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.

The Buying Cycle and Buyer Personas in B2B Marketing

MLT Creative

In developing b2b buyer personas you have to remember their connection to the buying cycle, as different stages in the buying cycle lead to different content. Demographic information is helpful in. MLT Creative B2B Ideas @ Work Blog. Our ideas, musings, thoughts, reviews on b2b marketing topics

Insiders

Sign Up for our Newsletter

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

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. And as we explore in our new ebook, Deliver More Purchase-Ready Consumers with Marketing Automation , more opportunities to communicate = more opportunities to convince your potential customers to buy. What patterns can I find in their behavior/demographic data?

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. For example, I was looking at some electronics on Best Buy and later that day I was on another website. This Best Buy ad is a good online remarketing example. Understand Your Buying Cycle. Think of buying cycles in terms of traffic temperatures. A retailer like J Crew has short buying cycles.

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. You have to be prepared to engage them throughout the cycle. The problem, though, is that marketers have to face the realities of the B2B Buying Cycle: You control less.

Creating Relevant B2B Marketing Content: Walk the Talk

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Creating Relevant B2B Marketing Content: Walk the Talk by Achinta Mitra on June 19, 2010 in B2B Marketing Collateral , Content Marketing , Industrial Marketing Strategies , Integrated Industrial Marketing There is plenty of advice out there about engaging B2B and industrial buyers with relevant marketing content at every stage of the buying cycle.

Lead Scoring for Beginners

Heinz Marketing

I tend to lean towards keeping things simple with an integer-based score that is a combination of demographic and behavior scores. Demographic Scoring. If your ideal prospects are marketing leaders in mid-sized technology companies located in California, then your demographic elements should include title, company size, industry, and state. Is there a common piece of content that buying committee members have interacted with?

How to Recognize and Respond to Buying Signals (and Close More Deals!)

Zoominfo

You’re armed with your prospect’s buying signals, right? What are customer buying signals? By definition, buying signals are the actions potential customers take that indicate they’re close to making a purchase. How to spot buying signals.

Buy 249

Customer Segmentation: How to Woo Leads with the Right Content

Zoominfo

When you get customer segmentation right, you not only show leads content that makes sense to them, but you get your audiences excited about buying from you. Demographic and Firmographic Segmentation. B2B marketers lean more on firmographics than demographics.

From text ad copy to landing pages; key elements to increase pay-per-click conversions

NuSpark

Target Demographic: Word selection and the tone of your ad should take into account the visitors you’re targeting and the nature of your landing page. Buying Cycle: Someone searching for ‘cheap GeneriCamera 60a’ requires a very different approach from someone searching ‘best camera for beginning photographer’. Understanding were in the buying cycle your clicks are coming from plays heavily into how you should approach your copy.

B2B Lead Nurturing Myths That Promote Sales Pipeline Leaks

Oracle

You Can Nurture a Complex Sales Cycle with Email Alone. Probably the best way to nurture is to use emails for leads which you believe are in the early stages of the buying cycle. So you might want to use this tactic when it appears as if someone is closer to buying. First, your leads are all in different phases of the buying cycle. Segment leads according to the content they have downloaded and what you have learned about their demographics.

6 Remarkable Benefits of Strategic Content Mapping

Valasys

Strategic content mapping is an orchestrated plan to deliver the right content to the right people at the right time to help customers sail through the specific stages of their buying cycles and to figure-out the opportunities to better address the pain-points of your customers.

Go Beyond the Basics: Data-driven Programmatic Metrics

TrueInfluence

Unlike consumer purchases, where a single click may result in immediate revenue, B2B buying cycles can last months and progress through complicated, sometimes overlapping research and justification phases. With Nagendra Sai Associate Director, Programmatic, True Influence.

5 Proven Tactics to Generate Better Quality Leads

SalesIntel

To define the target segmentation, marketers have traditionally relied on diverse data, such as demographic, psychographic, and behavioral data. Create Content for All Stages of the Buying Cycle.

