Expert insights. Personalized for you.
The next largest expense is usually content production: website copy, blog posts, marketing collateral, white papers, ebooks, video, infographics, social media posts, etc. But nobody buys an iPhone or iPad because Apple’s accountants are so skilled. Long Decision Cycles. MORE
What marketing content you serve at each phase of the buying cycle also matters. Here’s a chart from Enquiro’s white paper, “Building Business Online: Your Digital Persuasion Portfolio” that shows how specific content from your website plays a role at different stages. MORE
In honor of the event, they sponsored a white paper by Yours Truly on the general topic of, um, why it’s important to make it easier for salespeople to review prospect behaviors that are captured by the demand generation system. MORE
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. MORE
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. MORE
Marketers spent a lot of time creating attractive sales collateral materials–brochures, specification sheets and the like–and getting these printed on nice, glossy paper. MORE
Want to increase your email open rate, white paper download rate, or registrations at your next speaking gig? Tags: B2B Buying Cycle Better Corporate Writing Create a catchy title by turning the problem you solve on its head. read more. MORE
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. This white paper aims to change that perception of them. Get Engineers Can Sell white paper now. MORE
How can you create a white paper that serves it purpose - create high quality leads, provide useful information to potential customers etc. Jonathan Kantor is 14-year white paper marketing veteran. Question #2: What are the primary ‘take away’ points in your white paper? MORE
Many companies are producing video white papers as online presentations based on information that would normally go into a printed white paper. We asked our panel of white paper experts "In what scenarios should video white papers be used? IBM video white paper. MORE
Interactive White Papers are designed to quickly personalize white paper content for relevancy. The last thing a user wants to do, even to get a valuable white paper, is fill out a lengthy profile to receive their personalized report, but at the same time you want to ask enough questions so that the content can be customized appropriately. interactive smart content interactive white paper Demand Generation Pisello Alinean MORE
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. 5 Steps To Shorten The B2B Buying Cycle by Search Engine Land. MORE
We asked white paper experts: " How should marketers balance the need for free content (helpful for prospects decision making) Vs. the need to have content that produces a steady flow of good leads (that can directed to sales team)? He is also the author of the White Paper Pundit blog. MORE
If you look at your marketing and sales process you do a mixture of activities like run-advertising and marketing campaigns to build awareness, send out email marketing, create sales brochures, white papers, case studies, and constantly crank out blog posts and new website content. MORE
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. MORE
White papers are powerful sources of lead generation. We asked our panel of white paper experts "What are the top 2 components of a white paper that is most effective to generate leads?" He is also the author of the White Paper Pundit blog. White Paper FAQs. MORE
Traditional lead generation tactics usually involves creating some valuable marketing content such as a white paper to use as a giveaway for the purpose of collecting names and email addresses. Setting your marketing content free may sound like a radical idea for those who continue to believe in the old mantra “hand over your contact information if you want my white paper (or other content).” See White Papers: Lift Your Barrier? ). MORE
It’s the kind of real-life, forward-looking content that buyers in the consideration phase of the buying cycle are eager to consume. The same is true for articles like research reports and white papers. MORE
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. MORE
Well, that very basic assumption, that business buyers prefer to be anonymous and self-directed, and uninterested in engaging with sales until they’re absolutely ready to buy, may be in question. MORE
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. MORE
And, B2B CMOs need to get the buy-in on all levels. Buyer’s journey are goal -directed: Understanding the key path to buying decisions today requires more than creating a buyer’s journey map. by Matt Brooks. MORE
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. MORE
Business decision makers don't read white papers just because a product or service is "cool" They have real business problems they are trying to solve. We asked white paper experts: " What is the biggest challenge in creating and marketing a white paper? MORE
A survey by Spiceworks reveals that IT pros--key influencers in B2B buying cycles--are increasingly resistant to downloading white papers, because of the registration forms. In an interview on the Savvy B2B Marketing blog*, Jay Halberg of Spiceworks says:Those that do share their [contact information when downloading a white paper] obviously don't mind doing so, but they DO mind a pesky vendor. Tags: lead generation thought leadership white papers MORE
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. MORE
Internet Fuels IT Buying Cycles According to a recent survey of 500 technology decision makers and influencers, Internet access to content is changing the way IT solutions are purchased, with buyers using on-line research to drive substantial portion of the decision making cycle on their own. In a do-more-with-less environment, IT buyers view on-line content as essential to the buying process, a facilitator to help make better decisions more quickly. MORE
An Interactive White Paper dynamically customizes the content of a white paper for prospects based on the prospect’s registration profile (if available), and inputs to a few profile questions. Based on the profile, the white paper content intelligently fine tunes itself to be more relevant and personalized for a prospect’s particular research and needs. interactive smart content interactive white paper Demand Generation Pisello Alinean MORE
Content marketing does not mean churning out white papers, case studies, articles, blog posts, podcasts and webinars for the sake of putting out content. And in a complex industrial buy cycle, things can get well…complicated. Get Engineers Can Sell white paper now. MORE
