Matching Webinar Content to the Buying Cycle

Oracle

Webinars are one of the most important tools for marketers to drive demand and nurture new leads. 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. And the effectiveness of webinars spans the entire sales and marketing process, from driving awareness to lead generation and lead nurturing and cross-selling and upselling.

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

Oracle

An overwhelming majority (82%) of senior executives said that content was a significant driver of their buying decisions. 66% of respondents said that the winning vendor provided higher-quality content. 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. Purchase Stage: Example of a “Demo Webinar” Design Your Webinars with the Buying Cycle in Mind.

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5 Useful Lead Nurturing Tactics to Get More Opportunities

B2B Lead Generation

Lead nurturing is one of those things that’s easy to talk about but hard to do. In this article, I’ll share how to apply lead nurturing to help advance leads through three stages of your lead generation funnel to get more qualified opportunities. Yet, it’s helpful to notice that all customer buying cycles fit into three distinct funnel stages. Three Lead Generation Stages You Need to Nurture. Nurturing as a small business.

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

The Point

Here are just some of the key findings, along with what I believe these trends mean for demand generation marketers: FINDING : 59% of respondents say they now have formal buying groups or buying committees in place to review purchases. IMPACT : Use ABM strategies to deliver personalized, relevant content to specific buying roles within large accounts. 72% of B2B Buyers quote timely response to inquiries as a key factor in vendor selection via @spearmktg.

B2B Lead Nurturing Myths That Promote Sales Pipeline Leaks

Oracle

Myths are plentiful when it comes to B2B lead nurturing. Let’s step back a minute and ask a key question, “Why is lead nurturing so important?” ” Well, the data is in and according to Forrester , businesses that put nurturing at the forefront of their lead generation strategies produce 50% more leads while slashing costs by 30%. Lead nurturing works. You Can Nurture a Complex Sales Cycle with Email Alone.

Lead Nurturing Is Not A Marketing Option, It’s A Sales Necessity

Industrial Marketing Today

Plenty has been written about the importance of lead nurturing in B2B and industrial marketing. If you need a quick primer, read my earlier post, “ B2B Lead Generation without Lead Nurturing is Doomed to Fail. ”. Most of the lead nurturing best practices guides and articles that I’ve read are from a marketing perspective. What does lead nurturing do for sales? What they really want to know is, “are you ready to buy now?”.

A Nurture Strategy for Content Syndication Leads

The Point

I posted recently on LinkedIn that, in the current climate, leads from content syndication and other CPL programs may be an ideal replacement for lost trade shows and other events, and indeed can be an effective way to stay engaged in the marketplace at a time when many buyers are laying low.

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How to do Lead Nurturing Right

Webbiquity

Marketing automation provider Marketo has just published The Definitive Guide to Lead Nurturing , a white paper that provides real value, covering the lead nurturing process from the basic how and why through ROI measurement. “On average, nurtured leads produce a 20 percent increase in sales opportunities versus nonnurtured leads.&# ( DemandGen Report ).

Why Sales Reps Should Be Involved in Lead Nurturing

B2B Marketing Directions

Last month, Howard Sewell, the President of Spear Marketing Group, published a blog post with the provocative title Please Don't Let Your Sales Reps Nurture Leads. In his post, Howard described a personal experience of becoming a lead for a marketing technology company. Howard closes his post with the emphatic statement: "Get your salespeople out of the lead nurturing business." However, I don't agree that sales reps should stay out of lead nurturing.

The State of Demand Generation

The Effective Marketer

There are over 20 presentations available, ranging from Social CRM and Lead Generation, to Case Studies and Sales Enablement. Buying cycle control (you need to facilitate the buying process and understand what is required of you as a result). Create (generation of “original” demand, focusing on quality, i.e. generating a better lead for sales). This all leads to a few things. Nurture : Nurturing specialist. Lead Nurturing.

10 Event Marketing Tips to Accelerate B2B Lead Generation

LEADership

HERE ARE 10 EVENT MARKETING TIPS TO ACCELERATE YOUR B2B LEAD GENERATION. For reasons ranging from, “we have an event budget we need to expend” to “we need an interactive forum with our customers” to “leads are not finding their way to us, so we need to go to them”. Which events and what type of interaction resulted in the highest conversion/buying actions? Different types of events will trigger buying decisions in different ways.

B2B Marketing: 4 solutions to the most common challenges

B2B Lead Generation

She works with Research Partners to develop teleprospecting programs where precisely the right people are given the right message to quickly convert them to leads. He develops and guides lead generation program that efficiently and effectively drive revenue for MECLABS Research Partners. 65% of marketers have not established lead nurturing.“The The favorite topic of discussion was lead nurturing,” Staley says. Their buying cycle.

