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  • MARKETING INSIDER GROUP  |  THURSDAY, FEBRUARY 23, 2012
    [Buying Cycle, Information] Lead Generation or Demand Generation? It’s All Just Content Marketing!
    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. Too often we think about how to capture people in our nets instead of helping them along their buying journey. Eric describes the two processes: Lead generation: collecting registration information, often in exchange for content, in order to build a marketing database for email or telemarketing followup.
  • ANNUITAS  |  TUESDAY, MARCH 8, 2016
    [Buying Cycle, Information] Do Your Personas Need A Makeover?
    It’s true that it takes a village now more so than ever to make a purchase, but that buying committee does have a limit, and personas will help you narrow your focus to those audiences. Too Much Information (TMI)-. Some personas are valuable from an attitudinal perspective, but don’t have enough of a data component to allow marketers to categorize them or include any information that a prospect could self-identify. What would trigger them to enter a buy cycle?
  • VIEWPOINT  |  THURSDAY, MAY 7, 2015
    [Buying Cycle, Information] The Skinny on Lead Nurturing - 11 Experts Weigh In (part 2 of 2)
    The creators of this process reasoned that because reps did not do the necessary follow-up, it was easy to mail additional information in intervals to keep and create more interest. Early research for the first book on managing sales leads had “did-you-buy” research which showed that sales increased from 30-50% or more for those companies that placed just a single call to prospects. The selling is just getting to process later in the cycle. It’s 2015.
  • NUSPARK  |  SATURDAY, DECEMBER 31, 2011
    [Buying Cycle, Information] 32 Resolutions to Prepare for Your 2012 B2B Lead Generation Program
    Understand the power of social media and search engines in the buying process; and do consider more time/resources/financial allocation towards inbound marketing and demand generation strategies that attract prospects to your funnel. Laser-focus your solutions to the target audiences most likely to buy from you. How long are their buying cycles? Tell a story through the buying funnel. Everybody does list-format blog posts this time of year.
  • B2B LEAD GENERATION BLOG  |  MONDAY, SEPTEMBER 29, 2014
    [Buying Cycle, Information] 6 Ideas to Create More Relevant Lead Nurturing Emails
    Idea #2: Understand where your prospect is in the buying cycle. Be sure to provide different kinds of information to your prospect based on what point they are in the buying process. Industry information will most likely tell what pains your prospects are experiencing. Be sure to add this information to your marketing data often so that you can easily define your target segments based on these indicators.
  • HUBSPOT  |  THURSDAY, FEBRUARY 16, 2012
    [Buying Cycle, Information] How to Map Lead Nurturing Content to Each Stage in the Sales Cycle
    Studies show that 50% of leads are qualified but aren't immediately ready to buy something from you [Source: Gleanster Research]. To nurture those leads correctly, however, you need to somehow adjust your messaging based on their point in the sales cycle. Here's how you can map lead nurturing content to every stage in the buying cycle. Understanding the Buying Cycle. David Skok explained the buying cycle well on For Entrepreneurs with a retail scenario.
  • MARKETING ACTION  |  THURSDAY, FEBRUARY 27, 2014
    [Buying Cycle, Information] 6 Lead Scoring Lessons for Better Lead Conversion
    This is because lead scoring is a mechanism that when done correctly helps both sales and marketing meet the prospective buyer at the right time in the buy cycle. They are: 1. Leadership buy-in to a lead scoring approach is critical. We would argue that 100% of those firms that implement this approach will fail to realize the full value of lead scoring unless they align their organizations to take advantage of the information.
  • WRITESPARK  |  TUESDAY, FEBRUARY 1, 2011
    [Buying Cycle, Information] Content Marketing Insights for Technology Companies
    As a possible reason for this rating, the report concludes that the content produced by tech companies is not matched to the different information needs of buyers at different stages of their decision cycle. For those ideas, look to the following surveys of buyers for a broad range of IT products: Eccolo Media 2010 B2B Technology Collateral Survey Report : Includes clear and helpful data on the use of different types of print and multimedia collateral during the buying process.
  • MARKETING INSIDER GROUP  |  TUESDAY, MARCH 27, 2012
    [Buying Cycle, Information] Inbound Marketing: Do You Have A Content Destination?
    And the reason is simple: the decision making process in B2B is a bit more complicated than buying a pack of gum. Today’s marketing should identify a content strategy that meets all the information needs of our buyers, in all the places they are looking, at all stages of the buying cycle. B2B Marketers have always been doing content marketing. There are colleagues to convince, bosses to educate, accountants to please and more.
  • MODERN MARKETING  |  WEDNESDAY, JUNE 12, 2013
    [Buying Cycle, Information] 6 Ways To Maximize Your Webinars With Automation Technology
    Live webinars are appealing for marketers because an online event provides an effective way to support brand awareness, demonstrate thought leadership and credibility, and support an engagement entry point through the sales cycle (all the way to product demonstrations). Segmenting can help reduce list decay and shorten the buy cycle.
  • B2B LEAD GENERATION BLOG  |  SUNDAY, SEPTEMBER 16, 2012
    [Buying Cycle, Information] B2B Marketing: 4 solutions to the most common challenges
    You can’t know who your best lead is until you really understand who is buying from you and why,” says Tinsen. Find out information, such as: What motivated their purchase. Their buying cycle. Again, knowing your customer, who is involved in the buying cycle, and what kind of keywords they first use when they are seeking your solution are all critical,” Tinsen says. Tweet The week before Labor Day, hundreds of marketers descended upon Orlando, Fla.,
  • MODERN MARKETING  |  SUNDAY, OCTOBER 2, 2011
    [Buying Cycle, Information] How Many Fields Belong On Your Landing Pages? [Chart]
    You should be matching up the forms on your landing pages to the stage in the buying cycle. Streamline your forms to make them as easy as possible to submit, including using form pre-population and speading out your requests for information using Progressive Profiling. In the delicate act of balancing information exchange, the most effective way to determine when your form is optimized is to test it like crazy.