Typically for an Interactive White Paper , as a rule of thumb, you don’t want more than 4 or 5 profile questions. Second, buyers expect that an interactive white paper will be customized to match their relevancy needs. From our research of what buyers want, the relevant dimensions to pivot on, in priority order are: Role in buying decision (persona) Stage in buying cycle (discovery, consideration, selection) Pa in points / opportunity / analysis I ndustry Size Geographic Location. MORE
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. MORE
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. MORE
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. MORE
Overcomes Marketing Information Overload, Transforming Traditional White Papers into Dynamic, Personalized Engagement Tools Alinean, the leading creator of value-based interactive sales and marketing tools for B2B vendors, today launched a new demand generation tool for B2B marketers – Alinean Interactive White Papers. Alinean Interactive White Papers help B2B marketers better attract and connect with today's overloaded, skeptical and frugal buyers. MORE
They can brainstorm titles for white papers all day, but not be confident that one content theme will be any more effective than another. Tags: B2B Buying Cycle Business to Business (B2B) Content Strategy I talk with B2B companies who are on board with content marketing as a concept, but don't know where to start. What makes content "good" for their particular buyers? And how can their content be more compelling than their competitor's? MORE
Marketing can use these insights to develop content in the form of a FAQ page, manuals, white papers, blog posts, or other content you can easily share to advance deals. Map Content to the Buying Cycle. Guest post by Mary Ade. MORE
Often, based on the user’s role and stage in the buying lifecycle, the call to action within the Interactive White Paper can be custom configured to provide proper / better guidance. For example, early in the buying lifecycle, executive decision makers could be guided towards a diagnostic assessment, to help pinpoint opportunities and provide prioritization advice / build urgency. interactive smart content interactive white paper Demand Generation Pisello Alinean MORE
How do you concisely convey the information you want to present in your white paper? How long should a white paper be to convey information and yet hold readers interest from start to end? There's a lot of slop out there masquerading as a white papers. White Paper FAQs. MORE
Modern Marketing
OCTOBER 22, 2014
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.
Industrial Marketing Today
JUNE 8, 2010
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.
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Modern Marketing
NOVEMBER 5, 2014
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.
The Content Factor
APRIL 20, 2010
They can brainstorm titles for white papers all day, but not be confident that one content theme will be any more effective than another. Tags: B2B Buying Cycle Business to Business (B2B) Content Strategy I talk with B2B companies who are on board with content marketing as a concept, but don't know where to start. What makes content "good" for their particular buyers? And how can their content be more compelling than their competitor's?
Industrial Marketing Today
MAY 26, 2010
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. This white paper aims to change that perception of them. Get Engineers Can Sell white paper now.
Industrial Marketing Today
SEPTEMBER 3, 2010
Content marketing does not mean churning out white papers, case studies, articles, blog posts, podcasts and webinars for the sake of putting out content. And in a complex industrial buy cycle, things can get well…complicated. Get Engineers Can Sell white paper now.
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Webbiquity
DECEMBER 4, 2018
Marketing can use these insights to develop content in the form of a FAQ page, manuals, white papers, blog posts, or other content you can easily share to advance deals. Map Content to the Buying Cycle. Guest post by Mary Ade.
The Point
JULY 17, 2017
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.
Biznology
APRIL 14, 2017
If you look at your marketing and sales process you do a mixture of activities like run-advertising and marketing campaigns to build awareness, send out email marketing, create sales brochures, white papers, case studies, and constantly crank out blog posts and new website content.
The Point
JULY 1, 2019
Well, that very basic assumption, that business buyers prefer to be anonymous and self-directed, and uninterested in engaging with sales until they’re absolutely ready to buy, may be in question.
Biznology
OCTOBER 11, 2017
It’s the kind of real-life, forward-looking content that buyers in the consideration phase of the buying cycle are eager to consume. The same is true for articles like research reports and white papers.
|
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Webbiquity
OCTOBER 8, 2019
The next largest expense is usually content production: website copy, blog posts, marketing collateral, white papers, ebooks, video, infographics, social media posts, etc. But nobody buys an iPhone or iPad because Apple’s accountants are so skilled. Long Decision Cycles.
Tony Zambito
NOVEMBER 1, 2015
And, B2B CMOs need to get the buy-in on all levels. Buyer’s journey are goal -directed: Understanding the key path to buying decisions today requires more than creating a buyer’s journey map. by Matt Brooks.
The Content Factor
JULY 29, 2010
Want to increase your email open rate, white paper download rate, or registrations at your next speaking gig? Tags: B2B Buying Cycle Better Corporate Writing Create a catchy title by turning the problem you solve on its head. read more.
The Effective Marketer
MARCH 22, 2012
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.
Webbiquity
SEPTEMBER 7, 2010
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.
Buzz Marketing for Technology
NOVEMBER 21, 2012
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.
Industrial Marketing Today
SEPTEMBER 13, 2010
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.
Biznology
DECEMBER 21, 2011
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.
Ambal's Amusings
SEPTEMBER 9, 2010
White papers are powerful sources of lead generation. We asked our panel of white paper experts "What are the top 2 components of a white paper that is most effective to generate leads?" He is also the author of the White Paper Pundit blog. White Paper FAQs.
