Matching Webinar Content to the Buying Cycle

Modern Marketing

As prospects increasingly self-educate through the buying cycle, webinars have become a primary source of information that buyers turn to before making a purchase decision.

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Matching Webinar Content to the Buying Cycle: Evaluation and Purchase Stages

Modern Marketing

An overwhelming majority (82%) of senior executives said that content was a significant driver of their buying decisions. 61% of B2B buyers agreed that the winning vendor delivered a better mix of content appropriate for each stage of the purchasing process. Buying criteria.

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Trending Sources

Manufacturers, It’s Time to Take Back Control in the Buying Cycle

Modern B2B Marketing

Although buyers are no longer as reliant on sales information in shaping their purchase decisions, they are still—perhaps more than ever—in need of expertise and assistance.

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How B2B CMOs Can Achieve Customer-Centric Marketing With Buyer Personas

Tony Zambito

Personas can be insightful and informative towards decisions on designing user experiences, customer experiences, formulating marketing strategies, developing sales enablement programs, and devising content strategies. And, B2B CMOs need to get the buy-in on all levels. by Matt Brooks.

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Shifts in B2B Buyer Behavior Support New Priorities for Demand Gen Content

The Point

This year’s report (download a copy here – registration required) is striking in the degree and pace of change reported, since only last year, in how B2B buyers describe their research and purchase processes. But that’s exactly the kind of information buyers want.

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What is business video content marketing and how to get started

Biznology

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

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11 inspiring case studies of digital transformation

Biznology

Successful digital transformation achieve these results: CUSTOMER: Harness customer networks and reinvent the path to purchase in line with their real behaviors. This new application provides a stream of information to UA that enables them to immediately identify fitness and health trends.

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

LEADership

Before making a big purchase or signing a contract, they are likely to do their due diligence on search engines, social media, review sites, and YouTube channels, gathering all the information that they can. Infographics Sales Funnel buyer cycle buying cycle home infographic media

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How to Leverage the 5 Stages of the Customer Buying Cycle for More Sales

Hubspot

The answer is simple: Leverage the customer buying cycle. What’s the buying cycle, you ask? In a nutshell, it’s the process that customers go through to make a purchase. 5 Stages of the Customer Buying Cycle.

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Deconstructing the Four Stages of the Industrial Buy Cycle

Industrial Marketing Today

The problem becomes more acute for the industrial sector because the industrial buy cycle can be a long and complex process that often involves multiple decision makers.

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5 Ways B2B Can Learn from B2C Marketers

Buzz Marketing for Technology

Posted in Buying Cycle Conversion Conversion Optimization Customer Customer Experience Personalization Strategy. And it’s obvious why: buying cycles are longer, buyer mentalities are different, and products typically require more investigation before a purchase.

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Starting to Think About Purchasing B2B Marketing Services?

Marketri

Some of these meetings would be considered early stage in the buying cycle, meaning the business owners were simply gathering information about marketing. This is Part One and I’ll begin by sharing and answering the early stage buying FAQs.

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Best B2B Marketing and Sales Strategy Guides and Insights of 2011

Webbiquity

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

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Content Auditing and Mapping it to the Industrial Buy Cycle

Industrial Marketing Today

According to Jeff Ogden, the Fearless Competitor , you are going to need two critical pieces of information to conduct a content audit. And in a complex industrial buy cycle, things can get well…complicated. There is plenty of information out there about buyer personas.

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For Manufacturers Today, Content Is A Key Tool In The Buying Cycle

Fathom

But the Internet has also changed some of the dynamics in the buying cycle for manufacturers – understanding these changes and how you need to adapt to them can mean the difference between mediocrity and truly thriving on the Web.

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How HP Uses 6sense to Find Customers in Active Buying Cycles

6sense

For years, HP has used internal data and competitive research to identify accounts with a high likelihood of making a purchasing decision. With the rise of predictive intelligence and the ability to make sense of large amounts of customer data, HP wanted to take their marketing analytics to the next level and begin targeting customers in active buying cycles.

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Shortening the Industrial Buy Cycle in 5 Simple Steps

Industrial Marketing Today

Even though her article is about the B2B buy cycle in general, it is a perfect follow up to my earlier post “Deconstructing the Four Stages of the Industrial Buy Cycle.” She has focused on identifying the problem and providing a 5-step solution to shorten the buy cycle.

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10 Event Marketing Tips to Accelerate B2B Lead Generation

LEADership

Which events and what type of interaction resulted in the highest conversion/buying actions? HAVE A PROCESS TO MONITOR AND ESTIMATE TIME TO PURCHASE. Different types of events will trigger buying decisions in different ways. Demand generation cycles will vary in these situations.

