Matching Webinar Content to the Buying Cycle

Modern Marketing

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.

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

Modern Marketing

An overwhelming majority (82%) of senior executives said that content was a significant driver of their buying decisions. 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.

Trending Sources

Manufacturers, It’s Time to Take Back Control in the Buying Cycle

Modern B2B Marketing

However, when it comes to sales and marketing, very little has changed despite significant changes in buyer behaviors—the result of which has decreased the volume of leads that sales receives. Generating more leads isn’t a short-term, “one and done” campaign.

How Content Marketing Fits into Your Buying Cycle

Writtent

To attract the best prospects, generate the most leads, and convert the most buyers, it pays to have a well-planned buying cycle or sales funnel for each buyer persona.

What is business video content marketing and how to get started

Biznology

For example, if you realize that 81% of B2B purchase cycles start with a web search , then you probably invest in SEO. After you get traffic to your site you might send that traffic to a landing page to convert prospects into leads.

Deconstructing the Four Stages of the Industrial Buy Cycle

Industrial Marketing Today

Typically, that means understanding the prospect’s pain and then offering a solution for relief. But not easy to execute because there usually is a disconnect between what your prospect wants to hear and what you want to say about your company and its products and services.

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. The advantage of Web site activity is it finds companies early in the buying cycle, when they are most open to considering new vendors.

5 Ways B2B Can Learn from B2C Marketers

Buzz Marketing for Technology

Posted in Buying Cycle Conversion Conversion Optimization Customer Customer Experience Personalization Strategy. And it’s obvious why: buying cycles are longer, buyer mentalities are different, and products typically require more investigation before a purchase.

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Best B2B Marketing and Sales Strategy Guides and Insights of 2011

Webbiquity

Social media, content aggregation and curation , user-generated content and other developments have dramatically changed the B2B buying cycle over the past few years. Prospects often don’t surface until much later in the buying process than they did just a few years ago.

Content Auditing and Mapping it to the Industrial Buy Cycle

Industrial Marketing Today

How can you use marketing content to generate a decent volume of sales-ready leads at a low(er) cost? The big hurdle they face is in engaging and converting readers into prospects, leads and ultimately customers.

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”.

A 6-Point Email Marketing Checklist for B2B Lead Generation

LEADership

A 6-Point Email Marketing Checklist for B2B Lead Generation - Back-to-School B2B Primer—Part Two. HERE IS A 6-POINT CHECKLIST OF EMAIL MARKETING TECHNIQUES THAT ARE WORKING FOR B2B LEAD GENERATION TODAY. Try using a line like “KNOW Your Cost Per Lead—Use this ROI Calculator Today”.

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). Lead Nurturing.

What is a Marketing-Qualified Lead? What MQL Really Means

Act-On

Definitions were set, processes were tested, sales and executives bought in across the board, and the panacea of the Lead Marketing Funnel brought peace to all. Marketing Qualified Lead (MQL ). We have a bias, in terms of Marketing Qualified Leads. Event-based leads are similar.

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Lead Scoring: Set Yourself Up for Success

Act-On

As marketers, we need to prioritize the good leads over the bad. When it comes to pursuing prospective customers, it pays to spend some time determining who makes the grade. The modern marketing department can’t afford to waste time chasing after the wrong prospects. Heinz provides an eight‒step checklist for implementing a lead scoring system. TOPO’s Craig Rosenberg also offers his advice and top tips for augmenting your lead scoring method.

Lead Generation That Converts Leads into Sales Opportunities

B2B Lead Generation Blog

Tweet Ask most executives and marketers what salespeople need to sell in this economy, and they will say one thing: more leads. That’s why many marketing and lead generation programs tend to focus on quantity. It creates sales-ready leads and nurtures the leads that aren’t sales-ready.

5 Things You Need to Convert B2B Prospects NOW

LEADership

He has often sent me a comment or a message via LinkedIn about his thoughts and experiences in the world of B2B lead generation. How can you generate quality leads, let alone nurture them and convert them into customers when you can’t be bold enough to carry the torch?

New Research on How B2B Marketers Get More Leads

Act-On

Lead generation, also commonly referred to as lead gen, continues to be one of B2B marketers’ top goals. It’s so important that if you distilled an average B2B marketer’s job description down to two words, they might well be “get leads”. Lead scoring gets more important.

Shortening the Industrial Buy Cycle in 5 Simple Steps

Industrial Marketing Today

Even though her article is about the B2B buy cycle in general, it is a perfect follow up to my earlier post “Deconstructing the Four Stages of the Industrial Buy Cycle.” She has focused on identifying the problem and providing a 5-step solution to shorten the buy cycle.

5 Useful Lead Nurturing Tactics to Get More Opportunities

B2B Lead Generation Blog

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.

Lead Nurturing in 6 Simple Steps

B2B Lead Generation Blog

Tweet What’s the quickest, cheapest way to implement lead nurturing? I get that question frequently when I talk to marketers about lead nurturing. Lead nurturing is pretty easy to understand, but hard to execute when you have little time or budget.

Content Marketing Tips for Lead Nurturing

B2B Lead Generation Blog

Tweet I was asked by a reader to provide some examples of what lead nurturing touches may look like. Lead nurturing is something that’s fairly easy to understand, but for many, it’s become a frustrating thing consistently execute for two reasons: Lack of content. I’ve found that many marketers get stuck on not having enough good and effective lead nurturing content. My advice is to start accumulating and building your lead nurturing library now.

How Ready is Your Organization for the New Social Buyer Persona?

