What is business video content marketing and how to get started


Business decision-makers LOVE online B2B marketing videos because it gives them the most amount of information in the shortest amount of time. For example, if you realize that 81% of B2B purchase cycles start with a web search , then you probably invest in SEO.

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Why email marketing still matters–and how to make it work


Unless you’re selling goods or services with a buying cycle of “right now” (like lattes) you need a way to stay in touch with prospects as they move through the buying cycle toward a decision.

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Trending Sources

11 inspiring case studies of digital transformation


NETSPRESSO : Had the desire with its digital transformation to win new customers, gain a deeper understanding of its customers, and manage complex buying processes. This new application provides a stream of information to UA that enables them to immediately identify fitness and health trends.

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


Before making a big purchase or signing a contract, they are likely to do their due diligence on search engines, social media, review sites, and YouTube channels, gathering all the information that they can. In different phases of the buying cycle, they will be looking for different things.

How to Match Great Content to Your Sales Funnel

Modern Marketing

In the B2B marketing world, the buying cycle is long. There's a long cycle that has a lot of money and resources at stake, so you need to nurture your prospects all the way through the process. Navigating the Sales Funnel. Top of the Funnel.

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Integrating Google AdWords with Salesforce to Measure Your Sales Funnel


This will help B2B firms with products that have longer buying cycles better measure how paid search investments are generating offline value. This lets you understand how your AdWords results in the most important milestones in your B2B sales funnel.

Best B2B Marketing and Sales Strategy Guides and Insights of 2011


Social media, content aggregation and curation , user-generated content and other developments have dramatically changed the B2B buying cycle over the past few years. Prospects often don’t surface until much later in the buying process than they did just a few years ago.

How Context Strengthens Your Entire Marketing Funnel


When you think about your marketing funnel, how do you think about the work you do to optimize it? In the same way a snowball grows as it rolls down a hill, you accumulate more and more data about your leads with each and every marketing touch point as they move through your funnel.

10 Event Marketing Tips to Accelerate B2B Lead Generation


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.

Optimizing the B2B Content Marketing Funnel: Turning Contacts into Clients

Hinge Marketing

If you are doing it right, your content funnel probably looks something like this: Then you realize you aren’t converting your new contacts into new clients. While some contacts are further along in the buying cycle, they are most likely still learning more about your firm.

Use Content Marketing to Manage Industrial Sales Funnels

Industrial Marketing Today

B2B and industrial marketers are usually tasked with two main responsibilities: Fill the top of the sales funnel (ToFU) with high quality leads. Maximize the middle of the funnel (MoFU) for converting more leads into sales opportunities.

How to Optimize Your B2B Marketing and Sales with Online Video

Modern B2B Marketing

Conveniently for us B2B marketers, video also conveys more information per minute than any other media platform. According to a Universal McCann study cited by Brightcove , people find product information and research most compelling when delivered in video format.

Lead Generation That Converts Leads into Sales Opportunities

B2B Lead Generation Blog

Create a marketing funnel . The purpose of the marketing funnel is to bring inquiries (aka leads) into one spot (your marketing database) and qualify them. Keep the ‘giving of information’ at a comfortable leve l. They come to your site for information.

Problem: Leads Fall Out Mid-Funnel. Solution: Nurture Them

Marketing Action

Does this describe your marketing funnel? Your top-of-funnel efforts are generating interest, you’re getting inbound traffic and plenty of leads, but too many just stall out in the middle of the funnel and never make it to that engagement with sales.

Prevent Demand Generation Failure with Buyer Personas

Tony Zambito

You don’t frame your demand generation plans in terms of the “reverse funnel math”.   Acquiring a deep understand of your target buyer and their buying process.  Image by justin_levy via Flickr.

Push it Good! Tips to Move Leads Through the Funnel

Modern B2B Marketing

Increases the velocity at which leads flow through the funnel. It is an understatement that lead nurturing is a key driver moving leads through the funnel , but how do you know if your efforts are impactful? I have listed 3 things to consider when pushing your leads through the funnel.

3 Tips to Stop Leads from Falling Through the Cracks

Modern B2B Marketing

Send pertinent messages related to where your prospect is in the buying cycle offering them information to help move them from one stage to the next. To be sure both are on the same page, ask these questions about closed leads: How long were their sales cycles?

6 Steps to Fix a Leaky Pipeline

Marketing Action

Lead generation often focuses on one thing above all others – funneling as many leads as possible into the sales pipeline. This lead may be sales-worthy, but they still require more nurturing to get to a point where they are ready to buy.

Interesting Infographics: 11 Ways to Drive Sales With Content Marketing


Stick to the Funnel. While 68% of B2B organizations don’t have a firm picture of what their funnel looks like, it’s important to map out the different stages in your company’s buying cycle, and to develop content to support each stage. Make sure to include testimonials in content aimed at leads that are in the “consideration” stage of your funnel. Offer users a chance to access exclusive related content through submitting a few pieces of information.

How to Lose a Lead in 10 Ways


Perhaps you’ve grown weary of all the advice you’ve been hearing about how to get your prospects moving faster along the sales funnel? Ignore Your Leaky Sales Funnel. Having a leaky sales funnel is a lot like having a Harley with a leaky gas tank.

Sales and Marketing: The technology behind CRM

B2B Lead Generation Blog

However, the most expansive definition takes a total end-to-end look at every interaction a person has with a company from simply becoming aware of the company at the very top of the sales funnel, all the way through customer service contact after the final conversion to a closed deal. At the same time, the real engine driving CRM and keeping prospects moving through the sales funnel is technology. Marketing Strategy CRM marketing automation Marketing-Sales alignment sales funnel

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Lead Generation: How 64% of marketers starve Sales of opportunity

B2B Lead Generation Blog

In contacting even qualified leads for hundreds of leading B2B organizations over the years, I have found that only 5 to 40% are ready to buy right now. And, leads that are ready to buy right now are the only kinds of leads Sales really wants – they have quotas to meet, after all.