  • B2B LEAD GENERATION BLOG  |  MONDAY, MAY 13, 2013
    [Buying Cycle, Information] Digital Marketing: B2B marketers can get fresh, new ideas from B2C
    I instantly felt comfortable and willing to give my contact information,” she said. Then I thought, ‘Wow, that’s interesting, I’m always getting asked to give my contact information. Whether you’re selling B2B or B2C, you’re still trying to change people’s minds, convince them to like your product more and move forward on the buying cycle,” Gendusa said. “It’s
  • ACT-ON  |  FRIDAY, JANUARY 27, 2017
    [Buying Cycle, Information] 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.
  • NUSPARK  |  FRIDAY, AUGUST 26, 2011
    [Buying Cycle, Information] SEO and Content Marketing Work Together
    There are two kinds of searchers: Early stage buying cycle: Looking for information; initial research on what firms or products are out there. Later stage buying cycle: Convinced of needs; looking for specific solutions; has already done initial research; closer to purchase. We look at keywords that are most likely to show high page rank across various buying cycles.
  • NUSPARK  |  FRIDAY, AUGUST 26, 2011
    [Buying Cycle, Information] SEO and Content Marketing Work Together
    There are two kinds of searchers: Early stage buying cycle: Looking for information; initial research on what firms or products are out there. Later stage buying cycle: Convinced of needs; looking for specific solutions; has already done initial research; closer to purchase. We look at keywords that are most likely to show high page rank across various buying cycles.
  • INDUSTRIAL MARKETING TODAY  |  THURSDAY, DECEMBER 1, 2011
    [Buying Cycle, Information] Creating Digital Content for Industrial Marketing
    Industrial buying decisions are usually made by a committee of different stakeholders and rarely by an individual. Myth: We want our site visitors to call our sales team for more information. You may never get that call if you don’t get on their radar screen in the early stages of the buying cycle. You need to gain a deeper insight into their needs, their roles in the buying process and their online behaviors.
  • MODERN MARKETING  |  MONDAY, APRIL 16, 2012
    [Buying Cycle, Information] 6 Ways Marketing Can Help Generate Early Leads for Sales
    Research indicates that sales cycles are 22% longer over the past 5 years but 49% of companies are saying that their buying cycles are shorter. Institute Human Touches Earlier in the Sales Cycle. Showing up early in the sales cycle with compelling and relevant information can go along ways in being seen as more than “order taker.” by Shawn Cook | Tweet this A marketer posed a perplexing question to me recently.
  • TONY ZAMBITO  |  SUNDAY, MAY 8, 2011
    [Buying Cycle, Information] Content Marketing and Sales Enablement Must Get Married
      Devising content strategy and content marketing tactics is becoming predominantly about publishing content that meet buyer demand for knowledge in the early stages of the buying cycle.    Tools related to processes and having information available at their fingertips when prospecting and calling on buyers.  Turn B2B Buying Into a Social Experience (buyerpersonainsights.com). Image via Wikipedia.
  • MARKETING INSIDER GROUP  |  THURSDAY, JANUARY 9, 2014
    [Buying Cycle, Information] Is Context The Future Of Customer Experience?
    The information this device gathers about us (or that we tell it) will help companies create experiences that make the “segment of 1” a reality. I envision the world around me being aware of my demographics and psychographics, as well as the contextual information about my current state. When I walk into a store, or visit a Web site, I will have the option of making this information available so that my experience can be tailored to me.
  • B2B LEAD GENERATION BLOG  |  MONDAY, DECEMBER 8, 2014
    [Buying Cycle, Information] Lead Nurturing in 6 Simple Steps
    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 . The channels you’ll use and the frequency of touches will depend on the product or service being sold and the buying cycle of the prospect. Tweet What’s the quickest, cheapest way to implement lead nurturing?
  • BIZNOLOGY  |  THURSDAY, MARCH 28, 2013
    [Buying Cycle, Information] Push versus Pull Marketing: In B2B, You Need Both
    And it works great for luring prospects at various stages of the buying cycle, especially when they have already identified a need and are researching potential solutions. Typical pull tactics in B2B include: Developing informative, non-salesy content, to educate all comers on how to solve their problems, and what a great partner you can be in helping them. SEO and SEM, which will pull them to your site and your content when prospects are looking for particular information.
  • PUZZLE MARKETER  |  WEDNESDAY, MAY 29, 2013
    [Buying Cycle, Information] The New Rules of Lead Generation Book Review
    Tacking on some more traditional thinking, he identifies what stage in the buying cycle (attention, interest, decision, and action) the lead could be in and then suggests developing products/services that solve a problem at each particular stage. For more information on The New Rules of Lead Generation: Like the book on Facebook. Buy the book at Barnes & Noble. Buy the book at Amazon.
  • THE FORWARD OBSERVER  |  MONDAY, APRIL 14, 2014
    [Buying Cycle, Information] How to Unlock the Lead Generation Power of Your B2B Website
    Those things include zeroing in on your buyer personas , creating content that is mapped to their buying process and using social media to share your content and attract more traffic. download” or “register”), stand out, mirror the buying cycle and match the headline of the landing page to which the visitor is taken. It collects and processes information on website visitors who identify themselves in return for valuable content.
  • B2B MARKETING TRACTION  |  FRIDAY, MAY 30, 2014
    [Buying Cycle, Information] Why B2B Marketers Must Pull Up From Boring Product Marketing
    Because the buying cycle usually starts online (studies show that buyers are often more than 60% through the buying decision cycle before they contact your company), showing the “human-ness” of your company and brand online is critical. When (not if) people follow you, you need to deliver content and information consistently. People want to see from whom they are about to buy! Engagement is what helps convince people to buy.
