Content Auditing and Mapping it to the Industrial Buy Cycle

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Content Auditing and Mapping it to the Industrial Buy Cycle by Achinta Mitra on September 3, 2010 in B2B Lead Generation , Content Marketing , Industrial Marketing Strategies , Integrated Industrial Marketing These days it is popular to say “Content is marketing currency.” How can you use marketing content to generate a decent volume of sales-ready leads at a low(er) cost?

Rules of B2B Lead Scoring – Who’s Hot, Who’s Not

Industrial Marketing Today

Lead scoring has become very important in today’s B2B marketing. Marketing’s role in interacting with prospects has expanded and goes further into the buy cycle than before. This has resulted in fewer direct interactions with sales reps from vendors. Lead scoring, a key component of lead nurturing and management, is an effective tool for aligning sales and marketing. Lead scoring increases sales productivity and drives revenues.

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Variety of Content is the Key in the Early Stages of the.

Industrial Marketing Today

In Needs Awareness and Research phases, the first two stages of the industrial buy cycle (see my earlier post Deconstructing the Four Stages of the Industrial Buy Cycle ) your prospects and customers use a variety of online content to find solutions to their current problems and needs. In this post, I’m going to focus on content for the early stages of the buy cycle. Scoring or qualifying your site visitors is largely dependent on their behavior.

ShoreTel Infuses Predictive for More Efficient Demand Gen

Ignite Tech

This large telephony and unified communications provider has no shortage of leads, and recognizes that having more people to call isn’t necessarily better. Their job is to fully qualify leads as opportunity-ready MQLs (and we go beyond typical industry standards for qualification) before passing them onto the partner and sales teams. We first segment our leads by explicit action (like “contact sales” requests or white paper downloads) which are prioritized by intent.

6Sense Finds B2B Prospects Using Web Site Activities

Customer Experience Matrix

I mentioned 6Sense briefly in a recent post about vendors who help companies find prospects on the Web. Since then, I’ve had a more detailed briefing, which clarified that their scope extends well beyond prospect lists to predictive models applied across all stages of the purchase cycle. and key activities (Web site visits, topics researched) and scores at both company and individual levels. Company models score each company’s likelihood to buy from the client.

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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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. Both books cover lead nurturing and ROI calculations, and Silverpop also explains lead scoring. Why Lead Management. Lead Scoring.

What is Intent Data? The Predictive Sales Trifecta

DiscoverOrg Sales

Your website is likely one of your biggest lead sources … but it goes without saying that it’s not the only source of content online. Marketers can expand their reach by buying leads from some content publishers or advertising on some third-party sites, but budget and accessibility to third-party sites can limit reach. When prospective buyers hit your website, you can track the activity and bump up lead scores accordingly.

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.

Is it Time to Change the Universal Definition of a Lead?

LEADership

So do we need to revisit the universal definition of a lead in the world of sales and marketing? Here’s What HAS Changed with B2B Lead Generation: Building volume at the top of the funnel is easier. As marketers realize the importance of distinguishing between buyer personas, there is more than one sales funnel you need to fill, filter your leads through and manage in order to drive conversions. The post Is it Time to Change the Universal Definition of a Lead?

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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 ).

What is Intent Data? The Predictive Sales Trifecta

DiscoverOrg Sales

Your website is likely one of your biggest lead sources … but it goes without saying that it’s not the only source of content online. Marketers can expand their reach by buying leads from some content publishers or advertising on some third-party sites, but budget and accessibility to third-party sites can limit reach. When prospective buyers hit your website, you can track the activity and bump up lead scores accordingly.

How to Recognize and Respond to Buying Signals (and Close More Deals!)

Zoominfo

You’re about to get that hot lead on the phone. You’re armed with your prospect’s buying signals, right? What are customer buying signals? By definition, buying signals are the actions potential customers take that indicate they’re close to making a purchase.

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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.

BtoB Leading Edge: 10 Sharp Tips taken from the Cutting Edge Demand Generation Virtual Conference

Marketo

Yesterday’s BtoB Leading Edge, Demand Generation in the Digital Age was a great way to make sure your organization’s demand generation programs are best-in-class.   With almost 5,000 registrants, it is clear that B2B marketers are concerned about getting the most out of their demand generation and lead management programs. The Kern Organization did an impressive presentation about B-to-B offer strategies that keep your pipeline filled with the best leads.

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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.

How to Choose the Right Predictive Analytics Tool for Account-Based Marketing

NuSpark

More successful lead qualification. ” What to Look for in a Vendor. Most predictive analytics vendors make use of multiple data points to help “feed” the models and forecast potential high-value accounts. With lead scoring based on having as much information about prospects as possible, fleshing out gaps in a customer profile delivers a level of enrichment and accuracy that can be useful determining the prospects’ position in the sales funnel.

Marketing technology that raises ROI and accelerates sales

Conversica

Any company involved in lead generation or lead purchasing may find the new marketing technology can dramatically improve marketing return on investment (ROI) and accelerate the sales process. Many companies generate a lot of marketing leads but then waste many of them, which drags down their results. Knowing when to pass a lead to sales is a big challenge that marketing automation vendors have tried to solve with lead scoring.

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How Technology on the Trade Show Floor Can Help Your Sales Team Work Smarter and Sell More

B2B Lead Generation

Yet, many companies still measure marketers on cost-per-lead metrics when such metrics are inadequate for measuring face-to-face interactions at trade shows. CEOs need to look at the economics of competitive market dialogue holistically, with Marketing and Sales working together to walk customers and prospects through the buying cycle as economically as possible. Of course, many vendor messages will be generic and therefore ineffective.

