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.

Deconstructing the Four Stages of the Industrial Buy Cycle

Industrial Marketing Today

The problem becomes more acute for the industrial sector because the industrial buy cycle can be a long and complex process that often involves multiple decision makers.

Content Auditing and Mapping it to the Industrial Buy Cycle

Industrial Marketing Today

They are: Buyer Personas – deep insights on the people who buy your products and services Buying Process – the steps buyers go through to acquire your products and services Buyer personas go a lot deeper than just demographics.

How to Use Visual Collaboration at Each Stage of the Buying Cycle

LEADership

Before making a big purchase or signing a contract, they are likely to do their due diligence on search engines, social media, review sites, and YouTube channels, gathering all the information that they can. In different phases of the buying cycle, they will be looking for different things.

How Social Media Changed the Sales Cycle into the Buying Cycle

Webbiquity

Marketing and sales were still largely in control, but buyers were entering sales cycles with more and better information. But it’s been the explosion of social media and user-generated content over the past three years that has really changed the sales process.

Facebook ads vs Google adwords: 7 key criteria to decide

Biznology

With any ad buy, Google lets you know the bid for a keyword that gets the best ad position. MEASUREMENTS: Media or social? To measure effectiveness, Google Adwords uses more traditional digital media measurements like: impressions , clicks, click-through rate , and conversions.

11 inspiring case studies of digital transformation

Biznology

McDonald’s used social media to give away products related to the commercials they aired throughout the game. It was important for McDonald’s to have the ability to respond immediately to consumers and actively monitor social media trends in real time.

How to Leverage the 5 Stages of the Customer Buying Cycle for More Sales

Hubspot

The answer is simple: Leverage the customer buying cycle. What’s the buying cycle, you ask? 5 Stages of the Customer Buying Cycle. Purchase : The action of ordering and buying from your ecommerce site.

What is structured content?

Biznology

By structured content , we mean small content modules that are tagged for use by different devices, applications, or media types. intended audience, buy cycle state). Structured content is the most important trend in digital marketing that you’ve probably never heard of.

Why email marketing still matters–and how to make it work

Biznology

Unless you’re selling goods or services with a buying cycle of “right now” (like lattes) you need a way to stay in touch with prospects as they move through the buying cycle toward a decision.

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Social Media is better for the Consideration Phase

Buzz Marketing for Technology

But what is really interesting to me is the fact that beyond Tier 3 tactics (according to the chart) you start to see the social media tactics. So try to map your tactics more to the buying cycle when you deploy them. Tags: social media Buying Cycle

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.

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.

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.

Why You Should Thoroughly Audit Your Social Media Presence

Webbiquity

Social media success isn’t nearly as random as it can seem. Though it’s a challenge, there’s no magical force keeping you from reaching your social media goals. To establish that, begin with a social media audit. What Is a Social Media Audit?

Lead Nurturing – How to Develop a Solid Process for B2B Lead Management

Webbiquity

Understanding that not every lead is ready to buy right away, but that it’s less costly to convert an existing lead than to generate a new one, you may be asking yourself, “ I need to do lead nurturing right—where do I start?”. Confirm your thoughts on the buying cycle with them.

Creating Relevant B2B Marketing Content: Walk the Talk

Industrial Marketing Today

What marketing content you serve at each phase of the buying cycle also matters. Leave a Comment Previous post: Successful Industrial Websites Require Part DiY and Part Professional Help Next post: Social Media with Email Marketing – is it the Super Combo?

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.

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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. The Business of B2B Social Media by Brian Solis.

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

Tony Zambito

  Most of what we’ve witnessed in the past few years has been related to the impact of social media and networking technologies.    Have organizations today kept pace with the changes in buying behaviors and patterns?  Image by daniel_iversen via Flickr.

Plan for the Social Buyer Before It’s Too Late

Tony Zambito

  However, trending information clearly points to the fact that sales reps are having a hard time making contact with buyers and don’t get involved until much later in the buying cycle.  Image via Wikipedia. To say things are changing is an understatement. 

Importance of Context to Understanding the New Social Buyer Persona

Tony Zambito

Buyer Patterns : patterns related to how and why buyers buy have undergone significant changes and most notably in B2B these patterns are undergoing constant change and evolution. Image via Wikipedia.

Buyer Experience Innovation: Why B2B CEO’s Must Make It Their Top Priority

Tony Zambito

  Compounding these challenges is the rapid transformation underway in the buyer-seller relationship brought on by the advent of digital marketing and social media technology.  Image via Wikipedia.

