Shifts in B2B Buyer Behavior Support New Priorities for Demand Gen Content

The Point

Demand Gen Report has published the results of this year’s “B2B Buyer’s Survey,” and the trends identified merit close attention for those marketers involved in B2B demand generation and content development.

How B2B CMOs Can Achieve Customer-Centric Marketing With Buyer Personas

Tony Zambito

A recent survey by B2B Marketing, in conjunction with the UK-based agency Tomorrow People, indicated only 38% of marketers considered their content to be “very customer-centric.” Today, many are realizing to succeed in being relevant to buyers, this level of understanding is crucial.

Trending Sources

Content Marketing and Your Buying Cycle

Biznology

Content marketing can only be effective if the content you’re producing is relevant and informative enough to attract your target audience and hold their attention. For this audience segment you have to up the ante in terms of the depth and quality of content you offer.

4 Ways a Longer Consumer Buying Cycle Can Work FOR You

Modern B2B Marketing

Author: Maggie Jones Marketing consumer products with a long buying cycle can be a blessing and curse. But on the other hand, a lengthy buying cycle means you’ll have more opportunities to communicate. 2) Dynamically Deliver Content.

What is structured content?

Biznology

Structured content is the most important trend in digital marketing that you’ve probably never heard of. By structured content , we mean small content modules that are tagged for use by different devices, applications, or media types. intended audience, buy cycle state).

Lead nurturing via email series and content marketing

B2B Lead Generation Blog

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. From there the team mapped content to the early, mid and late stages of the buying cycle.

Deconstructing the Four Stages of the Industrial Buy Cycle

Industrial Marketing Today

The problem becomes more acute for the industrial sector because the industrial buy cycle can be a long and complex process that often involves multiple decision makers.

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. Create Targeted Content for Each Stage.

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

Modern Marketing

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. Curiously, B2B buyers tell us that 70% of the content they read and study before making a purchase decision is actually found by themselves; as opposed to being given to them by marketing or sales.

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Content Auditing and Mapping it to the Industrial Buy Cycle

Industrial Marketing Today

Industrial giants have deep pockets to create marketing content on a daily basis. How can you use marketing content to generate a decent volume of sales-ready leads at a low(er) cost? What is effective content marketing? What is a content audit?

Is Author Rank Really Relevant?

Hubspot

If you’re a content marketer, you can scramble, scratch your head, or just go back to scribing. Create relevant content. Winning marketers understand: Customers command buying cycles now. They must create content to help buyers make intelligent decisions.

Be Relevant or Die: The New Nature of Nurture

Modern B2B Marketing

Author: Will Spendlove Nearly three-quarters of online customers are frustrated by brands that showcase irrelevant content and promotions. Harnessing relevance in your marketing efforts involves engaging , relevant , personalized content – you’ve heard it all before.

9 Search Marketing Tips for Effective B2B Lead Generation

LEADership

Statistics from the Consumer Executive Board show that buyers are typically 2/3 of their way into the buying cycle before they even engage with a company they would potentially buy from. This may not apply in very early stages of the buying cycle.

Email Marketing: 4 steps to relevancy 85% of B2B businesses probably aren’t taking

B2B Lead Generation Blog

The top priority for the entire group is to deliver highly relevant emails – it ranks above even driving website traffic and revenue. This makes sense, considering highly relevant email will achieve the other two goals. Is this a content-focused or promotional email?

The State of Demand Generation

The Effective Marketer

Buying cycle control (you need to facilitate the buying process and understand what is required of you as a result). Create sufficient content (how can we possibly keep up with demand for content?). The Customer Buying Cycle Framework. Content Audit.

Future of Buyer Personas is Social - Part 3

Tony Zambito

  In part 1 of this reflection on the future of buyer personas, I focused on some of the misconceptions about buyer personas and in part 2 , I offered perspectives on why changes were needed to be relevant to the social age.  From Content Presentation to Social Interaction.

How HP Uses 6sense to Find Customers in Active Buying Cycles

6sense

With the rise of predictive intelligence and the ability to make sense of large amounts of customer data, HP wanted to take their marketing analytics to the next level and begin targeting customers in active buying cycles. With data driving the next wave of innovation, HP began looking for a partner who could help them improve their ability to predict timing and identify prospects in active buying cycles.

Importance of Context to Understanding the New Social Buyer Persona

Tony Zambito

These strategy areas include content strategy, social marketing, marketing automation, social selling, demand generation, and buyer experience marketing.  Informing Content Strategy with Buyer Persona Development (customerthink.com). Image via Wikipedia.

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.

10 Event Marketing Tips to Accelerate B2B Lead Generation

LEADership

Which events and what type of interaction resulted in the highest conversion/buying actions? Different types of events will trigger buying decisions in different ways. Demand generation cycles will vary in these situations. Concluding the Back-to-School B2B Primer—Part Four.

CMO Spotlight: Michael Brenner, Business 2 Community

LEADership

He is the former VP of Global Marketing and Content Strategy and was Head of Digital Marketing for SAP Americas. In a recent interview, Michael was asked about how to increase the relevance and influence of marketing within an organization. “Marketing has a marketing problem”.

Shortening the Industrial Buy Cycle in 5 Simple Steps

Industrial Marketing Today

Even though her article is about the B2B buy cycle in general, it is a perfect follow up to my earlier post “Deconstructing the Four Stages of the Industrial Buy Cycle.” She has focused on identifying the problem and providing a 5-step solution to shorten the buy cycle.

