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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. Industry trends.

What is business video content marketing and how to get started

Biznology

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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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. an industrial and business-to-business (B2B) marketing communications company in Houston, Texas.

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Content Auditing and Mapping it to the Industrial Buy Cycle

Industrial Marketing Today

What does it really mean to an industrial marketer, especially if you work for or are a small to mid-size manufacturer or engineering company? Industrial giants have deep pockets to create marketing content on a daily basis. There is plenty of information out there about buyer personas.

The Two Core Elements of B2B Social Media Marketing Success

Webbiquity

Content can be produced in a wide variety of formats: • White papers. Of course, in the B2B realm, your content should be targeted at addressing a specific question or concern of a specific type of buyer at a specific stage of the buying cycle (e.g. Remarkable: ask yourself—if I were on a buying team that was evaluating my product or service, is this a piece of content that I would feel inspired to pass along to other members of the team?

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.” What is the key to shortening the buy cycle?

How to enhance information absorption for your white paper?

Ambal's Amusings

Many companies are producing video white papers as online presentations based on information that would normally go into a printed white paper. Visual connection seems to engage viewers better and also enhance information absorption. IBM video white paper.

How to write lead generating white papers?

Ambal's Amusings

White papers are powerful sources of lead generation. We asked our panel of white paper experts "What are the top 2 components of a white paper that is most effective to generate leads?" He is also the author of the White Paper Pundit blog.

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. That’s why more B2B and industrial marketers are turning to content marketing to lift their lead generation ROI.

Who Do B2B Buyers Trust?

The ROI Guy

A common debate in B2B marketing is how to create and deliver the right content at the right time to help improve the connection and engagement with prospects and their buying decisions. When analyzing decision making patterns, buyers make purchasing decisions based on content containing the most valuable information and seek out sources, which are trustworthy and relevant.

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Best Random but Interesting B2B Marketing Posts, Articles and Resources of 2010

Webbiquity

In this penultimate best-of-last-year post you’ll find a compendium of interesting, informative and valuable but difficult-to-categorize marketing-related articles and blog posts from 2010. 5 Steps To Shorten The B2B Buying Cycle by Search Engine Land.

The Big O – Outcome Selling

The ROI Guy

Empowered Buyers: Fueled by the Internet, with access to a wealth of resources, research, discussions, product and pricing information, buyers are self-empowered to drive the buying cycle, inviting sales later and later into the decision making process, if at all.

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The Biggest Challenge in Creating and Marketing White Papers

Ambal's Amusings

Business decision makers don't read white papers just because a product or service is "cool" They have real business problems they are trying to solve. How should marketers solve this informational need? He is also the author of the White Paper Pundit blog.

Killer Questions to Ask Before Starting a White Paper Project

Ambal's Amusings

How can you create a white paper that serves it purpose - create high quality leads, provide useful information to potential customers etc. Jonathan Kantor is 14-year white paper marketing veteran. Generating More Leads with Video White Papers.

New White Paper and Eloqua Prospect Profiler

Customer Experience Matrix

In honor of the event, they sponsored a white paper by Yours Truly on the general topic of, um, why it’s important to make it easier for salespeople to review prospect behaviors that are captured by the demand generation system.

The White Paper Question: To Gate or Not To Gate?

Ambal's Amusings

We asked white paper experts: " How should marketers balance the need for free content (helpful for prospects decision making) Vs. the need to have content that produces a steady flow of good leads (that can directed to sales team)? Generating More Leads with Video White Papers.

ClickInsights: What is the ideal length of a white paper?

Ambal's Amusings

How do you concisely convey the information you want to present in your white paper? How long should a white paper be to convey information and yet hold readers interest from start to end? There's a lot of slop out there masquerading as a white papers.

Alinean Launches Interactive White Papers

The ROI Guy

Overcomes Marketing Information Overload, Transforming Traditional White Papers into Dynamic, Personalized Engagement Tools Alinean, the leading creator of value-based interactive sales and marketing tools for B2B vendors, today launched a new demand generation tool for B2B marketers – Alinean Interactive White Papers. Alinean Interactive White Papers help B2B marketers better attract and connect with today's overloaded, skeptical and frugal buyers.

Spring has Sprung, and So Should New Sales and Marketing Practices

The ROI Guy

It is not often we see so many thought leaders and pundits confluence around such significant observations: • At Forrester , sales enablement analyst Scott Santucci indicates that “We are in the middle of a major transformation in the B2B sales model, driven by customer’s enterprise-wide strategic procurement initiatives to buy only what they need at the lowest possible price”. Marketing luminary Seth Godin indicates that "No business buys a solution for a problem they don't have."

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.

New Research on How B2B Marketers Get More Leads

Act-On

As a result, there’s quite a lot of information available about what works and what doesn’t. So should every white paper, every webinar, and every other content format. The extra information will help your sales team winnow out the weaker leads.

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How many profile questions does Alinean recommend for an Interactive White Paper questionnaire?