Funnelnomics: Four Steps to Accelerating Your Marketing and Sales Funnel – Step 2: Filling Your Funnel with Qualified Buyers


Be sure to read Step 1: Mapping Your Marketing and Sales Funnel. Step 2: Filling Your Funnel with Qualified Buyers. The early stages of the funnel are the most critical and can make the biggest difference in the length of your sales cycle and the survival of your business. There are many approaches Marketers use to fill their funnel. Correct names, titles, contact information and role information that is needed to target communications and follow-up activities.

What is a Marketing-Qualified Lead? What MQL Really Means


Definitions were set, processes were tested, sales and executives bought in across the board, and the panacea of the Lead Marketing Funnel brought peace to all. You need that information for a lead to be “Marketing Qualified.”. Others should be nurtured in the lead funnel.

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Lead Nurturing’s Biggest Challenges


These are effective instruments for delivering the right message at the right time to qualified leads, making it easier to drive leads through your sales funnel. You’re also missing out on a chance to maximize revenue from warm leads who are more likely to buy compared to new prospects. While there’s no cut and dried answer to determine a precise timeline, you can come up with the best answer by determining your average customer’s buying cycle.

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

Sales Engine

Ah, the sales funnel. 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. Define your sales funnel. You will shorten your sales cycle.

3 Tips to Help Content Marketers Understand Sales Cycles


Simply posting a blog per day won’t amount to anything if you’re not taking your customers’ sales cycles into account and adjusting your marketing strategy accordingly. What’s a sales cycle, you ask? Understanding Sales Cycles. Therefore, the sales cycle will be much longer.

The Role of Webinars in the Sales and Marketing Process

Modern Marketing

Webinars have become a primary marketing tool to "help drive the buying cycle," according to market research firm SiriusDecisions. Webinars’ influence on the buying cycle is driven by their ability to: Engage prospective buyers.

7 Best Practices for Optimizing Sales Enablement


Successful sales enablement involves a lot more than automated pricing guides and managerial oversight of the sales funnel. Align content and tools to the buying cycle. The longer buying cycle and the highly informed buyer are facts of life which aren’t going anywhere. Marketing plays a key role, ensuring that the right information, tools, and subject matter experts can be delivered in a way that is relevant to each unique selling situation.

Content Marketing: Now Serving Freshly Squeezed SEO Juice

Sales Engine

Buy accounting software”—okay, so now I understand this person’s intent a little more, and we start to get an idea of where the prospect might be in the buying cycle. Now what if we add “Buy SaaS-based accounting software”?

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5 Useful Lead Nurturing Tactics to Get More Opportunities

B2B Lead Generation Blog

In this article, I’ll share how to apply lead nurturing to help advance leads through three stages of your lead generation funnel to get more qualified opportunities. Here’s the thing: Our customer’s don’t see our funnels. Yet, it’s helpful to notice that all customer buying cycles fit into three distinct funnel stages. Middle of the Funnel (MOFU): At this stage, people took some conversion step to express interest (subscribe, register, or download, etc.).

7 Tips to Boost Your Email Nurturing Results Immediately

B2B Lead Generation Blog

Tip 3: Understand where they are in their buying journey. Be sure to provide different kinds of information to your prospect based on what point they are in the customer buying journey. Here’s the thing: Our customers don’t see our funnels. Still, it’s helpful to notice that all customer buying cycles fit into three distinct funnel stages. Bottom of the Funnel (BOFU) : People are moving through a series micro-yeses and decisions on their journey.

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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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How Digital Marketing Ramps Up Results for Manufacturers

Navigate the Channel

Most buyers depend on a vendor’s digital resources (like whitepapers, blog posts, and videos) when they’re at the beginning of their decision-making process—and they hold off making contact with suppliers until much later in the buying cycle. Having a reliable digital marketing strategy equipped with plenty of high-value content means you’ll be better prepared to communicate with your customers while they’re moving through the early stages of the sales funnel.

Industrial Marketing Content that Helps Buyers

Industrial Marketing Today

Buyers can easily find information about your products and that of your competition from their online research. 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?”. Here are some marketing content ideas for helping your buyers move closer to the procurement stage of the industrial buy cycle.

The 4 B’s of Buyer Experience Innovation (2nd Rendition)

Tony Zambito

  Buying today has become more sophisticated and has a multitude of variables that did not exist even a decade ago.  Buying processes and buying decisions are being restructured many times over.  Image via Wikipedia.

The 4 B’s of Buyer Experience Innovation

Tony Zambito

  Buying today has become more sophisticated and has a multitude of variables that did not exist even a decade ago.  Buying processes and buying decisions are being restructured many times over.  Image by jordanfischer via Flickr.

Best Practices in B2B Account Based Marketing

KEO Marketing

Marketers take prospects through the sales funnel, and salespeople convince them to convert. These days, the buying cycle is much longer because prospects thoroughly research companies before purchasing.

A Conversation on 7 Buyer and Sales Trends to Watch in 2011

Tony Zambito

  In addition, we know from the people who survey sales trends, such as Sirius Decision , CSO Insights , and McKinsey , today’s buyers get through nearly 70-80% of the buying process BEFORE they engage with sales people.  Image via Wikipedia.

The 7 Characteristics of Great Marketing Content


Buyers are searching for information that will inform, educate, or help them solve a problem. Fits a specific place in the buying cycle. Let’s take a closer look at these seven best practices for developing content that resonates with your target audience, no matter where they are in the buying cycle. Not only does it miss the key markers of your sales cycle, it also tends to be too general and diluted to have any meaningful impact.