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

Tony Zambito

And, B2B CMOs need to get the buy-in on all levels. Buyer’s journey are goal -directed: Understanding the key path to buying decisions today requires more than creating a buyer’s journey map. by Matt Brooks.

What is an Interactive White Paper?

The ROI Guy

An Interactive White Paper dynamically customizes the content of a white paper for prospects based on the prospect’s registration profile (if available), and inputs to a few profile questions. Based on the profile, the white paper content intelligently fine tunes itself to be more relevant and personalized for a prospect’s particular research and needs. interactive smart content interactive white paper Demand Generation Pisello Alinean

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Trending Sources

Content Auditing and Mapping it to the Industrial Buy Cycle

Industrial Marketing Today

Content marketing does not mean churning out white papers, case studies, articles, blog posts, podcasts and webinars for the sake of putting out content. Ardath Albee of Marketing Interactions, Inc. And in a complex industrial buy cycle, things can get well…complicated.

The State of Demand Generation

The Effective Marketer

Buying cycle control (you need to facilitate the buying process and understand what is required of you as a result). The Customer Buying Cycle Framework. According to SiriusDecisions, buyers go through three stages and six steps during their buying process.

Future of Buyer Personas is Social - Part 3

Tony Zambito

  The science of goal orientation leads to discovering the often hidden and unarticulated roots of “why” people buy.    Traditional management and business models have been built on pushing outward through the organization to buyers and inducing them to buy

The Demand Spectrum and Value-Based Sales & Marketing

The ROI Guy

As the starting point for New Concept solutions, Alinean recommends a focus on the following value selling and marketing tools: • Interactive Assessment Tools: One of the best ways to diagnose issues is with an interactive assessment.

The Big O – Outcome Selling

The ROI Guy

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

Tom Pisello: The ROI Guy: Do White Papers Still Engage? They do if.

The ROI Guy

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons.

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

The ROI Guy

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

Alinean Launches Interactive White Papers

The ROI Guy

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

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New Research on How B2B Marketers Get More Leads

Act-On

So should every white paper, every webinar, and every other content format. White papers also do well in the CMO Council’s “Lead Flow That Helps You Grow” report. White papers and webinars again do well in Demand Gen’s 2016 Demand Generation Benchmark Report.

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.

33 Inspiring B2B digital marketing case studies

grow - Practical Marketing Solutions

Maybe it’s because the buying cycle takes longer, more people are involved in purchase decisions and sales are made for rational, not emotional, reasons. They shifted from traditional white papers to blog articles, supported by extensive measurements.

Industrial Marketing Content that Helps Buyers

Industrial Marketing Today

Here are some marketing content ideas for helping your buyers move closer to the procurement stage of the industrial buy cycle. Online interactive and real-time design tools. The marketing content ideas I have listed here are best suited for the late stages of the buying cycle to move industrial buyers closer to specifying your products in their BOMs and RFQs.

9 Key Steps When Going From Concept to Content

B2B Marketing Insider

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. Will this be a blog post, a white paper, an infographic, a video … ?

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

The ROI Guy

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

Are you using the wrong lead-gen model?

Sales Engine

They diagnose their own pain (for better or worse) and start searching for solutions by watching videos, downloading white papers, attending webinars, and using social media to check vendor references before ever talking to a rep. It’s time to face some hard truths about B2B sales.

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.”. From your insights into your buyers you should know for each stage of the buying cycle: Which personas are involved at each stage.

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Can different call to actions in the Interactive White Paper be recommended based on the customer profile information?

The ROI Guy

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. interactive smart content interactive white paper Demand Generation Pisello Alinean

The Biggest Challenge in Creating and Marketing White Papers

Ambal's Amusings

Business decision makers don't read white papers just because a product or service is "cool" They have real business problems they are trying to solve. We asked white paper experts: " What is the biggest challenge in creating and marketing a white paper?

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

KoMarketing Associates

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

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

The ROI Guy

Typically for an Interactive White Paper , as a rule of thumb, you don’t want more than 4 or 5 profile questions. Second, buyers expect that an interactive white paper will be customized to match their relevancy needs. Sometimes that content might not exist, for example, you might want to personalize the white paper based on industry / size and location, but not have enough case studies to match all of those dimensions.