Lead Nurturing: 4 Steps to Do That Help More Customers Buy

Markempa

The goal of lead nurturing is to help potential customers on their buying journey. It’s a big problem, often ending with frustration as the cycle of “leads-that-go-nowhere” continues. It’s not “following up” every few months to find out if a prospect is “ready to buy yet.”

You Can Now Target G2 Intent Audiences Directly In Metadata

Metadata

It will provide Metadata customers with the ability to accurately target the buying committee at companies who are deep in a research or buying cycle. Metadata.io Now Integrates with G2 Buyer Intent This is the integration that every G2 Intent Data customer needs to use.

Intent Data: The Backbone of Effective Account Scoring

TrueInfluence

An account score can be a great indicator of overall purchase intent, showing position in the buying cycle, and can be a better indicator for outreach than just a lead alone. However, that person might also be part of a Buying Group at the account, and still worthy of attention.

6 Proven Ways to Improve Inbound Lead Generation

Valasys

By providing high-quality, relevant information tailored to the pain-points of the prospects, at each stage of their buying cycles, marketers can ensure that ongoing communication is established to nurture the leads down the sales funnel.

6 Essential Salesforce Lead Status Options That Align Sales and Marketing

Varicent

Leads should be dispositioned based on the lead’s qualification and their current buying intent ( they are in a buying cycle now, not now, or never will be.) If the lead is qualified and in a buying cycle now ?

MQL 52

Tips for Using Data to Elevate Sales and Marketing Efforts

Launch Marketing

times more likely to have an easy purchase experience when they are delivered information that helps them advance in the buying cycle. Up to 71% of buyers use social media in the research phase of their buying journey.

Sales 80

Lisa’s App of the Week: 6sense

Heinz Marketing

6sense is one of the best in the biz—their Account Engagement platform has the power to elevate any sales team, showing them exactly which companies are in the consideration and decision phases of their buying cycle. . By Lisa Heay , Marketing Planning Manager at Heinz Marketing.

5 Steps to B2B Marketing Success

Everything Technology Marketing

In the “old days”, the mainstream marketing approach was to interrupt and engage prospects, educate them on the vendors offering and move them through the sale cycle towards a transaction – a very vendor and product centric approach. Also make sure you segment your target markets according to demographics, psychographics, and business environment to identify the segments that are the best fit for your company's offering; segments that have the most to gain by becoming your customers.

Kicking Off Eloqua Experience Europe With The 5 Tenets of Modern Marketing

Oracle

While the concept of knowing your customer is not new, today’s modern marketers know that there are two dimensions that they have to work on in terms of knowing their customer: The first is typical demographics, the second is the buyer’s Digital Body Language , because actionable behavior is a better predictor of how a prospect is going to buy, as well as the attributes that identify the makeup of that prospect.

Eloqua 190

Modern Marketing Blog Influencer Series - Scoring Big: Understanding the Buyer’s Journey is.

Oracle

Marketers should be able to prioritize and score these qualitative data points to create as clear a picture as possible in order to pass leads on to the sales team that are genuinely ready to buy.

Marketing Analytics and Lead Nurturing – A Strategic Combination

B2B Marketing Analytics

For the marketing teams, it is critical to have an engaging and relevant nurture strategy customized for different persona who are in different phases of the buying cycle from awareness, consideration, preference to purchase.

B2B Marketing: 4 solutions to the most common challenges

B2B Lead Generation

You can’t know who your best lead is until you really understand who is buying from you and why,” says Tinsen. Their buying cycle. Some figured a lead was anyone who filled out a form at a trade show; others had BANT (Budget, Authority, Needs and Timeline) criteria and specific demographic requirements. Lead Nurturing B2B marketing lead generation Lead qualification list buying Marketing research universal lead definition

The Wealth Behind B2B Intent Data

PureB2B

Intent data creates categories based on personal interest as opposed to traditional date; demographic location, age, and gender. Concentrating on lead generation based on the users intent instead of traditional demographic targeting will deliver higher quality leads. This eliminates guessing based on an individual or groups buying behaviors assumed on simple demographics. Intent Data can Influence the Buying Cycle.