  • MODERN MARKETING  |  SUNDAY, AUGUST 18, 2013
    [Buying Cycle, Information] Marketing Automation Simplified: The Small Guide to Big Ideas [eBook]
    by Amanda Batista | Tweet this The influx of content, information, and education available to consumers is an astounding, evolving issue for marketers. This access to vast sources of information that marketers are applying to execute and achieve more refined marketing simply can’t be gleaned manually. And deliver the right information on their preferred channels. How to address the ‘independent buying cycle’.
  • MARKETING INSIDER GROUP  |  WEDNESDAY, JANUARY 4, 2017
    [Buying Cycle, Information] 9 Key Steps When Going From Concept to Content
    Pull up your target buyer persona and look at where they are in the buying cycle. Take a look at the content you’ve previously created for that stage of the buying cycle. Any successful piece of content, no matter where it falls in the buying cycle, will have value to your audience. It will solve a problem, provide important information, inspire, or be uniquely entertaining. Coming up with an idea is the easy part.
  • MODERN MARKETING  |  MONDAY, APRIL 18, 2016
    [Buying Cycle, Information] Use These 5 Steps To Plan for Better Lead Nurturing
    Modern Marketers know that not every prospect is ready to buy now. It turns out that 80% of unqualified prospects today will go on to buy from someone within the next 24 months. Interview your customers—as well as those that did not buy from you—to define your ideal customer profile and develop buyer personas. Define what messages are most appropriate at each stage of the buying cycle and who is responsible for delivering each communication.
  • THE FORWARD OBSERVER  |  WEDNESDAY, AUGUST 14, 2013
    [Buying Cycle, Information] How Landing Pages Are Like Having Your Own NSA For B2B Marketing
    Website landing pages can provide B2B marketers 24/7 information gathering to help increase leads, shorten the sales cycle and close more sales. According to Wikipedia , “The NSA is primarily tasked with global monitoring, collection, decoding, translation and analysis of information and data….”. Just as the NSA collects information, so do landing pages. It collects and process information on website visitors who identify themselves in return for valuable content.
  • BIZNOLOGY  |  THURSDAY, NOVEMBER 15, 2012
    [Buying Cycle, Information] Targeting Content and Calls To Action: Where Are Your Prospects?
    Rather, it’s where your prospect is in his or her buying cycle. These are two very different mindsets and two very different sets of information those prospects are likely to be looking for. Prospects who are early in the buying cycle aren’t going to want to make the time or mental commitment of talking to you just yet. Be sure that your content calendar includes regular creation of material that appeals along the full length of the buying process.
  • ANNUITAS  |  THURSDAY, JUNE 11, 2015
    [Buying Cycle, Information] Two Reasons Your B2B Marketing Programs Are Failing
    At the same time, they want to provide the information buyers want through a positive experience, and use technology to effectively manage and measure the buying cycle. First, know your buyers and how they buy and align it against your marketing and sales goals. Track the progress and stay proactive through a set of key performance indicators (KPIs) that inform program decisions in addition to tracking performance.
  • THE CONTENT FACTOR  |  WEDNESDAY, JANUARY 14, 2015
    [Buying Cycle, Information] Breathe Life into your B2B Marketing Using Humor
    In fact, it works best at the top of the marketing funnel, or early in the buying cycle. It should contain enough information to keep prospects engaged. Many B2C companies know how to leverage the power of humor in their marketing campaigns. B2B marketing, on the other hand, can be clever and compelling, but is rarely funny. B2B marketers tend to steer away from the kind of edgy humor eagerly anticipated in Super Bowl advertisements.
  • MARKETING INSIDER GROUP  |  TUESDAY, AUGUST 23, 2011
    [Buying Cycle, Information] Make Lead Nurturing Work For You
    The role of lead nurturing is specifically to move the prospect forward and give information, when they want it, and in a format that they want it in through “calls to action.”. This segmentation allows for strategic thought and planning for which assets are pertinent, depending on their current stages in the buying cycle, and should help to accelerate leads to opportunities. You know what information targeted sales leads are asking for so give it to them.
  • MARKETING ACTION  |  THURSDAY, MAY 9, 2013
    [Buying Cycle, Information] Email Marketing: Best Practices in a Multichannel, Multi-Device World
    Establish rapport and trust prior to the beginning of the buying cycle. Alison Shaffer, director of marketing operations and analytics at Dell, stressed that email is a good way to collect behavioral data, and that combining email with a strong online presence can shorten the buying cycle. Follow up messages: Use trigger messages in response to a website action; focus on a specific behavior, thank the customer, or follow up with additional information.
  • MODERN B2B MARKETING  |  THURSDAY, JUNE 26, 2014
    [Buying Cycle, Information] Be Relevant or Die: The New Nature of Nurture
    Thanks to increasingly sophisticated data collection technology, marketers now have the option to track and collect massive amounts of information about their prospects and customers. When your customers willingly share their personal information, they rightfully expect an improved user experience. Lead intelligence helps to determine where your prospect is in the buying cycle (kicking the tires or intending to buy).
  • NUSPARK  |  SATURDAY, APRIL 5, 2014
    [Buying Cycle, Information] Website Call to Action; Alternatives to “Contact Us” for lead generation
    Place critical information high on the page – don’t hide it at the bottom. Give detail – ‘Buy Now’, ‘Submit’, and ‘Click Here’ are the worst. Give options – visitors are in different stages of the buying cycle. Here’s a question to ponder: Why did you build a website for your business? Perhaps you didn’t really think about it and thought it was something that was expected in order to stay relevant.
  • MODERN MARKETING  |  MONDAY, SEPTEMBER 16, 2013
    [Buying Cycle, Information] The 4 As of Sales Enablement Content Success
    As sales coach Bob Apollo explained recently , sales and marketing teams have a lot to learn from each other, noting that, “If marketing really engages with salespeople on a regular basis, they can develop a much better idea of what an ‘ideal prospect’ looks like and how prospects make buying decisions – and what marketing can do to help.”. In the end, the goal is to create content that answers the questions prospects are asking at every stage of the buying cycle.