Future of Buyer Personas is Social - Part 3

Tony Zambito

  The science of goal orientation leads to discovering the often hidden and unarticulated roots of “why” people buy.    Traditional management and business models have been built on pushing outward through the organization to buyers and inducing them to buy

The Influence of the Social Buyer on B2B Business

Tony Zambito

  What we do know is that B2B buyers are demanding more social experiences in their buying processes.     Companies are looking to social media and other means such as content marketing to fit into their existing structure and business operations. 

The Design of Buyer Experience

Tony Zambito

  The recent advances in technologies related to the Internet, interactive digital media, and social media represent the coalescing “tipping point” that is shifting buyers to have expectations for improved experiential opportunities that have not existed before. 

The 4 B’s of Buyer Experience Innovation (2nd Rendition)

Tony Zambito

   Perplexing executives as well is the rapid infusion of digital and social media that buyers are engaging with at an increasing rate yet with no clear discerning picture of what the future holds.  Buying processes and buying decisions are being restructured many times over. 

Four Steps to Reinventing the B2B Buyer Experience

Tony Zambito

One of the clearest mandates being heard from B2B buyers today is the desire for buying experiences that offer more than just a product or service sale.  What is clear is that B2B entities are faced with the significant challenges of reinventing buying as well as sales experiences. 

Buyerology Trend: Think Buyer Decision Model vs. Buyer Journey

Tony Zambito

  This article looks at how buyer decision models are changing and how marketing and sales can think beyond the buyer’s journey or buying process to adapt.    Buying decisions are not excluded from this profound movement. 

CMO Spotlight: Michael Brenner, Business 2 Community

LEADership

Like I said before, trust is the biggest factor in B2B marketing success—3 ways to win trust through social media. . Marketers have gotten carried away with digital marketing, social media, email campaigns and mobile marketing.

CMO 101

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

Modern Marketing

by Amanda Batista | Tweet this The advent of social media, empowered buyers, and users bringing their own technology to work has now morphed B2B business models from product to services provision. 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.

A Conversation on 7 Buyer and Sales Trends to Watch in 2011

Tony Zambito

  I like the term digital age because it is a way of including all things such as social media, mobile, digital marketing, and even the iPad!    On top of that, the entire buying experience is fragmented.  Image via Wikipedia.

CMO Spotlight: Judith Sim, CMO, Oracle Corp.

LEADership

We know that buyers are in control, much more than ever before, of the buying process, while the marketer’s role is being steadily and increasingly marginalized. Being always-on, everywhere through social media does not guarantee audience engagement.

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The Importance of Buyer Personas to Lead-to-Revenue Management

Tony Zambito

A tough assignment for B2B marketers today is getting a handle on how buyers progress through the buying and selling cycles.    Understanding what buyers are doing in the lead generation to sales cycle gap is proving to be a competitive difference maker.

Buyer Interaction Shapes Buyer Experience Design

Tony Zambito

  Many of today’s modern movements related to experience design, social media, and digital engagement have in their DNA at least a molecule of interactionist theory.    Brian Solis , a thought leader on social media and author of Engage! , Image via Wikipedia.

B2B Imperative: Reinvent the Sales Experience

Tony Zambito

  The essence of sales experience lies in the ability of B2B organizations to innovate unique buying experiences.    The end result being a unique buying experience for their buyers.  Image via Wikipedia.

Is it Time to Reframe the Sales and Marketing Alignment Debate?

Tony Zambito

  Let’s look at each role briefly: Buyer Experience Strategist : in this role, one examines buyer strategy, buyer insights, and developing end-to-end journeys that enable buyers to buy. Image by J. Stephen Conn via Flickr.

Prevent Demand Generation Failure with Buyer Personas

Tony Zambito

  Acquiring a deep understand of your target buyer and their buying process.  Image by justin_levy via Flickr.

Macro Trends Transforming the Buyer Experience

Tony Zambito

  Lauren further adds that a confluence of trends is changing the way buyers experience buying decisions and purchases.    However, in this cycle buyers may be seeking to make deeper assessments than in past downturns.  Image via Wikipedia.

The 4 B’s of Buyer Experience Innovation

Tony Zambito

   Perplexing executives as well is the rapid infusion of digital and social media that buyers are engaging with at an increasing rate yet with no clear discerning picture of what the future holds.  Buying processes and buying decisions are being restructured many times over.