Crafting content for the buying cycle

Biznology

The different prospects I’m encouraging you to focus on are really the same prospect at different stages of his or her buying journey. In both cases, you’re targeting an entire industry. Case studies are a great example of content that works for these prospects.

15 B2B case studies show how content marketing drives ROI

Biznology

Here are 15 B2B case studies. Use specific content solutions to impact different stages of the buying cycle. This campaign targeted C-level prospects in financial institutions with $1 billion or more in assets across the buying cycle.

Matching Webinar Content to the Buying Cycle: Evaluation and Purchase Stages

Modern Marketing

An overwhelming majority (82%) of senior executives said that content was a significant driver of their buying decisions. As prospects increasingly self-educate through the buying cycle, webinars have become a primary source of information that buyers turn to before making a purchase decision.

ClickInsights: How should case studies be used in marketing activities versus sales activities?

Ambal's Amusings

Marketing team within a company works to put together and publish case studies to highlight their solutions and products. We asked case study experts "How case studies should be used in marketing activities versus sales activities?"

The Two Core Elements of B2B Social Media Marketing Success

Webbiquity

Case studies. Presentations. Of course, in the B2B realm, your content should be targeted at addressing a specific question or concern of a specific type of buyer at a specific stage of the buying cycle (e.g. Remarkable: ask yourself—if I were on a buying team that was evaluating my product or service, is this a piece of content that I would feel inspired to pass along to other members of the team?

The 7 Characteristics of Great Marketing Content

Act-On

Fits a specific place in the buying cycle. Let’s take a closer look at these seven best practices for developing content that resonates with your target audience, no matter where they are in the buying cycle. Not only does it miss the key markers of your sales cycle, it also tends to be too general and diluted to have any meaningful impact. Know where content fits in the buying cycle. Common buying cycle steps include: attract.

How to Match Your Content Strategy with the Buyer’s Journey

KoMarketing Associates

In fact, a recent study has shown us that many major brands are working with startups and smaller agencies to handle content development and social media. Case studies, whitepapers, eBooks, webinars and industry reports are all good places to start. Stage 3: Ready to Buy.

Matching the Offer with Buyer Mindset: The Website Dilemma

NuSpark

He decides she’s the perfect candidate for a new car, so he dives in and presents his business card along with the suggestion. So, in other words, we’re talking about where they are in the buying cycle. Buying Cycle Stages.

The Domino Theory of B2B Content Marketing

B2B Lead Generation

Let me illustrate the answer with a case study where I first learned about what I will refer to as the “domino theory” of content marketing. That’s a perfect metaphor for content marketing in B2B, not just within the buying cycle, but across the lifecycle of a customer.

Call-To-Action Strategy: What To Offer B2B Buyers That Stands Out

KoMarketing Associates

Case Studies: Many B2B customers want to know how other businesses were successful at something. An exclusive case study can show leads how another business navigated the murky waters of increasing sales or meeting a specific metric. Buy today!”. Typically, they are more likely to take their time when making a choice, especially if it’s their first time buying that type of product or service.

What Is a Whitepaper? [FAQs]

Hubspot

A whitepaper is a persuasive, authoritative, in-depth report on a specific topic that presents a problem and provides a solution. The goal of a whitepaper is to inform and persuade based on facts and evidence, not tell the world why people need to buy your product right now.

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Content Marketing Strategy? Think Like A Reporter

Webbiquity

Another consideration is “when” in the buying cycle is a specific piece of content important to a specific buyer? infographics, presentations, video, audio, photography or other media.

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Using Content to Move Prospects Forward in the Sales Cycle

Industrial Marketing Today

That however is only part of the solution because if your content doesn’t engage the visitor s/he won’t take a desired action to move forward in the sales cycle. Your online content needs to play a much more active role in moving site visitors along in his/her buy decision.