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The Influence of the Social Buyer on B2B Business

Tony Zambito

  What we do know is that B2B buyers are demanding more social experiences in their buying processes.   Social Buyer Cycle. Turn B2B Buying Into a Social Experience (buyerpersonainsights.com). Image via Wikipedia.

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Expert Q&A: Transform Marketing With A Revenue-Relevant Customer Experience Strategy

Modern Marketing

This expands the sales cycle to a much longer and precarious customer lifecycle: the prospect becomes a buyer; who becomes a customer; and then becomes a potential prospect again for renewal or at least advocacy. Social media and our digitally-driven on demand culture has drastically changed the way that buyers navigate their purchase process.

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3 Tips to Stop Leads from Falling Through the Cracks

Modern B2B Marketing

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

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Buying Triggers and Why They Matter

ANNUITAS

As consumers, if we are not in an active buying cycle, we are in a passive buying cycle. In terms of B2B marketing, we know the buyer’s journey can be long and is often complex, involving many different buyers and typically buying committees from across an organization.

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Lead Scoring: Set Yourself Up for Success

Act-On

Know your customers’ buying cycle and buying signals. You can use that information to rank their likelihood of buying based on when they placed their last order. If your records indicate a seasonal bump — for instance, from a tax preparation firm that makes an extra purchase in the spring, you can also use that information. Score each step, activity, or buying signal based on its relative value.

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

Act-On

It’s also desirable to get the social network information whenever possible: Twitter handle, LinkedIn profile, and so on, depending on the social patterns of your most desirable customers. You need that information for a lead to be “Marketing Qualified.”.

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B2B Lead Nurturing Myths That Promote Sales Pipeline Leaks

Modern Marketing

You Can Nurture a Complex Sales Cycle with Email Alone. Probably the best way to nurture is to use emails for leads which you believe are in the early stages of the buying cycle. So you might want to use this tactic when it appears as if someone is closer to buying.

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The Role of Webinars in the Sales and Marketing Process

Modern Marketing

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

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7 Best Practices for Optimizing Sales Enablement

Act-On

Sellers tend to think in terms of features and benefits, but buyers think in terms of capabilities — the unique set of problems they can solve by purchasing your product,” says Candyce Edelen, CEO of PropelGrowth. 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 and sales have traditionally had a bit of a contentious relationship in many companies.

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

NuSpark

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.

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Why A Content Marketer Needs to Buddy Up with their Company’s Product Marketer(s)

ScribbleLive

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.

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

KoMarketing Associates

Nearly 64 percent of B2B technology buyers say that they read between 2 to 5 pieces of content before making a purchase. Qualities of this visitor: At this stage of the buying cycle, prospects are likely looking for content that meets their personal or organizational needs.

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Do Your Personas Need A Makeover?

ANNUITAS

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)-. What would trigger them to enter a buy cycle?

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Creating Relevant B2B Marketing Content: Walk the Talk

Industrial Marketing Today

And they use different sources to get their information. What marketing content you serve at each phase of the buying cycle also matters.

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Five Keys to Creating Content that Drives Awareness

Digital B2B Marketing

Current marketing wisdom says content should be mapped to buying cycles. Question: Where is awareness most valuable in the buying cycle? It is time to step back from planning content for the buying cycle and focus on Stage Zero Content.

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Why Your B2B Buyer Personas Are Not Helping to Increase Lead Conversions

NuSpark

To create content that boosts lead and demand generation, you need to construct B2B buyer personas that give you a clear picture of your customer, mapping their journey from when they decide to solve a problem to their purchase decision. And sales cycles linger endlessly.

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Why Buying Stages Are Really Investment Stages

Modern B2B Marketing

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. Buying stages should be called investment stages.

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

Sales Engine

They expect you to be an expert in your field and about your solution, as well as to create relevant, informative content about it. Marketing automation software allows you to map out exactly who your potential buyers are and what their purchasing process looks like.

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Interesting Infographics: 6 Components You Need In A B2B Online Marketing Program

LEADership

I think you will find the following information valuable, which Circle S Studio also emphasizes in their infographic: Essential Components For A Successful B2B Online Marketing Program. Note: a total of 97% of visitors are not confident in making purchases upon the first visit to your site.).

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Is Your Content Marketing Missing the Mark?

ANNUITAS

We have white papers for every buying stage, but we just can’t get enough people to download them.”. A Content Map plots your buyer personas against your buyer journey for their information needs at each stage. What their information needs are at each stage. Information Needs.

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Best Practices in B2B Account Based Marketing

KEO 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.

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Announcing The 2015 B2B Web Usability Report

KoMarketing Associates

In our 2014 survey, we learned that social media activity had minimal impact on the buying process and that left us both surprised and confused. This year, we asked questions specific to three phases of the buyer’s journey: discovery, evaluation, and impact on the buying process specifically.

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