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

Tony Zambito

The goal for a B2B CMO, in today’s digital economy, is to strengthen the common view of customers by which their organization can make informed decisions on how best to be relevant. Today, many are realizing to succeed in being relevant to buyers, this level of understanding is crucial.

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

  In part 1 of this reflection on the future of buyer personas, I focused on some of the misconceptions about buyer personas and in part 2 , I offered perspectives on why changes were needed to be relevant to the social age.  From Content Presentation to Social Interaction.

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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How Relevant Marketing Content Helps B2B Branding

Industrial Marketing Today

Relevant marketing content – key to thought leadership Positioning your company as a thought leader is critical in complex technical sales that have long buying cycles with many decision makers involved. This white paper aims to change that perception of them.

Industrial Marketing Content that Helps Buyers

Industrial Marketing Today

IMO, the key to content marketing success is relevance. The truth is that your buyers don’t care about you, they only care about what you can do for them (See my post, “Industrial Content Reengineering for Improving WIIFM Relevance” ). 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.

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.

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

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

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 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. Even when it’s no longer relevant.

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

The ROI Guy

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

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.

Online Display Advertising, Targeting, and Capturing Leads

NuSpark

You can find interested customers, such as sports enthusiasts, and show them relevant ads as they browse sites across the Google Display Network. A Look at Online Display Advertising for Lead Generation.

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.

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!).

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.

33 Phenomenal Content Marketing and Copywriting Guides and Tips

Webbiquity

” Since content marketing itself is no longer a differentiator, practitioners are asking questions like: how can I efficiently create a steady stream of fresh, relevant content? What Tech Buyers Want From Content by Marketing Interactions.

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Who Should Nurture B2B Leads with Social Media?

NuSpark

Executives can no longer ignore these channels when their entire consumer base is actively using them for research and communication during 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.

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.

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?

Using Content to Move Prospects Forward in the Sales Cycle

Industrial Marketing Today

The focus there is to optimize it for keywords or phrases for people to find your website when searching for relevant terms. That however is only part of the solution because if your content doesn’t engage the visitor s/he won’t take a desired action to move forward in the sales cycle.

Attribution: the science of marketing

Biznology

You could, for example, only measure the quality of your assets (white papers, case studies, videos demos, etc.) That severely limits potential buyer interactions with your key assets.The other main problem with requiring registrations is abandonment.

Tech Media Publishers looking more Like Interactive Marketing Firms Every Day

The ROI Guy

Tech Media publishers have seen an exponential shift in buyer behaviour, recognizing that the B2B buying decisions these publications support are now Internet driven , and that buyers are in control of the buying cycle like never before - seeking trusted sources of diagnosis, advice and recommendations. The age of Internet fueled buying decisions means that traditional print publications just don't meet buyer or seller needs.

Use Content Marketing to Manage Industrial Sales Funnels

Industrial Marketing Today

Effective content marketing requires developing content that your target audience will find relevant to their needs, roles and the stage that they are at in their buying cycle.

Demand Generation 101: 7 Tactics For Generating High Quality Leads

Act-On

From there, the lead is nurtured from that first interaction along a journey to the consideration phase where marketing passes the qualified lead off to sales. But if they aren’t ready to buy now, that doesn’t mean that they won’t ever buy.

Is Content Marketing Killing Your Customer Conference?

Act-On

As a result, line-of-business leaders from departments such as marketing and sales now influence technology buying—and renewal—decisions more. And, if they do find time, the vendor has just one chance to deliver the relevant, compelling information the employee desires, or risk losing their attendance forever. By modifying your approach, you not only can keep your conference relevant—you can actually make it thrive. Here’s how: Be uniquely relevant to everyone.

Marketing Automation Tips for Manufacturers

Fathom

Advantages of Marketing Automation in Manufacturing include: Improved engagement through consistent and relevant follow up. Reduced labor and human interaction. Ensure you are you offering content for all personas and stages of the buying cycle.

4 Content Strategies for B2B Corporate Blogging

delicious b2bmarketing

Ideas and recommendations for developing these types of posts: Create aggregate lists showcasing important resources and/or publications relevant to the industry. Receive news via SEW RSS feeds Incisive Interactive Marketing LLC. Are you a Search Engine Watch Member? |

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Best Website Techniques for Greater Online Lead Generation

Hinge Marketing

However it’s not enough to simply steer someone to your website, for online lead generation to be most effective once visitors are on your site you need to meet them where they are in the buying cycle and provide relevant content to engage them and move them further down the sales funnel.

Are Community Forums Good for Manufacturers and Industrial Companies?

Industrial Marketing Today

Community members ask questions relevant to their needs, seek answers from others like them, users express their opinions and experiences with your industrial products, teach and learn from one another.

Translate Features into Benefits if You Want Your Marketing.

Industrial Marketing Today

students at Harvard: “People don’t want to buy a quarter-inch drill. The first tool is the Product Analysis Worksheet from the book Personal Selling: An Interactive Approach by Ronald Marks, Ph.D., This white paper aims to change that perception of them.

How Smart Lead Nurturing Can Grow Revenue

LeanData

But that doesn’t build relevancy,” Coveney said. Coveney and New-Waterson, who both are Marketo champions, described how the best lead nurturing is a combination of technology and authentic human interaction. “It’s It all comes down to the conversation being relevant.”. Just as the name implies, lead nurturing is about growing relationships at every stage of the buying cycle – even when potential customers don’t seem interested in purchasing your product or service.

5 Traits of Great Marketing Content

Marketing Action

Doing this well – including making your content available when, where, and how prospects want it – positions you to more effectively walk them through the buying process and close more sales. By adopting the right SEO strategies , your content becomes more relevant to search engine.

Best Social Media and Digitial Marketing Research and Statistics of 2011, Part 1

Webbiquity

I don’t buy that one, as in my experience, Twitter pretty much dies between noon on Friday and early Saturday morning.) Second, 81% of searches on Bing result in a click, versus just 66% on Google (Bing results are more relevant?).

73 Experts Reveal B2B Marketing Trends to Leverage in 2017

SnapApp

While account based marketing, interactive content , personalization, native advertising, and automation are just some of the hot trends that look set to continue into the new year, there are some new kids on the block. Interactive content and visual storytelling.

“Information Overload” Biggest Change Agent for Marketing in Next Decade?

The ROI Guy

In the time it took me to read the B2B article, I received 15 unsolicited marketing e-mails, 3 tele-marketing calls, and 2 dozen tweets - none of which were of interest or relevance to me. Carone is that “Marketers must “break through the barrier” of simple personalized communications into more relevant one-to-one interactions with customers.” One of the best ways we have found to connect with customers one-on-one is through interactive white papers.