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Content Auditing and Mapping it to the Industrial Buy Cycle

Industrial Marketing Today

What does it really mean to an industrial marketer, especially if you work for or are a small to mid-size manufacturer or engineering company? Industrial giants have deep pockets to create marketing content on a daily basis. What is effective content marketing?

Five Sales Enablement Tactics B2B Marketers Need to Master


Since it promotes an integrated approach to selling, sales enablement involves both marketing and sales teams. Here are five tactics your B2B marketing team needs to master to empower sales people to close deals faster. And for marketing, that’s your sales team.

How B2B Buyer Personas Influence Online Marketing Campaigns

KoMarketing Associates

The most significant challenge B2B marketers face is in effectively communicating with target audiences and prospective buyers. What Are B2B Buyer Personas? For online marketers, buyer personas can provide direction in the channel-specific campaign development.

Plan for the Social Buyer Before It’s Too Late

Tony Zambito

  An even more profound and sobering fact is that 80% of business buyers today say that they found their vendors as opposed to vendors finding them.    What we are seeing is the rising importance of social marketing and social selling. 

The State of Demand Generation

The Effective Marketer

According to Tony Jaros, marketers will typically spend 60% of their budget on demand generation programs. Buying cycle control (you need to facilitate the buying process and understand what is required of you as a result). Inbound marketer.

9 Search Marketing Tips for Effective B2B Lead Generation


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. IDENTIFY BUYER PERSONAS AND BUYER BEHAVIOURS.

A 6-Point Email Marketing Checklist for B2B Lead Generation


A 6-Point Email Marketing Checklist for B2B Lead Generation - Back-to-School B2B Primer—Part Two. If we can remember this about our buyers, we would be more successful as B2B marketers. Today I’ll focus on email marketing as Part Two in the series.

Why Your B2B Buyer Personas Are Not Helping to Increase Lead Conversions


To create content that boosts lead and demand generation, you need to construct B2B buyer personas that give you a clear picture of your customer, mapping their journey from when they decide to solve a problem to their purchase decision. And sales cycles linger endlessly.

Is Your Content Marketing Missing the Mark?


We have white papers for every buying stage, but we just can’t get enough people to download them.”. A Content Map plots your buyer personas against your buyer journey for their information needs at each stage. Personas. Do any of these statements sound familiar? “We

The 11 Best Content Marketing, SMO, and Marketing Performance Management Tools


Web analytics tools are often all small to midsized firms will need to track their digital marketing performance—particularly when combined with marketing analytics dashboards that pull in data from social media accounts and other sources. Marketing Performance Management.

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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 Don’t Know the Buyer, JACK!


If Si Robertson , one of the the “Duck Commanders” on A&E’s hit show “Duck Dynasty” , were to assess today’s B2B Marketer on how well they know their buyer, I can imagine he’s sum it up by saying, “Hey! Yes, a lot has been written lately on the use of buyer personas, or how content marketing “starts with the buyer, or the importance of mapping the buyer journey. Yet, according to Forrester , only 14% of marketers align compelling content with buyers’ journeys.

Creating Digital Content for Industrial Marketing

Industrial Marketing Today

“We don’t have the time or the skills to write copy for digital content” is the most common reaction I get from clients when discussing their industrial marketing programs. Myth: Content for digital marketing is the text on your Website or blog.

Is Content Marketing Killing Your Customer Conference?


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. But primarily—I believe content marketing is responsible.

Lead Nurturing: 5 Useful Tactics to Get More Opportunities

B2B Lead Blog

Yet, it’s helpful to notice that all customer buying cycles fit into three distinct funnel stages. This is where the hand-off from marketing to sales takes place and where people ultimately make the buying decision. This is called full-funnel marketing.

Thomson Reuters’ head of content and campaign marketing on why emotional marketing is an unmined gem

Tomorrow People

Traditionally seen as a trick deployed only in consumer marketing, savvy B2B marketers are learning how to track, measure and market to the customers’ emotions. Antonia Wade, head of content and campaign marketing at Thomson Reuters tells us how she rebuilt the marketing function, putting customer emotions at the center. Emotional marketing was long thought to be the exclusive stomping ground of B2C marketers. Why does emotional marketing matter?

3 Steps To Email Marketing That Nurtures Leads And Closes Sales

Marketing Insider Group

Are you worried prospects will think your email marketing is spammy? Email marketing has gotten a bad rap. Like other innovative technologies that marketers have gotten hold of over the years, it’s become the object of much derision. Think about your buyer persona.

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


As account-based marketing (ABM) gains momentum, companies clearly see the value of identifying high-value prospects and targeting them with customized content. In the B2B marketing environment, successful ABM is the gold standard companies aim for. Evaluating new market opportunities.

How B2B Purchasing Decisions Have Changed


The maturation of the internet has changed the B2B buying cycle forever. As a marketer or salesperson, how can you use these tools and channels to your advantage? Usually, you’ll have to get buy-in from every decision maker before a purchasing decision is made. Whereas consumers have no problem switching from one vendor to the next at the drop of a hat, companies don’t have the same agility. Aggressively do online research before buying.

