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Quit Obsessing About the Customer Journey

The Point

Look, I’m all for the general notion of our marketing being more targeted, personalized, and relevant. And the more that your message and content reflect a prospect’s stage in the selling cycle, the better. If he attends a Webinar?

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.

Trending Sources

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

Hubspot

Please join us for a joint Volusion and HubSpot webinar on Thursday, July 7th at 4 PM ET! The answer is simple: Leverage the customer buying cycle. What’s the buying cycle, you ask? 5 Stages of the Customer Buying Cycle.

6 Ways To Maximize Your Webinars With Automation Technology

Modern Marketing

Webinars, in particular, are a great tool to connect with your audiences in a meaningful way — on their terms. Webinars create value for prospects and customers because they can engage with brands and access content without having to travel.

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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?

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.

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.

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.

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.

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.

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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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. Planning a webinar?

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?

Creating Relevant B2B Marketing Content: Walk the Talk

Industrial Marketing Today

That is pretty much the mantra of B2B content marketing. Nothing happens until your site visitors and blog readers take some kind of an action after reading your content. What marketing content you serve at each phase of the buying cycle also matters.

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15 B2B case studies show how content marketing drives ROI

Biznology

70% of content marketers are creating more content than they did a year ago (source: Content Marketing Institute ). 35% say they have a documented content strategy (source: Content Marketing Institute). Content marketing is more important to B2B businesses.

What Does A Content Marketing Plan Look Like?

B2B Marketing Insider

Whether you are new to content marketing or not, developing a successful content marketing strategy can be very challenging and time-consuming. How do you know if the content you’re producing will reach your target audience and generate more leads or sales for your business? This simple guide can help you overcome the most common problems in content marketing plans and get to a successful and continuous process to deliver successful and rewarding content marketing plans.

The Two Core Elements of B2B Social Media Marketing Success

Webbiquity

There have been numerous models proposed for social media and content marketing (including the Four C’s of Social Media Marketing model previously published here), but when all of the complexity is stripped away, social media marketing success comes down to two core elements: content and amplification. Content is like singing a song. Content can be produced in a wide variety of formats: • White papers. Webinars / webcasts.

Ditch the Pitch: How Content Marketing Creates the Conversation that Drives Conversion

Sales Engine

The problem with this image is that unlike its counterpart in the physical world, the sales funnel does not have the force of gravity to maintain the momentum of its contents. By feeding them content tailored to where they are in that process, you can nurture them through it to the next step.

Creating Digital Content for Industrial Marketing

Industrial Marketing Today

“We don’t have the time or the skills to write copy for digital content” is the most common reaction I get from clients when discussing their industrial marketing programs. Creating digital content is neither easy nor quick. Myths and truths about digital content.

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

B2B Marketing Insider

Does your content bore your audience to death? You may be surprised if you asked them, or tracked the amount of engagement your content receives or looked at how often your audience shares your content with their friends and followers. The Content Marketing Challenge.

5 Direct Mail Mistakes Marketers Should Avoid

Radius

It’s crucial to take into account your target personas, identify which stage of the buying cycle they’re in, and then align your direct mail offers to prospects in a specific phase of the purchasing cycle. Let’s face it direct mail probably seems archaic to most marketers.

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The Who, What, When, How and Why of Lead Nurturing with Webinars and Videos

Modern B2B Marketing

Kathryn is a senior marketing manager at BrightTALK , a webinar and video solution for professionals and their communities. In this blog, discover the who, what, when, how and why of lead nurturing through webinars and videos so you can take your buyers on a more engaging (and fun) journey.

Why Buying Stages Are Really Investment Stages

Modern B2B Marketing

It all started with one simple question: What types of content resonate with what types of leads? In other words, does the early stage content you have work for early stage leads? Or does the content even work at all? Chapter 3: Back to the 3 Hacks Webinar.

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How to Plan Your Video Marketing Strategy

Vidyard

You got the necessary approvals, budget, and executive buy-in to start with video marketing for your brand. A solid plan can be the difference between knowing your content is delivering ROI, versus throwing metaphorical spaghetti at the wall and seeing what sticks.

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How important is contextual content in the B2B sales process?

Sales Engine

As technology and connectivity advances, marketers have had to move away from mass media targeting campaigns towards producing more real-time, contextual content that creates one-to-one interaction with potential buyers. What is Contextual Content? Content Strategy

How to Make Your B2B Content Marketing More Successful

Modern B2B Marketing

by Maria Pergolino As customers receive more and more and more and more email from companies like yours, it’s more and more and more important than ever to make sure that your message is hyper-relevant. There is no market for content for content’s sake.

