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. The State of Demand Generation 2012. Why is demand generation so important? Create sufficient content (how can we possibly keep up with demand for content?).

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.” How can you use marketing content to generate a decent volume of sales-ready leads at a low(er) cost?

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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. 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.

Demand Generation and Lead Management Explained

The Effective Marketer

Last week Carlos Hidalgo , CEO of the Annuitas Group , shared on the Software Advice blog a nice video explaining two basic concepts that are often used interchangeably by vendors and even analysts in the Marketing Automation space but should in fact be treated as separate concepts: Demand Generation and Lead Management. Demand Generation vs. Lead Management. According to Carlos, Demand Generation has two goals: Filling the funnel.

Make Content Syndication the Core of Your 2H Demand Generation Plan

PureB2B

By establishing yourself as a thought leader early in the buying cycle, you can help them not only identify their problem more quickly, but build a solution. COVID has left a massive gap in the demand generation planning that used to be filled by in person events.

Make Content Syndication the Core of Your 2H Demand Generation Plan

PureB2B

By establishing yourself as a thought leader early in the buying cycle, you can help them not only identify their problem more quickly, but build a solution. COVID has left a massive gap in the demand generation planning that used to be filled by in person events.

A Nurture Strategy for Content Syndication Leads

The Point

However, as much as it has a reputation as a way to generate “guaranteed” leads, content syndication is not a cure-all, and indeed, more than most demand generation channels, is likely to generate sales leads that gravitate towards the early stages of the buying cycle.

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Lead Generation or Demand Generation? It’s All Just Content Marketing!

Marketing Insider Group

Last week, Eric Wittlake (@ wittlake ) wrote a great post called Lead Generation is Crippling Demand Generation where he argued that these two marketing activities were working against each other due to the different outcomes each is trying to achieve. They throw registration forms in front of their content without thinking about earning the right to build an engaged audience that will return to you when they are ready to buy. We need to generate leads.

Report: Why Demand Marketers Should Expand their Focus Beyond the Lead

The Point

Even if you acknowledge that change as fact, however, it’s easy to become cynical (as I have) when vendors and thought leaders are constantly proclaiming the “death” of the old ways. Report: Why Demand Marketers Should Expand their Focus Beyond the Lead Click To Tweet.

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Plan for the Social Buyer Before It’s Too Late

Tony Zambito

  An even more profound and sobering fact is that 80% of business buyers today say that they found their vendors as opposed to vendors finding them.    However, trending information clearly points to the fact that sales reps are having a hard time making contact with buyers and don’t get involved until much later in the buying cycle.  Image via Wikipedia. To say things are changing is an understatement. 

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.

Why B2B Marketers Need To Think About Demand Generation In a Customer Experience Context

VisumCX

Demand generation is consistently ranked as one of the top challenges for B2B marketers year after year. This should come as no surprise as B2B buyers continue to become more sophisticated in their approach to buying. Multiple studies show that buying committees continue to increase in number and the result is that buying cycles are taking longer and becoming more complex.

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. In this post, I’m going to focus on content for the early stages of the buy cycle.

ClickInsights: How can B2B marketers use content effectively for demand generation?

Ambal's Amusings

We have invited B2B Experts to shed light on the following question: How to use content effectively for demand generation? Brian Carroll's blog B2B Lead Generation Blog. B2B Lead Generation Benchmark Study 2009. The act of using content to generate demand for a complex sale is a long-term proposition. By creating valuable content mapped to the needs they have throughout their buying process, you both win. They must move the buying process forward.

Marketing Automation Vendors Are Not Delivering On Marketers’ Needs For Reporting And Analytics. Here’s Why.

InsightSquared

Marketers look to their marketing automation platforms (MAPs) not only to execute many of their demand generation activities, but also to understand the effectiveness of their marketing programs. This is what the findings were in a study done by Heinz Marketing and InsightSquared titled, Marketing Automation Platform (MAP) Satisfaction Survey 2018: Are Marketing Automation Vendors Still Meeting the Needs of Today’s Marketer?

Sorry, But “How Many Touches Does it Take to Make a Sale?” is No Longer a Valid Question

The Point

The Rule of Seven harkens back to a day when the salesperson was in control, when buyers did little to no research before talking to vendors, and when marketing was simply a string of pitches extolling the virtues of a company’s product. They engage with sales people later in the buying process. According to Sirius Decisions, 67 percent of the buying cycle is now conducted online , regardless of sales involvement.