B2B Websites: To Publish Prices, Or Not To Publish…That Is The.

Industrial Marketing Today

There have been many studies done over the years that indicate that price information is the very reason why most B2B buyers visit a vendor’s website. The results from three separate studies confirm this: 61% of engineers surveyed indicated pricing information as one of the primary reasons to visit a vendor’s website.

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. Don’t rely on just one primary lead source.

What does intent data mean for the data-driven marketer?

Ignite Tech

Nonetheless, it’s a topic that will continue to gain steam as more companies look for new ways to identify and predict where customers are in their buying journey. This kind of information contains highly predictive buying signals, since the content is relevant to the purchase decision — for instance, which pages a prospect touched, links they clicked on and how long they spent on each page. These models are most commonly built on Leads, Contacts, Opportunities or Accounts objects.

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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. after they surveyed more than 1,200 purchasing decision makers in small, medium, and large companies throughout the United States and Western Europe who are responsible for buying high-tech products and services. The two most important factors in rating vendor performance were extensive knowledge of product/service features and overall sales experience.

The Disconnect Between B2B Content Marketing and Customer Engagement

Industrial Marketing Today

Also see a very interesting post from Junta42, “Engage and Inspire Employees First, Customers Second.” ) Because of the longer cycles and the complexities of B2B and industrial sales, marketers find it very difficult to associate leads to specific marketing content. As a result, most BtoB marketers tend to credit sales-ready leads to the last marketing touchpoint. That was one of the key findings of the “2010 Lead Generation Marketing ROI Study” by the Lenskold Group.

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Marketing Automation for Manufacturing: How to make it Your Firm’s Unfair Advantage

Lake One

By definition according to HubSpot , marketing automation is a tactic that allows companies to nurture leads through the buyer’s journey using personalized and valuable content. Marketing Automation for Lead Generation. Leads can take all sorts of forms for manufacturers.

Top 5 Marketing Must-Haves for Asset Managers and More

Marketo

I remember asking him “Where do the leads come from?” Lead Generation Forms. If you have a website, use it for lead generation. But all that traffic is useless unless you have a way to turn it into leads. You’ll need a web-to-lead form on your website—essentially, a place for people to enter their contact information so that you can collect it. What type of information is important for your marketing and sales team to know about your leads? Lead Scoring.

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.

InsideView Takes Buyer Intent Data to the Next Level

InsideView

First, we’re bringing together the leading B2B data and intelligence with one of the industry’s leading intent data solutions , so you can take advantage of the best of both worlds in a single platform. Increased win rates by engaging with prospects who are ready to buy now.

5 Rules of Website Redesign for Engaging Engineers and Industrial.

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website 5 Rules of Website Redesign for Engaging Engineers and Industrial Buyers by Achinta Mitra on July 23, 2010 in B2B Lead Generation , Content Marketing , Industrial Marketing Strategies , Industrial Websites , Website Design & Development If you are a manufacturer or a provider of technical services, your website needs to be aligned with the buying process of your prospects and customers.

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

Customer Experience Matrix

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. Opposing viewpoint: marketing automation vendors tell me they don’t see CMS systems as competitors, largely because the systems are sold to IT rather than marketing departments. The new paradigm in customer engagement assumes consumers have control over the buying process, not marketers.

B2B Appointment Setting - Best if Nurtured First

Smashmouth Marketing

As you all know, Green Leads is in the b2b appointment setting business. Inbound leads as a result of the nurturing campaign were routed to their inside sales team. The remaining leads, after reaching a certain lead score based on the numbers of email opens, forwards, website visits, and other criteria, they were transferred to our lists for outbound appointment setting.

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B2B Appointment Setting - Best if Nurtured First

Smashmouth Marketing

37% of prospects that were nurtured move on to further sales activity from an introductory meeting -- 12% hig her than those not nurtured As you all know, Green Leads is in the b2b appointment setting business. Inbound leads as a result of the nurturing campaign were routed to their inside sales team. Since then, five of our clients have started feeding us nurtured leads to augment traditional raw names.

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5 Mistakes Companies Make When Automating Their Marketing

ANNUITAS

Emails are created, sent out to a list of potential buyers and those who respond are deemed leads and those that do not are targeted for the next campaign which may be a webinar, event, video, etc. Taking a strategic approach reverses this and puts the buyers squarely as the focus and causes organizations to align around their buying process. It is not the quantity of the content that is the issue, it is the quality of the content and where this content is used in the buying cycle.

Marketing Automation Trends for 2010

LeadSloth

Several new vendors appeared on the market, many existing vendors experienced rapid growth, and Marketing Automation as a term gained popularity among B2B marketers. I have asked many of the vendors, consultants and thought leaders to give their opinion. The vast majority of leads generated on a website never have a meaningful conversation with a sales rep. Therefore, their lead generation and nurturing programs often focus only on email and web channels.

Apples and Oranges

ANNUITAS

It feels like every month a new marketing automation vendor hits the scene making grandiose promises ranging from immediate ROI increases to more effective marketing to the delivery of lead management.    While some of these “promises” can be achieved over time, it’s a fallacy to think that the purchase of technology will solve or eliminate all of our lead management issues. Lead Management Process-Enabled Marketing Automation. lead scoring). 

The Rise of the Content Marketer « The Effective Marketer

The Effective Marketer

When companies start to tailor content to different audiences and stages of the buying cycle, they greatly increase the amount of content, and the type of content needed changes&# Marketing Roles Are Evolving Marketing used to have clearly defined roles. And unless you have someone paying attention to it, you’re likely to lose the opportunity to influence people towards buying your product.