Marketing Big Data: Start this Year with a Plan


By now, we’ve all heard that at least 2% of our marketing leads database goes ‘bad’ every month. You’ve got new program plans and a data update will help to align to your target market and tag your target personas as these programs are kicking off. A data refresh will also enable you to leverage your inbound marketing to drive your marketing automation and outbound strategies. Identifying target personas. Understanding the prospects buy cycle.

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How to Implement an Account-Based Marketing Program in Your Firm


For many years now, B2B marketers have spent time and effort carefully crafting buyer personas based on demographic profiles, needs analyses and former sales results, among other criteria. Successful marketing isn’t about selling, it’s about serving.

Why Marketing Automation Does Not Work


In a nutshell, marketing automation often comes to a grinding halt because of the lack of people and processes to support it. If you choose and implement your marketing automation before defining your processes and the roles of individuals, you cannot move forward.

Rediscovering Your Content Marketing Purpose


Let’s huddle in here, fellow B2B marketers, and have a moment of honesty. Sometimes in the midst of sales requests, jam-packed campaign calendars, client requests, determining content marketing ROI, data analysis and creative brainstorms, we forget why we do what we do. We rarely ask questions about the purpose behind our comprehensive marketing plans to frame up why we do it all. Here are the top three reasons for our content marketing efforts: Wooing.

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

KoMarketing Associates

As we wind down 2015, marketing budgets and planning for the new year begin to take focus. Hopefully, the performance metrics associated with your organization’s marketing programs have yielded success and validation for tactics proposed at the beginning of the year.

3 Steps To Email Marketing That Nurtures Leads And Closes Sales

The Forward Observer

Are you worried prospects will think your email marketing is spammy? Email marketing has gotten a bad rap. Like other innovative technologies that marketers have gotten hold of over the years, it’s become the object of much derision. Think about your buyer persona.

Buying Triggers and Why They Matter


As consumers, if we are not in an active buying cycle, we are in a passive buying cycle. In terms of B2B marketing, we know the buyer’s journey can be long and is often complex, involving many different buyers and typically buying committees from across an organization.

Top 10 ABM Mistakes

The Point

When so many technology vendors claim to be an “ABM solution,” what are the smartest investments? There was a time, not so long ago, when Marketing Automation went through a similar transition. Like Marketing Automation before it, ABM is no exception. Ignoring the buying cycle.

Marketers May Just Be Their Own Roadblock to Reinvention


A March 2014 Study by Adobe titled Digital Roadblock: Marketers Struggle to Reinvent Themselves shows that 64% of marketers expect their role to change in the next year and 81% expect their role to change in the next three years. Their Market Conditions.

Responding to the Buyers Purchase Path


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?

PowerViews with Tony Zambito: Buyer Predictability


In 2002, Tony established the first buyer persona research methodology designed specifically for B2B marketing and sales. His "Buyer Foresight" approach helps organizations gain predictability by understanding the behavior of their buyers in a changing market.

The One Thing Your Account-Based Marketing Strategy Is Missing


Today’s empowered customers expect the interactions they have with your sales and marketing teams to be highly personalized and relevant—which can make striking up valuable conversations with prospects challenging. If you want to learn what advocate marketing is, read this primer.)

33 Phenomenal Content Marketing and Copywriting Guides and Tips


Content marketing represents the most fundamental and widespread rethinking of marketing practices in decades. Content marketing turns the dominant paradigm of the last half-century—interruption-based mass marketing—on its head. Content Marketing Guides, Tips and Tactics.

5 Mistakes Companies Make When Automating Their Marketing


the marketing automation space is due to grow by 60% this year and reach overall revenues of $1.2 The continued rise in revenue is indicative of the increased sophistication of the B2B market and the need for marketers to be more strategic in driving demand for their organizations.

5 Ways Your B2B Marketing Automation is Failing

Modern Marketing

Ascend2 found that the most significant barrier to marketing automation success is the lack of an effective strategy. And according to's Marketing Automation Benchmarking Report, 17% of marketers say marketing automation has been very beneficial for their company.

B2B Selling to a Millennial Stakeholder

Heinz Marketing

By Kira Jerome , Marketing Intern at Heinz Marketing. There is a generational shift happening within buying committees. This brings us to the importance of buyer personas. For more information check out the in-depth research by SnapApp and Heinz Marketing here.

33 (of the) Best Marketing Strategy Guides and Insights of 2010


Sometimes it’s essential to step back from everyday marketing tactics to ask the bigger questions: not just “ how do we get more people to `like’ us on Facebook? &# or “what apps should we be adding to our Facebook page?&# Marketing ROI Should RIP by iMedia Connection.

Predictions for B2B Marketing in 2011

Customer Experience Matrix

Marketing automation hits an inflection point, or maybe two. Mainstream B2B marketers will purchase marketing automation systems in large numbers, having finally heard about it often enough to believe it's worthwhile. This will eventually lead to a backlash against marketing automation, although that might not happen until after 2011. Vendors will scramble to fill this need. Social marketing inches forward.

SMB 201