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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.

Five Ways B-to-B Marketers Need to Change Their Game

Biznology

The Internet has driven dramatic changes in business buying behavior. Just as no one buys a car anymore without first checking prices and features online, business buyers now research and educate themselves online, months—even years—before ever seeing a sales person.

Best Random but Interesting B2B Marketing Posts, Articles and Resources of 2010

Webbiquity

The pieces presented here range from an extensive list of marketing cliches to avoid and tips to shorten the B2B buying cycle to guidance on branding, presentation skills, freelancing, job hunting and more. 5 Steps To Shorten The B2B Buying Cycle by Search Engine Land.

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.

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.

Paper 57

5 Steps to B2B Marketing Success

Everything Technology Marketing

By Holger Schulze Major shifts are taking place in B2B marketing that started a few years ago but have accelerated in recent months – in the marketplace as well as inside vendor organizations.

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?

SME 2

50+ Statistics Designed to Influence B2B Marketing Budgets in the New Year

KoMarketing Associates

A total of 86 percent of respondents from a study by Research+Data Insights found that word of mouth from peers was the most influential factor in narrowing their options for potential vendors. B2B buyers are exploring a number of different channels when conducting vendor.

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.

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.” How can every vendor be the ‘leading provider’ anyway?”

Tips 148

Is Content Marketing Killing Your Customer Conference?

Act-On

Many vendors do everything under the sun to entice customers to sign up, yet these events still suffer from below-goal attendance and a hit to the bottom line. Customers hungered for the vital information and vendor connections conferences gave them—needs that weren’t met in other ways at that time. So vendors raced to launch inaugural annual conferences, despite the years it usually took to break even on them.

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

NuSpark

They do their own research online, and then contact vendors and service providers when they’re ready to talk price. 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.

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

NuSpark

They do their own research online, and then contact vendors and service providers when they’re ready to talk price. 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.

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?

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.

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.

The Quest to Prove Marketing’s Impact

LeanData

Brinker’s compilation of 1,876 vendors across 43 categories in his 2015 Marketing Technology Landscape Supergraphic is an eye-catching representation of the expanding universe of MarTech companies. But placing an exact value on marketing’s role in long sales cycles is something else entirely.

Tom Pisello: The ROI Guy: Diametrically Opposed Forces: Selling.

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.

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

Webbiquity

And nearly two out of three executives have visited a vendor’s website after viewing an online video elsewhere. I don’t buy that one, as in my experience, Twitter pretty much dies between noon on Friday and early Saturday morning.)

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.

Paper 18

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.

B2B Companies are Really Content Companies, But is Content Publishing Enough?

The ROI Guy

As a result, most buyers have taken charge of the buying cycle , engaging with sales representatives later and later. As a result, Internet fueled buying cycles have required B2B marketers to deliver more content and tools over more and more channels to actively engage ever more empowered, skeptical and frugal buyers. Interactive Smart Content(tm) is one of the keys in helping to overcome marketing fatigue and produce engaging content.

Tom Pisello: The ROI Guy: IDC: Economic Buyers, Digital Overload.

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.

Tom Pisello: The ROI Guy: Predictions for 2011: The End of B2B.

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.

Tom Pisello: The ROI Guy: Measure to Manage - Driving Sales.

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.

Tom Pisello: The ROI Guy: Value Selling Tools and the Buying Lifecycle

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.

Five Reasons You May Not Be Spending Enough on Content Marketing

The ROI Guy

Two economic downturns over the past decade have made buyers more spendthrift, and more skeptical of vendor claims. The consumer is now in charge: researching specifications, configuring and customizing solutions, getting peer reviews and advice, comparing prices, and “buying now”.

How to Capture New Customers – i?marketing (Part 3)

Marketing Action

Typical offers that perform well include videos, eBooks, white papers, free trials, demos, etc. Your offer will inevitably map to one part or another of the buying cycle. Be aware of the trade-off and where your offer fits in the buying cycle.

What Not To Do For Better B2B Customer Relationships

Industrial Marketing Today

Buyers of technical products and services do look to vendors for providing relevant information for solving their problems. The two most important factors in rating vendor performance were extensive knowledge of product/service features and overall sales experience.

5 Rules of Website Redesign for Engaging Engineers and Industrial.

Industrial Marketing Today

Rule #1: Natural or organic search engine optimization (SEO) In the research phase of the industrial buying cycle , engineers and industrial buyers tend to use broad keywords and phrases that describe their current problem. The same holds true for video white papers.

Aberdeen Predicts Web Content Systems Will Add Marketing Automation: I Agree, But.

Customer Experience Matrix

The logic is that Web sites are increasingly the primary method of interaction between a company and its customers, and that Web analytics, testing and personalized treatments are better executed within the content management system rather than by external products. See my July 14 post on CMS vendor SiteCore for a more detailed explanation, and the admission that I borrowed much of this thinking from SiteCore VP Marketing Darren Guarnaccia.

Book Review: eMarketing Strategies for the Complex Sale

Webbiquity

Marketing automation systems—from vendors like Eloqua , Marketo , Genoo , Manticore and others—are great tools for moving prospective buyers along the path from interest to desire to action.