  • SNAPAPP  |  THURSDAY, SEPTEMBER 17, 2015
    [Buying Cycle, Information] How to Build a Dialogue With Your Audience by Listening
    Today’s buyer is self-informed, making 70% of their purchase decision before interacting with a sales rep. This means that marketers need to provide content for every persona at every stage of the buying cycle. Taking a step back, this also implies that brands have the opportunity to interact with buyers at every stage of the buying cycle. Use the information you’ve found from Google Trends and BuzzSumo to turn your inbox into a powerful listening channel.
  • MARKETING ACTION  |  TUESDAY, APRIL 7, 2015
    [Buying Cycle, Information] Nurturing Leads With Webinars: Awareness is Just the Beginning
    The buyer’s journey has changed due to the high-quality information now easily available to prospects. B2B technology buyers are using this information in the early stages of the buying process and aren’t engaging directly with salespeople until much later. Marketers’ primary goal is straightforward: to identify new prospects and progress them from one stage of the buying process to the next, ultimately moving them to the purchase stage.
  • MODERN MARKETING  |  MONDAY, SEPTEMBER 30, 2013
    [Buying Cycle, Information] 5 Steps to Feed the Content Beast
    She works primarily with financial technology firms to refine their integrated marketing strategy and content marketing programs, helping them facilitate the customer buying process. For most marketers, creating enough content to support each stage of the buying cycle is an overwhelming task. Your customers are inundated with tons of emails and other information daily.
  • BIZNOLOGY  |  MONDAY, FEBRUARY 23, 2015
    [Buying Cycle, Information] 15 B2B case studies show how content marketing drives ROI
    Use specific content solutions to impact different stages of the buying cycle. This campaign targeted C-level prospects in financial institutions with $1 billion or more in assets across the buying cycle. SAP : The global strategy was aimed at enabling cross-cultural information to be efficiently shared around the company. 70% of content marketers are creating more content than they did a year ago (source: Content Marketing Institute ).
  • THE FORWARD OBSERVER  |  MONDAY, AUGUST 6, 2012
    [Buying Cycle, Information] How B2B Marketers Can Use Lead Scoring to Better Arm Sales
    not ideal prospects who were ready to buy). This not only helps align the right follow-up to the corresponding inquiry, it also helps marketing and sales professionals identify where each prospect is in the buying process.". The ascent of lead scoring parallels the evolving way that B2B customers buy. Consequently, sales could exert more influence over a longer portion of the buying cycle.
  • SCRIBBLELIVE  |  WEDNESDAY, NOVEMBER 2, 2016
    [Buying Cycle, Information] Why A Content Marketer Needs to Buddy Up with their Company’s Product Marketer(s)
    Content marketing can (and should) impact buyers at every stage of the purchasing journey – starting from when they first become aware of your company/product to when they make the decision to buy. A product marketing team will be able to provide all of the information needed about who the product is for (and why), which will make creating content that resonates a whole lot easier. This is not where you want to scare them away with a sales pitch or any product-specific information.
  • MODERN MARKETING  |  MONDAY, FEBRUARY 10, 2014
    [Buying Cycle, Information] Tips From Demand Gen Report’s 2014 B2B Buyer Behavior Survey
    by Amanda Batista | Tweet this While the sales cycle is getting longer and buyers continued to wait to engage with sales, B2B buyers are more satisfied with the process than they were a year ago, according to Demand Gen Report’s 2014 B2B Buyer Behavior Survey. Are buyers simply accessing information outside of vendor branded environments?
  • NUSPARK  |  SUNDAY, SEPTEMBER 9, 2012
    [Buying Cycle, Information] Online Display Advertising, Targeting, and Capturing Leads
    Such information to gather includes: • Minimal spend. If a prospect downloads a white paper, you can serve the prospect a banner ad that offers a new piece of content that promotes a topic that complements the white paper or is more promotional as you guide the prospect through his/her buying cycle. A Look at Online Display Advertising for Lead Generation.
  • MARKETING ACTION  |  TUESDAY, AUGUST 25, 2015
    [Buying Cycle, Information] 5 Keys to Revenue-Boosting Demand Generation
    These early stages of the buying cycle fall squarely into the marketing department’s territories of content marketing, SEO, and social media. Connecting with consumers earlier in the buying cycle through marketing efforts, and then passing along these sales-quality leads to the sales team, is an effective way to make sure a consumer has not decided to buy from a competitor before they’re even contacted by sales.
  • HUBSPOT  |  TUESDAY, MAY 13, 2014
    [Buying Cycle, Information] Content Mapping 101: The Template You Need to Personalize Your Marketing
    In addition to knowing who someone is, you need to know where they are in the buying cycle ( i.e. how close they are to making a purchase). This location in the buying cycle is known as a lifecycle stage. For the purposes of our Content Mapping Template , we’re divvying up the buying cycle into three lifecycle stages: Awareness , Consideration , & Decision. Marketers hear it all the time: The content you create needs to be personalized.
  • THE ROI GUY  |  TUESDAY, SEPTEMBER 13, 2011
    [Buying Cycle, Information] Can different call to actions in the Interactive White Paper be recommended based on the customer profile information?
    Often, based on the user’s role and stage in the buying lifecycle, the call to action within the Interactive White Paper can be custom configured to provide proper / better guidance. For example, early in the buying lifecycle, executive decision makers could be guided towards a diagnostic assessment, to help pinpoint opportunities and provide prioritization advice / build urgency.
  • MODERN B2B MARKETING  |  WEDNESDAY, MARCH 16, 2016
    [Buying Cycle, Information] 3 Technology Trends Powering Account-Based Marketing
    At the same time, a significant amount of research by B2B buyers is being done through publisher sites, buying guide portals, technical comparison sites, social sites, and a vendor’s own website. This data explosion has created a treasure trove of digital footprints left behind by potential customers engaging with content and has allowed companies to gain visibility into the buying behaviors of target accounts.
