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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. They buy because of the company’s innovation and, yes, marketing. B2C marketing most typically has only one layer: the consumer buys from a retailer (or in a much smaller number of cases, directly from a producer). MORE
Home Marketing Matters About Contact B2B Marketing Store Company Website Creating Relevant B2B Marketing Content: Walk the Talk by Achinta Mitra on June 19, 2010 in B2B Marketing Collateral , Content Marketing , Industrial Marketing Strategies , Integrated Industrial Marketing There is plenty of advice out there about engaging B2B and industrial buyers with relevant marketing content at every stage of the buying cycle. This white paper aims to change that perception of them. 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. The paper, Restoring the Balance: Why Marketing Holds the Key to Effective Selling in a Changed Business World , is available for free on the Raab Guide site and will eventually show up on the Eloqua site as well. MORE
Home Marketing Matters About Contact B2B Marketing Store Company Website Shortening the Industrial Buy Cycle in 5 Simple Steps by Achinta Mitra on June 8, 2010 in B2B Lead Generation , Content Marketing , Industrial Marketing Strategies , Search Engine Optimization (SEO) , Website Design & Development The other day I read an interesting article titled “5 Steps To Shorten The B2B Buying Cycle” by Kerry Spellman , Client Relationship Manager at iProspect. 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?”. Ask yourself and answer these questions: Do I understand my buyers’ buying cycle? You need to be able to map out your typical buyer’s buying cycle. 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. Marketing and sales were still largely in control, but buyers were entering sales cycles with more and better information. Tags: Social Media Marketing b2b sales cycle b2b sales process blogging LinkedIn sales collateral social media trade magazines Twitter Web Presence Optimization WPO MORE
Home Marketing Matters About Contact B2B Marketing Store Company Website Deconstructing the Four Stages of the Industrial Buy Cycle by Achinta Mitra on May 26, 2010 in B2B Lead Generation , B2B Marketing Collateral , Content Marketing , Integrated Industrial Marketing B2B marketers agree that lead generation and nurturing campaigns must deliver relevant content to their target audience to be successful. This white paper aims to change that perception of them. MORE
How can you create a white paper that serves it purpose - create high quality leads, provide useful information to potential customers etc. Well, like Stephen Covey said, "You begin with the end in mind" We asked our panel of white paper experts "W hat are the 3 key questions you ask before starting a white paper project? Jonathan Kantor is 14-year white paper marketing veteran. Generating More Leads with Video White Papers. Buying Guide. 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? What are components of a good video white paper?" " A video white paper combines information with a real person to create a very unique delivery mechanism " Michael Stelzner's Bio. White Paper FAQs. 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. Kipp Bodnar shares more than two dozen marketing lessons gleaned from the MarketingProfs B2B Forum event, among them: repackage expensive content (such as white paper content) into different formats—blog posts, webinars, bylined articles—to get the most out of your investment. 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)? Jonathan Kantor is the principal and founder of The Appum Group, " The White Paper Company ", and has been producing commercial white papers for the past 11 years. 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. For example, if you realize that 81% of B2B purchase cycles start with a web search , then you probably invest in SEO. 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. You have to be prepared to engage them throughout the cycle. The problem, though, is that marketers have to face the realities of the B2B Buying Cycle: You control less. 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?" Jonathan Kantor is the principal and founder of The Appum Group, " The White Paper Company ", and has been producing commercial white papers for the past 11 years. 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. Buying committee members don’t like to appear to be advocating too hard for anything new. Are you one of those marketers wondering where and how to use video effectively? You’re certainly not alone. 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. Business buying processes are getting longer, and—most important—involving more parties than ever before. To influence the multiple Buying Circle members, and get to them early, you need to know who they are. MORE
I would download, print, and assign the leads by writing the reps name on the paper lead in the top left corner. As leads were called, I would receive feedback from the reps, often receiving the paper lead back with chicken scratch notes telling me what I did wrong. 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. Secondary offers are calls to action – usually placed on a thank you page or in a fulfillment email – related to the action the prospect just took – as in: thank you for downloading our white paper, here’s a recorded Webinar you might like. 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. But the reality is that B2B buyers are very similar to B2C consumers— whether it’s buying a new car or new enterprise software, consumers want to be educated and informed. MORE
