Content Marketing and Your Buying Cycle

Biznology

But one important way you may not have thought about segmenting your audience is by where they are in the buying cycle. Every industry and offering has different wrinkles in their buying cycles, of course, but here are four fairly universal steps on the path your audience is probably walking, and against which you should be aligning content. Photo credit: Shannon Paul.

Content Auditing and Mapping it to the Industrial Buy Cycle

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Content Auditing and Mapping it to the Industrial Buy Cycle by Achinta Mitra on September 3, 2010 in B2B Lead Generation , Content Marketing , Industrial Marketing Strategies , Integrated Industrial Marketing These days it is popular to say “Content is marketing currency.” And in a complex industrial buy cycle, things can get well…complicated.

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Manufacturers, It’s Time to Take Back Control in the Buying Cycle

Marketo

With the increase in communication vehicles and channels, buyer expectations are simultaneously increasing. McKinsey research shows that B2B buyers typically use six different channels throughout their decision-making journey, and almost 65% will come away from it frustrated by inconsistent experiences. Author: Peter Bell The swift digitization of the manufacturing sector continues—it’s no longer just focused on technologies that improve production and system efficiencies.

How to Use Visual Collaboration at Each Stage of the Buying Cycle

LEADership

Before making a big purchase or signing a contract, they are likely to do their due diligence on search engines, social media, review sites, and YouTube channels, gathering all the information that they can. In different phases of the buying cycle, they will be looking for different things. This is the final stage of the buying cycle – your customer has pretty much made their choice and they are ready to take the plunge. Customers are savvy these days.

How Social Media Changed the Sales Cycle into the Buying Cycle

Webbiquity

Established voices (journalists and analysts) had a new channel for expression. Marketing and sales were still largely in control, but buyers were entering sales cycles with more and better information. Journalists, analysts and other industry influencers have new channels for communication. Tags: Social Media Marketing b2b sales cycle b2b sales process blogging LinkedIn sales collateral social media trade magazines Twitter Web Presence Optimization WPO

Case Study: Nurturing Shaved 54 Days Off The Buying Cycle

Marketing Advisory Network

Yes, I’m channeling Sophia from the Golden Girls for those 90s sitcom addicted peers). Yet, the sales/buying cycle was highly variable and difficult to predict. Before executing the campaign we talked to clients, partners and prospects to determine what types of assets they wanted to engage at various stages of the buying process. Picture it: A small town outside Boston, MA early 2012. (Yes,

Mobile is Leading the Cross Channel Charge This Holiday Season and Other Cross Channel.

Oracle

Cross-channel marketing. This Week's Friday Five: Cross Channel Marketing. Why Mobile Is Driving A Cross Channel Holiday Strategy. The days of individual marketing channels and disconnected customer experiences are fading away. Cross-Channel Marketing: 4 Steps to Success. In today’s multi-channel marketplace, customers are jumping from device to device, channel to channel and media source to media source throughout their buying journeys.

Lead nurturing via email series and content marketing

B2B Lead Generation

Tweet Lead nurturing involves a number of activities and channels such as “under the hood” tracking and scoring of prospects behavior and engagement with your campaigns as well as follow-up telephone at times whenever that tactic fits into an overall lead nurturing program. However, the key channel for lead nurturing is email — particularly using email to send a series of relevant content pieces or offers to prospects as they move through the buying funnel.

Report: B2B Buyers Engaging Earlier with Sales

The Point

Well, that very basic assumption, that business buyers prefer to be anonymous and self-directed, and uninterested in engaging with sales until they’re absolutely ready to buy, may be in question. For example, at our agency , we use Slack channels to alert specific sales execs when a prospect requests to “contact sales.”.

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Convert articles and blog posts to video

Biznology

It’s the kind of real-life, forward-looking content that buyers in the consideration phase of the buying cycle are eager to consume. Or a video that drives home just one key point—to enhance the blog post itself and spread the news in other channels. Buying committee members don’t like to appear to be advocating too hard for anything new. Are you one of those marketers wondering where and how to use video effectively? You’re certainly not alone.

Video 101

How to Leverage the 5 Stages of the Customer Buying Cycle for More Sales

Hubspot

The answer is simple: Leverage the customer buying cycle. What’s the buying cycle, you ask? 5 Stages of the Customer Buying Cycle. Purchase : The action of ordering and buying from your ecommerce site. “compare flat screen tvs” – The desire to compare products indicates this customer is further along in the cycle, such as the Consideration or Preference stage. Make Content Available Through the Right Channels.

B2B Reads: Disasters, Multi-channel Attribution, and Vendor Challenges

Heinz Marketing

The Ongoing Challenge of B2B Multi-channel Attribution: 7 Practical Workarounds. Infographic – The Best Content Offers for Every Stage of the Buying Cycle. Great infographic to illustrate the types of content that work best at the different stages of the buying cycle.