  • B2B LEAD GENERATION BLOG  |  MONDAY, APRIL 6, 2015
    [Buying Cycle, Information] Lead Generation That Converts Leads into Sales Opportunities
    Keep the ‘giving of information’ at a comfortable leve l. They come to your site for information. People start to question the value of providing too much information on forms before you’ve earned their trust. Start with requesting basic information such as an email address. Determine the inquiry’s role in the organization or authority in the buying process. Identify the prospect’s stage in the buying process.
  • TOMORROW PEOPLE  |  THURSDAY, MAY 3, 2012
    [Buying Cycle, Information] Why inbound marketing is good for copywriting
    Inbound marketing technology allows you to automate your marketing content to match each stage of your prospect’s buying cycle. One is that your salespeople can make more informed and effective follow up calls. Why inbound marketing is great news for your business content. Content is a business essential right now. Most companies want to boost credibility and strengthen their online profile with professional content on their blogs, websites and emails.
  • FATHOM  |  TUESDAY, APRIL 22, 2014
    [Buying Cycle, Information] Is Your About Us Page Killing Your B2B Marketing Strategy?
    Treating Your “About Us” Page Like A Key Step in B2B Buying Cycle . The simple truth is, due to its popularity, the “About Us” page plays a key role In the B2B buying cycle. Potential prospects click on this page because they want to know if your company has the resources, services and credibility necessary to meet their specific needs – And your “About Us” page must offer the information to match.
  • MODERN B2B MARKETING  |  THURSDAY, JUNE 21, 2012
    [Buying Cycle, Information] Content Marketing is Now Visual – Are You Ready?
    We’re in a state of information overflow, and many are looking for a way to dig out. Simultaneously, we have learned to digest information faster – sometimes even at a glance. Visual content marketing is the utilization of images to engage your prospects through the buying cycle. by Maria Pergolino You’ve finally convinced your boss that content marketing is critical to your marketing strategy. You’ve found an editor that understands your industry.
  • MODERN MARKETING  |  SUNDAY, JULY 28, 2013
    [Buying Cycle, Information] How to Start Your Company’s Discussion About Marketing Automation
    Profile customer information and behavior accurately. Guide prospects through the buying process by delivering the right messages at the right time through the right channel. Measure and manage effectiveness across stages of the buying cycle. by Amanda Batista | Tweet this Over the weekend you may have received one or more marketing emails that weren’t of interest to you, perhaps even after you opted in to receive communication from that particular company.
  • MARKETING INSIDER GROUP  |  MONDAY, AUGUST 24, 2015
    [Buying Cycle, Information] What Does A Content Marketing Plan Look Like?
    Step # 1 : Get Buy-in For Your Plan. To make this happen, HubSpot recommends doing these 3 things when pitching your plan to get buy-in: Talk about the challenges your plan will solve. Once you have your buyer personas, conduct a content audit and look at where the content gaps are in the buying cycle for each audience. Does your buyer persona have all the information they need at each stage of the buying cycle?
  • MODERN B2B MARKETING  |  TUESDAY, JUNE 27, 2017
    [Buying Cycle, Information] Why Buying Stages Are Really Investment Stages
    Then you have folks that have an idea of who you are but aren’t yet ready to buy. Lastly, you’ll have folks that are well-educated, interested in evaluating your product, and could potentially buy from you. Late: At this stage, we assume that the lead has already been educated enough on the product to make an informed decision. Armed with surprising new data about registrations, I thought I would break the data down further by looking at email performance by buying stage.
  • TONY ZAMBITO  |  SUNDAY, MARCH 4, 2012
    [Buying Cycle, Information] 3 Ways To Connect With Today’s B2B Buyers
    By modeling buyers, buying scenarios, buyer experience, and decision journeys, B2B executives can then map strategy as well as tactical marketing and sales activities that enable them to connect with B2B buyers on a relational level. Descriptive Buyer Segmentation Based on Buying Behavior and Opportunity. This can be especially useful in industries where there is a strong company or account focus as well as complex buying scenarios that involve lengthy buying cycles.
  • THE FORWARD OBSERVER  |  MONDAY, DECEMBER 15, 2014
    [Buying Cycle, Information] Why Landing Pages are to Leads as Phone Numbers are to First Dates
    It collects and processes information on website visitors who identify themselves in return for valuable content. Here’s how landing pages work: When someone visits your site, goes to a landing page and fills in a form, landing page software automatically adds that information to a leads database. Based on the landing page and the information provided, that lead is then segmented into a group of similar leads. Do you want to generate more leads on your website?
  • HUBSPOT  |  THURSDAY, JANUARY 30, 2014
    [Buying Cycle, Information] The Essential Guide to Creating a Successful Content Marketing Strategy
    Stage 1: Getting Buy-In. All great content marketing plans start with getting people within the company to buy into your vision -- basically, those people who''ll give you the resources and/or budget to help make your plans a successful reality. If you are in the process of pitching for resources and budget, there''s a lot of great information on this subject in our content blueprint that can assist you. 2) Understand where the content gaps are in your buying cycle.
  • B2B LEAD GENERATION BLOG  |  MONDAY, JANUARY 26, 2015
    [Buying Cycle, Information] 15 Tips to Generate More Leads in 2015 (Part 3, featuring tips 11-15)
    Unless you do that, you don’t have a way to segment your lead accurately and send them the right content for where they are in the buying cycle. Qualification information for each lead. For example, one partner had an administrative person at the meetings enter information about leads into the CRM system as people were talking. Soon, sales began to see why they needed to capture accurate information about leads in the system.
  • B2B LEAD GENERATION BLOG  |  THURSDAY, DECEMBER 29, 2011
    [Buying Cycle, Information] How to Use Lead Scoring to Drive the Highest Return on Your Trade-Show Investment
    Depending on the nature of the presentation, this indicates a relatively early stage in the buying cycle. The buyer enjoys a level of anonymity while gathering information to determine whether the solution warrants a conversation. The challenge is capturing this information. Tweet In the 2012 B2B Marketing Benchmark Report , 1,745 marketing organizations revealed that trade shows took up the biggest chunk of their marketing budget – over 21%.
