged with multiple marketing channels in their buyer journey compared to closed-lost opportunities -- 82% for customers vs. 62% for closed-lost opportunities and 60% for open sales opportunities.

What Is Full Funnel Visibility? And How Do You Get It?


There’s no debating the B2B buyer journey is long and complex. They often last multiple quarters, and involve dozens of touchpoints and a handful of contacts. Last summer we analyzed our buyer journey and found that our average customer had 20.65 touchpoints before closing. As an increasing number of marketers are focused on improving the customer journey, it’s important that they can see the full picture. Did they transition buyer stages?

Funnel 108

How to Create Top of Funnel Content for Lead Generation


If you really want your business to generate more targeted leads, you may want to take a look at your top-of-funnel content strategy. Because of this, most top-of-funnel content is focused on education and value. 7 Steps to Create and Publish Top of Funnel Content.

Show, Don’t Sell: How to Use Empathic Marketing to Win More Business in 2018


The brand probably mapped out its touchpoints and discovered through research that a good percentage of couples conceive soon after their weddings. But we come in too soon, interrupting our buyer. Even if you can’t achieve that kind of data harmony yet, you can always conduct research to find out what buyers were feeling in the weeks, days, and moments before they made a purchase or signed a contract. Empower buyers to make decisions.

9 Tips for Connecting with Buyers and Closing Deals Faster in the Modern Sales Cycle


To be successful, these teams must focus their strategies and actions on the buyers’ problems and opportunities. Sales and marketing alignment is critical for connecting to buyers and accelerating opportunities in the pipeline. Meet buyers where they are in their journey.

Revealed: How to Track Marketing’s Contribution to the Bottom Line


Marketing success of yore has been measured by single-touch attribution (giving one touchpoint 100% of the credit for sourcing a deal) or wasn’t measured (quantatively) at all – probably what attributed to its reputation as a fluffy rather than formidable business unit.

You’re Looking at the Marketing Funnel the Wrong Way. Here’s Why…

Inbox Insight

You’d be hard pushed to find a marketer who doesn’t use a marketing funnel somewhere in their marketing strategy. Our relationship with funnels goes way back…. However, how accurate is our understanding of the funnel model? This article points out the fundamental flaw of looking at the marketing funnel the wrong way. How’s the marketing funnel model evolved through the years? This requires a mind-set shift rather than a funnel overthrow.

Why Customer Experience Matters to Your Business


Fill the gaps in your customer experience journey. By looking at the metrics and data behind every customer touchpoint, you can determine gaps and bottlenecks in the customer journey. Customers interact with companies through multiple touchpoints; by phone, via email, websites, social media channels, or in-store. A 2014 survey by McKinsey & Company revealed that effective customer journeys increase a customer’s overall satisfaction by 20%.

Full Funnel Marketing: What It Is, And How To Do It Properly (With Strategies And Examples)


With the amount of research now performed online — enabled by the vast amount of freely available content — buyers tend to qualify themselves, instead. . . Research from SiriusDecisions , indicates two-thirds of the buyer journey is now done digitally , rather than in-person or over the phone. You need to optimize for the entire customer journey, from awareness to conversion — you need to optimize for the full funnel. . What is Funnel Marketing?

Matrix of 31 Marketing Funnel Metrics [Infographic]


Marketing funnel metrics are always at the forefront of a B2B marketer’s mind. Take a look at this matrix of 31 marketing funnel metrics to see which ones your team uses, as well as which ones would be worth adding to your reports. The matrix also shows which buyer journey stages the metrics measure, the type of data the metric produces, and the martech solution(s) responsible for generating the metric. Top-of-Funnel Metrics. Middle-of-Funnel Metrics.

Funnel 171

Why Content + Data Is The Key To Enabling Buyers In The Experience Economy


If there’s one big idea that everyone left Oracle Modern CX 2019 with this week, it’s this: B2B buyers are behaving more like consumers than they ever have before, and the marketers that win will be the ones that leverage data about buyer behavior to remove friction from the buyer’s journey, enabling those buyers with the right content and experiences on their terms. It all starts with one very important realization: buyers are now in control.

Revenue attribution: Everything You Need to Know to Ramp Up Your Marketing ROI


For example, around half of marketers describe webinars as the top-of-the-funnel format generating the most high-quality leads. . Because it involves looking at the final touchpoint before the sale is completed, which is usually simple to find. The power of Revenue Funnel Optimization

A Simple 6 Step Guide to Building a Well-Oiled B2B Lead Generation Funnel


A lead generation funnel. . . What is a lead generation funnel? . Think of it in terms of a real funnel. As things enter the funnel they get whittled down into a more purified/clean form. A lead generation funnel is no different. It’s the process of starting with, and sifting through, a large number prospects, identifying which ones are viable as sales leads, and then nurturing these qualified leads into paying customers at the end of the funnel. .