3 European Marketing Trends

Oracle

Lead Nurturing Knows No Boundaries. EMEA marketers are building multi-touch lead nurturing programs as part of their overall marketing strategy, and achieving tremendous results. Companies like Sportingbet use nurture programs throughout their campaigns to improve both prospect and customer engagement. Lead nurturing is essential not only to their demand generation processes, but also plays a vital role in customer loyalty efforts.

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I noticed you read my blog, do you want to buy from me?

Sales Engine

Following up on content consumption with “buy from me now” is a strategy that’s destined to fail. What’s the right way to follow up on content to turn leads into sales conversations? Nurture, nurture, nurture. Before we get into best practices on content marketing follow-up, Marketing and Sales must be on the same page regarding their lead definitions. That’s done through nurturing, both digitally and conversationally. That’s nurturing.

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Marketing Content That Sells

The Effective Marketer

The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking Marketing Content That Sells When talking with lead nurturing and marketing automation vendors they all make it seem very easy. You setup a campaign, define the nurturing stages, and even add some points to different interactions to score the lead and customize the nurturing experience.

A Lead Generation Plan Begins With Content Marketing Strategy

NuSpark

Here’s a sample excerpt of a digital marketing/ lead generation proposal we did recently I thought I’d share because it really is a compilation of recent blog posts in a way. Our approach to lead generation beings with a message strategy. From there, the lead generation plan is developed, followed by lead nurturing. There’s more to the proposal than this, but the basics of a lead management plan is in place. Increased leads.

A Lead Generation Plan Begins With Content Marketing Strategy

NuSpark

Here’s a sample excerpt of a digital marketing/ lead generation proposal we did recently I thought I’d share because it really is a compilation of recent blog posts in a way. Our approach to lead generation beings with a message strategy. From there, the lead generation plan is developed, followed by lead nurturing. There’s more to the proposal than this, but the basics of a lead management plan is in place. Increased leads.

Responding to the Buyers Purchase Path

ANNUITAS

A few weeks ago I was leading a workshop on Lead Nurturing, which included the concept of buyer personas and defining the buying path for each individual persona. One attendee asked, “Why would you need separate buying journeys? Because these personas will each take a different approach to the buying process and be viewing this purchase differently. A content architecture or blueprint is built upon buyer personas and their unique buying paths.

How (and Why) to Do Lead Nurturing Right

WebMarketCentral

Marketing automation provider Marketo has just published The Definitive Guide to Lead Nurturing , a white paper that provides real value, covering the lead nurturing process from the basic how and why through ROI measurement. Content marketing plays a key role in lead nurturing as well as a successful lead generation and social media strategy.

9 Search Marketing Tips for Effective B2B Lead Generation

LEADership

9 Search Marketing Tips for Effective B2B Lead Generation. Their digital marketing agency was in the room and so were the key team members who managed their lead automation system and CRM. I asked him how long it would take the prospect to lead the headline of the blog post. HERE ARE 9 SEARCH MARKETING TIPS FOR EFFECTIVE B2B LEAD GENERATION: UNDERSTAND THE NEW RULES OF RESEARCH. Marketing automation software and lead generation systems today are evolving.

What is the ROI of Lead Management?

LeadSloth

Earlier this year I downloaded Silverpop’s lead management workbook , and I planned to write about it. Unfortunately, not enough time… Last week I received a copy of Marketo’s Lead Nurturing workbook. Both books show how you can increase sales by nurturing all leads, from inquiry to opportunity. Heck, why not nurture customers too? Both books cover lead nurturing and ROI calculations, and Silverpop also explains lead scoring.

9 Lead Conversion Secrets to Start Using Now

Conversica

If every customer had the same buying process, life would be simple for marketers. Instead, buying processes are as varied and complex as the audience of potential customers. This is where lead conversion gets tricky. There is no easy button, but the good news is there are best practices, and we’ve identified the following nine trade secrets to help you get better at engaging leads and converting them to customers. Educate Your Leads.

What Do You Need for Successful Nurturing?

ANNUITAS

Lead nurturing is a hot topic right now. It seems that most of my recent conversations with prospects, customers and others in the B2B marketing industry are centered on lead nurturing. The discussions usually revolve around issues such as how to nurture, the value of nurturing and what kind of content should be used in lead nurturing campaigns. Define Your Buyer Profiles & Buying Cycle.

The Risks of Over-Reliance on Late-Stage Content

The Point

Whatever demand gen channels you use to generate marketing leads, there’s value in always promoting a mix of content and other offers that span the entire buying cycle: early-stage, mid-stage, and late-stage.