  • THE ROI GUY  |  MONDAY, MARCH 24, 2014
    [Buying Cycle, Information] Gartner: The Technology Sales Rep Has Lost Their Mojo!
    Gartner research showed that Sales came in last place after Technical and Industry Expert, Service and Support and Senior Executives as ‘the most influential personal interactions across the entire buying cycle’. 2) Facilitate the Decision Making Journey – For sales reps to be perceived as value-focused, they need to helps customers make more informed purchase decisions: a.
  • HUBSPOT  |  WEDNESDAY, AUGUST 12, 2015
    [Buying Cycle, Information] 6 Landing Page Musts for Higher Conversion Rates
    This will allow you to share news about upcoming sales and keep an eye on where they are in the buying cycle at all times. Security Information. Before anyone buys anything from your site, they’re probably going to look for your security seals. Other security information might include some of your company’s partnerships, reviews or testimonies from past customers, and maybe even some mentions in the news.
  • B2B MARKETING TRACTION  |  FRIDAY, NOVEMBER 7, 2014
    [Buying Cycle, Information] B2B Marketers Going Beyond Buyer Personas, Working with Sales
    Marketing must not only attract new prospects but also provide information and content for sales to convert them to customers. Recent surveys show that as much as 57% of the buying decision is done before buyers contact sales ( CEB Study of 1400 Customers ). So marketing’s role is extended into the sales cycle with the need to provide intelligence about what potential customers need and relevant content when they need it.
  • MODERN MARKETING  |  MONDAY, JULY 20, 2015
    [Buying Cycle, Information] How to Match Great Content to Your Sales Funnel
    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. If the entire funnel is a road and the marketer is driving a car down Funnel Street, the marketer moves to the backseat and the salesperson takes the wheel at this point in the cycle. and the same holds true for the sales cycle.
  • ANNUITAS  |  TUESDAY, AUGUST 28, 2012
    [Buying Cycle, Information] Why BANT No Longer Applies for B2B Lead Qualification
    The goal for the majority of our programs was to have our telemarketers qualify names, gather some information and qualify these prospects by the famed BANT (Budget, Authority, Need, Timeframe) criteria. Today’s buyer has unprecedented access to information enabling them to make informed buying decisions, short lists and determine the best fit for their needs without ever speaking to a seller.
  • NUSPARK  |  MONDAY, JANUARY 9, 2012
    [Buying Cycle, Information] The missing topic on b2b digital lead generation: advertising
    Let’s look at the mind-set of potential buyers of a b2b complex solution (with 6-18 month buying cycle, provided they enter the funnel in the first place). Let’s look at Information Week as an example. In fact, SRDS lists 340 digital websites in the information technology category where laser-focused digital advertising can occur. Remember advertising? Remember media plans?
  • LEADERSHIP  |  TUESDAY, MAY 13, 2014
    [Buying Cycle, Information] 6 Distinguishing Traits of the New Age B2B Buyer —And 6 B2B Lead Generation Tips to Engage
    Today’s B2B buyer is very adept at using online search techniques to find out as much information as is available in the online world related to the product/service/industry of interest. B2B Marketing Tip #1: Publish relevant content and make sure it is found by your prospective buyer in a variety of access and touch points throughout the buying cycle. . I recently saw this interesting Infographic which offers a peek into the Marketing Mind.
  • CRIMSON MARKETING  |  FRIDAY, JUNE 26, 2015
    [Buying Cycle, Information] Content Mapping: Why It’s Important to Your B2B Buyer Personas
    Many marketers “have fallen into this cycle of churning out as much content as possible, but is this really the right approach?” ” Here’s what you need to do to start developing a B2B content map: Define your buyer stages. “Think about how people buy from you and the stages they go through. At the end it depends on your buyers, the length of the buying cycle and how complex your process needs to be.”
  • DIGITAL B2B MARKETING  |  WEDNESDAY, JUNE 26, 2013
    [Buying Cycle, Information] 7 Nurture Programs You Need To Have
    For many companies, simply maintaining visibility and increasing mindshare between buying cycles will be more valuable than actively pushing towards a change and the start of a new buying process. Anyone that engages with you for the first time but that you have limited information about should be placed in a welcome track program. Engagement in long-term, welcome track and event followup programs helps you to identify where a prospect is in their buying process.
  • WEBBIQUITY  |  MONDAY, JULY 25, 2011
    [Buying Cycle, Information] Web Presence Optimization, Reloaded
    Because more than 80% of consumer purchases and 90% of b2b buying cycles now begin with search. If your potential customers can’t find you, they can’t buy from you. Conversely, the more your name dominates for relevant searches, the more likely prospects are to buy from you, because you look like the expert, the “big dog&# in the industry (even if you’re really only a small dog).
  • SALES ENGINE  |  FRIDAY, SEPTEMBER 18, 2015
    [Buying Cycle, Information] Content Marketing: Now Serving Freshly Squeezed SEO Juice
    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”? Now let’s say the keyword is “Buy SaaS-based accounting software for XYZ industry.” So if I had an article titled " Buy SaaS-based accounting software for the XYZ industry ," that could be a pretty meaningful article.
  • MARKETING ACTION  |  THURSDAY, SEPTEMBER 10, 2015
    [Buying Cycle, Information] How to Get More Leads from Your B2B Blog
    These are related content pieces made of more detailed or more actionable information than what’s included in the post. You can figure out a lot about not only their interests, but where they are in the buying cycle, simply by tracking which pieces of content they’ve asked for. Some of the best lead-generating B2B blogs specifically plan and schedule content for different phases of the buying cycle, and also for different buyer personas.
  • MARKETING INSIDER GROUP  |  THURSDAY, SEPTEMBER 20, 2012
    [Buying Cycle, Information] 5 Steps To Emails That Get You New Customers
    With the right content and the mindset that you can deliver valuable content to your prospects, email can be an effective tool to move your prospects from the awareness, to the consideration, and finally the purchase phase of the buying cycle. Do not utilize a generic message or some industry information, but be direct and bold with your statement. The Landing Page is informative.
