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  • NUSPARK  |  SATURDAY, APRIL 29, 2017
    [Buying Cycle, Information] How to Implement an Account-Based Marketing Program in Your Firm
    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. Examine historical data to get the value of former “good” deals and the typical length of the buying cycles for each one. A professional data analytics partner will mine your existing data and obtain information from external data sources.
    [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.
    [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.
    [Buying Cycle, Information] 6 Steps to Fix a Leaky Pipeline
    This lead may be sales-worthy, but they still require more nurturing to get to a point where they are ready to buy. Sales-Qualified Lead: This lead has been accepted by sales and has shown a level of interest that makes the sales team think the lead will buy within a certain amount of time. Content is the carrot that draws leads into, and then through, the buy cycle. Keep in mind that leads look for different content during different stages of the buy cycle.
    [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.
  • 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 ( Image via Wikipedia.
    [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?
  • NUSPARK  |  MONDAY, OCTOBER 24, 2011
    [Buying Cycle, Information] How B2B Buyers Have Changed- and the Role of Content & Social Media
    B2B buyers are time deprived and risk averse – and also enormously well informed. Information is available free (or close to it) today that you couldn’t buy for any amount of money five years ago. The astounding growth in social media usage by B2B buyers reflects an accelerated tendency to eliminate salespeople from the early stages of the buy cycle. In complex B2B sales, people still buy from people.
  • NUSPARK  |  MONDAY, OCTOBER 24, 2011
    [Buying Cycle, Information] How B2B Buyers Have Changed- and the Role of Content & Social Media
    B2B buyers are time deprived and risk averse – and also enormously well informed. Information is available free (or close to it) today that you couldn’t buy for any amount of money five years ago. The astounding growth in social media usage by B2B buyers reflects an accelerated tendency to eliminate salespeople from the early stages of the buy cycle. In complex B2B sales, people still buy from people.
    [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.
    [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.
    [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.
    [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.
    [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.
    [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.
    [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’.
  • 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.
    [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.
    [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.
    [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.
    [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).
    [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.
    [Buying Cycle, Information] Matching the Offer with Buyer Mindset: The Website Dilemma
    So, in other words, we’re talking about where they are in the buying cycle. Buying Cycle Stages. Before we go further, let’s agree on our buying cycle stages for the sake of this discussion. Buying cycle stages can be broken down differently depending on the complexity of your product or service, how it’s packaged and so forth. As soon as they select the right product, package or service, they will buy.
    [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.
    [Buying Cycle, Information] Digital Marketing Can Increase Industrial Sales
    The industrial buy cycle has not changed. However, the way potential buyers look for information has. Only 22% of companies surveyed still follow the traditional RFP path, 78% are narrowing the field long before the RFP process, by conducting anonymous web research and relying on information from peers and others via social media venues ( Source: SiriusDecisions ).
    [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 ).
    [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.
  • ACT-ON  |  WEDNESDAY, MARCH 23, 2016
    [Buying Cycle, Information] New Research on How B2B Marketers Get More Leads
    As a result, there’s quite a lot of information available about what works and what doesn’t. The extra information will help your sales team winnow out the weaker leads. It doesn’t ask them for the same information all over again. This is a great way to keep forms short and still get the information you need to tell who’s the better prospect. Buyers – and particularly B2B prospects – know we’ve got their information.
  • 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.
    [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.
    [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.
    [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.
    [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.
  • 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.
    [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?
    [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.
    [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.
    [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.
    [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.
    [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.
    [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.
  • ACT-ON  |  FRIDAY, MARCH 24, 2017
    [Buying Cycle, Information] 7 Best Practices for Optimizing Sales Enablement
    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. Marketing and sales have traditionally had a bit of a contentious relationship in many companies.
    [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.
    [Buying Cycle, Information] 31 business building benefits of Buyer Personas
    Gives a deeper understanding and models buying behaviors of buyers and customers. Gives you the information and perspective you need to make objective decisions about how to craft your marketing messages. Gives a framework to have informed discussions about who your customers are, how they behave, and what they want. PURCHASE MOTIVATIONS IN THE BUYING PROCESS. Gets a grasp of your prospect’s buying behavior. PURCHASE MOTIVATIONS IN THE BUYING PROCESS.
    [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?
    [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.
    [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.
    [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.
    [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.