SMB Marketing Automation: Getting Started with Content Strategy

NuSpark

Overcoming lack of understanding, resources, and content . The other issue I’ve seen with the lead nurturing concept at SMB firms is the eagerness for salespeople to engage with leads who download content, even though those prospects aren’t ready to be engaged with. Content Plan.

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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. And, if they do find time, the vendor has just one chance to deliver the relevant, compelling information the employee desires, or risk losing their attendance forever. But primarily—I believe content marketing is responsible. Content marketing doesn’t have to spell doom for your customer conference.

33 Inspiring B2B digital marketing case studies

grow - Practical Marketing Solutions

Maybe it’s because the buying cycle takes longer, more people are involved in purchase decisions and sales are made for rational, not emotional, reasons. Content tactics included: executive briefs, case studies, infographics, checklists, Q and A, and Brainshark video.

How B2B Buyers Have Changed- and the Role of Content & Social Media

NuSpark

These are primarily online pull tactics (including inbound marketing, content marketing, SEO and social media). Information is available free (or close to it) today that you couldn’t buy for any amount of money five years ago. The astounding growth in social media usage by B2B buyers reflects an accelerated tendency to eliminate salespeople from the early stages of the buy cycle. In complex B2B sales, people still buy from people. Content Social Media

How B2B Buyers Have Changed- and the Role of Content & Social Media

NuSpark

These are primarily online pull tactics (including inbound marketing, content marketing, SEO and social media). Information is available free (or close to it) today that you couldn’t buy for any amount of money five years ago. The astounding growth in social media usage by B2B buyers reflects an accelerated tendency to eliminate salespeople from the early stages of the buy cycle. In complex B2B sales, people still buy from people. Content Social Media

A Lead Generation Plan Begins With Content Marketing Strategy

NuSpark

Phase One: Content Assessment. Additionally, our content approach covers three main goals: Increased website traffic. This goal focuses on providing valuable content via landing pages in exchange for lead capture information such as email addresses and roles in the buying process. Therefore, our content plan includes the following elements: A deep dive into understanding who your audiences are and where they obtain information on your solutions.

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A Lead Generation Plan Begins With Content Marketing Strategy

NuSpark

Phase One: Content Assessment. Additionally, our content approach covers three main goals: Increased website traffic. This goal focuses on providing valuable content via landing pages in exchange for lead capture information such as email addresses and roles in the buying process. Therefore, our content plan includes the following elements: A deep dive into understanding who your audiences are and where they obtain information on your solutions.

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Use Content Marketing to Manage Industrial Sales Funnels

Industrial Marketing Today

That’s why more B2B and industrial marketers are turning to content marketing to lift their lead generation ROI. Content marketing helps industrial and manufacturing marketers manage their sales funnels from ToFU to MoFU.

Content Investments Effective When Aligned to Facilitate Buyer’s Journey

The ROI Guy

Marketers continue to invest a substantial portion of their marketing budget on content, with new research from the Content Marketing Institute and MarketingProfs indicating that content currently consumes 26% of marketing budgets on average. The large and growing investments highlight the important role content continues to play in the marketing mix, being used by most to fuel purchase decision making.

5 Traits of Great Marketing Content

Marketing Action

Which means you’d better have great content. 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. So what does great content look like?

How Relevant Marketing Content Helps B2B Branding

Industrial Marketing Today

Relevant marketing content – key to thought leadership Positioning your company as a thought leader is critical in complex technical sales that have long buying cycles with many decision makers involved. You can leverage existing content like PowerPoint files.

Search and Social and Content – Oh My!

Marketing Action

According to the Content Marketing Institute, the average B2B marketer used 8 separate tactics in 2011. And more of us, most of us, are producing our own content. Part of your content marketing plan should be how to coordinate all your content so that you get a synergistic effect.

Marketing in a Downturn Part 2: Content, Content, Content

Modern B2B Marketing

by Liz Smyth In the second part of our Marketing in a Downturn series, we’re examining the importance of content marketing. Here are our top 7 tips for getting the most value from your content marketing during an economic downturn: 1. Plan your Content.

How to Implement an Account-Based Marketing Program in Your Firm

NuSpark

Formalizing the process by implementing an official ABM program helps you to make it part of the corporate culture, obtain executive buy-in (and the budget that goes with it) and set performance parameters for its success. Initial consumption of targeted content based on analytics reports.