  • WEBBIQUITY  |  TUESDAY, FEBRUARY 21, 2012
    [Buying Cycle, Information] The Two Core Elements of B2B Social Media Marketing Success
    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?
  • THE FORWARD OBSERVER  |  TUESDAY, JANUARY 13, 2015
    [Buying Cycle, Information] 3 Steps To Waltz Your Way To Lead Generation Success
    Doing so helps guide the lead to informed purchase decision. Have CTAs Mirror The Buying Cycle - Different offers appeal to people who are in different stages of their buying cycle. Informational whitepapers will appeal more to buyers in the early stages of their purchase while they are doing research. On your home page, include a CTA for all stages of your prospect’s buying cycle.
  • B2B MARKETING TRACTION  |  THURSDAY, JUNE 9, 2011
    [Buying Cycle, Information] From Subliminal Madmen… …to Lead Nurturing? Really?
    Because the Internet has changed the way people buy, marketers have to change the way they market. Buyers want information about products and services when they want or need to buy something. Lead nurturing is how marketing supports the buyer through the buy cycle and the four stages of awareness, information, assurance and loyalty. Tweet.
  • ANNUITAS  |  THURSDAY, FEBRUARY 20, 2014
    [Buying Cycle, Information] Content Creation Fundamentals
    You won’t get too far in developing relevant and engaging content without defining your audience, understanding what they need and want to hear, planning what you want to convey to your audience, and how you want to share information with them along their buying journey. When you create content think about how each piece is going to help your buyer with their needs and where it is most appropriate in their buying cycle.
  • CRIMSON MARKETING  |  THURSDAY, JULY 23, 2015
    [Buying Cycle, Information] Why Marketing Should Have a Quota
    It can drive Marketing to stay involved throughout the sales cycle. More information for prospects who are ready to close, but for some reason haven’t. Both Marketing and Sales need to set up a lead-tracking system—all the way through the buying cycle—to know when a prospect purchases, renews, or cancels. Documenting the results of marketing work in filling the pipeline, moving prospects along the sales cycle, and closing deals increases credibility for Marketing.
  • WEBBIQUITY  |  MONDAY, JULY 25, 2011
    [Buying Cycle, Information] Web Presence Optimization, Reloaded
    Because more than 80% of consumer purchases and 90% of b2b buying cycles now begin with search. If your potential customers can’t find you, they can’t buy from you. Conversely, the more your name dominates for relevant searches, the more likely prospects are to buy from you, because you look like the expert, the “big dog&# in the industry (even if you’re really only a small dog).
  • MODERN MARKETING  |  THURSDAY, NOVEMBER 19, 2015
    [Buying Cycle, Information] Modern Marketing is Customer-Centric in 140 Characters or Less #MME15
    We have seen changes in the entire buying cycle and how prospects discover information related to purchases, so it is logical that marketing has also changed along with it. Consumers are less willing to accept advertising content and have more buying power - they`re more digitally savvy. Long sales cycle? There were lots of conversations about putting the customer in the center of everything marketers do at the Modern Marketing Experience in London.
  • THE ROI GUY  |  WEDNESDAY, JUNE 29, 2011
    [Buying Cycle, Information] Who Do B2B Buyers Trust?
    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.
  • KEO MARKETING  |  FRIDAY, MAY 19, 2017
    [Buying Cycle, Information] Best Practices in B2B Account Based Marketing
    These days, the buying cycle is much longer because prospects thoroughly research companies before purchasing. When prospects visit your website, they should see information and offers that are customized to fit their needs. Personas allow you to group prospects with similar needs and personalize their experience as they move through your buying cycle. The story may include information about how your company can save your prospects time and money.
  • FATHOM  |  FRIDAY, AUGUST 1, 2014
    [Buying Cycle, Information] Marketing: The Best Inside Salesperson You’ll Ever Hire
    Create reconnaissance information for sales as to what buyers are reading, clicking and commenting about online. Engage leads with relevant information automatically and scoring it so that sales can know exactly where a prospect is at in the buying cycle. As my career before Fathom was that of a B2B salesperson, I’d like to share the biggest marketing lessons I’ve learned so far from working here as they relate to industrial sales.
  • MARKETING INSIDER GROUP  |  TUESDAY, APRIL 24, 2012
    [Buying Cycle, Information] Content Strategy Ain’t Just For Large Companies
    Yes, content marketing is just another term for marketing because effective marketing should already seek to deliver on the needs of individual buyers at different stages of the buying cycle with helpful information and educational content. Content strategy is defined as the content our audience is looking for, in all the places they are searching for it, for all the stages of the buying journey and for each buyer persona.
  • SALES LEAD INSIGHTS  |  MONDAY, MAY 23, 2011
    [Buying Cycle, Information] B2B Marketing Automation: Crawl, Walk, Run, Win
    B2B marketing automation, if done right, is an efficient and cost-effective tactic for engaging your prospects and helping them move forward in their buying process; ultimately generating more of the qualified, sales-ready leads that your salespeople and channel partners need to meet your company’s sales, revenue and growth goals. Build a multi-touch campaign with one or more touches per buying-cycle step. Step 1: Score Leads Using Implicit and Explicit Information.
  • MODERN MARKETING  |  THURSDAY, JUNE 11, 2015
    [Buying Cycle, Information] Map Your B2B Content Marketing Plans to Your Personas with These 5 Easy Steps
    It seems to me that many of us have fallen into this cycle of churning out as much content as possible, but is this really the right approach? Think about how people buy from you and the stages they go through. At the end it depends on your buyers, the length of the buying cycle and how complex your process needs to be. The growth of digital content has exploded.