Webinars have become a primary marketing tool to "help drive the buying cycle," according to market research firm SiriusDecisions. Webinars’ influence on the buying cycle is driven by their ability to: Engage prospective buyers. One of the main reasons that webinars successfully influence prospects in the buying cycle is their ability to capture a viewer’s attention for significant periods of time. Accelerating the Buying Cycle. 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. B2B CMOs can ensure that a buyer’s journey perspective incorporates how to help buyers achieve their goals throughout the buying cycle as well as the entire customer lifecycle. 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. If designed with the buying cycle in mind, webinars can be an extremely effective method for moving prospects from one stage of the buying cycle to the next. 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? Jonathan Kantor is the principal and founder of The Appum Group, " The White Paper Company ", and has been producing commercial white papers for the past 11 years. White Paper FAQs. MORE
Many a good sales professionals as well as marketing professionals I knew back in the ‘80’s and ‘90’s adopted the valued practices of understanding the buying process, profiling their customers/buyers, discovering buyer constraints, understanding the buyer’s decision criteria, and adopting KSF (Key success Factors) factoring in marketing and sales planning. Image by Cristiano Betta via Flickr. 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
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.” 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
Despite that, you need e-books, webinars and other information designed to attract leads, walk them through the buying cycle and convert sales. But how can you create white papers, videos and blog posts that your target audience will seek out and devour? The result is that B2B buyers are more than halfway through the buying cycle by the time they contact a salesperson. Where they are in the buying cycle. 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. In this post, I’m going to focus on content for the early stages of the buy cycle. This white paper aims to change that perception of them. 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. IMPACT : Use ABM strategies to deliver personalized, relevant content to specific buying roles within large accounts. 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. To be most effective, your webinar content must be tailored to the specific objectives of each stage of the buying cycle. Marketers’ primary goal is to progress prospects and opportunities from one stage of the buying process to the next. 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
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. Prospects love this, as research reveals that 87 percent of buyers select a vendor who provided them with relevant pieces of content at each stage of the buying process. Map Content to the Buying Cycle. Guest post by Mary Ade. Sales enablement significantly drives higher conversion rates and revenue. 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? We have invited White Paper Experts to shed light on the following question: "What is the ideal length of a white paper?" " We have invited White Paper Experts to shed light on the following question: "What is the ideal length of a white paper?" MORE
Oracle
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. To be most effective, your webinar content must be tailored to the specific objectives of each stage of the buying cycle. Marketers’ primary goal is to progress prospects and opportunities from one stage of the buying process to the next.
Oracle
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. If designed with the buying cycle in mind, webinars can be an extremely effective method for moving prospects from one stage of the buying cycle to the next.
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Industrial Marketing Today
JUNE 8, 2010
Home Marketing Matters About Contact B2B Marketing Store Company Website Shortening the Industrial Buy Cycle in 5 Simple Steps by Achinta Mitra on June 8, 2010 in B2B Lead Generation , Content Marketing , Industrial Marketing Strategies , Search Engine Optimization (SEO) , Website Design & Development The other day I read an interesting article titled “5 Steps To Shorten The B2B Buying Cycle” by Kerry Spellman , Client Relationship Manager at iProspect.
Industrial Marketing Today
MAY 26, 2010
Home Marketing Matters About Contact B2B Marketing Store Company Website Deconstructing the Four Stages of the Industrial Buy Cycle by Achinta Mitra on May 26, 2010 in B2B Lead Generation , B2B Marketing Collateral , Content Marketing , Integrated Industrial Marketing B2B marketers agree that lead generation and nurturing campaigns must deliver relevant content to their target audience to be successful. This white paper aims to change that perception of them.
Industrial Marketing Today
SEPTEMBER 3, 2010
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.” And in a complex industrial buy cycle, things can get well…complicated. Get Engineers Can Sell white paper now.
Webbiquity
JANUARY 15, 2010
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. Marketing and sales were still largely in control, but buyers were entering sales cycles with more and better information. Tags: Social Media Marketing b2b sales cycle b2b sales process blogging LinkedIn sales collateral social media trade magazines Twitter Web Presence Optimization WPO
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. For example, if you realize that 81% of B2B purchase cycles start with a web search , then you probably invest in SEO.
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. Buying committee members don’t like to appear to be advocating too hard for anything new. Are you one of those marketers wondering where and how to use video effectively? You’re certainly not alone.
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. Prospects love this, as research reveals that 87 percent of buyers select a vendor who provided them with relevant pieces of content at each stage of the buying process. Map Content to the Buying Cycle. Guest post by Mary Ade. Sales enablement significantly drives higher conversion rates and revenue.
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. Secondary offers are calls to action – usually placed on a thank you page or in a fulfillment email – related to the action the prospect just took – as in: thank you for downloading our white paper, here’s a recorded Webinar you might like.