The ROI Guy

Interactive White Papers are designed to quickly personalize white paper content for relevancy. The last thing a user wants to do, even to get a valuable white paper, is fill out a lengthy profile to receive their personalized report, but at the same time you want to ask enough questions so that the content can be customized appropriately. interactive smart content interactive white paper Demand Generation Pisello Alinean

White Papers are Influence Kings, But Need Personalization to Retain Crown

The ROI Guy

Internet Fuels IT Buying Cycles According to a recent survey of 500 technology decision makers and influencers, Internet access to content is changing the way IT solutions are purchased, with buyers using on-line research to drive substantial portion of the decision making cycle on their own. In a do-more-with-less environment, IT buyers view on-line content as essential to the buying process, a facilitator to help make better decisions more quickly.

How does Alinean decide which customer profile data points to use in order to personalize the Interactive White Paper?

The ROI Guy

Typically for an Interactive White Paper , as a rule of thumb, you don’t want more than 4 or 5 profile questions. However, you do want to have enough profile information and pivot points to enable the content to be intelligently customized and relevant. Second, buyers expect that an interactive white paper will be customized to match their relevancy needs. interactive smart content interactive white paper Demand Generation Pisello Alinean

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. SAP : The global strategy was aimed at enabling cross-cultural information to be efficiently shared around the company.

Content Marketing Tips for Lead Nurturing

B2B Lead Generation Blog

Direct mail examples: personal letters, dimensional mailers, books, post cards, newsletters, press releases, white papers, event invitations, research reports, case studies, success stories and third-party articles. Keep your emails brief, relevant, helpful, informational, but not promotional. Glossaries of industry terms, directories and how-to guides. Special reports — Think industry trends, what’s hot and buying guides.

7 Strategies for Using Content to Market Industrial Products

Industrial Marketing Today

However, industrial marketers face a challenge when it comes to producing a steady stream of fresh content to keep their target audience engaged. Here are seven content marketing strategies that you can use to engage your prospects and move them forward in their buying cycle.

Lead Nurturing in 6 Simple Steps

B2B Lead Generation Blog

What industry are they in? Make sure you understand what each persona looks like, their needs and goals, what information they’re looking for and how they prefer to receive their information. Decide what information would be most relevant to them .

Announcing The 2015 B2B Web Usability Report

KoMarketing Associates

In coordination with our partners Huff Industrial Marketing and BuyerZone , and in sponsorship with ten24 Digital Solutions , we strive to answer these questions and many others in this year’s B2B Web Usability Report. Thorough Contact Information.

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15 B2B case studies show how content marketing drives ROI

Biznology

Use specific content solutions to impact different stages of the buying cycle. ADP : Developed a content marketing campaign to connect and engage with their target audience on a ADP solution using white papers and a diagnostic assessment tool.

How to Match Your Content Strategy with the Buyer’s Journey

KoMarketing Associates

With these thoughts in mind, I want to walk through some ways to map your content strategy to match the three primary stages of the buying cycle and the types of content that might resonate best with the audience at each stage. Stage 3: Ready to Buy.

KEO Marketing Publishes Ultimate B2B Lead Generation Guide

KEO Marketing

The B2B Marketing Success Formula, which the new white paper discusses in great depth, consists of the following activities and tactics: Insight Selling Strategy: Offering buyers a compelling new perspective on the business problems they face.

Can Industrial and B2B Marketers Learn Creative Problem Solving.

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Can Industrial and B2B Marketers Learn Creative Problem Solving from Fifth Graders? How can industrial and B2B marketers apply the same creative problem solving lessons in engaging with their prospects and customers?

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.

12 (of the) Best Content Marketing Guides, Tips and Tactics of 2011

Webbiquity

Content Marketing Strategy for B2B Software Vendors: Starring the ‘New’ White Paper by Highly Competitive – Software Industry Insights. People at that stage want valuable, meaningful information that helps them with their decision. Content is king.

6 Success Factors for Adopting Marketing Automation

Act-On

These pieces should be strong enough, and compelling enough that the people you attract to your website will be happy to give you their contact information in trade for access. This informs your message, so you can build content that speaks to your audience. Or almost ready to buy?).

33 Phenomenal Content Marketing and Copywriting Guides and Tips

Webbiquity

Patricia Redsicker presents six strategies content marketers need to embrace in order to address the information needs and wants of digital natives–those born “between the mid-1970s and the late 1990s, (who) have grown up during our current golden age of digital technology.

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How To Give Your Calls To Action a Fighting Chance at Generating Leads

The Forward Observer

Often, that content is a white paper, eBook, webinar or a newsletter. Stay Above The Fold – This term is a legacy from the newspaper industry which means the top part of a website before the visitor has to start scrolling down.

The 7 Characteristics of Great Marketing Content

Act-On

Buyers are searching for information that will inform, educate, or help them solve a problem. 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. Fits a specific place 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.

Creating Relevant B2B Marketing Content: Walk the Talk

Industrial Marketing Today

And they use different sources to get their information. What marketing content you serve at each phase of the buying cycle also matters. an industrial and business-to-business (B2B) marketing communications company in Houston, Texas.