Expert Q&A: Transform Marketing With A Revenue-Relevant Customer Experience Strategy

Oracle

This expands the sales cycle to a much longer and precarious customer lifecycle: the prospect becomes a buyer; who becomes a customer; and then becomes a potential prospect again for renewal or at least advocacy. We talked to Peter O’Neill, Vice President and Principal Analyst at Forrester Research , where he leads research on B2B demand generation and channel marketing, managing a small group of analysts and working with other analysts who serve CMOs and other marketing leaders.

CMO Spotlight: Judith Sim, CMO, Oracle Corp.

LEADership

Your B2B demand generation efforts must take into account the cross-channel, multi-point and multi-interaction scenario that buyers are experiencing today. We know that buyers are in control, much more than ever before, of the buying process, while the marketer’s role is being steadily and increasingly marginalized. Not only do you have to understand the capabilities and weaknesses of every channel but you must also know how buyers react to stimuli on each different type of channel.

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Five Ways B-to-B Marketers Need to Change Their Game

Biznology

The Internet has driven dramatic changes in business buying behavior. Just as no one buys a car anymore without first checking prices and features online, business buyers now research and educate themselves online, months—even years—before ever seeing a sales person. Business buying processes are getting longer, and—most important—involving more parties than ever before. To influence the multiple Buying Circle members, and get to them early, you need to know who they are.

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Future of Buyer Personas is Social - Part 3

Tony Zambito

  Many a good sales professionals as well as marketing professionals I knew back in the ‘80’s and ‘90’s adopted the valued practices of understanding the buying process, profiling their customers/buyers, discovering buyer constraints, understanding the buyer’s decision criteria, and adopting KSF (Key success Factors) factoring in marketing and sales planning.    To me this is content presentation just flooding media channels

The Design of Buyer Experience

Tony Zambito

  There are three central aspects to Buyer Experience Design that provide the necessary roadmap: Confluence of Buyer Insights, Buyer Persona Development, and Buyer Experience Journey :  This is the bed rock of understanding that offers insight on whom your buyers are, the buying journey they take within their own organizations as well as yours and competitors, and the sequential views that are critical to understanding the current buyer experience.  Cover via Amazon.

Buyer Interaction Shapes Buyer Experience Design

Tony Zambito

Engage : The buyer experiences multi-channels of engagement options that allows for adequate assessment. Value : The buyer experiences value-based solutions and justification that enables a buying decision. The “buyer” is a term used in the B2B context by which the “buyer” represents the target buyer persona and the stakeholders that represent the multi-disciplinary buying committees.  Image via Wikipedia.

B2B Imperative: Reinvent the Sales Experience

Tony Zambito

  The digital age bringing new expectations on the part of buyers for learning experiences, subject matter expertise, innovative customization, and varied channel engagements.    The essence of sales experience lies in the ability of B2B organizations to innovate unique buying experiences.    The end result being a unique buying experience for their buyers.  Image via Wikipedia.

The Complete Guide To Multi-Channel Attribution Models

bizible

In this post we review multi-channel attribution, reviewing the attribution capabilities and methods available through different technologies. We’ll also discuss how to evaluate which multi-channel attribution model is best for your organization. What is Multi-Channel Attribution? Multi-channel attribution is a set of rules that assigns credit for sales and revenue to touchpoints across the customer journey. Adopting multi-channel attribution doesn’t happen overnight.

CMO Spotlight: Michael Brenner, Business 2 Community

LEADership

If you can’t empathize with your customers, feel their pain and channel your organizational efforts towards finding the right solution, you won’t win their trust. Leadership audience engagement B2B buyer b2b marketing brand marketing buying cycle cmo content marketing customer experience management home marketing leadership Social Media “Marketing has a marketing problem”. says Michael Brenner, Head of Strategy at NewsCred.

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Macro Trends Transforming the Buyer Experience

Tony Zambito

  Lauren further adds that a confluence of trends is changing the way buyers experience buying decisions and purchases.    As presented in two articles that outline the Seven Phases of the Buyer Experience Journey and the aligning Buyer Experience Interaction Model , buyers and sellers can engage in a continuous “looping” cycle of thought and subject matter expertise that correlates with initiatives and offers rich and robust content to enable the buyer’s research. 

3 Ways to Use Multi-Channel Analytics Reporting for Better Marketing & Business Decisions

Crimson Marketing

Interesting fact I just read - “The average consumer goes through more than five touch points with an ecommerce business before they convert…B2B companies, with often greater price points and a longer buying cycle, may find the number of interactions with prospects prior to conversion even higher.” Multi-channel analytics reporting can greatly assist you in this area and help you to start converting your leads. 2 Customize Multi-Channel Reporting. #3

10 Ways to Empower Channel Partners and Drive Sales Growth

LEADership

One of the most common misconceptions among B2B manufacturers is that their channel partners will create demand for their products. As a B2B manufacturing organization, you must realize that the purpose and goal of channel partners is to make money and profits from selling your products. The good news is that your channel partners’ revenue growth and profitability will directly impact that of your organization. 10 Essential Steps to Boost Sales Through Channel Partners.