Right vs. Wrong – B2B Sales People and Additional Thoughts About the SiriusDecisions B2B Buyer Research

ANNUITAS

Sirius went on to show additional research that shows the importance of the sales rep at all stages of the buying cycle. This connection is made via content – whether that content is delivered digitally or via human interaction.

A 6-Point Email Marketing Checklist for B2B Lead Generation

LEADership

Your overall B2B lead generation strategy may have a set of broad objectives, but for every piece of the email marketing component, you need 3 things—a good hook, a compelling subject line and a relevant call to action. 4. Tailor emails to fit into buying stages.

Forrester thinks Content Marketing Isn’t Working – They’re Half Right

The Point

Over at Forrester Research, Vice President Laura Ramos recently talked to Advertising Age (“ Marketers Still Struggling to Get Results from Content Marketing “) about what she perceives as a general lack of return from the investment so many companies are making in content marketing.

How to Optimize Your B2B Marketing and Sales with Online Video

Modern B2B Marketing

How video engages prospects throughout the buying cycle. Video has become a demand generation strategy your business cannot afford to ignore, and effective B2B marketers match video content to reflect the interest levels of their audience. by Jon Miller Online video is exploding.

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5 Steps to Feed the Content Beast

Modern Marketing

She works primarily with financial technology firms to refine their integrated marketing strategy and content marketing programs, helping them facilitate the customer buying process. Be careful that the content doesn’t set customer expectations too high.

B2B Content Marketing That Drives Results

Great B2B Marketing

There is a lot of buzz in the air about content marketing. The Payoff Earned from Effective B2B Content. Effective B2B content attracts visitors to your website, provides value for your social media outreach, converts website visitors to leads, and much more. Shorter sales cycle.

Content Marketing Tips for Lead Nurturing

B2B Lead Generation Blog

Lead nurturing is something that’s fairly easy to understand, but for many, it’s become a frustrating thing consistently execute for two reasons: Lack of content. I’ve found that many marketers get stuck on not having enough good and effective lead nurturing content. How do you build your library of relevant lead nurturing content ? Third-party resources and content can also be effectively utilized to bring you an aspect of credibility through the halo effect.

Content Marketing: Now Serving Freshly Squeezed SEO Juice

Sales Engine

Because the search engines like Google have changed their algorithms in the last few years, the role that search engine optimization (SEO) plays in content marketing is causing a lot of confusion. First and foremost, content marketing IS marketing.

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.

33 Phenomenal Content Marketing and Copywriting Guides and Tips

Webbiquity

Content marketing represents the most fundamental and widespread rethinking of marketing practices in decades. Content marketing turns the dominant paradigm of the last half-century—interruption-based mass marketing—on its head. Content Marketing Guides, Tips and Tactics.

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Industrial Marketing Content that Helps Buyers

Industrial Marketing Today

It is very common to find marketing content from manufacturers and industrial companies that is all about how great their products are or that their technology is innovative. Sellers may be too close to the forest to see the trees and firmly believe their marketing content is helpful to their buyers. So ask yourself this question, “Is my industrial marketing content really helping my buyers make a more informed decision and is it moving them closer them to a RFQ?”.

Best Practices for Content Marketing Strategy

KEO Marketing

Content marketing is a highly effective tactic for drawing in leads and keeping them engaged with your brand throughout the sales journey. Before you start blogging or creating videos, it is important to take the time to develop the content marketing strategy. Content Marketing

56 Reasons Why Content Marketing Works

B2B Marketing Insider

Last year we created 50 Stats You Need to Know About Content Marketing , which garnered over 200,000 views on slideshare and was one of our best performing blog posts of all time. The following SlideShare will demonstrate the value of Content Marketing and how it can help build your business.

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The 7 Characteristics of Great Marketing Content

Act-On

Marketing content drives business. In order for content marketing to be successful it must accomplish two things. Whether it’s a datasheet, white paper, demo script, or webpage, marketing content needs to speak directly to the needs and wants of your prospects and customers. Secondly, your content must address every stage of your buyer’s journey – from building brand awareness, to driving demand, to expanding customer relationships. Watch for Content Creep.

How to Conquer 5 Common B2B Marketing Problems with Content

NuSpark

That’s because the Internet has made it easier than ever to use content to market your offering. Content marketing involves creating and distributing content that is relevant and valuable to your target market. Why is content marketing ideal for B2B companies?

The B2B Content Marketing ROI You Should Care About.

Sales Engine

Measuring content marketing’s return on investment in B2B companies can be a complex calculation, especially if your solution is expensive, requires committee-based decisions, and has long and unpredictable sales cycles. What are their roles and what is their buying process?)

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Why A Content Marketer Needs to Buddy Up with their Company’s Product Marketer(s)

ScribbleLive

A content marketer and a product marketer can do really great work together when they make a concerted effort to integrate their specialized talents. A well-executed joint product/content marketing plan can build more awareness and interest in a product than both counterparts could accomplish without the help of the other. Identify the Problems Your Product Solves & Create Content for Every Stage of the Buyer’s Journey. Early stage content (blogs, whitepapers, etc.)

Industrial Content Reengineering for Improving WIFM Relevance

Industrial Marketing Today

Tweet The challenge for many industrial marketers is making their content relevant to their prospects and customers. Industrial sales cycles are usually several months long and involve numerous people in different roles. Identifying where a prospect is on the buying cycle is sometimes difficult because there are long periods of silence with little to no online activity to track. question for each of the stakeholders involved in the industrial buying cycle.