Lead Generation That Converts Leads into Sales Opportunities

B2B Lead Generation

Determine the inquiry’s role in the organization or authority in the buying process. Identify the prospect’s stage in the buying process. Many “leads” are actually still early in the buying process and are conducting general market research.

Content Creation Fundamentals

ANNUITAS

You won’t get too far in developing relevant and engaging content without defining your audience, understanding what they need and want to hear, planning what you want to convey to your audience, and how you want to share information with them along their buying journey.

Content Marketing Tips for Lead Nurturing

B2B Lead Generation

Direct mail examples: personal letters, dimensional mailers, books, post cards, newsletters, press releases, white papers, event invitations, research reports, case studies, success stories and third-party articles. Research reports — Presenting findings from your research or that have been conducted by third parties. Special reports — Think industry trends, what’s hot and buying guides. Touch 2 — Industry relevant case study via email with follow-up call.

Are Agencies missing the inbound opportunity?

Hubspot

You can download a copy of the full presentation here , which contains some eye-opening stats that every agency MD should read. Clients use Google and social media to self-educate and they buy from those that educated them.

Six Insights (And One Inspiring Conclusion) from 27 Beneficial B2B Marketing Stats and Facts

Webbiquity

The research and observations presented here may not answer all of those questions, but provide a good start and a solid foundation. Here are half a dozen insights from 27 B2B marketing stats facts compiled from recent studies, plus one key conclusion no B2B marketer will want to miss.

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Is Content Marketing Killing Your Customer Conference?

Act-On

As a result, line-of-business leaders from departments such as marketing and sales now influence technology buying—and renewal—decisions more. Purposeful, persona-based content marketing can feed a near-constant stream of relevant information, helpful tools, and best practices to aid everyone involved in the buying, implementation, usage, and ongoing management of technology tools.

Has B2B Social Media Marketing Crossed the Chasm?

B2B Marketing Traction

The first market in Moore’s Technology Adoption Life Cycle after the deadly chasm is the Early Majority. One, either the owner of the business or an influential champion within the company has to understand the opportunities social media presents.

How Inside Sales Enablement Can Help Increase Revenues

Modern B2B Marketing

Today, online learning-management systems provide course builders that simplify e-learning program set up and enable you to present information that’s visually appealing. Content that Answers Buying Questions. Are you tired of the ups and downs of sales?

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What is an Interactive White Paper?

The ROI Guy

The customization of the content can be intelligently programmed to present different qualitative and quantitative results based on the prospects: Industry, geographic location and size Role in the buying cycle S tage in the buying cycle P ain points they are experiencing Currently installed solutions or current practices Current asset profiles and growth Other solutions being considered.

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How B2B Marketers Can Use Lead Scoring to Better Arm Sales

The Forward Observer

not ideal prospects who were ready to buy). This not only helps align the right follow-up to the corresponding inquiry, it also helps marketing and sales professionals identify where each prospect is in the buying process.".

The Benefits and Challenges of B2B SaaS Marketing

KoMarketing Associates

For many B2B companies, demos are a good compromise between the traditional sales cycle that some still go through (of meeting the prospect and building a relationship before purchase) and the online aspect, where buyers can get the information they are looking for quickly. Prospects that have gotten that far in the buying cycle are likely to be extremely interested in the product and want to see how it can work for them specifically.

10 Ways to Optimize Your Lead Conversion Rate

B2B Lead Generation

Numerous studies show that swift follow-ups increase conversion. Remember, people buy from people. 80% of marketing leads are lost or discarded, according to a MarketingSherpa presentation delivered at B2b Marketing Summit 2009. It’s critical in lead nurturing to know where a prospect is in their buying cycle so that helpful information relevant to the need at a specific point in time can be delivered.

Nine Winning Digital Marketing Strategies From The B2B World

Webbiquity

There are more case studies and whitepapers out there than there is time to read them. An additional benefit of interactive content is how it can be used in different stages of the customer’s buying cycle to drive conversion. Guest post by Cheryl Joy.

