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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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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.

Who Do B2B Buyers Trust?

The ROI Guy

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.

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

Tom Pisello

Tuesday, September 28, 2010 Do White Papers Still Engage? They do if they are Interactive! The question any marketer needs to ask - Are your marketing efforts adding to the clutter, or engaging with prospects to advance the buying cycle? Do White Papers Still Rule?

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.

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.

B2B Companies are Really Content Companies, But is Content.

Tom Pisello

As a result, most buyers have taken charge of the buying cycle , engaging with sales representatives later and later. Interactive Smart Content(tm) is one of the keys in helping to overcome marketing fatigue and produce engaging content. Do White Papers Still Engage?

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.

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.

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.

Tom Pisello: The ROI Guy: Alinean Launches Interactive White Papers

Tom Pisello

Unlike traditional white papers, Alinean Interactive White Papers use profile information from a prospect to intelligently customize the collateral with more personalized, relevant and analytical content. Alinean Powers ROI Calculator for Interactive Inte.

Five Reasons You May Not Be Spending Enough on Content Marketing

Tom Pisello

Fueled by a wealth of on-line resources and social networks, buyers have seized control of the buying cycle, engaging with sales representatives later and later, and further elongating sales cycles. Content may indeed be King to the Internet fueled buying cycle.

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.

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

Tech Media Publishers looking more Like Interactive Marketing.

Tom Pisello

The age of Internet fueled buying decisions means that traditional print publications just dont meet buyer or seller needs. The Bottom-Line Buyers and sellers have fundamentally changed, driving a substantial need for Tech Media publishers to morph into interactive marketing service providers.

10 Facebook Tips Every B2B Marketer Should Know

PWB Marketing Blog

Know your buyer personas and their buying process, then develop content (white papers, ebooks, webinars, etc.) around each stage of the buying cycle. Provide fans with the most relevant and interesting content by learning and understanding which posts are truly motivating and receive the most interactions from fans. The best pages create a community, encourage fans to interact with one another, and participate in conversations in a meaningful way.

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!).

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.

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.

Beyond Buyer Personas: Connecting with Today's B2B Buyers

Savvy B2B Marketing

We know buyers aren’t operating in a cocoon when making a decision, but today, organizations often aren’t interacting with prospective buyers until quite late in the buying cycle. Buyer Personas: How to Deliver Relevant Content to B2B Buyers.

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.

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?

CFOs Take More Control: Frugalnomics in Full Effect

Tom Pisello

CFO Control Drives Frugalnomics Further This centralization of power to financial chiefs has important implications for the way the buying cycle is managed, and how B2B sales and marketing groups must navigate these more complex waters.

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.