A 6-Point Email Marketing Checklist for B2B Lead Generation

LEADership

A 6-Point Email Marketing Checklist for B2B Lead Generation - Back-to-School B2B Primer—Part Two. HERE IS A 6-POINT CHECKLIST OF EMAIL MARKETING TECHNIQUES THAT ARE WORKING FOR B2B LEAD GENERATION TODAY. 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.

10 Event Marketing Tips to Accelerate B2B Lead Generation

LEADership

HERE ARE 10 EVENT MARKETING TIPS TO ACCELERATE YOUR B2B LEAD GENERATION. Which events and what type of interaction resulted in the highest conversion/buying actions? Of course, you need a new spin on each subsequent event, but at the core of the sales and buying cycle, you still need the conversion mechanism that will allow you to take control of the funnel and ensure better lead management. Different types of events will trigger buying decisions in different ways.

BtoB Leading Edge: 10 Sharp Tips taken from the Cutting Edge Demand Generation Virtual Conference

Marketo

Yesterday’s BtoB Leading Edge, Demand Generation in the Digital Age was a great way to make sure your organization’s demand generation programs are best-in-class.   With almost 5,000 registrants, it is clear that B2B marketers are concerned about getting the most out of their demand generation and lead management programs.      Offers need to be relevant AND appropriate for the prospect's place in the buying cycle.

BtoB 48

How to Reach, Engage and Convert IT Buyers: Research Deep Dive

Inbox Insight

In a time where global health issues are impacting buying decisions, it’s more important than ever to get to know your audience – understanding how they think will help you run effective campaigns that convert. The buying trends you need to know . Length of the sales cycle.

Top 10 ABM Mistakes

The Point

How can ABM best coexist with a more traditional funnel-based demand generation model? When so many technology vendors claim to be an “ABM solution,” what are the smartest investments? ABM is radically different from inbound, funnel-based demand gen in many ways, and it starts with how to measure success. ABM is typically best-suited for companies selling complex solutions to buying committees at large enterprises. Ignoring the buying cycle.

How to Convert HR Tech Buyers into Customers: Research Deep Dive

Inbox Insight

In the midst of transformation, vendors have an opportunity to capture the attention of HR tech buyers with great content, and turn cold prospects into hot leads. The people behind the buying decisions. The typical buying timeline. Buying cycle.

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. The point of content marketing in B2B is to collect actionable sales intelligence on your prospects at every stage of the buying process and attempt to replace the one-to-one conversations that salespeople used to get more readily.

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Marketers May Just Be Their Own Roadblock to Reinvention

ANNUITAS

Compare these buyer responses from the B2B Buyers Survey by DemandGen Report to those above: - 40% of B2B Buyers said they waited longer to engage vendors. - 34% said the number of team members involved in the buying process has increased in the last year. - 68% of buyers have increased the number of sources they use in evaluating a purchase. As I have stated before, no buyer ever said “I am in the sales-accepted stage of my buying process.”

Feeding Sales Is a Process, Not a Project.

Sales Engine

The world has changed, and the internet is now crushing a sales rep’s ability to generate their own leads. So, marketing’s new role as lead generators for sales requires more than just project management and stellar execution. They realize that engaging with prospects through the internet is a process and not a series of projects—and marketing’s job is to generate leads that create actionable sales intelligence. B2B Marketing Demand Generation

I noticed you read my blog, do you want to buy from me?

Sales Engine

Following up on content consumption with “buy from me now” is a strategy that’s destined to fail. It is not reasonable, however, to expect that this person is unsatisfied with their current vendor, has the budget, or has the authority to make a change in the organization. Again, this will vary according to your sales process, but in general we are probing for need (and solution fit), commitment level to solve the problem, buying process, and ability to pay.

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How B2B Buyer Personas Influence Online Marketing Campaigns

KoMarketing Associates

While we all have goals and objectives for lead generation, brand development, and customer experience as examples, the overarching challenge is making the right decisions to achieve them. Goals become more complicated to achieve as evolving marketing technology continues to promise an opportunity to target more specifically and create unique customer experiences buyers demand. How do they go about researching new solutions and vendor capabilities?