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How To Develop Keyword Lists for Adwords and Pay-Per-Click Campaigns

NuSpark

Coming up with really good long-tail keywords for your SEO or pay-per-click campaigns can sometimes be daunting if you don’t understand how buyers use Google, what buying cycle they are in, and how your content or offers align with those search terms people use to look for what you do.

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Is Your Content Boring? Here’s 6 Steps To Great Content

Marketing Insider Group

In Joe’s presentation “ Good To Great Content Marketing ” delivered at the Online Marketing Summit earlier this year, he presented 6 ideas to help you deliver content that educates, entertains or even amazes your target audience. Case Studies.

Why Best Practices Aren’t a Best Practice

Cody Ward

We dive into case studies, we research articles, and we have discussions with peers about how other companies have achieved their success. The problem with relying on building our marketing on case studies is we don’t really learn anything for ourselves. Each can target a different audience with a different buying cycle. We need to take the time to present them in a reasonably easy to understand way.

How to write lead generating white papers?

Ambal's Amusings

What this means is that an average web surfer will devote about three seconds to web information before they are either engaged by its content/presentation and will read more of it, or if not they will surf to an entirely different site. White papers are powerful sources of lead generation.

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Don’t Start ABM Without Knowing your Total Addressable Market (TAM)

DealSignal

In addition to the new Target Demand stage, which reflects the increasing number of people involved in today’s B2B buying teams, (An avg. Case study: TAM analysis in action. Read the full case study. Calculating TAM just makes sense.

How to Match Great Content to Your Sales Funnel

Modern Marketing

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. and the same holds true for the sales cycle.

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Top 50 B2B Marketing Influencers On Twitter

Marketing Insider Group

Presenters of Inbound Conference. MarketingSherpa – MarketingSherpa – MarketingSherpa provides B2B and consumer marketing professionals practical case studies, research, and training on email, demand gen, search, social, and more.

The Importance of Getting ROI Selling Right

The ROI Guy

However, according to new research from MHI Global, “as buying cycles lengthen and decision dynamics become more complex, identifying and calculating the costs and benefits of any product or capability have grown in importance”.

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54 Content Marketing Stats to Guide Your 2018 Strategy

SnapApp

76% of B2B marketers blog, and 73% publish case studies - Content Marketing Institute. . . Case studies allow businesses to use relatable business stories to move prospects towards the end of the buyer journey.

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SiriusDecisions Demand Unit Waterfall: Why B2B Marketers Should Take Note

Leadspace

Again, this isn’t just a conceptual shift, but rather one which more accurately reflects the very real dynamics of B2B buying cycles today. Demand Units are comprised of Buying Groups that are activated to find solutions to business needs that match the selling organization’s solutions.

Killer Questions to Ask Before Starting a White Paper Project

Ambal's Amusings

Gender: provides guidance as to whether you should include a case study in your white paper. Lower Cost , you should focus your primary content on the specific aspects that reduce operating costs within the production/development cycle. Question #3: Sales Cycle Fit?

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How to enhance information absorption for your white paper?

Ambal's Amusings

Many companies are producing video white papers as online presentations based on information that would normally go into a printed white paper. Simply defined, a video white paper takes the attributes of a white paper and presents them in a video format.

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CMOs: Wield Powers of Influence to Gain a Seat at the Executive Table

ViewPoint

Stephanie Tilton is a content-marketing consultant who helps B2B companies craft content that engages prospects and customers, nurtures leads and advances the buying cycle. Check out this SlideShare case study for details on the process the company took to get there.

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32 Resolutions to Prepare for Your 2012 B2B Lead Generation Program

NuSpark

Understand the power of social media and search engines in the buying process; and do consider more time/resources/financial allocation towards inbound marketing and demand generation strategies that attract prospects to your funnel. Laser-focus your solutions to the target audiences most likely to buy from you. Limit waste messaging, and present a clear case to the key stakeholders who have purchase influence. How long are their buying cycles?