    [Buying Cycle, Information] 20 Killer Web Copywriting Tips
    Put important information in image captions. Take advantage of this prime real estate by writing a descriptive, informative caption. Align buyer persona and buying cycle. When you align content, calls to action, emotional triggers, and other elements with the appropriate buyer persona and a specific stage of the buying cycle, prospects are much more likely to consume the content and perform the action.
  • 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.
    [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.
    [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.
    [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.”
    [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).
    [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.
    [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.
    [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?
    [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.
  • 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.
    [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.
    [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.
    [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  |  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).
  • 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.
  • 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.
    [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.
    [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.
    [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.
    [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.
    [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.
    [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.
    [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.
    [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.
    [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.
    [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.
    [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.
    [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.
  • 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.
    [Buying Cycle, Information] Starting to Think About Purchasing B2B Marketing Services?
    Some of these meetings would be considered early stage in the buying cycle, meaning the business owners were simply gathering information about marketing. While I have occasionally been asked some questions “out of left field,” for the most part, there are some frequently asked questions (FAQs) during each stage of the buying cycle. This is Part One and I’ll begin by sharing and answering the early stage buying FAQs.
    [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?
    [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.
    [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?
    [Buying Cycle, Information] 6Sense Finds B2B Prospects Using Web Site Activities
    Since then, I’ve had a more detailed briefing, which clarified that their scope extends well beyond prospect lists to predictive models applied across all stages of the purchase cycle. The advantage of Web site activity is it finds companies early in the buying cycle, when they are most open to considering new vendors. Company models score each company’s likelihood to buy from the client.
    [Buying Cycle, Information] Does Your Martech Stack Add Up to a Good Customer Experience?
    According to 1 in 3 customers, the biggest improvement businesses must make is providing an integrated buying experience across channels. It means delivering contextualised and informed messages appropriate to different 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.
    [Buying Cycle, Information] Top 50 B2B Marketing Influencers On Twitter
    Comscore – We provide analytics for a Digital World, turning information into insights and actions for our clients to maximize the value of their digital investments. MarketingB2B – – Where the B2B marketing community comes together to share information, news, insights and knowledge. that advance the buying cycle: Founding member @ savvy_b2b blog. Avid non-fiction reader, information junkie, passionate Philly sports fan.
    [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.
  • 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.
    [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.
    [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.
    [Buying Cycle, Information] Best Practices for Marketing Automation from 11 Experts
    Best Practice #2: Deliver Targeted, Relevant Content When it Counts–Understand your Prospects’ Buying Cycle. Marketing automation makes it possible to deliver the right message to the right audience at the right time — but to take full advantage of the software , it’s important to understand your prospects’ buying cycle and deliver marketing that fits with their current stage. What is their typical sales cycle?
    [Buying Cycle, Information] 4 Steps To Build Campaigns Focused on Attracting the Right Accounts
    This is largely driven due to the following factors: Buying cycles have become complex and long. Number of stakeholders involved in the buying decision for a technology purchase have increased. These changes in the buying process coupled with technological changes have resulted in a new outlook for B2B marketers: Marketing and selling to an account, rather than individual leads. The goal here is to focus on accounts that could use a “nudge” in the buying cycle.
    [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.
  • ANNUITAS  |  MONDAY, APRIL 11, 2011
    [Buying Cycle, Information] The B2B Sales Role in the New Buying Process
    The conference was full of great content and information on the state and the future of B2B Sales. The B2B buyer is truly driving the buying process taking control out of the hands of sellers. The phrase “buyers are turning to sales much later in the buying process” was repeated continually as a way to describe this shift of power. However this does not mean that sales is rendered ineffective in the early stages of the sales cycle as some would have you believe.
    [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.
    [Buying Cycle, Information] The B2B Content Marketing ROI You Should Care About.
    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. For example, your latest deal could have started three months ago when you sent out a newsletter with several informative, third-party articles. The focus is very narrow for “Buy GoPro Camera” and therefore, you might be able to compete for that term set.
    [Buying Cycle, Information] 10 Ways to Optimize Your Lead Conversion Rate
    When people ask for information, they expect a rapid and personal response. Remember, people buy from people. The prospect may have responded to marketing campaigns and provided basic contact information, but sales professionals need much more than that. It’s critical in lead nurturing to know where a prospect is in their buying cycle so that helpful information relevant to the need at a specific point in time can be delivered.
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