Matching Webinar Content to the Buying Cycle

Modern Marketing

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.

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. Photo credit: Shannon Paul.

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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.

Get Ahead of the Buying Cycle

DemandBase

You’ll need input from your ABM leadership and sales team to understand what types of accounts are right for your business and who ticks the boxes on your Ideal Customer Profile (ICP). So I’ve got all this amazing data and I’m now starting to feel all warm and fuzzy inside as I have a list of accounts that are showing active buying signals right at the start of the buyers journey. Let’s serve them content that is relevant to their business and where they are in 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.

For Manufacturers Today, Content Is A Key Tool In The Buying Cycle

Fathom

Thanks to the World Wide Web, more potential buyers and customers can know you exist and see your work than ever before. The post For Manufacturers Today, Content Is A Key Tool In The Buying Cycle appeared first on Fathom.

Content Auditing and Mapping it to the Industrial Buy Cycle

Industrial Marketing Today

The big hurdle they face is in engaging and converting readers into prospects, leads and ultimately customers. And in a complex industrial buy cycle, things can get well…complicated. Industrial buyers of today use online content extensively in making their buying decision.

Craft Content to the Buying Cycle: Stage 4, the Invested Buyer

The Content Factor

Don’t let this happen to your customers by neglecting their content. Tags: B2B Buying Cycle Business to Business (B2B) Content Strategy Have you ever been solicited by a company that you already do business with? It happens to me all the time. Don’t these companies know that I am already part of their value chain? So, why are they spamming and cold calling me?

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

Marketo

Among the many customers we work with in the industrial manufacturing sector and in adjacent sectors like automotive, medical devices, electronics, and aerospace, the commonality is that their approach to sales leads is no less rigorous than their approach to engineering.

Leveraging digital for customer-focused insights

Biznology

These may include primary research, 3rd party research, brand wave studies, voice of the customer, and online surveys. Digital keyword research lets customers tell the company — in their own words — exactly what they need in terms of the content that will bring them to the company site.

How Social Media Changed the Sales Cycle into the Buying Cycle

Webbiquity

Customers, competitors, and other people with expertise in a given area even if they “had no dog in the fight&# became new information sources for prospective buyers.

Quit Obsessing About the Customer Journey

The Point

These days it seems to me that you can’t read a marketing blog, attend a marketing conference, listen to a marketing podcast, without hearing someone drone on about the customer journey. Suddenly, we are led to believe, the customer journey is all that matters.

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

LEADership

Customers are savvy these days. In different phases of the buying cycle, they will be looking for different things. So what can you do to make sure that your potential customer is getting the information that you want them to have?

4 Ways a Longer Consumer Buying Cycle Can Work FOR You

Marketo

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.

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.” Strengthening The Common View Of Customers. 10 Essentials Of Becoming Customer-Centric With Buyer Personas.

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. The Untapped Potential of Customer Data. 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.

Five Sales Enablement Tactics B2B Marketers Need to Master

Webbiquity

Nurture Your Sales Team like Customers. In addition to nurturing your company’s external customers, you’ve got to be prepared to nurture your internal customers. Develop communication materials that can be customized to help sellers win deals. Guest post by Mary Ade.

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

The Point

Here are just some of the key findings, along with what I believe these trends mean for demand generation marketers: FINDING : 59% of respondents say they now have formal buying groups or buying committees in place to review purchases.

11 inspiring case studies of digital transformation

Biznology

Digital transformation is profound change in business activities, processes, competencies, and models to fully leverage customers at every touchpoint in the customer experience. AMAZON BUSINESS : Served as an example of ‘digital customer’ expectations transitioning to the B2B world.

7 Elements Of Customer Understanding The C-Suite Must Master

Tony Zambito

Changes in customer and buying behaviors continue to rock the very foundations of many industries. According to recent surveys by PWC, Forrester, IBM , and McKinsey, disruptive trends in customer and buying behaviors are expected to continue over the next five years.

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? In a nutshell, it’s the process that customers go through to make a purchase. 5 Stages of the Customer Buying Cycle.