The overlooked role of emotion in brand experience


We need the entire buyers journey or purchase funnel to achieve it. Content delivered through the entire buyer/ownership journey is as much about creating emotional experience and advocacy in the form of loyalty as it is about acquisition. Making the case for a Social Employee at every touchpoint is a recognition that people with customer contact (employees) are the new marketers because they directly impact our emotional response to a brand experience.

What Is Attribution Modeling and Why It’s So Important


As a marketer, you know how many avenues there are for your prospects and customers to interact with you throughout the buyer’s journey. PPC, your website, email campaigns, social media) and touchpoints (e.g.

Introducing Boomerang Stages — More Accurately Track Your Complex Customer Journeys


Today, we’re thrilled to announce the launch of Boomerang Stages, our latest feature to help customers more accurately measure and understand their customer journey. In a perfect world, every prospect would progress through the funnel exactly as designed. Many prospects will either filter out of the funnel or stall at a stage, but, to make matters really complex, prospects revert back up the funnel, too. Control your funnel.

MQL 100

The Complete Guide To Multi-Channel Attribution Models


Multi-channel attribution is a set of rules that assigns credit for sales and revenue to touchpoints across the customer journey. What’s a touchpoint? For B2B marketers, touchpoints are basically a data table with each row being a touchpoint and each column having information describing that touchpoint, like the person, opportunity, content, web page, form, location, time, campaign and revenue value, associated with that touchpoint.

All 11 Marketing Attribution Models, Explained


Because it gives all the credit on the basis of a single touchpoint, it will naturally overemphasize a single part of the funnel. In this case, the First Touch model overemphasizes the top-of-the-funnel marketing channels that drive awareness. This is important, but it’s also just a small part of the total customer journey. In long B2B buyer journeys, the time period from last touch to conversion is much shorter, than say, the first touch or the lead touch.

The Truth About Marketing Revenue Reporting


However, marketing-originated revenue has a major flaw: it attributes all revenue to one touch, and ignores the impact of every other touch in the buyer journey. Somewhere along the journey, marketing had a touchpoint and influenced the deal. AdWords, for example, tracks touchpoints through conversion events (i.e., So let’s take a look at a simple example buyer journey and see what each revenue metric shows.

Report 100

Why is Multi-Touch Attribution Right for You in 2020 and Beyond?


We don’t need to tell you that B2B buyer journeys are rapidly migrating to the digital realm in the “new normal” of 2020. As the name suggests, one type credits a single point while the other distributes the credit between multiple points of interaction with the buyer in your funnel.

Marketing Operations: The 3 Classes of Performance Metrics


The three classes are: Customer journey metrics : Understanding the customer journey in terms of content preference and velocity. In this post we’ll dive into each of these classes and provide examples of their associated metrics, and how to generate them using touchpoints data. Touchpoints Data as Raw Materials. Most of us understand what a touchpoint is, but let’s dive a little deeper to prime us for thinking about how to generate useful metrics.

Class 112

6 Steps To Optimizing Your Sales Process


Yet they usually consist of a series of repeatable steps that a salesperson can take with a prospect in order to move them down the sales funnel. As we said earlier, sales processes are mapped out, replicable steps that salespeople can follow to best guide prospects through the sales funnel.

6 Questions About Marketing Attribution That You Were Too Embarrassed To Ask


Attribution, on the other hand, is specifically tracking how marketing impacts down-funnel metrics -- ideally revenue. Single touch attribution uses a model that tracks a single touch in the customer journey and attributes 100% of the revenue credit to that touch. This works for organizations that either have extremely limited marketing channels or have a short buying journey where there are very few touches from first touch to closed deal.

A Deep Dive Into Two Examples Of Predictive Marketing


If you are focused on long term goals then identify accounts that require more nurturing and begin planning how you will move them through the funnel. The score is based on the quantity and quality of touchpoints. Account-engagement scoring is an algorithm built with touchpoints data. A touchpoint is simply a marketing interaction like a web visit, form fill, phone conversation, or email click. Marketing Touchpoints Are The Building Blocks For Predictive Marketing.

How to Measure ABM Without Drinking Too Much


Bizible stays out of ugly spreadsheets by creating a data layer with a common currency: the touchpoint. By measuring everything in touchpoints, email and events and paid search can be easily compared against each other. And every touchpoint has granular, normalized data. Of course, while doing ABM, touchpoints must attach to leads and contacts, which then roll up to opportunities and accounts through lead-to-account mapping. This story starts a few years ago.