Industrial Marketing Today
JUNE 19, 2010
What marketing content you serve at each phase of the buying cycle also matters. Here’s a chart from Enquiro’s white paper, “Building Business Online: Your Digital Persuasion Portfolio” that shows how specific content from your website plays a role at different stages.
Ambal's Amusings
JULY 15, 2010
Business decision makers don't read white papers just because a product or service is "cool" They have real business problems they are trying to solve. We asked white paper experts: " What is the biggest challenge in creating and marketing a white paper?
Ambal's Amusings
NOVEMBER 23, 2010
How can you create a white paper that serves it purpose - create high quality leads, provide useful information to potential customers etc. Jonathan Kantor is 14-year white paper marketing veteran. Question #2: What are the primary ‘take away’ points in your white paper?
Ambal's Amusings
MARCH 11, 2010
Many companies are producing video white papers as online presentations based on information that would normally go into a printed white paper. We asked our panel of white paper experts "In what scenarios should video white papers be used? IBM video white paper.
Ambal's Amusings
FEBRUARY 4, 2010
How do you concisely convey the information you want to present in your white paper? How long should a white paper be to convey information and yet hold readers interest from start to end? There's a lot of slop out there masquerading as a white papers. White Paper FAQs.
Ambal's Amusings
MAY 6, 2010
We asked white paper experts: " How should marketers balance the need for free content (helpful for prospects decision making) Vs. the need to have content that produces a steady flow of good leads (that can directed to sales team)? He is also the author of the White Paper Pundit blog.
Tony Zambito
JULY 18, 2011
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 ROI Guy
SEPTEMBER 13, 2011
An Interactive White Paper dynamically customizes the content of a white paper for prospects based on the prospect’s registration profile (if available), and inputs to a few profile questions. Based on the profile, the white paper content intelligently fine tunes itself to be more relevant and personalized for a prospect’s particular research and needs. interactive smart content interactive white paper Demand Generation Pisello Alinean
Customer Experience Matrix
MAY 27, 2009
In honor of the event, they sponsored a white paper by Yours Truly on the general topic of, um, why it’s important to make it easier for salespeople to review prospect behaviors that are captured by the demand generation system.
Webbiquity
MARCH 8, 2011
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. 5 Steps To Shorten The B2B Buying Cycle by Search Engine Land.
The ROI Guy
OCTOBER 13, 2010
Overcomes Marketing Information Overload, Transforming Traditional White Papers into Dynamic, Personalized Engagement Tools Alinean, the leading creator of value-based interactive sales and marketing tools for B2B vendors, today launched a new demand generation tool for B2B marketers – Alinean Interactive White Papers. Alinean Interactive White Papers help B2B marketers better attract and connect with today's overloaded, skeptical and frugal buyers.
The ROI Guy
SEPTEMBER 13, 2011
Typically for an Interactive White Paper , as a rule of thumb, you don’t want more than 4 or 5 profile questions. Second, buyers expect that an interactive white paper will be customized to match their relevancy needs. From our research of what buyers want, the relevant dimensions to pivot on, in priority order are: Role in buying decision (persona) Stage in buying cycle (discovery, consideration, selection) Pa in points / opportunity / analysis I ndustry Size Geographic Location.
The ROI Guy
SEPTEMBER 13, 2011
Interactive White Papers are designed to quickly personalize white paper content for relevancy. The last thing a user wants to do, even to get a valuable white paper, is fill out a lengthy profile to receive their personalized report, but at the same time you want to ask enough questions so that the content can be customized appropriately. interactive smart content interactive white paper Demand Generation Pisello Alinean
The ROI Guy
SEPTEMBER 13, 2011
Often, based on the user’s role and stage in the buying lifecycle, the call to action within the Interactive White Paper can be custom configured to provide proper / better guidance. For example, early in the buying lifecycle, executive decision makers could be guided towards a diagnostic assessment, to help pinpoint opportunities and provide prioritization advice / build urgency. interactive smart content interactive white paper Demand Generation Pisello Alinean
The Content Factor
JANUARY 28, 2010
A survey by Spiceworks reveals that IT pros--key influencers in B2B buying cycles--are increasingly resistant to downloading white papers, because of the registration forms. In an interview on the Savvy B2B Marketing blog*, Jay Halberg of Spiceworks says:Those that do share their [contact information when downloading a white paper] obviously don't mind doing so, but they DO mind a pesky vendor. Tags: lead generation thought leadership white papers
Industrial Marketing Today
OCTOBER 13, 2010
Traditional lead generation tactics usually involves creating some valuable marketing content such as a white paper to use as a giveaway for the purpose of collecting names and email addresses. Setting your marketing content free may sound like a radical idea for those who continue to believe in the old mantra “hand over your contact information if you want my white paper (or other content).” See White Papers: Lift Your Barrier? ).
The ROI Guy
JANUARY 25, 2011
Internet Fuels IT Buying Cycles According to a recent survey of 500 technology decision makers and influencers, Internet access to content is changing the way IT solutions are purchased, with buyers using on-line research to drive substantial portion of the decision making cycle on their own. In a do-more-with-less environment, IT buyers view on-line content as essential to the buying process, a facilitator to help make better decisions more quickly.
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