3 European Marketing Trends

Oracle

Lead nurturing is essential not only to their demand generation processes, but also plays a vital role in customer loyalty efforts. EMEA marketers see the benefits of tracking sales and marketing efforts impact on revenue outcomes, and attributing revenue throughout the buying cycle. It’s clear that integration across platforms is a growing demand among vendors.

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6Sense Finds B2B Prospects Using Web Site Activities

Customer Experience Matrix

I mentioned 6Sense briefly in a recent post about vendors who help companies find prospects on the Web. Since then, I’ve had a more detailed briefing, which clarified that their scope extends well beyond prospect lists to predictive models applied across all stages of the purchase cycle. The advantage of Web site activity is it finds companies early in the buying cycle, when they are most open to considering new vendors.

Demand Generation In the Face of Frugalnomics and Internet Fueled Decisions

The ROI Guy

Formally defined, Demand Generation is the use of targeted marketing programs to address four key objectives for B2B marketers: Building awareness of a company’s products and services; Establishing relevance to a prospective buyer/end user; Supporting validation for the purchase; and Mitigating customer concerns. The more buying organizations are a forced to do-more-with-less they adopt different business patterns.”

Is Your Content Marketing Missing the Mark?

ANNUITAS

We have a lot of great content, and we generate a ton of leads but sales accepts only a few as sales-ready.”. “We We have white papers for every buying stage, but we just can’t get enough people to download them.”. From your insights into your buyers you should know for each stage of the buying cycle: Which personas are involved at each stage. At different stages of the buying cycle, buyers look to different sources for information.

3 Ways To Create Content That Converts

ANNUITAS

The pressures to build a solid Demand Generation Strategy that is perpetual with content marketing that converts is high. It’s just not that simple to buy most B2B solutions. To think one asset could answer all of the questions that need answering when buying today’s complex solutions is unrealistic. Learn about the steps they take when they buy solutions like yours through live interviews. Make sure to listen for cues that start or “trigger” the buying cycle.

3 Steps To Email Marketing That Nurtures Leads And Closes Sales

Marketing Insider Group

If you can deliver the right content to the right audience at the right time, your email marketing will supercharge your lead generation, sales closing percentages and customer satisfaction (and upsales). In Adele Revella’s “ The Buyer Persona Manifesto ,” she offers this definition of a buyer persona: “It’s an archetype, a composite picture of the real people who buy, or might buy, products like the ones you sell.”. Demand Generation

B2B’s Problem with Pay-Per-Click: Three Things You Need to Know

ANNUITAS

PPC is expensive, difficult to manage, and requires a lot of specialized experience and expertise to run it properly – including every kitchen-sink component of the Demand Generation arsenal from keyword selection to budgeting and management to landing page optimization (because clicks don’t always equal conversions) to copywriting to lead management and more. The average sales cycle in B2B takes months, and over the course of that time a lot can happen to a lead.

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3 Steps To Waltz Your Way To Lead Generation Success

Marketing Insider Group

Are you overwhelmed with all the elaborate moves in the lead generation buyer-seller dance? Generating leads on your website can seem as mysterious as waltzing. But like the waltz, there are three basic steps that, when executed consistently, can make the lead generation process seem as smooth and effortless as a well-performed waltz. These recurring three steps of lead generation go hand in hand, with one not being able to work without the other two: Call-to-Action (CTA).

Countdown to 2016

ANNUITAS

If you planned strategically, thinking in terms of building a perpetual Demand Generation Strategy versus a tactical approach, end of year is not a mad rush to rustle up a few last minute deals. Understand your buyers, their buying committees and focus on helping solve their problems across the organization to truly be buyer-centric. Buyers are constantly seeking information; it is just a matter of time until their passive buying cycle becomes an active buying cycle.

9 Search Marketing Tips for Effective B2B Lead Generation

LEADership

9 Search Marketing Tips for Effective B2B Lead Generation. HERE ARE 9 SEARCH MARKETING TIPS FOR EFFECTIVE B2B LEAD GENERATION: UNDERSTAND THE NEW RULES OF RESEARCH. 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. Marketing automation software and lead generation systems today are evolving.