Where Are Marketers Allocating Budget? [CHART]

Oracle

Furthermore, their ad products offer targeting based on demographics, social connections, interests, and habits — all rich data points for marketers to leverage. Eloqua has partnered with Bizo to develop a solution that allows marketers to use the digital body language and understanding of where a lead is in the buying cycle to ensure display ads are hyper targeted, relevant and personalized to the intended audience.

Budget 207

2017 AdWords Industry Benchmark Report: An Agency’s Perspective

bizible

Finally, I would say that it’s also important for marketers to not only target end users with search, but to target hand raisers who are in the research phase of the buying cycle and who can influence the ultimate buyer. B2B sales cycles, as you know, are long—usually between 3-12 months, therefore CPL is a proxy metric for conversions, since it’s difficult to optimize to opportunities out of the gate.

Does Your Martech Stack Add Up to a Good Customer Experience?

Oracle

As a brand, you have to know and understand them as individuals, not as broad demographics or generic groupings. According to 1 in 3 customers, the biggest improvement businesses must make is providing an integrated buying experience across channels. Social media has allowed customers to take greater control of the buying cycle, and have conversations about you and your sector. The customer journey is an increasingly complex beast.

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

NuSpark

For many years now, B2B marketers have spent time and effort carefully crafting buyer personas based on demographic profiles, needs analyses and former sales results, among other criteria. 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.

Score your leads in 5 simple steps

Valasys

The value of each lead is generally characterized by the amount of interest shown by that lead in the company or the stage they are at in the buying cycle. By making a list of possible demographic and behavioral scores that you and your sales team is looking for in a viable prospect, you will be able to think of other different scoring attributes that may be relevant to your organization.

9 Programmatic Advertising Learning Resources

TrueInfluence

You simply let trained algorithms decide and buy digital ad space for you dynamically. As a marketer, you use this dynamic approach to curate highly targeted marketing content for certain demographics. A “Welcome to 2021” Gift for B2B Marketers.

Part 1: The 4 Business Use Cases of Predictive Intelligence

6sense

Goals of Implementation: Ensure that your media budget reaches accounts in active buying cycles for your products and solutions. Deliver messaging that is product and buying-stage relevant. 6sense then provided Dell with a list of accounts that were in active buying cycles for Dell products, thus allowing Dell to only target those accounts on Forbes. Furthermore, Dell was able to serve product-specific and buying stage-specific messaging to these accounts.

MQL 52

Guest Post: Best Practices in Marketing Automation

LeadSloth

Segment your database by demographics, such as: industry, job titles, or product/service interest shown. It would be great if you can move towards the development of buying personas – so you can model what segmentation has been most profitable. Relevant content is not just about the content the user cares about, but also what is important to them at the phase of the buying cycle they are in. By: Lisa J. Cramer, President & Co-Founder, LeadLife Solutions.

Part 2: The Sales Uses Cases of Predictive Intelligence

6sense

We discussed how predictive-powered account-based digital advertising and account-based lead generation allows B2B marketing teams to target audiences in active buying cycles, improve conversion rates and optimize how they budget. Waste of sales development, telemarketing and inbound sales efforts on accounts that are not in active buying cycles. Engaging the right accounts after a buying decision has been made.

Case 71

How a SoLoMo (Social, Local & Mobile) Content Strategy Aids B2B Marketing

Valasys

The data gathered from social chatter is analyzed & merged with data from the demographic, technographic, firmographic, psychographic & “fit-data” of the potential customers as well as their past browsing details & purchase histories. Many studies have shown that potential customers prefer to use mobile phones during the initial stages of their respective buying cycles & gradually move to the desktop before making a final buying decision.