12 Secrets of the Human Brain to Use in Marketing

Buzz Marketing for Technology

Advertising Behavioral Targeting Buying Cycle Content Marketing Customer Experience Data Analytics Innovation Interactive Marketing Lead Generation Optimization Strategy Best Practices innovation

10 most inspiring digital marketing stories of 2016

Biznology

Best known for their functional cars that offer amazing price-to-value ratios, the customer market grew by 60,000 cars in the last three years. The company let customers request delivery of their favorite pizza by tweeting to the @Dominos Twitter account , or by using the hashtag #EasyOrder.

B2B vs. B2C Marketing: Four Myths, Six Differences, and One Key Similarity

Webbiquity

But nobody buys an iPhone or iPad because Apple’s accountants are so skilled. They buy because of the company’s innovation and, yes, marketing. Most consumers will never make a $1 million+ purchase, or buy anything other than their home which costs more than $100,000.

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Convert articles and blog posts to video

Biznology

Here’s an easy way to round out your content marketing strategy with videos that that increase engagement at lots of different spots on the customer journey map. Buying committee members don’t like to appear to be advocating too hard for anything new.

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How Remarketing Can Help Increase Conversions

Single Grain

Good marketers know that it’s a rare occurrence for a new visitor to land on a website for the first time and buy a product right then and there. So where do the majority of customers come from? This Best Buy ad is a good online remarketing example. Understand Your Buying Cycle.

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. O’Neill will deliver the keynote address at Eloqua Experience Europe , 5-26 June 2013 at the Millennium Gloucester Hotel in London, where he will highlight why customer experience has become increasingly critical to B2B marketing strategy.

5 Ways B2B Can Learn from B2C Marketers

Buzz Marketing for Technology

Posted in Buying Cycle Conversion Conversion Optimization Customer Customer Experience Personalization Strategy. And it’s obvious why: buying cycles are longer, buyer mentalities are different, and products typically require more investigation before a purchase.

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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). The Customer Buying Cycle Framework. According to SiriusDecisions, buyers go through three stages and six steps during their buying process.

Lead Nurturing – How to Develop a Solid Process for B2B Lead Management

Webbiquity

Understanding that not every lead is ready to buy right away, but that it’s less costly to convert an existing lead than to generate a new one, you may be asking yourself, “ I need to do lead nurturing right—where do I start?”. Confirm your thoughts on the buying cycle with them.

Concentrating on customer experience

Biznology

Customer experience’ refers to putting the customer and their needs at the center of everything a company does. And they require different levels of attention and detail at different points depending on where they are in the cycle.

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.

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How Ready is Your Organization for the New Social Buyer Persona?

Tony Zambito

  Here is a key issue facing organizations today: each time a new social technology is introduced, it ultimately alters the buying behaviors of the new social buyer persona.    Have organizations today kept pace with the changes in buying behaviors and patterns? 

Variety of Content is the Key in the Early Stages of the.

Industrial Marketing Today

In Needs Awareness and Research phases, the first two stages of the industrial buy cycle (see my earlier post Deconstructing the Four Stages of the Industrial Buy Cycle ) your prospects and customers use a variety of online content to find solutions to their current problems and needs.

Plan Before You Execute

Televerde

With technology in place, the next step toward modern marketing success is to build an engagement strategy that stretches across the buying cycle, from inquiry to close. Here’s how: Define the Prospect Buying Cycle and, Within it, What Constitutes a Sales Accepted Lead.

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CMO Spotlight: Judith Sim, CMO, Oracle Corp.

LEADership

On-the-go customers want on demand service. 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. Optimize Customer Experience. “Social marketing has changed everything”.

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CMO Spotlight: Michael Brenner, Business 2 Community

LEADership

Marketing has to stop taking orders and start representing the voice of the customer in the organization.”. As B2B marketers, we chime the magical words of “customer-centricity” and “customer focus”. The first step is taking ownership of customer needs and focusing on the goals.

CMO 101