Killer Questions to Ask Before Starting a White Paper Project

Ambal's Amusings

How can you create a white paper that serves it purpose - create high quality leads, provide useful information to potential customers etc. Jonathan Kantor is 14-year white paper marketing veteran. Question #2: What are the primary ‘take away’ points in your white paper?

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How to enhance information absorption for your white paper?

Ambal's Amusings

Many companies are producing video white papers as online presentations based on information that would normally go into a printed white paper. We asked our panel of white paper experts "In what scenarios should video white papers be used? Interactive navigation.

15 B2B case studies show how content marketing drives ROI

Biznology

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

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

Ambal's Amusings

We asked white paper experts: " How should marketers balance the need for free content (helpful for prospects decision making) Vs. the need to have content that produces a steady flow of good leads (that can directed to sales team)? He is also the author of the White Paper Pundit blog.

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The 7 Characteristics of Great Marketing Content

Act-On

Whether it’s a datasheet, white paper, demo script, or webpage, marketing content needs to speak directly to the needs and wants of your prospects and customers. Fits a specific place in the buying cycle. 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. Know where content fits in the buying cycle. Marketing content drives business.

Advanced Retargeting: Nurturing Your Audience Across Digital Channels

Act-On

And when as much as 75 percent of the buying process happens before a contact ever reaches out to you , it is critical to be looking for proactive ways to win hearts and minds by building the brand through any number of tactics, including retargeting.

How You Can Benefit from Online Lead Generation Services

KEO Marketing

Quality leads at all stages of the buying cycle. Regular reviews of lead quality are part of the external agency’s interaction with the business to ensure that quality remains at desired levels.

Agency Focus: How Content Marketing is Changing, & How to Measure It

Act-On

The Gartner Group has predicted that by 2020 (just three and a half years away), customers will manage 85% of their vendor relationships without ever interacting with a human. But press releases, articles, and white papers? Q4 _ report, May2016_white_paper, buyers_checklist ).

Feeding Sales Is a Process, Not a Project.

Sales Engine

They develop white papers, email campaigns, go to trade shows, and —well, you know, execute on lots of projects. Today, B2B buyers start with an anonymous Google search, which then leads to the consumption of white papers, webinars, videos, blogs, and so on.

5 Steps to B2B Marketing Success

Everything Technology Marketing

In the “old days”, the mainstream marketing approach was to interrupt and engage prospects, educate them on the vendors offering and move them through the sale cycle towards a transaction – a very vendor and product centric approach.

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

The ROI Guy

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

5 Ways to Help Inside Account Executives Build Their Own Pipeline

Act-On

The most valued skillset that your account executives possess is their ability to advance a potential customer through the buying cycle to close. You want to create opportunities that allow for the biggest amount of quality interactions in the shortest amount of time.

Online Display Advertising, Targeting, and Capturing Leads

NuSpark

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.

Agency: Bottom-Line Boosters for Marketing Agencies to Adopt in the New Year

Act-On

Smart agencies take that into account and create interactive marketing activities that are specialized and optimized for delivery to mobile devices. The buying cycle for your clients’ customers lasts longer than a week. INTERACTIVE CONTENT (Invite audiences to play along!).

Intent Data Is Just One Piece Of The Predictive Puzzle

Radius

Intent is derived from billions of interactions performed across the web and includes white paper downloaded on a competitor website, an article read in an industry publication, or a search for product news on a publisher website. Prioritizing accounts that are in-market to buy.

33 Phenomenal Content Marketing and Copywriting Guides and Tips

Webbiquity

Now in their mid-teens to mid-thirties, people in this generation came of age knowing how to interact with technology and are comfortable using it to their advantage.” What Tech Buyers Want From Content by Marketing Interactions.

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The End of Marketing as We Know It: Overcoming Buyer Challenges with Interactive Smart Content

The ROI Guy

The question any marketer needs to ask - Are your marketing efforts adding to the clutter, or driving a valuable dialogue and as a result, connecting meaningfully with prospects to advance the buying cycle?

How B2B Buyers Have Changed- and the Role of Content & Social Media

NuSpark

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. Social media provides sellers the opportunity to interact with a range of customers, partners and prospects to discuss industry news, business issues, solutions, etc.