15 B2B case studies show how content marketing drives ROI


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.

The Two Core Elements of B2B Social Media Marketing Success


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 State of Demand Generation

The Effective Marketer

There are over 20 presentations available, ranging from Social CRM and Lead Generation, to Case Studies and Sales Enablement. A must-watch presentation, though, is the keynote address “ The State of Demand Creation “, by Tony Jaros , SVP Research for SiriusDecisions.

Generating ideas for your content marketing


Mine Your Client Presentations. It’s also important to look at your presentations; if you’re doing things right, your slide decks aren’t just bullet points on pretty backgrounds. You can use individual elements in exactly the same way as discussed above for client presentations.

The Domino Theory of B2B Content Marketing

B2B Lead Generation Blog

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.

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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The 7 Characteristics of Great Marketing Content


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.

Matching the Offer with Buyer Mindset: The Website Dilemma


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.

Lead Generation That Converts Leads into Sales Opportunities

B2B Lead Generation Blog

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 Marketing Tips for Lead Nurturing

B2B Lead Generation Blog

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.

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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Nine Winning Digital Marketing Strategies From The B2B World


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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Are Agencies missing the inbound opportunity?


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.

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


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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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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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?

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.

10 Ways to Optimize Your Lead Conversion Rate

B2B Lead Generation Blog

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.

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.

32 Resolutions to Prepare for Your 2012 B2B Lead Generation Program


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?

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

Puzzle Marketer

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.

54 Content Marketing Stats to Guide Your 2018 Strategy


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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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.".

SiriusDecisions Demand Unit Waterfall: Why B2B Marketers Should Take Note


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.

Content Creation Fundamentals


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.

Who Do B2B Buyers Trust?

The ROI Guy

A common debate in B2B marketing is how to create and deliver the right content at the right time to help improve the connection and engagement with prospects and their buying decisions. The buyer preference for documents throughout the decision process may be because of the rich information they provide, and because it remains the most popular content produced by marketers to support all phases of the buying process.

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5 Things You Need to Convert B2B Prospects NOW


Address the gaps in your content— Buyers go through many stages of the buying cycle and your content must be tailored to meet their specific quest and need. That’s how you can effectively close the gaps in the conversion cycle. .

Is Gated Content an Evil Troll or the Savior of Content Strategy?

Content Standard

Ever since Bill Gates proclaimed that content is king way back in 1996, marketers have been trying to figure out the best ways to present compelling, engaging content in a way that also helps drive leads and close sales. To gate or not to gate: That is the question.

13 Events You Should Attend In 2013

Modern Marketing

SXSW features five days of engaging presentations and community events focused on emerging technology. While many content events under serve the B2B marketer, this event is focused on leveraging content to drive B2B demand generation and engagement throughout the buying cycle.

Is Content Marketing Killing Your Customer Conference?


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.

Just In: The State of Content Marketing in 2014

Modern B2B Marketing

As we’ve come to expect from their reports, this one is brimming with clearly presented data and sharp insights into the state of content marketing today. Here are a few in-depth looks at the study’s findings: Infographics are Hot.

5 Traits of Great Marketing Content

Marketing Action

Doing this well – including making your content available when, where, and how prospects want it – positions you to more effectively walk them through the buying process and close more sales. Post the presentation deck on SlideShare. Eighty percent.

The A-Z Guide to B2B Lead Generation


Its one thing to know the demographics of your target audience; but it’s another thing to understand what makes your prospects make business decisions to purchase; the pain points; business needs; drivers; purchase cycles. Nurturing is the concept of communication to prospects that are not ready to buy, with relevant and interesting content, with the goal to shorten their buying cycles because of the solutions you are reminding them of.

10 Ways to Empower Channel Partners and Drive Sales Growth


You can help prevent longer sales cycles by giving channel partners the right training and communication programs to speak the right language and engage the buyer. Arm your partners with compelling benefit statements, customer success stories, case studies and client testimonials.

13 Types of Product Content Sales Needs to Close More Deals


Product marketers typically create that more bottom-of-the-funnel content that caters to prospects who are closer to the purchase stage in the buying cycle. 4) Customer Success Stories/Case Studies. 8) Sales Training Sessions/Presentations.

The Tactics Behind Driving the Right Conversation


In an earlier blog post , LeanData explored the challenge salespeople and marketers face creating consensus among buying committees of potential customers. Create detailed personas of the individuals that need to be part of that buying committee.

How Smart Lead Nurturing Can Grow Revenue


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. In deals that involve long sales cycles and have a large number of potential influencers inside a company, a steady stream of informative content needs to be shared to establish your credibility. Forward-thinking B2B businesses develop strategies for nurturing their prospects.

Improve Your Offer Strategies by Learning to Let Go

Marketing Action

Naturally the content you use for the offer should resonate with your audience, but it also needs to be aligned with their stage in the buying cycle. Case study. It’s all too easy to think that everyone speaks the lingo of your industry, but sometimes that isn’t the case.