  • MODERN MARKETING  |  WEDNESDAY, SEPTEMBER 28, 2011
    [Buying Cycle, Information] 3 Lead Scoring Problems – And How to Solve Them
    Gone are the days of inundating sellers with poorly qualified leads or “prospects” with little or no interest in buying. Solution: Create a level playing field for prioritizing and assigning incoming leads based on information available from your CRM and from secondary data sources. Even behavioral data may fall short as engagement does not always indicate an active buy cycle.
  • NUSPARK  |  FRIDAY, JULY 15, 2011
    [Buying Cycle, Information] A Lead Generation Plan Begins With Content Marketing Strategy
    This goal focuses on providing valuable content via landing pages in exchange for lead capture information such as email addresses and roles in the buying process. Therefore, our content plan includes the following elements: A deep dive into understanding who your audiences are and where they obtain information on your solutions. What is described above is called the buying cycle.
  • NUSPARK  |  FRIDAY, JULY 15, 2011
    [Buying Cycle, Information] A Lead Generation Plan Begins With Content Marketing Strategy
    This goal focuses on providing valuable content via landing pages in exchange for lead capture information such as email addresses and roles in the buying process. Therefore, our content plan includes the following elements: A deep dive into understanding who your audiences are and where they obtain information on your solutions. What is described above is called the buying cycle.
  • MODERN MARKETING  |  WEDNESDAY, JULY 29, 2015
    [Buying Cycle, Information] 8 Tips to Jump Start Your Account-based Marketing
    Look at the win rates and the length of sales cycles. Analyze your customer database to identify common traits, and think about accounts with a history of buying from companies like yours. Run the list against a predictive model and tier the accounts by low, middle and high in terms of their likelihood to buy from you. For instance, marketing needs sales to buy-in to marketing campaigns and messages it develops for ABM.
  • MARKETING INSIDER GROUP  |  THURSDAY, JUNE 9, 2011
    [Buying Cycle, Information] Will Content Strategy Save Marketing?
    No matter what business you are in, buyers are constantly seeking information to either grow their revenue, reduce their costs or eliminate risks. A content strategy flips the tables on traditional, linear marketing by defining the process and then securing the right resources for producing a consistent stream of content mapped to buyer needs across all phases of the buying cycle.
  • MARKETING INSIDER GROUP  |  THURSDAY, MARCH 8, 2012
    [Buying Cycle, Information] Is Your Content Boring? Here’s 6 Steps To Great Content
    We need a content strategy to understand what content our audiences want, at each stage of the buying cycle, and in all the places where they look for it. Some of the trends supporting this movement include the democratization of information as we now use social media and our connections to filter our news. There simply aren’t enough prospects ready to buy right now to support our growing businesses. Does your content bore your audience to death?
  • ANNUITAS  |  THURSDAY, MARCH 27, 2014
    [Buying Cycle, Information] Demand Generation – It’s Not That Easy
    Is success in today’s ever changing B2B buying environment really just a matter of want to? Listening to some of the noise that is out there, it seems Demand Generation success can be bought via an infomercial where if you buy now, you will get an extra Shamwow ® with your order. Despite the information that is being peddled by some, all indications would say that what marketers are facing today is a pretty tough climb.
  • NUSPARK  |  SATURDAY, OCTOBER 8, 2016
    [Buying Cycle, Information] 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. When people fill out the form, they are entered as new leads in Salesforce, and you use Salesforce to track stages in the buying process. In addition to this information, AdWords will regularly retrieve the following fields from your Sales Cloud account to identify which conversions need to be recorded in AdWords.
  • MARKETING INSIDER GROUP  |  WEDNESDAY, AUGUST 19, 2015
    [Buying Cycle, Information] 3 Steps To Waltz Your Way To Lead Generation Success
    Doing so helps guide the lead to informed purchase decision. Have CTAs Mirror The Buying Cycle – Different offers appeal to people who are in different stages of their buying cycle. Informational whitepapers will appeal more to buyers in the early stages of their purchase while they are doing research. On your home page, include a CTA for all stages of your prospect’s buying cycle.
  • MODERN B2B MARKETING  |  TUESDAY, AUGUST 15, 2017
    [Buying Cycle, Information] How Inside Sales Enablement Can Help Increase Revenues
    That means you can set up a training program that delivers information in bite-sized chunks. Today, online learning-management systems provide course builders that simplify e-learning program set up and enable you to present information that’s visually appealing. Because the information is relevant to an experience that’s fresh in their mind, the information is more likely to stick with the rep. Content that Answers Buying Questions.
  • B2B LEAD GENERATION BLOG  |  MONDAY, APRIL 20, 2015
    [Buying Cycle, Information] 4 Steps to Lead Nurturing: Walking the buying path with your customers
    I define lead nurturing as consistent and meaningful communication with viable prospects (those that are “a fit” for your solution), regardless of their timing to buy. It’s not “following up” every few months to find out if a prospect is “ready to buy yet.” As you do that, consider the questions that customers have in mind before they make a buying decision: How will this product or service help my company? Tweet Lead generation can take you on a long hike.
  • WEBBIQUITY  |  MONDAY, JUNE 20, 2011
    [Buying Cycle, Information] 6 Reasons Social Media Sucks, But You Need to Use It Anyway
    Facebook can be a wonderful platform for sharing information, but also a playground for narcissists. These people aren’t shy about telling you how wonderful they are (it’s amazing how many Twitter handles and profiles, for example, include terms like “guru,&# “expert&# or even “god&# ), or treating social media as a direct sales channel rather than a mechanism for sharing valuable insights and information.
  • HUBSPOT  |  WEDNESDAY, APRIL 5, 2017
    [Buying Cycle, Information] Are Agencies missing the inbound opportunity?
    However, for the time poor (and that’s half the problem), here’s my top five take-outs of the talk: Clients contact agency suppliers much later in the buying process, many are 50-60% of the way into the buying cycle before they will even make contact with an agency. Clients use Google and social media to self-educate and they buy from those that educated them. Recognise that clients are not often in a buying mode and buying cycles are long.
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