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. Without a solid content strategy to support that movement through the marketing and sales cycle, all you’ve got is a nice email system. Sections two and three, Customer Consensus and Natural Nurturing , begin getting into the meat of the strategy.

Latest B2B Marketing Trends From SiriusDecisions Summit 09

Anything Goes Marketing

megheuer # sds09 jblock : Management changes served as a catalyst for greater sales and marketing integration at Aspect @thetravelingcmo # sds09 megheuer : # sds09 If leads that marketing thinks are qualified get ignored by sales, find out why/what's changed to fix it @tjaros megheuer : Question: Marketers, do you understand the compensation structure of the team you feed leads to?

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6 Tips for Making the Most of Your Retargeting Campaigns

Hubspot

Through the use of a JavaScript tag on your website, your visitors are "cookied" upon arrival, allowing your retargeting vendor to display your ads to them as they browse other websites. Much like lead scoring, visitors can be bucketed into different levels of sales readiness according to the specific pages they have visited. The frequency cap should be entirely dependent on the objective you are trying to achieve, as well as what stage of the buying cycle the visitor is in.

6 Distinguishing Traits of the New Age B2B Buyer —And 6 B2B Lead Generation Tips to Engage

LEADership

Here is one buyer behaviour report that dives deep into aspects such as how soon you should call a new lead, months of the year and how they impact buyer behaviour, which days of the week work and don’t work for lead conversion, and so on. Then once you do, what changes must you make to your B2B lead generation strategy in order to attract, engage and convert this new, complex buyer? Request a demo of the revolutionary, transformational lead generation program, MyLeads2Go.

B2B Marketing in a Downturn Part 1: Lead Generation and Nurture

Marketo

B2B buying cycles have been getting longer, as buyers become more cautious and more people are being involved in every purchasing decision, marketers and (ahem) marketing automation vendors have had to get much more innovative. This week we focus on lead generation and lead nurturing, next week we’ll look at getting the most from content marketing, and finally we’ll concentrate on how to improve your sales and marketing alignment.

Producing Revenue with Lead Management – Interview with Carlos Hidalgo

Marketo

by Katie Byrnes Two lead management experts, Carlos Hidalgo, CEO of the Annuitas Group, and Jon Miller, VP of Marketing at Marketo, had the chance to riff on a few hot topics in B2B marketing , including the current state of marketing automation , the decision of the Annuitas Group to go “vendor neutral&# and, obviously, lead management best practices. Go though your lead management steps and determine where you are with you data, lead planning, metrics, etc.

Increasing Marketing ROI: The Top 5 Tips from our B2B Thought Leaders

Marketo

recent study by MarketingSherpa, 80% of B2B purchasing decision makers say that they found the vendor when they were ready to buy, rather than responding to a vendor finding them," answered WebMarket Central's Tom Pick. It boils down to ensuring that you have content spread across the web wherever your prospect may be looking, and that your website is optimized so that prospects can easily find you regardless of where they are in the buying cycle. Increasing.

10 Secrets To Help You Succeed In B2B Content Marketing

Marketing Insider Group

Doing so will not only help sell the product but also work toward establishing a better relationship with vendors, partners, and clients. 85% of B2B marketers say lead generation is the most important goal for their organizations, followed by sales (84%) and lead nurturing (78%).

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Five problems with B2B content (and how to fix them)

ClickZ

They are: focusing on your needs over your audience’s needs, failing to tie it to the buying cycle, inconsistency, poor (or no) management, and the lack of a champion or leader. 3: It fails to align with the B2B buying cycle. #4:

Sales and Marketing: The technology behind CRM

B2B Lead Generation

Paul Greenberg, Managing Principle, The 56 Group, LLC, and author of CRM at the Speed of Light , said although there are some technology suites that attempt to provide these solutions through the entire sales cycle, it is much more common for companies to integrate CRM technology from more than one vendor. Heidi Melin, CMO, Eloqua , obviously has a certain amount of vested interest as a MA software vendor, and she pointed out the value of MA for marketers. “By

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How To Develop Keyword Lists for Adwords and Pay-Per-Click Campaigns

NuSpark

Coming up with really good long-tail keywords for your SEO or pay-per-click campaigns can sometimes be daunting if you don’t understand how buyers use Google, what buying cycle they are in, and how your content or offers align with those search terms people use to look for what you do. Marketers must really understand their audience’s needs in order to provide something of value that can lead to a conversion. Actual query: List of B2B pay-per-click lead generation firms.

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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.