Tony Zambito

  Here is a key issue facing organizations today: each time a new social technology is introduced, it ultimately alters the buying behaviors of the new social buyer persona.    Have organizations today kept pace with the changes in buying behaviors and patterns? 

Expert Q&A: Transform Marketing With A Revenue-Relevant Customer Experience Strategy

Modern Marketing

This expands the sales cycle to a much longer and precarious customer lifecycle: the prospect becomes a buyer; who becomes a customer; and then becomes a potential prospect again for renewal or at least advocacy. Marketing Efficiency advocacy B2B customer experience buy cycle Content Marketing marketing and sales process sales cycle Social Media storytelling thought leadership

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6 Ideas to Create More Relevant Lead Nurturing Emails

B2B Lead Generation Blog

1 lead-nurturing tactic. Read more on how to put your customers first in lead generation. Idea #2: Understand where your prospect is in the buying cycle. Read more on Email Marketing: 3 lead nurture paths you should automate.

Long-Term Leads Demand Attention Now

ViewPoint

Your sales team likes nothing better than getting leads with a high probability of closing soon. So much so that many reps often ignore every lead they don’t consider hot. In reality, long-term leads often prove to be more valuable than those slated for a short-term decision. Often hot leads are really prospective buyers that have already been sold by another vendor. Here’s an example: Marketing spends $60,000 to generate 80 leads.

Are you using the wrong lead-gen model?

Sales Engine

And most importantly, adding more sales people (or hiring calling firms) to prospect down a list won’t get you where you want to be either. Many of us who grew up in sales thought that we were awesome at prospecting. It’s time to face some hard truths about B2B sales.

Targeting Content and Calls To Action: Where Are Your Prospects?

Biznology

The contention is that knowing where your prospect is when he or she is interacting with your content becomes more and more crucial as mobile devices – and mobile networks – grow. Where Is Your Prospect? Rather, it’s where your prospect is in his or her buying cycle.

10 Ways to Optimize Your Lead Conversion Rate

B2B Lead Generation Blog

Tweet The ultimate goal of B2B marketing and lead generation is to help the sales team sell. Marketers spend a lot of time and effort creating inbound leads but struggle getting those leads to convert into customers after they hand them off to sales. I’m going to share 10 levers you can use to improve your lead conversion right now: 1. Remember, people buy from people. The more you can humanize your lead follow-up the better.

B2B Lead Nurturing Myths That Promote Sales Pipeline Leaks

Modern Marketing

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?” Lead nurturing works. You Can Nurture a Complex Sales Cycle with Email Alone.

6 Best Practices for Setting Up a Lead Nurturing Program

Act-On

To paraphrase an old saying: You can lead a prospect to your website, but you can’t make them buy. On the other hand, you can improve your chances considerably with a lead nurturing program, helping your prospects every step of the way. Easily 50 percent of the leads that your marketing team unearths are not yet sales-ready ‒ but rather than dumping that half of those prospects in the rubbish bin, nurture them to increase your haul of sales qualified leads.

4 Steps to Lead Nurturing: Walking the buying path with your customers

B2B Lead Generation Blog

Tweet Lead generation can take you on a long hike. The goal of lead nurturing is to help progress leads from initial interest toward purchase intent. It’s not “following up” every few months to find out if a prospect is “ready to buy yet.”

3 Tips to Stop Leads from Falling Through the Cracks

Modern B2B Marketing

by Maria Pergolino It’s one thing to generate leads. The industry wide statistic of 70% of leads never receiving effective sales follow-up is astounding. The key to generating, nurturing and closing leads is communication. Communicate with prospects effectively.

Use These 5 Steps To Plan for Better Lead Nurturing

Modern Marketing

Modern Marketers know that not every prospect is ready to buy now. In fact, according to SiriusDecisions , even the 20% of leads that sales reps follow up on, 70% are not qualified. But it’s a mistake to ignore those leads.

Infographic: Top 10 Types of Demand Generation Content

The Point

Choosing the right content offer for a demand generation campaign isn’t simply about aligning that content with a particular buying persona. Some content types are best-suited for early stage offers, while others will only appeal to those buyers in the very latter stages of the buying cycle.

PowerOpinions: Making Lead Scoring a Success Part 1 [Expert Advice]

ViewPoint

Marketing Automation makes it easier than ever to deliver more poor-quality leads to sales. A key to this trend is lead scoring. The lead scoring team has neglected to establish a baseline or make ongoing adjustments based on feedback and results.

How to Optimize Your B2B Marketing and Sales with Online Video

Modern B2B Marketing

A marketer may not be able to reach a prospect through e-mail or phone, but once a video gets into a customized feed that reflects the prospect’s exact personal interests, the video will stimulate action. How video engages prospects throughout the buying cycle.

Who Should Nurture B2B Leads with Social Media?

NuSpark

The Webbiquity report also indicated that companies view increasing brand awareness as their top objective on social channels, followed by lead generation. However, many are still missing the boat when it comes to using social platforms to nurture those B2B leads.

How to Fix a Broken Lead-Nurturing Strategy

Contently

Here’s where my marketing brain kicks in: The way a glacier moves feels a bit like lead nurturing. (Or Or at least, lead nurturing in a perfect world.) In this metaphor, the ice serves as our nurturing efforts, pushing leads along with the overwhelming weight of our email prowess.

How to Get More Leads from Your B2B Blog

Marketing Action

If you’re in B2B and you’ve got a company blog, you’ve probably got it for the leads. And you always want more leads from your blog. Better leads. Blogs actually come in as one of the best lead generation tactics going for B2B marketers. Why does your company have a blog?