The Four Elements of Buyer Experience Ecosystem Thinking

Tony Zambito

  Buyer Experience Innovation pays particular attention to the customer acquisition aspects of the B2B buyer experience cycles and how companies can embrace design thinking to create innovative buyer experiences.    In the modern B2B world, discovering the right mix of outbound and inbound engagement can be an ongoing design challenge to get the right recipe of engagement channels that buyers will select.  Image via Wikipedia.

B2B Lead Generation Requires A Multi-Channel Digital Marketing Approach

KoMarketing Associates

In this report, we were specifically looking to understand the perspective of B2B marketers who are focused on a lengthy sales cycle, involving numerous purchase influencers. I would also argue many of these tactics can be applied and are more or less effective throughout various aspects of the buying cycle.

The Best Content Distribution Channel You’re Overlooking

Content Marketing Institute

Marketing teams apply laser focus to the message, audience, and buying cycle ­­­, but, when pushing content for distribution , barely consider their internal sales teams. 3 Questions to Ask Before You Buy. The post The Best Content Distribution Channel You’re Overlooking appeared first on Content Marketing Institute. In a recent planning meeting with a client, I was surprised to hear the sales manager complain to the marketing manager.

Leveraging Paid Search Insights to Optimize Other Advertising Channels

QuanticMind

Over the last decade, there has been an extraordinary growth of technology that empowers marketers to collect and then leverage troves of data across each of the varying stages of their buying cycle. While there are a great many channels and opportunities in which marketers can reach consumers in the digital space and collate massive amounts of data as a byproduct, search engine marketing is undoubtedly the most effective source.

A 6-Point Email Marketing Checklist for B2B Lead Generation

LEADership

That’s why, a subject line like: “Download the #1 Tool Your Channel Partners Need to Close More Sales” will get a much better open rate, click through rate and conversion rate than say, “How to Help Your Channel Partners Get More Leads”. “#1 1 tool” is a great hook; you are being very specific about who will benefit (channel partners) from the tool, and why (close more sales). Each of them will have certain individual traits that will influence the buying process.

How to Optimize Your B2B Marketing and Sales with Online Video

Marketo

No other media channel communicates a deeper, richer message or leaves a more lasting impression than video. Plus, this technology allows users to create their own highly personalized mix of channels – which brings online even more into our lives. Imagine what will happen when we have the same ability to create a highly customized and curated channel of online video that we can watch on the go or on our couch? How video engages prospects throughout the buying cycle.

Best Random but Interesting B2B Marketing Posts, Articles and Resources of 2010

Webbiquity

The pieces presented here range from an extensive list of marketing cliches to avoid and tips to shorten the B2B buying cycle to guidance on branding, presentation skills, freelancing, job hunting and more. 5 Steps To Shorten The B2B Buying Cycle by Search Engine Land.

Fergus Gloster, Managing Director of EMEA, Discusses Marketo’s Rapid International Expansion and More

Marketo

Recently I had the pleasure of traveling to Dublin to sit down with Fergus and talk about why he joined Marketo, his plans for building out the European hub, the recent changes in the buying cycle and his thoughts on Marketo’s position as one of the fastest growing software-as-a-service companies ever. As you say, that transition or transfer of the model, where the buying cycle has dramatically changed in favor of the buyer, which we believe is a good thing.

“Linking” Digital Advertising Seamlessly Across All Channels: Marketo and LinkedIn

Marketo

Yesterday we made some exciting announcements about new product innovations and our partnership with LinkedIn that will now let marketers tell a consistent, relevant, personal story that transcends channels and engages customers everywhere they are. If you told your friend about a pair of red shoes you just bought, would it make sense for her to suggest you buy the same red shoes again?

Best B2B Marketing and Sales Strategy Guides and Insights of 2011

Webbiquity SMM

Social media, content aggregation and curation , user-generated content and other developments have dramatically changed the B2B buying cycle over the past few years. Marketers need to think like publishers not only to improve their company’s visibility in search (which is where 93% of B2B buying cycles now start ) but also to address the differing information needs of buying team members, at different stages during the decision process.

Prospect Development Program Jumpstarts Manufacturer’s Channel Sales

Pointclear

While at any given time only 3% to 5% of your target market is in a buying mode for your products and services, those targets change (how fast depends on your buying cycle). It’s important to keep your market primed so that when it comes time to buy, these prospects reach out to you. How many times have you lost a piece of business because the buyer didn’t know who you were? Probably more often than you’d like.

8 Tips to Jump Start Your Account-based Marketing

Oracle

Look at the win rates and the length of sales cycles. Analyze your customer database to identify common traits, and think about accounts with a history of buying from companies like yours. Run the list against a predictive model and tier the accounts by low, middle and high in terms of their likelihood to buy from you. For instance, marketing needs sales to buy-in to marketing campaigns and messages it develops for ABM.

Modern Marketing is Customer-Centric in 140 Characters or Less #MME15

Oracle

We have seen changes in the entire buying cycle and how prospects discover information related to purchases, so it is logical that marketing has also changed along with it. Choose those which enable engagement in the channels your customers are using #MME15. Consumers are less willing to accept advertising content and have more buying power - they`re more digitally savvy. Long sales cycle? Cross Channel Marketing