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. B2B CMOs can ensure that a buyer’s journey perspective incorporates how to help buyers achieve their goals throughout the buying cycle as well as the entire customer lifecycle. by Matt Brooks.
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. They buy because of the company’s innovation and, yes, marketing. B2C marketing most typically has only one layer: the consumer buys from a retailer (or in a much smaller number of cases, directly from a producer).
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. You have to be prepared to engage them throughout the cycle. The problem, though, is that marketers have to face the realities of the B2B Buying Cycle: You control less.
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. But the reality is that B2B buyers are very similar to B2C consumers— whether it’s buying a new car or new enterprise software, consumers want to be educated and informed.
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. Business buying processes are getting longer, and—most important—involving more parties than ever before. To influence the multiple Buying Circle members, and get to them early, you need to know who they are.
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. In this post, I’m going to focus on content for the early stages of the buy cycle. This white paper aims to change that perception of them.
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?" Jonathan Kantor is the principal and founder of The Appum Group, " The White Paper Company ", and has been producing commercial white papers for the past 11 years. He is also the author of the White Paper Pundit blog. White Paper FAQs.
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?”. Ask yourself and answer these questions: Do I understand my buyers’ buying cycle? You need to be able to map out your typical buyer’s buying cycle. Confirm your thoughts on the buying cycle with them.
Industrial Marketing Today
JUNE 19, 2010
Home Marketing Matters About Contact B2B Marketing Store Company Website Creating Relevant B2B Marketing Content: Walk the Talk by Achinta Mitra on June 19, 2010 in B2B Marketing Collateral , Content Marketing , Industrial Marketing Strategies , Integrated Industrial Marketing There is plenty of advice out there about engaging B2B and industrial buyers with relevant marketing content at every stage of the buying cycle. This white paper aims to change that perception of them.
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? Jonathan Kantor is the principal and founder of The Appum Group, " The White Paper Company ", and has been producing commercial white papers for the past 11 years. White Paper FAQs.
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
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. Well, like Stephen Covey said, "You begin with the end in mind" We asked our panel of white paper experts "W hat are the 3 key questions you ask before starting a white paper project? Jonathan Kantor is 14-year white paper marketing veteran. Generating More Leads with Video White Papers. Buying Guide.
Tony Zambito
JULY 18, 2011
Many a good sales professionals as well as marketing professionals I knew back in the ‘80’s and ‘90’s adopted the valued practices of understanding the buying process, profiling their customers/buyers, discovering buyer constraints, understanding the buyer’s decision criteria, and adopting KSF (Key success Factors) factoring in marketing and sales planning. Image by Cristiano Betta via Flickr.
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? What are components of a good video white paper?" " A video white paper combines information with a real person to create a very unique delivery mechanism " Michael Stelzner's Bio. White Paper FAQs.
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? We have invited White Paper Experts to shed light on the following question: "What is the ideal length of a white paper?" " We have invited White Paper Experts to shed light on the following question: "What is the ideal length of a white paper?"
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)? Jonathan Kantor is the principal and founder of The Appum Group, " The White Paper Company ", and has been producing commercial white papers for the past 11 years. He is also the author of the White Paper Pundit blog.
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. The paper, Restoring the Balance: Why Marketing Holds the Key to Effective Selling in a Changed Business World , is available for free on the Raab Guide site and will eventually show up on the Eloqua site as well.
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.
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. Kipp Bodnar shares more than two dozen marketing lessons gleaned from the MarketingProfs B2B Forum event, among them: repackage expensive content (such as white paper content) into different formats—blog posts, webinars, bylined articles—to get the most out of your investment.
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 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.
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? ).
NuSpark
DECEMBER 18, 2017
Despite that, you need e-books, webinars and other information designed to attract leads, walk them through the buying cycle and convert sales. But how can you create white papers, videos and blog posts that your target audience will seek out and devour? The result is that B2B buyers are more than halfway through the buying cycle by the time they contact a salesperson. Where they are in the buying cycle.
Oracle
AUGUST 15, 2014
Webinars have become a primary marketing tool to "help drive the buying cycle," according to market research firm SiriusDecisions. Webinars’ influence on the buying cycle is driven by their ability to: Engage prospective buyers. One of the main reasons that webinars successfully influence prospects in the buying cycle is their ability to capture a viewer’s attention for significant periods of time. Accelerating the Buying Cycle.
RockContent
AUGUST 18, 2020
I would download, print, and assign the leads by writing the reps name on the paper lead in the top left corner. As leads were called, I would receive feedback from the reps, often receiving the paper lead back with chicken scratch notes telling me what I did wrong.
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